Business tourism, and specifically meetings, conventions and exhibitions (MICE) activities, have long been targeted for growth by governments, industry and other responsible agencies. This focus can be seen at national and city level. The main purpose of MICE trips is business. Generally, they bring large groups together for a specific purpose. Other common terms are ‘Meetings industry’ or ‘Events industry’. MICE is a sub-segment of business travel, but it can also involve a leisure component.
Developing MICE can have great advantages for cities, such as:
a) Stimulating the tourism economy, especially in low season,
b) Developing of better tourism infrastructure,
c) Increasing tourism expenditure, MICE travelers generally spend more money than leisure travelers, in less time,
d) Converting MICE travelers into leisure travelers. MICE travelers can extend their stay, can be accompanied by their partner or can return with their family or friends.
These apart, cities can benefit from knowledge exchange, which can bring multifold benefits to its economy and upgrading human capital.
