MGT 029

Introduction to M.I.C.E
Meaning of
- meetings
- incentives
- conferences/ conventions
- exhibitions/ events industry

MICE industry is one of the fastest-

growing and lucrative areas of tourism
and hospitality industry.
Definitions of Terms
TERM DEFINITION/S
MEETING Gathering of people for a common purpose such as business, social,
or religious purpose. Meeting do not include exhibits.
INCENTIVE Reward event intended to showcase persons who meet or exceed
sales or production goals. It is also called incentive program.
CONFERENCE Participatory meeting designed for discussion, fact-finding, problem-
solving, and consultation.
It is used by an organization to exchange views, convey a message,
open a debate, or give publicity to some area of opinion on a specific
issue.
No tradition, continuity, or periodicity is required to convene a
conference.
Compared to a congress, a conference is smaller in scale.
Definitions of Terms
TERM DEFINITION/S
CONVENTION Gathering of individuals in which the planning activity of the
attendees is to attend educational sessions, participate in meetings/
discussions, socialize, or attend other organized events.
Conventions include exhibits. Congress is the European term for
convention.

CONGRESS Is the regular or periodic gathering of people who belong to religious,

cultural, professional, or other associative group.
A congress is often staged to shed light on a particular subject,
question, or issue.
Definitions of Terms
TERM DEFINITION/S
EXHIBITION The display of products or promotional materials for purposes of
public relations, sales, and/or marketing.
It is an activity designed for suppliers of products, goods, and/or
services to demonstrate and promote to a certain market. It is the
European term for exposition.

EXPOSITION Larger in scale than an exhibition.

It is generally consists of a huge public display of the goods and

services of the particular industry.

EVENT An occurrence, happening, and activity designed around various

themes in order to create or enhance interest in a destination.
Comparisons: MICE
EVENT FREQUENCY EXHIBITION SIZE, TYPE OF PURPOSE
ATTENDEES
Meeting Regular or as No exhibit Members in small Discuss agenda
needed groups
Congress regular Can be with exhibit For members only Resolve questions/
on a issues
representational
basis
Convention As needed Can be with exhibit Members in bigger Deliberate on and
groups establish rules,
policies, business
strategies, etc.
Conference As needed No exhibits No membership For “study”
required; smaller purposes
than congress
 Significance of the MICE Industry

From the point of view of the reader

1. enabling people to travel and stay in a destinations to attend

meetings, trade shows or other events
2. enabling good amount of investment poured into infrastructure and
other development
3. contribution to economy
4. provides jobs/ employment
5. applicable in other discipline such as budget preparation, sales and
marketing, time and risk/crisis management
 Significance of the MICE Industry

From a global perspective

1. increased tourist arrivals in the country

2. important subsector of tourism for two major reasons:
Quantity- attracting more visitors and repeaters, and holding them beyond peak days
Quality- MICE attendees have higher disposable income and use more tourism
facilities than ordinary tourists

3. enhances the quality of life for local community by providing jobs, bringing taxes for
improvement of services and infrastructure,
4. attracting facilities like restaurants, shops, festivals, and cultural and sporting venues
that cater to both visitors and locals
MICE in the PHILIPPINES
Manila became the first international meetings destination in South
East Asia when it hosted the International Monetary Fund (IMF) Meeting
in 1976 at the then newly inaugurated Philippine Int’l Convention Center
(PICC).
Acknowledging the industry’s potentials, the government encouraged
the private sector to invest in infrastructure and other related facilities.
The full-blast construction of tourism infrastructure called for the
development of an academic program and manpower training. Hence,
the Asian Institute of Tourism (AIT) was established as a degree-granting
unit of the University of the Philippines System, also in 1976.
MICE in the PHILIPPINES
In line with these developments, the Philippine Convention Bureau (PCB)
was created in the same year by virtue of Presidential Decree (PD) No. 867.
The PCB was a government agency which was transformed into a
government-owned non-stock, non-profit corporation two and a half years
later under PD 1448.
In July 1987, PCB was reorganized and renamed Philippine Convention
and Visitors Corporation (PCVC) through Executive Order (EO) 120A, with
EO120 mandating the reorganization of the DOT to which PCVC’s name to
embody its expanded role from an agency in charge of marketing the
Philippines as a MICE destination to become the marketing arm of the DOT
of the Philippines System, also in 1976.
MICE in the PHILIPPINES

Today, although our neighboring Southeast Asian countries have

overtaken the Philippines in terms of MICE-related developments.
Philippine MICE professionals are doing their best to keep the industry
afloat. The proposed Tourism Bill is likewise anticipated to build a better
environment for public-private partnerships.
Components of the MICE Industry
COMPONENT DESCRIPTION/S
PLANNERS Are classified as corporate meeting planners, associate meeting
planners and independent meeting planners

HOST FACILITIES Provide lodging, meeting rooms, F & B, hotels, conferences

centers, resort hotels, universities, B&B inns, etc.
SERVICES Refers to individuals and organizations that provide support for
MICE. Service suppliers include transportation companies,
attractions, tour guide companies, and entertainers.
EXHIBITORS Are the persons who work for the company. They provide much
of the revenue needed for the planners to hold meetings.