INTRODUCTION TO MEETINGS, INCENTIVES,

CONVENTIONS AND EXHIBITIONS

INTRODUCTION TO MICE

LEARNING OUTCOMES:
• DEFINITION OF MICE
• U N D E R S TA N D I N G T H E N E E D F O R M I C E
• THE HISTORY OF MICE
• K E Y S TA K E H O L D E R S I N M I C E
• TYPES OF MEETINGS

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 DEFINITION
MICE stands for Meetings, Incentives, Conventions and Exhibitions.
It’s an important industry because MICE visitors are usually on business and often spend more than leisure
travelers.
Meetings, incentives, conferences, and exhibitions, or Meetings, Incentives, Conferences, and Events (MICE) is a
type of tourism in which large groups, usually planned well in advance, are brought together for a particular
purpose.
There has been an industry trend towards using the term ‘meetings industry’ to avoid confusion from the acronym.
On the other hand  industry educators are recommending the use of “events industry” to be an umbrella term
for the vast scope of the meeting and events profession.
Recently, there has been an industry driven initiative to not use the “MICE Market” label and instead say “The
Meetings Industry” which encompasses all the above. The Meetings Industry consists of a broad range of
organizers, suppliers and facilities engaged in the development and delivery of meetings, conferences,
exhibitions and other related events which are held in order to achieve a range of professional, business,
cultural or academic objectives.
The activities of the Meetings Industry are an increasingly significant element in the future growth of the global
economy, an essential part of the spread of knowledge and professional practices and a key factor in building
better understanding and relations amongst different regions and cultures.
Specifically, the Meetings Industry is a key component of the knowledge economy, acting as a vehicle for
business, professional and academic communities to achieve the interactions required to effect the knowledge
transfer, collaboration and information dissemination that is the primary purpose of these events.

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Meetings 
The coming together of a group of two or more people in one place. This provides them with the opportunity
of conferring or participating, in particular activities. There is often a 'frequency' element attached to
meetings, for example, annual general meetings, committee meetings, executive board meetings, etc. 

Incentives 
These gatherings usually form part of a program which offers delegates rewards, based on previous
performance, or promises rewards for future expectations. 

Conferences/conventions 
Conferences usually take on a smaller module than congresses. They are more selective in character and
invite participation from delegates, encouraging an exchange of information, fact-finding and problem-
solving. Conferences are usually limited to time, having specific objectives. 

Exhibitions/events 
Quite simply, an exhibition is a public assembly for the purpose of marketing, celebrations, education and
even reunions. 

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THE NEED FOR MICE

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HISTORY OF MICE

CONGRESS OF VIENNA
HISTORY
The beginnings of the meetings industry can be traced back to Europe and North-
America.
As towns became more and more aware of the value the organization of meetings
had for them, a group of businessmen decided in Detroit, Michigan, for the first
time in history, to employ a salesman to invite meetings to be held in their town.
In this way, the first convention bureau was established, and so 1896 was the
year when the industry officially came into being.

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HISTORY
The establishment of professional associations also gives a useful, objective insight
into the origination of the industry. The following are some of the most
significant associations in the meetings industry, with the year of their
foundation given on the right side:

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LIST OF EARLIEST MICE ASSOCIATION

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INTRODUCTORY TO KEY STAKEHOLDERS IN MICE INDUSTRY

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MICE VENUE ASSOCIATION AND ORGANISATIONS
International Congress & Convention Association (ICCA)
Malaysia association of convention and exhibition organisers and suppliers
(MACEOS)
German Convention Bureau (GCB)
Singapore Association of Convention & Exhibition Organisers
Hong Kong Exhibition and Convention Industry Association
Professional Convention Management Association (PCMA)

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TYPES OF MEETINGS
1. Conference & convention
The main difference between convention and conference is that convention is a large meeting of
people who come to talk about their shared work, common interests or to make decisions as a group
whereas a conference is a meeting that is generally designed for discussion, problem-solving, fact-
finding and consultation.
2. Forum - a situation or meeting in which people can talk about a problem or matter especially of
public interest: a forum for debate/discussion.
3. Symposium: a meeting or conference for the discussion of some subject, especially a meeting at
which several speakers talk on or discuss a topic before an audience.
4. Lecture - an educational talk to an audience, especially one of students in a university.
5. Seminar- a class at university in which a topic is discussed by a teacher and a small group of students.
6. Clinic - used a great deal in training activity. The clinic offers drills and instructions in specific
subjects. It is almost always limited to small groups interacting with each other on an individual basis.

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 ACTIVITY
Work in group. Propose unique venues for the following business events.

Client Type of Event Audience/Delegates

Vistage Malaysia Sdn. Vistage CEO Summit Entrepreneurs,

Bhd. businessmen (300 pax)

World Medical Association Annual Conference with Doctors, suppliers (1,000

(WMA) exhibition pax)

E. Excel Malaysia Premium Incentives Outstanding sales

personnel (80 pax)

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Thank You

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