BYASISH,PINKY,PERSIS,GEDION,SANJAY,

PHEIDARISHA, SIMANTA

Ys are

Introduction MICE stands for Meetings, Incentives, Conferences and Exhibitions. This is therefore

a business-oriented segment, involving obligatory (or non-discretionary) travel.

The Incentives part of MICE is the odd one out – though it is related to business, as it is usually provided to employees or dealers/distributors as a reward, it tends to be leisure based.

MICE is usually used to refer to a particular type of tourism in which usually large groups planned well in advance are brought together for some particular purpose.

MICE industry has been developed in Europe and America for over a century.

Data revealed by International Congress and Convention Association (ICCA) indicated that every year, there are a total of 400,000 conferences and exhibitions held at the world at the total outlays of US$ 280 Billion.

The Global Association Of the Exhibition Industry (UFI) pointed out that MICE industry would yield as high as US$ 1.16 trillion annual output value including US$ 400 Billion for conferences and US$760 Billion in Exhibitions.

THE MAJOR PLAYERS IN THE CONVENTION CENTERS ARE:

Convention and Visitors Bureaus(CVBs) Meeting Planners and their Clients Convention Centers Specialized Services Exhibitions

CONVENTION AND VISITORS BUREAUS(CVB):

Convention and visitors bureaus are major participants in the meeting convention and expositions market.CVB comprises a number of visitor industry organizations representing the various industry sectors:

1. Transportation2. Hotels and Motels

3.Restaurants4. Attractions5. Suppliers

A bureau has 5 primary responsibilities :

To enhance the image of tourism in the local /city area. To market the area and encourage people to visit and stay longer. To target and encourage selected associations and others to hold meetings, conventions and expositions in the city. To assist associations and others with convention preparations and to give support during the conventions. To encourage tourist to partake of the historic, cultural and recreational opportunities the city or area has to offer.

Destinations Management Companies(DMC)

A DMC is a service organization within the visitor industry that offers a host of programs and services to meet client’s needs.

Sales manager associated with DMCs obtain leads, which are potential clients, from the following sources: Hotels Trade Shows Convention and visitors Bureau Cold Calls Incentive Houses Meeting Planners

Its sales manager has a staff or team that would include the following people :Special events manager, who will have expertise in sound ,lighting, staging, etc.Accounts managers who is assistant to the sales manager.A theme-events creative director.Audiovisual specialist.Operations manager, who coordinates everything, specially on-site arrangements, to ensure that what is sold actually happens.

MEETING PLANNERS :

Meeting Planners may be independent contractors who contract out their services to both associations and corporations as the need arises, or they may be full time employees of corporations or associations.

The meeting planner’s role varies from meeting to meeting, but may include some or all of the following activity.

Pre-Meeting Activities: Estimate attendance Plan meeting agenda Establish meeting objectives Set meeting budget Select city location and hotel/convention site Negotiate contracts Plan exhibition Prepare exhibitor correspondence and packet Create marketing plan Plan travel to and fro from site Arrange ground transportation Organize shipping Organize audio visual needs

On-Site Activities: Contact pre-events briefings Prepare VIP plan Facilitate people movement Approve expenditures

Post-meeting Activities : Debrief Evaluate Give recognition and appreciations plan for next year

Service Contractor: Service Contractors are responsible for providing all of the services needed to run the facilities for a trade show. The service contractor is hired by the exposition show manager or association meeting planner. Today most of the service companies that can take reservations, prepare lists, and provide all kind of services via the Internet for meeting planners.

ASSOCIATIONS:Associations are groups that held annual meetings and conventions with speeches, entertainment, an educational program, and social events.

TYPES OF ASSOCIATIONS:An association is an organized body that exhibits some variety of volunteer leadership structure and that may concern an activity or purpose that members share in common. The association is generally organized to promote and enhance that common interest, activity or purpose.

THE VARIOUS TYPES OF ASSOCIATION:

Trade Associations Professional Associations Medical and Scientific Associations Religious Organizations Government Organizations

TYPES OF MEETINGS, CONVENTIONS AND EXPOSITIONS:Meetings:Meetings are conferences, workshops, seminars, or other events designed to bring people together for the purpose of exchanging information.

ON THE BASIS OF FORMAT MEETINGS CAN TAKE ANY ONE OF THE FOLLOWING FORMATS:

Clinic: A workshop type educational experience in which attendees learn by doing. Forum: Usually experts in a given field take opposite sides of an issue in a panel discussion, with liberal opportunity for audience participation. Seminar: A lecture and a dialogue that allow participants to share experiences in a particular field. Guided by an expert usually attended by 30 or less Symposium: An event at which a particular subject is discussed by experts and opinions are gathered. Workshop: A small group led by a facilitator or trainer generally includes experiences to enhance skills or develop knowledge in a specific topic.

TYPES OF MEETINGS ON THE PURPOSE OF MEETINGS:

Annual Meetings: Held by corporations or associations to inform their members of previous and future activities.

Board Meetings, Committee Meetings, Seminars and Workshops, Professional and Technical Meetings: Board

Corporate Meetings, Convention and Expositions

SMERF

Incentive Meetings

Association Meetings

CONVENTION AND EXPOSITION :

Conventions are generally larger meetings with some forms of exposition or trade show included. This convention raise a large part of association’s budget.Convention are not always held in convention centres ; in fact the majority are held in large hotels over a three to five days period.

Exposition are events that bring together sellers of product and services at a location (usually at convention centre) where they can show their product and services to a group of attendees at a convention or a trade show.

PLANNING MEETING

• Meeting planning includes, the planning ,the setting of proper arrangement of a meeting and also evaluation of postmeeting. Under meeting planning we have needs analysis this is done to analysis or to determine the purpose and the desired outcome of a meeting.

• The key to a productive meeting is the meeting agenda. The meeting agenda provides the framework for making meeting objective.

Budget are planned for different activities and it fluctuates for different sites.Request for proposal and site inspection and selection:it is very important that clear meeting specification are developed in the form of written

request/quotes rather than calling up hotels to get a quote.

Negotiation with the convention center or hotels:this is normally dealing and negotiating with the rates of hotel rooms, caterers, banquet and conference department.

Contract:once the meeting planner and the hotel or converence facility have agreed on all the

requirements and costs, a contract is prepared and signed by the planner, the organization and the hotel or convention center. the components that make up an enforceable contract include the following :

an offer consideration acceptance

Organizing and pre conference meeting :This procedure takes about three to six months ,however large meetings takes longer and are booked an year in advance.

Conference Event Order: A conference event Order has all the information necessary for all the department employees to be able to refer to for details of the set up and the conference itself. For Eg. Arrival, departure, food and beverage and the cost of items so that the billing can be done.

POST EVENT MEETING:A post event meeting is held to evaluate the event- What went well and what could be improved for the next time.Larger conference have staff from the hotel or convention center where the event will be held the following year, so that they can better prepare for the event when it is held at their facility.

CITY CENTRES

Convenient to reach by air and transportation

Plenty of action in a major city centre: attractions range from cultural to scenic beauty

Most cities have a convention centre and several hotels to accommodate guests

E.g.-  Marina Bay Sands The Sands Expo and Convention Centre is not only Singapore's

largest and most flexible exhibition and meeting venue, but features the island's largest hotel as well.

Marina Bay Sands has been crowned as Asia's Best MICE Hotel and second place for Asia' s Best Convention and Exhibition Centre

Contd…

Marina Bay Sands is an integrated resort fronting Marin Bay in Singapore. Developed by Las Vegas Sands, it is billed as the world's most expensive standalone casino property at S$8 billion, including cost of the prime land

With the casino complete, the resort features a 2,561-room hotel, 1,300,000-square-foot (120,000 m2) convention-exhibition centre, the 800,000-square-foot (74,000 m2) The Shoppes at Marina Bay

Sands mall, a museum, two large theatres, seven "celebrity chef" restaurants, two floating Crystal Pavilions, an ice skating rink, and the world's largest atrium casino with 500 tables and 1,600 slot machines.

The complex is topped by a 340m-long SkyPark with a capacity of 3,900 people and a 150m infinity swimming pool, set on top of the world's largest public cantilevered platform, which overhangs the north tower by 67m. 

MARINA BAY SAND HOTEL

CONVENTION CENTRES

Host the largest exhibitions, which can be responsible for adding several million dollars in revenue to the local economy

Huge facilities with parking, information services, business centers, and food and beverage facilities included in the centers

Corporations owned by a country, city, or state governments

Operated by a board of appointed representatives from the various groups having a vested interest in the successful operation of the centre

CONVENTION CENTRES In addition to the mega convention centers, a number of prominent centers

also contribute to the local, state, and national economies. E.g. – The Rhode Island Convention center.

The $82 million center, representing the second largest public works project in the state history , is located in the heart of downtown Providence, adjacent to the 14,500- seat Providence seat center. The 365,000- square foot center offers a:

100,000-sq-foot main exhibit hall

20,000- sq-foot ballroom

18 meeting rooms, and a

Full-service kitchen than can produce 5000 meals per day.

CONVENTION CENTRES

The exhibit hall divides into four (4) separate halls, and the facility features its own telephone system, allowing individual billing

A special rotunda function room at the front of the building features glass walls that offer a panoramic view of downtown Providence for receptions of up to 365 people

Extensive use of glass on the façade of the center provides ample natural light throughout the entrance and pre function areas.

Rhode Island Convention center

CONFERENCE CENTERS

Specially designed learning environment dedicated to hosting and supporting small- to medium- sized meetings, typically, including between 20-50 people

They are designed to encourage sharing of information in an inviting, comfortable atmosphere and to focus sharply on meetings and what makes them effective

Although the groups that hold meetings in conference centers are typically small in terms of attendees, there are thousands of small meetings held every month

E.g.- Kolkata Convention Center

KOLKATA CONVENTION CENTER

HOTELS AND RESORTS

Offer a variety of locations from city center to destination resorts

Many hotels have ball rooms and other meeting rooms designed to accommodate groups of various sizes

They all have websites and offer the services of meeting planners to help with the planning and organizing of conferences and meetings

There is plenty of competition among hotels to get the business, once a meeting planner is seeking a venue for a conference

CRUISE SHIPS A cruise ship meeting is uniquely different from the regular

meeting setting .

It offers a number of advantages to the attendees such as discounts, complimentary meals, less outside distraction while at sea, entertainment, and visiting more than one destination while unpacking only once

E.g.- Alaska, the Caribbean, Hawaii and Mexican Riviera 

ALASKA CRUISE SHIP

COLLEGES and UNIVERSITIES

Colleges, universities, and their campuses are being used as alternative venues for meeting places.

The paramount consideration in contemplating use of campus-based facilities is to know the nature of the target audience

The relative cost of campus-based meetings is most of the time less expensive than a medium-priced hotel

Major Requirements of A MICE Industry

MICE industry is characterized by 3 highs, 3 larges and 3 Excellences.

The 3 HIGHS: High Potential Of Growth High Added Values High Innovative Effectiveness

The 3 Larges: Large output Large chances for employment Large industrial association

The 3 Excellences: Excellent Advantage for human resources Excellent Advantage in Technology and Know how Excellent advantage in utilization of asset utilization

MICE is Used Normally by

Corporate companies Associations Educational Institutions Sporting Organizing Event Organization Trainers / Speakers / Facilitators Exhibition Organizers Special Events Educational Courses Product Launches Award Functions Graduation Balls Etc …….

Brief Profile of consumers: Main Source Market:

Varies considerably – although is slightly skewed towards the 30-45 age group, and around 65% male.

United States Germany United Kingdom France Italy Spain Scandinavia

Emerging Markets: (BRIC) • Russia• India• China• Brazil

Main Competing Destinations: Destinations for MICE tourists are Influenced by safety and security. However,there is also a desire to find new destinations, although they need to be deemedpolitically safe to travel to.

Some of the most popular MICE destinations include:• Vienna, Austria• Paris, France• Singapore• Barcelona, Spain• Berlin, Germany• New York, United StatesFor the incentives segment, however, up-market resort locations in areas such as Asia and the Indian Ocean are popular.

Key Tour Operators: World Incentives : United StatesMaritz Incentives : United StatesCapital Incentives : United KingdomWorld Events : United Kingdom and United States

Websites are important - a survey found that 50% of meetings/incentives plannersconsulted a website for a source of information. 20% of meetings and incentivesplanners in the United States consulted national tourism organizations forinformation.Industry specific MICE magazines aimed at companies that participate in the MICE industry include: United States: Incentive MagazineUnited States: Corporate Meetings MagazineUnited Kingdom: Incentive Travel and Corporate Meetings MagazineGermany: TW Tagungs-Wirtschaft (circulation around 22,500 – bilingual)Germany: Event Partner (circulation around 20,000)

Key Points for Marketing and Distribution:

Benefits Of MICE to The Local Community:

Direct and immediate economic benefit derived from delegate expenditure: Creating direct and indirect employment Income and profit for business Taxes for government Cultural and professional exchanges Showcasing new research Capacity building through access to international and national industry leaders Providing education and professional development and finally strengthening the positioning for the city, industry or country.

Additional Business Events Leads to repeat many leisure tourism with many delegates returning to the destination at a latter time

for holiday or bringing with them their family and friends.

Direct income/expenditure :Direct expenditure contributes directly to a variety of goods and services in the community including hotels, convention centres, restaurants, transport, printers, food and beverage suppliers, florists, audio visual and touring activities.

Leisure tourism products and services such as tour operators, local attractions, spas and shops may also benefit from delegates‟ partners and families.

Delegate expenditure also has a flow-on effect through the economy to the truck drivers that deliver the food, to the farmers that grow the fruit and vegetables and herd the cattle. It doesnot stop with the hotels and convention centres. In fact, it is generally accepted that stand alone convention centres only attract between 5-10% of this expenditure.

Community Infrastructure

The financial benefit of business events also encourages infrastructure development within the city or destination. For example, the local ACT Government in Canberra understands the value of business events and has recently reinvested $30M to refurbish the National Convention Centre.

There has been a huge injection of investment in the business events industry through the development of large hotels and convention centres. Singapore is another stand out example of a city that is using the attraction of business events to grow high potential industries.

For example attracting the World Monetary Fund Conference to grow the financial services sector and strengthen the role of Singapore as a financial epi-centre of Asia. 12 new office blocks are planned to house the headquarters of financial services firms in the city, with the WMF business event an integral component of the growth strategy and infrastructure expansion.

Networking & Industry knowledge exchange

Organizations and individuals share a fundamental need to meet in person to interact, make connections and maintain relationships, through conferences and other business events.

networking and educational opportunities promote the exchange of information in industry best practice, latest technologies and leading research.

It is widely recognized that this exchange can only partly be achieved through less „rich‟ forms of communication like email or telecommunication.

It is generally accepted by the industry that the benefits of a business event are maximized in the host destination.

Tradeshow at National Convection Centre

CSIRO Black Fountain Laboratary

Collaboration & industry platform

Canberra is renowned for the abundance of research and learning institutions for example the Australian National University and CSIRO .

Business events in Canberra also make a positive contribution to industry development.

By conferencing in Canberra local industry professionals and students have the opportunity to gain further knowledge and industry expertise from international and national experts and discipline leaders.

For example, the Australian Seed Federation Conference being held in Canberra in November 2009 provides a unique opportunity for the leading researchers at CSIRO‟s division of Plant Industry to present their findings and share ideas on wheat breeding and sustainable agriculture with a captive audience.

Influence Business events provide an opportunity

for local delegates to network and interact with industry colleagues from other destinations and countries, experts and government officials and build vital business networks for trade.

Canberra, the home of Australian Federal Government, offers an enviable opportunity to leverage government officials and decision makers through involvement in the conference program and provides a platform to communicate industry messages and challenges to influence government policy.

A prime example is the Early Childhood Australia Conference, held in October 2008. A key note speaker at this conference was the federal Minister for Education, the Honorary Julia Gillard MP. Ms Gillard demonstrated the governments support and focus on education and this occasion allowed Early Childhood Australia to convey the industrys position and future requirements to the government.

Ms Julia Gillard & Mr Bill Shorten at Essendon Keilor College

Hospitality students setting up at the Restaurants at Canberra Institute of Technology

Employment & social benefits

The business events industry has sometimes been underestimated as a critical success factor in high performing markets and vibrant and thriving cities.

The significant employment that is generated for the tourism and hospitality industries has both an economic and social dimension. The economic benefit related to direct employment is obvious however, the social benefit is derived from the fact that many employed in these industries are part time, casuals or tertiary students, with the overwhelming majority of employment being in the 18 to 25 year age range.

Additionally the products and services that rely on business event income also contribute to the enjoyment of the local community residents and other visitors.

“New money‟ in the economy means a better quality of community amenity, thus a better quality of life for residents.

The benefits to the local community Business events provide a forum for education, training, professional

advancement, trade and innovation which support the host city economy.

There are a multitude of direct and indirect, tangible and intangible economic and social benefits for the host community which include employment, a rich and vibrant city amenity and the opportunity to collaborate with industry professionals.

In this highly competitive market and especially in the current economic climate, Bureaux and destinations compete for business events in order to secure the significant benefits for the entire community.

By educating our communities on the plethora of economic and social benefits, we will build powerful, influential and smarter individuals, organizations and destinations.

MICE IN INDIA

Outbound MICE (meetings, incentives, conferencing, exhibitions) activity in India is expected to witness strong growth going forward with increase in FDI inflows and the Indian businesses growing transnational.

In 2011, Indian outbound MICE market is estimated to be around $ 550-600 million. Around 1.5-1.8 million passengers travelled outbound due to MICE, according to a recent study done by Synovate Business Consulting, India.

Pharmaceutical, cement, FMCG, IT and financial services were the major industry verticals contributing to outbound MICE sector.

In 2011, many of the foreign national tourism boards recorded a double digit growth in Indian tourist arrivals under MICE segment. The arrival figures grew by 12 per cent in Hong Kong, 15 per cent in Malaysia, 30 per cent in Thailand and 40 per cent in Czech Republic.

Contd…

With India being the third fastest growing global economy and its increasing dominance in international trade have compelled many foreign tourism boards to have a focused strategy for the Indian outbound MICE segment, the study said.

Countries such as Austria, Dubai, Jordan, Singapore, Indonesia, Mauritius, Turkey and Bhutan are offering discounted offers to woo large size groups from the Indian MICE market. New entrants such as Czech Republic, Spain, South Africa are formulating India-centric policy to tap the growing potential of Indian MICE market.

Czech Tourist Authority opened their office in Delhi in 2010, with a special focus on Indian outbound MICE and Bollywood industry. They also conducted roadshows in February 2011 for introducing Czech DMCs (destination management companies) and hotels to Indian travel operators as well as few of the corporate.

In 2011, South African tourist board launched an advertising campaign “Chalo South Africa” for Indian leisure and incentive trip organisers. In line with their marketing theme “Festive Hong Kong”, Hong Kong Tourist Board is planning to organise workshops for the incentive planners in key Indian cities.

Conclusion

MICE industry is a highly sophisticated industry and requires very high degree of coordination and specialized expertise.

The investment required to open up a conference hall is very high and also to invite foreign delegates a lot of official documents are required like visa etc, thus to reap the benefits of this industry a public-private partnership is required.

With Indian economy raising with a GDP of 6-7 % India has a huge potential of being a premier MICE destination

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