The Difference Between MICE and Business Tourism

The difference between the term MICE (Meetings, Incentives, Conferences, Exhibitions) and Business Tourism is the focus. By Helen Brewer.

MICE are focused on the requirements of the end-user. The end-users are the decision-makers (buyers) for holding a MICE gathering and approving the allocated budget items.

While Business Tourism (sellers of supplies & services) focus on the essential venue, staging, AV, travel, tours, transport, caterer, decor and the like) that are contracted to the MICE.

Same as any market – there is no business tourism (sellers) if there are not MICE (buyers) in the first place.

Knowing the different types of MICE buyers – and what makes them tick – can make for a better bottom-line.

MICE venues – with/without accommodation – should not only know the types of buyers and the various levels of decision-making – ‘product’ knowledge in relation to the types of buyers is equally essential.

The MICE Academy has held several sessions to help tour and travel operators, venues, DMCs gain a greater understanding of the differing types of MICE buyers, what they are, and what they are not. Three primary topics have been covered in these sessions:

(1) MICE Buyer Profiling

  • Types of MICE Buyers & their Difference:
    Everyone’s an organiser/planner
  • Types of MICE Groups (Attendees / Participants / Committee):
    Meeting the needs of the right group
  • Financial Considerations in Proposals:
    Charge structures & added values.

(2) MICE Venue Marketing

  • Know Your ‘Product’ – inside & outside
  • Different Strokes for Different Folks
  • Marketing in Comparison to Sales.

MICE business is big business, and yet most countries do not have accurate data as to the true MICE market share and South Africa is no exception.  And yet, most corporate* procurement manager’s annual travel/accommodation budgets have a MICE component spend of around 70%.
* = 60% of MICE Buyer market are in the corporate sector.

(3) CATS and CPD

Information sharing undertakings – whether a course, conference or session – should have the mechanism in which participants can ensure the recording within the CATS (Credit Accumulative Transfer System) is undertaken at the session.  CPD (Continuing Professional Development)  is important for all experienced industry individuals and wherever the red CPD logo is shown, certificates will be available in accordance with current RPL (Recognition of Prior Learning) legislation being concluded. Three (3) CPD points are available as indicated within the CPD logo block for these sessions which can be repeated in-house / public on demand.

For more information contact Helen Brewer on 011 3264000 or 082 820 5382 or email [email protected].

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