THC 11 - ENVIRONMENTAL CONSERVATION

IN TOURISM

READING MATERIALS
STRUCTURE OF THE EVENTS INDUSTRY
Introduction:
There are several entities that hold a stake in the MICE industry, and they can be classified into four (4) major
categories: (1) Professional Congress/Events Organizers (PCO), (2) the community, (3) service suppliers, and
(4) government offices and regulatory bodies. This unit discusses the details pertaining to the role of each
stakeholder as well as their relationship with each other.

Learning Outcomes
Upon completing this unit, the learner is expected to:
1. Explain the structures of the events industry, the role of industry stakeholders, and their relationship
with each other
2. Explain the role expertise of a Professional Congress Organizer (PCO);
3. Identify the types of associations and their importance in the events industry;
4. Identify the types of event suppliers and the means to source them;
5. Identify the role of the government in the events industry; and
6. Identify the role of convention and visitor bureaus in the events industry.

INDUSTRY STAKEHOLDERS
Stakeholders refer to the parties who hold a stake or interest in the particular project or industry.
Four major categories:
1. Professional Congress/ Events Organizers (PCO)
2. The community
3. Service suppliers
4. Government offices and Regulatory bodies
Their relationships can be illustrated using the following diagram.

NOTE: This document is a property of Urdaneta City University and UCU College of Hospitality and Tourism
Management
References: Eloisa Altez- Romero 2015. “Events Management- 2nd Edition. Published and distributed by Rex
Book Store Inc. (RBSI).
 THC 11 - ENVIRONMENTAL CONSERVATION
IN TOURISM

READING MATERIALS
I. EVENT MANAGER/ PROFESSIONAL CONGRESS ORGANIZER (PCO)
Two types of event manager:
a. Outsourced Event Managers (Professional Congress/ Events Organizers)- organize events on a
per contract basis on behalf of their clients.
b. In-house Event Managers- positions or departments within an organization that is not into the
business of event management but requires its own group of event managers or coordinators
due to the volume of special events that the company has.
II. COMMUNITY
Community represents both the target market and the people living in and around the MICE
destination (residents)
a. Residents- receive the positive and negative impact of MICE.
b. Target market (raison dêtre)- organizers attract and try to satisfy.

Associations fall under the second major stakeholder category or the community, because associations
hold a number of events thus, form a major part of the MICE target market. Associations are group of
individuals or organizations who formed themselves formally to uphold a common interest.
Two Classifications of Association:
a. Trade Association- non- profit organizations whose aim is to meet the needs of for- profit business.
b. Professional Associations- non- profit organizations that are involved with business firms and
classified into three types; (1) bound by common interest; (2) bound by their career; (3) bound by
their desire to do community service
III. SUPPLIERS
Suppliers refer to those who provide the services necessary to organize and execute events
properly.
Categories of some Venue’s MICE supplier
 Venues- facilities where MICE events are held.

Event Venues in the Philippines

Venue Size Theater Remarks

PICC 5,176 sq. m. 3,815 pax Reception, excludes
plenary
PICC (The Forum) 4,292 sq. m. 4,620 pax
World Trade Center 8,300 sq. m. 8,500 pax Exhibition area only
SM Megatrade Hall 3,878 sq. m. 4, 000 pax
SMX Convention 9,130 sq. m. Largest (halls 1-4);
Center total area of SMX is
46,000 sq. m.
Sofitel Philippine 1, 403 sq. m 1, 500 pax Grand Ballroom
Plaza
Makati Shangri-La 1,466 sq. m. 1, 500 pax
Hotel
Edsa Shangri-La Hotel 1, 056 sq. m. 1, 100 pax
Shangri- La Mactan 1, 156 sq. m. 1, 200 pax
NCC Davao 4, 058 sq. m 4, 000 pax

NOTE: This document is a property of Urdaneta City University and UCU College of Hospitality and Tourism
Management
References: Eloisa Altez- Romero 2015. “Events Management- 2nd Edition. Published and distributed by Rex
Book Store Inc. (RBSI).
 THC 11 - ENVIRONMENTAL CONSERVATION
IN TOURISM

READING MATERIALS

MICE Venues in Asia

Venue Size Theater Remarks
Asia World Expo Hong 70,000 sq. m 13, 500 pax Total area
Kong
HK Int’l Trade & 9,950 sq. m. 1,600 pax Total area
Exhibition Center
Kuala Lumpur 9,710 sq. m. 2, 380 pax Single level
Convention Center
Singapore Expo 100,000 19,000 pax Total area
SUNTEC Singapore 37,500 sq. m. 10,000 pax Total area
Hai Phong In’t Exhibtion, 7, 680 sq. m. 7,000 pax Estimate
Vietnam
Bangkok Int’l Trade and 50, 400 sq. m. 20,000 pax Total area
Exhibition C.
Impact Exhibition, 80, 000 sq. m. 20, 000 pax Total area
Thailand
Bali Int’l Convention 7,700 sq. m. 2,500 pax Total area
Center
Cotai Expo, The Venetian 75,000 sq. m. Total area
Macao

 Hotel
 Food and Beverage Suppliers
 Airlines
 Airports
 Transportation Suppliers
 Ground Handlers (Travel Agencies, Tour Operators, Spouse Programs)
 Freight Forwarders
 Booth Contractors
 Meeting Technology Suppliers
 Security
 Manpower Agencies
 Photography, documentation, and transcription services
 Advertising agencies, public relations (PR) companies, printers, providers of corporate
premiums, and other promotional materials

Procurement is the jargon for getting or “purchasing” something from a supplier.

Bidding- process wherein you announce the details of what you need, which can either be goods or services,
and interested suppliers will give you an offer.

IV. GOVERNMENT OFFICES AND REGULATORY BODIES

Associations as Regulatory Bodies
1. UFI (Union de Faire Internationales, 1960)
2. BIE (Bureau of International Expositions, 1928)

NOTE: This document is a property of Urdaneta City University and UCU College of Hospitality and Tourism
Management
References: Eloisa Altez- Romero 2015. “Events Management- 2nd Edition. Published and distributed by Rex
Book Store Inc. (RBSI).
 THC 11 - ENVIRONMENTAL CONSERVATION
IN TOURISM

READING MATERIALS
Convention and Visitors Bureaus (CVB)- serve as the official contact point for event managers, tour
operators, individual visitors.

The Government’s Role in the Events Industry;

1. Development of needed infrasture, particularly relating to access
2. Peace and order
3. Creation of policies and incentives
4. Destination management services

NOTE: This document is a property of Urdaneta City University and UCU College of Hospitality and Tourism
Management
References: Eloisa Altez- Romero 2015. “Events Management- 2nd Edition. Published and distributed by Rex
Book Store Inc. (RBSI).