MICE

• The acronym MICE stands for Meetings,

Incentives, Conferences and Exhibitions.
It refers to a group of tourism that
Meaning of plans, books and organizes
conferences, seminars and other
MICE: events. The industry is nowadays often
also referred to as the meeting industry
and event industry, to avoid the affiliation
with rodents.
COMPONENTS OF
MICE INDUSTRY:
 • A meeting is a gathering of two or
more people.
• Sharing information, discussing and
solving problems.
MEETING: • Meetings may occur face-to-face or
virtually.
Telephone conference
Skyped conference call
Video conference call
• Meetings usually therefore have a circular structure.

REPORT

ACT REVIEW

DECIDE
• The term meeting is defined as referring to a gathering of 10 or more
participants for a minimum of four hours in a contracted venue.
(convention industry council, 2011.)
• Meetings can be international or domestic, large scale or small
scale. • Meetings are most commonly associated with the corporate
sector
 1. Annual general meeting(AGM):
• AGM meeting to which all shareholders or
members of a commercial company, charity or
membership society are invited.

TYPES OF • AGMs are held once a year.

• The purpose of AGM is to:
MEETING: Review and approve the financial
accounts for the year.
Elect members to the board.
Discuss and vote on any
constitutional or legal issues.
 2. Conference:
• Conference are generally
brainstorming sessions,
attended by participants
from a range of
organizations.
• It will be based on one
particular subject of study.
3. Board meeting:
• A meeting of the directors
or governors of an
organization.
• Generally held several
times a year.
• The meeting takes place to cover a range of strategic
issues which affect the organization as a whole. These
could include:
The financial situation of the organization.
Reviewing the policies of the company.
Deciding on new projects of business.
Reviewing progress on ongoing projects.
Deciding on property matters such as office moves
or property purchases.
Employment issues.
 • A meeting of managers who
carry out the day- to-day running
of the organization. These include:
4. Management
meeting:
• Determining how to put into practice decisions taken by the
board meeting.
• Deciding on proposals to put to the board.
• Progress reviews on ongoing projects.
• Decisions that do not require approval by the board such as
internal promotions.
 • Sub-committees may be set up by the board of
directors or management meetings.

5. Sub- • Sub-committees have limited powers of

decision making.

committee
meeting: • This will check the company is on track for
both income and expenditure.

• Sub-committees may also be formed to

provide a ‘bridge’ between directors, managers
and junior staff.
 6. Training 7. Strategic
8. Appraisals:
seminars: planning:
• A company • Managers • Meetings to
conducts meeting with review and
these to train employees to discuss
employees discuss the individual
when future of the performance.
needed. company.
 • Meetings to put forward staff views
9. Staff meetings: to management and vice versa.

10. Departmental • Meetings to discuss and manage

meetings: the work of a department.

11. Team • Meetings to discuss and manage

meetings: the work of a team.
THE LANGUAGE OF MEETINGS
Agenda:
• The agenda is the list of topics are to be considered at a
meeting.
• Agenda may be drawn up and circulated to all participants
before the meeting.
• It is important to decide who is responsible for drawing up the
agenda.
*Agreement, proposal and resolution:
• An agreement is a simple statement of fact.
• A proposal usually arises out of a discussion.
• Resolutions are made when a decision is taken to change the
way organization is run.

*Chair:
• The chair of a meeting is the person who runs the meeting
when it is in progress. To chair a meeting is to be in charge of
the meeting.
*Consensus:
• A consensus is a majority view by the participants
of the meeting. For eg:- “there was a consensus
that the budget should be discussed next”.

*Minute:
• Minutes are the records of what happened at a
meeting.
• A minute is the record of one event at a meeting.
• To minute a meeting is to take notes of
the discussion.
• To agree the minutes is to accept that the
minutes of a previous meeting are
accurate.
Motion:
• A motion is a suggestion to take
some form of action. The phrases ‘table a
motion’ or ‘a motion on the table’ are used
when a participant raises a suggestion at a
meeting.
 *Quorum:
*Paper:
• A paper is the written •A quorum is the number
explanation which accompanies an of people who must be
item on the agenda. present for the meeting.
• This may take the form of a • A meeting is ‘quorate’
report on a project or business
activity, the financial accounts for
when the relevant
a given time period, or a draft number of participants
resolution. are present.
*Speaking ‘through the chain’ or ‘with the chair’s
permission:
• These are terms used at formal meetings.
• Participants use them when they want to ask a question of another
participant, and observers should ask to speak ‘with the chair’s
permission’ when making a point.

*Table:

• In the UK, papers are tabled when they are passed around to
participants at a meeting.
• In the USA, to table a matter is to set it aside for an indefinite period
 AGENDA:

• The agenda for a meeting is a list of topics of

the individual items that need to be discussed
to reach the meeting’s broad aims.
• Participants will need to agree which topics are
most important.
• Participants may also ask at a meeting for
topics to be considered at the next meeting.
 *Apologies for absence:
• Every meeting should start with a note of
participants who are unable to attend.

*Minutes of the last meeting:

Common • A review of the minutes of last meeting
Agenda Items: • Correction and amendments
• In formal meetings, chair will sign the
agreed minutes.

*Actions since last meeting:

• To pick up on decisions and actions that
were made at the last meeting.
 SPECIFIC ITEMS

• This items should always be

*Finance/Accounts/Budgets: accompanied by a set of the latest
accounts with a report.

*Appointments:
• A report on vacancies and appointments
to keep the participants up to date.
 • These could include reports on
progress made on a project a previous
meeting.

CONCLUDING ITEMS:
Special Date of next meeting:
• An announcement of date of
reports: next meeting.

Any other business(AOB):

• This is a chance for the
participants to raise minor matters not
included on the main agenda.
MINUTES

• Minutes are a record of what happened at a meeting.

• Minutes also serve a useful historical purpose.
• Taking minutes involves listening and the ability to write clearly and concisely.

THE MINUTES SECRETARY

• The person who takes minutes is known formally as minutes secretary.

• It is this person’s responsibility to take notes of a meeting’s discussion and
decisions.
• The secretary writes up all these notes into a formal document and distributes
them to all the participants.
• The minute secretary should keep a file of all past meeting papers and minutes.
SKILLS REQUIRED FOR A MINUTE
SECRETARY
Listening skill:
• listen to what people actually say.
Learning the way participants talk:
• knowing the way participants express themselves helps
minute taking.
Alertness:
• you must be constantly alert during the meeting.
Rapport with the chair of the meeting:
• build a good relationship with the chair of the meeting.
Distancing:
• remain an impartial witness to proceedings.
Confidentiality:
• A minute secretary is in a position of trust, privy to
confidential information.
INCENTIVES DEFINITION:

• “An incentive is something which encourages people to act on

stimulus to increase the output”.
• An incentive is a motivational force that creates a desire to
excel.
• An incentive is something that motivates an individual to
perform an action.
• Incentive programs are particularly used in business
management to motivate employees and in sales to attract
and retain customers.
• Employee incentive programs are
programs used to increase overall
employee performance.

• INCENTIVE TRAVEL
• A vacation awarded to employees
as a bonus in order to motivate
them.
• A typical example of incentive
travel would be a company-paid
vacation to a resort for top
performing sales persons
 DEFINITION:
• One of the most quoted definition by Society of Incentive Travel
Excellence(SITE) is “Incentive travel is a global management tool
that uses an exceptional travel experience to motivate and/or
recognize participants for increased levels of performance in
support of organizational goals”.
• Unlike other types of the MICE tourism, the incentive travel is
focused on fun, food and other activities rather than education and
work.
• In some developing markets, the incentive travel implies a simple
arrangement or only a plane ticket and paid accommodation.
• Traditional incentive trips imply a group of
people for whom an activity and entertainment
programme is tailored.
• The incentive travel is a kind of agreement
between a company and its employees and/or
customers.
• The wording for the agreement may be: “you do
this for us, and we will reward you in a way you
will never forget”.
• In order to motivate employees to invest extra
efforts at work they must be offered something
more than a pleasant experience.
 • Facilitating communication and
networking opportunities, especially in
senior management.
ADVANTAGES
• Encouraging the corporate culture and
FOR social interaction.
EMPLOYERS • Strengthening company loyalty.
• Creating enthusiasm for next business
period
ADVANTAGES FOR
EMPLOYEES
• In every person, there are 4 types of
motivation to travel:
1. Physical motivation.
2. Cultural motivation.
3. Interpersonal motivation.
4. Status and prestige motivation.
Categories
• Incentives can be classified according
to the different ways in which they
motivate agents to take a particular
course of action: or Remunerative
incentives:
• These are said to exist where an agent
can expect some form of material
reward, especially money in exchange
for acting in a particular way.
 • Once money satisfies his/her physiological and
security needs, it ceases to be a motivating force.
• Following are the non-financial incentives:
1) Appreciation of work done: Appreciation of work
done at work-place serves as an effective non-
financial incentive.
2) Competition: Competition will prompt the
employees to exert more to worker’s participation
Non-financial in management:
3) Inviting workers to participate in management
incentive: gives worker’s a psychological satisfaction.
4) Suggestion system:
• some organizations make use of cash awards
for giving useful suggestions.
• They sometimes publish the worker’s name
with his/her photograph in the company’s
magazine.
• achieve their personnel or group goals.
Gift cards/certificates:

•Gift cards/certificates are prepaid retail cards or

certificates which are redeemed at a later time at
checkout.
• Generally, they are available in two types:
a) Cards which carry a major credit card brand and
are redeemable at all merchants accepting the credit
card brand.
b) Retailer specific cards, issued by well known
merchants, redeemable only through the issuing
retailer.
Employee incentives:
• Employee incentive programmes Merchandise:
are programmes used to increase • Merchandise reward
overall employee performance.
can range from
• Employee programmes are often anywhere from small
used;
a) To reduce turnover branded key chains to
b) Drive daily employee high-end electronics.
performance
c) Increase retention
 • A convention is a gathering of individual
who meet at an arranged place and time in
order to discuss or engage in some
common interest.
• An organization, usually an association,
will organize a convention each year with a
CONVENTIONS theme related to the organization’s topic.
• The most common conventions are based
upon industry, profession and fandom.
• Trade conventions typically focus on a
particular industry.
• Professional conventions focus on issue of concern
to the profession and advancements in the
profession.
• These conventions are generally organized by
societies or communities dedicated to promotion of
the topics of interest.
• Fan conventions usually displays, shows and sales
based on pop culture and guest celebrities.
• The major difference between a meetings and convention is
that, a convention:

✓Is a large event often lasting for several days and involving
a social programme.
✓Usually conducted once a year.
✓Is organized by associations:
✓Professional and trade associations
✓Charities
✓Political parties
✓Generates income for the association.
✓long time is spent on selecting the site of the convention.
 • Basically, there are three categories of
convention;
1. Convention:
It is the big meeting, popularly used in USA.
2. Congress:
It is a big meeting, popularly used in European
CATEGORIES countries and the commonwealth generally related to
politics.
3. Conference:
• Refers to the big meeting that last for several days
with hundreds or thousands of participants.
• Normally the conference is accompanies by the
exhibition, show or other activities.
 • International Congress and Convention Association
is responsible for promoting congress and
convention travel at the international level.
• Founded in the year 1963 with its headquarters in
Amsterdam.
INTERNATIONAL • It spread over all the continents and operating in
CONGRESS AND over 90 countries.
CONVENTION • The association is headed by an executive director
ASSOCIATION(ICCA) and a full time staff of eight persons.
• The main responsibility of full time staff is to
implement the policies of the organization set by the
board of directors.
• ICCA has two departments. They are;
1. The secretariat
2. The information department
The secretariat department is
responsible for the following matters:

• Membership
• Finances
• Publicity and public relation
• Administration of operations for ICCA general assemblies
• It also charged with administrative support for marketing
plans, educational programmes, liaison with international
professional organizations such as joint industrial council,
The council of international organizations of Medical
Sciences, documentation for meetings of the board of
directors and general assemblies.
 § To bring out the important
publication material including congress
bulletins.
The information § To bring out questionnaires and a bi-
department is annual congress calendar containing
responsible for: over 2500 events.

§ To process and evaluate continuously

professional publications and
commercial calendars.
 MEMBERSHIP:

1. Congress and travel agents

2. Airlines
3. Professional congress, convention and exhibition organizers
4. Statutory bodies of tourist and convention bureaus
5. Transportation companies
6. Hotels
7. Congress, convention and exhibition centers
8. Ancillary services
9. Honorary membership
 The India Convention Promotion Bureau (ICPB) is the
country’s apex body whose mission is to promote India
more effectively as a MICE destination.

It was setup by the travel industry under the patronage

INDIA of the Ministry of Tourism in 1988.

CONVENTION New Delhi is headed by the full-time marketing

PROMOTION director

BUREAU(ICPB) The membership of the organization comprises of

national airlines, hotels, travel agents, tour operators,
tourist transport operators, conference organizers etc.

Today, its singular mission is to project the country’s

ability to hold conventions and conferences of all
shapes and sizes.
 The aims and objectives of the ICPB are:

• To promote India as a venue for international conferences and conventions.

• To launch an awareness programme within the country and abroad.
• To gather data of international conferences and prepare a data bank of National
Associations/Institutions and to carry out continuous research on the
international conference market.
• To launch regular advertising and publicity programmes in suitable domestic and
international media.
• To encourage professionalism in the conference industry.
• To provide necessary guidance to the central and state governments in the
development of conference infrastructure.
• To seek affiliation with world bodies.
• To conduct seminars/workshops as part of awareness programme and marketing.
 i. ii.
The ICPB has Category Category
the following A B
four
categories of iii.
iv.
memberships: Category
C
Honorary
CATEGORY A:
• Category A comprises The Department of Tourism Government of India, national air
carriers, hoteliers, travel agencies, tour operators, international congress centers and
any other organizations duly approved by the department of tourism, government of
India and the governing body.

CATEGORY B:
• Category B membership comprises State Tourism Development Corporations, airport
authorities, trade fair authority of India, centres of Education and Learning, surface
transport companies, air cargo agents.
• Ancillary services such as interpreters, photographers, audiovisual and other suppliers,
restaurants, banks, advertising agencies, newspaper/magazines, trade journals, sports
authority of India, Indian Olympic association and other sports bodies.
• Merchants/traders, federation of Indian chambers of commerce and industry, rent-a-
car companies, authorized foreign exchange dealers, duty free shops and other
organizations duly approved by the relevant government authority and as decided by
the governing body.
 CATEGORY C: HONORARY:

• It comprises Travel Agents • Honorary membership

Association of India(TAAI),
Indian Association of Tour
Operators(IATO),
Federation of Hotels and
Restaurant Association of
India(FHRAI) duly approved
by the government of India
and as decided by the
governing body.
comprises distinguished
individuals/organizations
duly approved by the
relevant government
authority and as decided
by the governing body.
EXHIBITION

• Events at which products and services are displayed.

• Traces its roots to the great exhibition of 1851 in London.
• Exhibitions may also called trade shows or expositions in different part
of the world.
• Exhibition is the presentation of products or services to an invited
audience with the object of inducing a sale or informing the visitor.
• Exhibition usually occur within museums, galleries and exhibition halls. •
The word exhibition is usually, but not always, the word used for a
collection of items.
 • Initiate contacts with new customers
• Develop new trade leads
• Maintain and renew contacts with valued
clients
BENEFITS OF
• Launch new products and services through
EXHIBITIONS live presentation
• Enhance corporate profile and image
• Exhibitions provide visitors an opportunity
to examine products.
 • Economic growth of • MICE tourism
the region as a whole strengthens the brand
gets a boost. value and profile of the
country.
Economic • Development of
• MICE events increase
better infrastructure,
and Social mainly in awareness of the host
country, create
significance transportation, employment and
accommodation and
of MICE airlines.
income.
• Opportunities for
• The elements of relevant business.
relaxation, shopping • An average expenditure
and sightseeing. of MICE participants
• Direct foreign generally 3 times
currencies earning higher than the normal
from international tourist.
participants.
 It is an exhibition organized, so that
companies can showcase and demonstrate
their latest products and services.

Meet with industry partners and

TRADE customers.

SHOWS Examine recent market trends and

opportunities.

Some trade fairs are open to public while

some are attended by the company
representative.
 1. Trade show:

• which exhibit of product and services

Basically targeted to a specific clientele and not to
the public.

there are • Considered a business-to- business

event where products are not sold

two types
directly.

of shows:
2. Consumer show:

• which is targeting to the public and

general. Usually requiring an entrance
fee.
• Meeting, convention and event planners
• Event planners organize a variety of events.
• They coordinate every detail of these events.
• Meeting with the clients before the event.
• Handling logistics during the event.
• Searching for potential meeting sites.
• Accommodation facilities.
• Arrangement of meeting space.
• Coordinate plans with venue’s staff organize speakers, activities and entertainment.
• Feedback.
Types of
meeting, • There are three types of meeting,
convention convention and event planners. They are:
1. Associate meeting planners
and event 2. Corporate meeting planners
planners: 3. Independent or government
meeting
 ASSOCIATE MEETING CORPORATE MEETING INDEPENDENT MEETING
PLANNERS PLANNERS PLANNERS
• Associate planners • Corporate planners • Corporations who do not
organize annual organize internal have a full-time meeting
conferences and trade business meetings and planner choose to
shows for professional meetings between contract with an
associations. businesses. independent meeting
• These events may be in planner.
person or online, held • This is an economical
either within the way to have meetings
corporate facilities or and conventions
offsite to include more professionally planned.
people. • Independent meeting
planners may also work
in conjunction with full-
time corporate and
association planners.
 • There are five essential principles in event
management. They are:
• 1. Participants:
• Get the right participants on board.

Principles of • Identify the people or organization.

• Contact potential participants.
event • Set up websites.

management • 2. Venue:
• Choose a location.
• Space for exhibitors and visitors.
• Select a venue that is convenient for the
visitors.
• Consider venue that offers other attractions.
• 3. Visitors:
• Attract maximum number of visitors.
• Identify the target market and communicate the benefits.
• Place information on the websites.
• 4. Communication:
• Build interest and anticipation.
• Communicate with visitors and participants.
• Use social media to communicate the latest news.
• 5. Relationships:
• Build relationships with customers.
• Ask for feedback.
• Publish news related to your events.
• Encourage participants and visitors to exchange their views and information
on social media to build a community around the event.
Seating styles
• There are different seating styles in meeting.
• 1. Theatre:
• The simplest style, reflecting the seating found in a theatre or cinema with chair
aligned in consecutive straight rows.

Positives
• All of the seats are facing forwards.
• Maximum seated capacity is achieved for the function room.
Negatives
• The audience is closed in, needing to push past other audience members to
enter/exit the seating area.
• Aisles are required to ensure sufficient access to seating area.
• There is no provision of note taking or consumption of plated food and beverage.
• Audience interaction is hindered as audience members don’t face each other.
• Popular for meetings, annual general meetings, product launches.
• 2. Classroom:
• This style reflects the seating found in a school or lecture theatre, chairs
and trestle tables aligned in consecutive straight rows.

Positives
• All of the seats are facing forwards towards the front of the function
room.
• Allows for note taking and consumption of plated food and beverage.

Negatives
• The audience is closed in, making it difficult for audience members to
enter or exit.
• Aisles are required to ensure sufficient access to seating area.
• Seating capacity is reduced by the trestle tables.
• Audience is less likely to interact as they are not facing each other.
• Popular for training, conferences, sales kick- offs and product launches.
• 3. Herringbone:
• Very similar to classroom style, however each consecutive row of
chairs and tables are angled inwards.

Positive
• All of the seats are angled inward towards the podium.
• All of the seats are facing forwards the front of the function room.
• Allows note taking and consumption of plated food and beverage.

Negatives
• Audience is closed in, and making it difficult for the audience
members to enter/exit.
• Aisles required.
• Seating capacity is reduced by the trestle tables.
• Audience is less likely to interact as they are not facing each other.
 • 4. U shape:
• As the name suggests this style is in the shape
of letter U, with the tables & chairs arranged in
an open-ended configuration with the
audience facing inwards.
Popular for Positives:
training, • The open end allows for a focal point or
presentation area.
conferences, • Allows presenter to approach and engage with
each audience members.
• Audience interaction is enhanced.
lectures.
Negatives:
• Inefficient use of floor space, with seating
capacity reduced.
• A large proportion of the audience are seated
side-on to the presentation area.
 • 5. Horse-shoe:
• This style is very similar to U shape.
• There are no tables, only chairs arranged.
Popular for
Positives:
trainings, • The open end provides a focal point and allows
conferences, for a presentation area.
• Allows presenter to approach and engage with
workshops each audience member.

and Negatives:
• Inefficient use of floor space, with seating
meetings capacity reduced.
• Aisles are required to ensure sufficient access and
egress to seating area.
• There is no provision for note taking or
consumption of plated food and beverage.
 • 6. Hollow square:
• Similar to U shape.
• There are four sides and no open end, with the
Popular for audience all facing inwards.
large Positives
meetings, • Audience interaction fully enhanced.
presentations • Allows to consume plated food and beverage
easily.
and team
briefings: Negatives
• Seating capacity is reduced.
• Does not allow for a main presentation area or
focal point.
Popular for discussions.

• 7. Boardroom:
• This is a smaller version of hollow square or U shape.
• There is a large elongated table, with audience all facing inwards.

Positives
• Encourages audience interaction.
• All are facing inwards.

Negatives
• Restricts the position of a presentation area or focal point.
 • 8. Banquet:
Popular for small • This style is similar to round
meetings, one on dinner table, with audience
one interviews, seated around the
circumference facing inwards.
small
presentations, Positives
team briefing. • Audience interaction fully
enhanced.

Negatives
• The audience is closed in,
needing to push past other
audience members to enter/exit
the seating area.
Popular for
gala dinners, • 9. Cabaret:
award night, • This style is similar to banquet style.
• There is no open end, with the audience
Christmas seated in arc facing forwards.

parties, Positives
wedding and • The open end allows for a focal point or
presentation area
other informal
events Negatives
• Inefficient use of floor space, with seating
capacity reduced.
 Popular with meetings such as training
sessions, award nights and gala dinners
• 10. Cocktail:
• This style is unlike any others with no chairs or tables.
• It is literally standing space.

Positives
• Most efficient space of floor space
• Audience interaction greatly enhanced, with audience members able to freely
mingle and roam.

Negatives
• Audience is standing with no opportunity to sit and rest.
• Does not allow for note taking or consumption of plated food and beverage. •
Popular for cocktail parties, weddings, Christmas parties and other social events.