SCHOOL OF HOSPITALITY MANAGEMENT

(HPC 8) INTRODUCTION TO M.I.C.E.

MODULE 2

DONALY D. ERESTINGCOL, MHM

SOHM INSTRUCTOR
 PASSI CITY COLLEGE
City of Passi, Iloilo
SCHOOL OF HOSPITALITY MANAGEMENT
@ PASSI CITY COLLEGE-Future TOURISM PROFESSIONALS with P.R.I.D.E are produced.
P-Professionalism R-Respect I-Industry D-Discipline E-Excellence

MODULE IN INTRODUCTION TO M.I.C.E 2022

(HPC 8) INTRODUCTION TO M.I.C.E.

MODULE 2
M.I.C.E OVERVIEW

M.I.C.E is the fastest growing segment of the tourism industry. The acronym means Meetings, Incentives,
Convention and Exhibition/Events. It positively affects other tourism sectors – transportation, entertainment,
accommodation, food and beverage, attractions, travel trade – due to the high-value spending potential of delegates,
exhibitors and host organizations. It generates multiple benefits to host countries and regional economics. Thus, the
competition to host major M.I.C.E events is fierce.

LEARNING OUTCOMES:

After studying this Module, you will be to

1. Identify the characteristics of events categorized under

M.I.C.E
2. Classify M.I.C.E according to content and purpose.
3. Examine the Key characteristics of Meeting, Incentives,
Conference and Event sector (MICE)

INTRODUCTION

Module 2 introduces the learner to MICE, which stands for Meeting, Incentives, Conventions, and Exhibitions.
There are a number of other terms and acronyms used to describe essentially the same thing. These are
anagrammatic terms like CEMI (Convention, Exhibitions, Meetings, and Incentives) or general terms like “events” to
name a few.

This lesson presents a working definition for each type of event represented by the acronym MICE, as well as the need
for and application of each type. The lesson also provides a set of criteria for assessing and finding a suitable venue
for each event type.

Donaly D. Erestingcol, MHM Page 1

MODULE 2
VISION

PASSI CITY COLLEGE is a center of Academic Excellence for Sustainable Development and Societal Transformation.
MISSION
PASSI CITY COLLEGE is committed to produce globally competent graduates who are well- equipped with relevant academic and
technological knowledge, skills and values which enable them to become productive citizens and collaborators for social change.
 PASSI CITY COLLEGE
City of Passi, Iloilo
SCHOOL OF HOSPITALITY MANAGEMENT
@ PASSI CITY COLLEGE-Future TOURISM PROFESSIONALS with P.R.I.D.E are produced.
P-Professionalism R-Respect I-Industry D-Discipline E-Excellence

MODULE IN INTRODUCTION TO M.I.C.E 2022

Definition and Characteristics of Meeting, Incentives, Conventions, and Exhibitions (MICE)

MEETING – It can be called on an ad hoc basis (as needed) or following a set pattern such as an annual
stockholders’ meeting.

CONGRESS – Is often staged to shed light on a particular subject, question, or issue. This focus on
question-resolving means makes the term congress” more popular for associations than corporations.

CONVENTION – It is usually held with regular intervals and each staging is given a theme. This include an
exhibition related to its theme.

CONFERENCE - It involves research inputs and sharing of findings, and requires active contributions from
the attendees.

INCENTIVES – a global management tool that uses an exceptional travel experience to motivate and/or
recognize participants for increased levels of performance in support of organizational goal.

Donaly D. Erestingcol, MHM Page 2

MODULE 2
VISION

PASSI CITY COLLEGE is a center of Academic Excellence for Sustainable Development and Societal Transformation.
MISSION
PASSI CITY COLLEGE is committed to produce globally competent graduates who are well- equipped with relevant academic and
technological knowledge, skills and values which enable them to become productive citizens and collaborators for social change.
 PASSI CITY COLLEGE
City of Passi, Iloilo
SCHOOL OF HOSPITALITY MANAGEMENT
@ PASSI CITY COLLEGE-Future TOURISM PROFESSIONALS with P.R.I.D.E are produced.
P-Professionalism R-Respect I-Industry D-Discipline E-Excellence

MODULE IN INTRODUCTION TO M.I.C.E 2022

Current MICE Industry

EXHIBITION
MEETING
 The growth in global exhibition
space has been quite significant  After 2009, the industry began
 Europe held the largest share of to enjoy a recovery from the
exhibition space available. economic downturn as
 Net exhibition space in Asia corporate meetings and
experienced a compound annual incentive travel number is
growth rate of 20%. usually related to economic
conditions.

MICE
CONVENTION INCENTIVE TRAVELS

 International association  Driving our Future : the top ii

meeting industry has enjoyed an incentive trends for 2011
upward trend even though it published by IRF mentioned that
faced a severe drop in 2009 due confidence in incentive travel
to the economic downturn in the remains intact; yet fragile since it
US can crumble as soon as the
 Majority of major association market is hit by any negative
meeting are held in Europe news.

FACTORS INFLUENCING FUTURE MICE INDUSTRY

Donaly D. Erestingcol, MHM Page 3

MODULE 2
VISION

PASSI CITY COLLEGE is a center of Academic Excellence for Sustainable Development and Societal Transformation.
MISSION
PASSI CITY COLLEGE is committed to produce globally competent graduates who are well- equipped with relevant academic and
technological knowledge, skills and values which enable them to become productive citizens and collaborators for social change.
 PASSI CITY COLLEGE
City of Passi, Iloilo
SCHOOL OF HOSPITALITY MANAGEMENT
@ PASSI CITY COLLEGE-Future TOURISM PROFESSIONALS with P.R.I.D.E are produced.
P-Professionalism R-Respect I-Industry D-Discipline E-Excellence

MODULE IN INTRODUCTION TO M.I.C.E 2022

INTRODUCTORY TO KEY STAKEHOLDERS IN MICE INDUSTRY

Key Stakeholders in MICE Industry

Convention and Visitors Bureaus (CVB) Incentive Houses

ASSOCIATION Destination Management Companies (DMC)

CORPORATE Professional Exhibition Organizers (PEO)

Professional Conference Organizers (PCO) Venues

Other Supporting Organizations

Donaly D. Erestingcol, MHM Page 4

MODULE 2
VISION

PASSI CITY COLLEGE is a center of Academic Excellence for Sustainable Development and Societal Transformation.
MISSION
PASSI CITY COLLEGE is committed to produce globally competent graduates who are well- equipped with relevant academic and
technological knowledge, skills and values which enable them to become productive citizens and collaborators for social change.
 PASSI CITY COLLEGE
City of Passi, Iloilo
SCHOOL OF HOSPITALITY MANAGEMENT
@ PASSI CITY COLLEGE-Future TOURISM PROFESSIONALS with P.R.I.D.E are produced.
P-Professionalism R-Respect I-Industry D-Discipline E-Excellence

MODULE IN INTRODUCTION TO M.I.C.E 2022

BUSINESS TRAVEL AND TOURISM

Tourism is “ the activities of persons travelling to and staying in places outsides their usual environment for
not more than one consecutive for leisure, business and other purposes”. ( International Tourism : a Global
Perspective).

Tourism

Leisure MICE Industry is Business

considered to be a
major component
making up business MICE Industry
travel and tourism.

Donaly D. Erestingcol, MHM Page 5

MODULE 2
VISION

PASSI CITY COLLEGE is a center of Academic Excellence for Sustainable Development and Societal Transformation.
MISSION
PASSI CITY COLLEGE is committed to produce globally competent graduates who are well- equipped with relevant academic and
technological knowledge, skills and values which enable them to become productive citizens and collaborators for social change.
 PASSI CITY COLLEGE
City of Passi, Iloilo
SCHOOL OF HOSPITALITY MANAGEMENT
@ PASSI CITY COLLEGE-Future TOURISM PROFESSIONALS with P.R.I.D.E are produced.
P-Professionalism R-Respect I-Industry D-Discipline E-Excellence

MODULE IN INTRODUCTION TO M.I.C.E 2022

BUSINESS TRAVEL BUSINESS TOURISM

Daily commute to work

Individual business trips
Government employee travel
Delivering goods to costumers
Moving goods to market
Short-term employment migration
Off-site training courses
Incentive travel
International congress and conferences
Local, regional and national meetings
Exhibition and trade fairs

BUSINESS EVENTS
Business event is another definition for MICE and has been used primarily in Australia to cover a
wide array of meanings for this industry.
MEETING
“Activities based on the organization, promotion, sales and delivery of meeting and events; products and services
that include corporate, association and government meetings, corporate incentives, seminars, congresses,
conferences, conventions events, exhibitions and fairs.

INDUSTRY IMPACT ON ECOMNOMY AND SOCIETY

POSITIVE IMPACT NEGATIVE IMPACT
Donaly D. Erestingcol, MHM
DIRECT CONTRIBUTION Page 6 ENVIRONMENTAL IMPACT
MODULE 2
VISION  Pollution and greenhouse gases emission
 Direct Revenue
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collaborators for social change.
halls.
 PASSI CITY COLLEGE
City of Passi, Iloilo
SCHOOL OF HOSPITALITY MANAGEMENT
@ PASSI CITY COLLEGE-Future TOURISM PROFESSIONALS with P.R.I.D.E are produced.
P-Professionalism R-Respect I-Industry D-Discipline E-Excellence

MODULE IN INTRODUCTION TO M.I.C.E 2022

CRITERIA FOR EVALUATING A MICE VENUE

Donaly D. Erestingcol, MHM Page 7

MODULE 2
VISION

PASSI CITY COLLEGE is a center of Academic Excellence for Sustainable Development and Societal Transformation.
MISSION
PASSI CITY COLLEGE is committed to produce globally competent graduates who are well- equipped with relevant academic and
technological knowledge, skills and values which enable them to become productive citizens and collaborators for social change.
 PASSI CITY COLLEGE
City of Passi, Iloilo
SCHOOL OF HOSPITALITY MANAGEMENT
@ PASSI CITY COLLEGE-Future TOURISM PROFESSIONALS with P.R.I.D.E are produced.
P-Professionalism R-Respect I-Industry D-Discipline E-Excellence

MODULE IN INTRODUCTION TO M.I.C.E 2022

Three words that with C can be used to encapsulate the general criteria selecting a venue : Cost,
Convenience, and Charm.

1. Cost – a common factor in decision making, not only for event venues.
2. Convenience – encompasses the availability on the target date, accessibility proximity to
other support services, suitability of space to the type of event, and its safety features.
3. Charm – the appeal of a venue or is commonly known as the “X” factor. It is the thing that
attendees will keep talking about the event is over.

SUMMARY
M.I.C.E is the fastest growing segment of the tourism industry. The acronym means Meetings, Incentives,
Convention and Exhibition/Events. It positively affects other tourism sectors – transportation, entertainment,
accommodation, food and beverage, attractions, travel trade – due to the high-value spending potential of delegates,
exhibitors and host organizations. Current MICE Industry: Meeting, Incentive travel, Convention and Exhibition. MICE
Industry Impact on Economy and Society has positive which divided into Direct and Indirect Contribution and under the
negative Impact is the Environmental Impact. Factors influencing MICE Industry are consisting of the following:
Economic downturn, technology, and sustainability and green meetings. The introductory to Key stakeholders in MICE
industry are convention and visitors bureaus, associations, corporations, professional conference organizers, incentive
houses, destination management companies, professional exhibition organizers, venues, and other supporting
organizations. Criteria for evaluating a MICE venue has three word that with C which stands for Cost, Convenience, and
Charm that can be used to encapsulate the general criteria selecting a venue.

ACTIVITY

Donaly D. Erestingcol, MHM Page 8

MODULE 2
VISION

PASSI CITY COLLEGE is a center of Academic Excellence for Sustainable Development and Societal Transformation.
MISSION
PASSI CITY COLLEGE is committed to produce globally competent graduates who are well- equipped with relevant academic and
technological knowledge, skills and values which enable them to become productive citizens and collaborators for social change.
 PASSI CITY COLLEGE
City of Passi, Iloilo
SCHOOL OF HOSPITALITY MANAGEMENT
@ PASSI CITY COLLEGE-Future TOURISM PROFESSIONALS with P.R.I.D.E are produced.
P-Professionalism R-Respect I-Industry D-Discipline E-Excellence

MODULE IN INTRODUCTION TO M.I.C.E 2022

Discussion Question:

Activity 1

1. What are the reasons for holding exhibitions?

2. Give reasons for considering incentive travel as an event.
3. Give examples of venues in Iloilo where you can hold the following :
a. Meeting
b. Convention
c. Exhibition

Activity 2 :

Select an event concept and assess a venue in your own experience by answering
this form.

ASSESSMENT

Donaly D. Erestingcol, MHM Page 9

MODULE 2
VISION

PASSI CITY COLLEGE is a center of Academic Excellence for Sustainable Development and Societal Transformation.
MISSION
PASSI CITY COLLEGE is committed to produce globally competent graduates who are well- equipped with relevant academic and
technological knowledge, skills and values which enable them to become productive citizens and collaborators for social change.
 PASSI CITY COLLEGE
City of Passi, Iloilo
SCHOOL OF HOSPITALITY MANAGEMENT
@ PASSI CITY COLLEGE-Future TOURISM PROFESSIONALS with P.R.I.D.E are produced.
P-Professionalism R-Respect I-Industry D-Discipline E-Excellence

MODULE IN INTRODUCTION TO M.I.C.E 2022

QUIZ :

A. IDENTIFICATION

______________1. It can be called on an ad hoc basis (as needed) or following a set pattern such as an
annual stockholders’ meeting.

______________2. Is often staged to shed light on a particular subject, question, or issue. This focus on
question-resolving means makes the term congress” more popular for associations
than corporations.

______________3. It is usually held with regular intervals and each staging is given a theme. This includes an
exhibition related to its theme.

______________4. It involves research inputs and sharing of findings, and requires active contributions from
the attendees.

______________5. A global management tool that uses an exceptional travel experience to motivate and/or
recognize participants for increased levels of performance in support of organizational goal.

______________6. Common factor in decision making, not only for event venues.

____________7. Encompasses the availability on the target date, accessibility proximity to other
support services, suitability of space to the type of event, and its safety features.

____________8. The appeal of a venue or is commonly known as the “X” factor. It is the thing that
attendees will keep talking about the event is over.

____________9. It is also caused through any new investment or expansion of new facilities to meet with growing
industry demands.

______________10. Is the activities of persons travelling to and staying in places outsides their usual
environment for not more than one consecutive for leisure, business and other purposes

Rubric for Feedback through Written:

Criteria Excellent (5pts.) Meet Standard (3pts.) Below Standard (1pt.)

Donaly D. Erestingcol, MHM Page 10

MODULE 2
VISION

PASSI CITY COLLEGE is a center of Academic Excellence for Sustainable Development and Societal Transformation.
MISSION
PASSI CITY COLLEGE is committed to produce globally competent graduates who are well- equipped with relevant academic and
technological knowledge, skills and values which enable them to become productive citizens and collaborators for social change.
 PASSI CITY COLLEGE
City of Passi, Iloilo
SCHOOL OF HOSPITALITY MANAGEMENT
@ PASSI CITY COLLEGE-Future TOURISM PROFESSIONALS with P.R.I.D.E are produced.
P-Professionalism R-Respect I-Industry D-Discipline E-Excellence

MODULE IN INTRODUCTION TO M.I.C.E 2022

Clarity Contributes to Contributes valuable Sporadically

discussion with clear, information and provides communicates
concise comments main idea or theme with information by providing
formatted in an easy to support and details. Some a clear main idea or theme
read style. Consistently signs of inconsistency, with sufficient support
communicates lack of support, and and details.
information by providing or/swaying from main Communicates in a
a clear main idea or theme idea/ theme. friendly, courteous and
with support that contains helpful manner with some
significant and errors in clarity.
meaningful details.
Content Contribution Post factually correct, Posts information that is Posts information that is
reflective, and substantive factually correct; with factually correct; lacks
contribution; advances development or concept full development of
discussion in insightful or thought. concept or thought
ways.
Grammar and Punctuation Sentence structure and Sentence structure and Some correct uses of , but
grammar excellent; grammar, generally also problems in, sentence
correct use of punctuation strong, with only structure, grammar,
and no spelling errors. occasional lapses in punctuation, and spelling.
punctuation, and spelling.

REFERENCES

Convention and Event Management , Zenaida L. Cruz

EVENT MANAGEMENT FOR TOURISM, SPORTS AND MICE, Maria Arlene (Bam) Tuazo-Disimulacion,MBA

EVENT Management by Eloisa Altez-Romeo

Manual in MICE by Thailand Conventions and Exhibitions Bureau (TCEB)

Donaly D. Erestingcol, MHM Page 11

MODULE 2
VISION

PASSI CITY COLLEGE is a center of Academic Excellence for Sustainable Development and Societal Transformation.
MISSION
PASSI CITY COLLEGE is committed to produce globally competent graduates who are well- equipped with relevant academic and
technological knowledge, skills and values which enable them to become productive citizens and collaborators for social change.