The term MICE tourism ( Meetings, Incentives, Conferences and Exhibitions tourism) refers to a specific type of business tourism in which organized groups, generally planned well in advance, are convened for professional, commercial, or networking purposes. [1] [2] The MICE sector is a fundamental component of the "events industry" and includes a wide range of activities such as conferences, congresses, conventions, forums, summits, exhibitions and trade shows, seminars, symposiums, workshops, product launches, board meetings and shareholder meetings, executive retreats and incentive programs, recognition events, celebrations of corporate or organizational milestones, and team-building initiatives.
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Most components of MICE are self-explanatory, with the possible exception of incentives. Incentive tourism typically involves organized trips offered by companies or institutions as rewards for employees, clients, or partners who have achieved specific goals or exceptional performance.
Unlike other MICE components, which focus on professional or educational objectives, [3] incentive tourism primarily aims to reward and motivate participants through leisure-oriented experiences, though it may include team-building or networking activities. MICE events are typically organized around specific themes or objectives, targeting professional, academic, trade, or special interest groups.
