HPC 8 - INTRODUCTION TO M.I.C.

E
MODULE 1

INTRODUCTION
The tourism and hospitality industry is one of the factors that help a country in terms of economic
stability. A lot of people of varying skills are hired in these industries, thus producing a large number of
employed individuals that provides a great and rewarding experience in the hospitality world. As these
industries are needed in today’s corporate world, these continue to grow and present new trends that a
guest could surely benefit from regardless of the cost it may be given them.

M.I.C.E is the fastest growing segment of the tourism industry. The acronym means Meetings, Incentives,
Conferences, and Exhibitions.

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 economies. Thus, the
composition to host major M.I.C.E events fierce.

MEETING

A Meeting is a conference, workshop, seminar or other event designed to bring people together for
the purpose of exchanging information. Meetings do not include exhibits. Meeting takes place when two or
more people come together with a common agenda. People attend meetings for education, training,
decision-making, research, sales, information exchange, networking, strategic planning, teambuilding and
problem solving.

Types of Meeting :

 Conference I an event used by organization to meet and exchange views, convey a message,
conduct debate or give publicity to some area of opinion on a specific issue.
 Congress – a regular coming together of large groups of individuals, generally to discuss a
particular subject. A congress last several days and have several simultaneous sessions.
 Other types of Meetings

 A Symposium is a formal presentation where there is limited interaction between

presenters and the audience.
 A Lecture is an individual presentation, often by one expert where the audience can
ask questions after the discussion.
 In Panel , two or more resource persons offer their opinions on a specific topic.
 Workshops require hands-on activities to facilitate learning. These deals with specific
problems, issues and assignments.
 A Forum is an interactive discussion led by invited speakers.
 Seminars provide room for interaction between attendees and resource speakers.
 A Clinic refers to training activities, usually sports activities. It presents drills and
instructions on specific topics.
 Retreats are generally spiritual in nature usually conducted in a location away from
the city. It is used for bonding, planning sessions or for relaxation and meditation.

INCENTIVES

An incentive is a gift for a job well done. It is also motivational tool to encourage employees to achieve business
goals such as a sales quota set by company. Incentives are not only vacations in exotic destinations, but include golf
and casino games, shopping, spa and massage treatments and / or concert tickets.

_____________________________________________________________________________________________
SUBJECT : HPC 8 – INTRODUCTION TO MICE INSTRUCTOR: DONALY D. ERESTINGCOL,MHM
COURSE & YEAR : BS HM 3
 HPC 8 - INTRODUCTION TO M.I.C.E
“ 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 goals.”

CONVENTIONS

A Convention is also defined as a meeting with exhibit. Its strength comes from the
combined attractions of having multiple, simultaneous activities.

Gathering of delegates, representatives, and members of a membership or industry

organization convene for a common purpose.

Components of the Convection Industry

There are four major components of the convention industry namely: planners and groups they represent,
host facilities, facilities and exhibitors.

1. Planners are individuals or groups that plan meeting, conventions and exhibitions.
Planners are classified into a number of categories such as:
Corporate meeting planners – works exclusively for a corporation
Association meeting planners – works exclusively for an association
Independent meeting planners – contract their services to both associations and
corporations
2. Host facilities provide lodging, meeting rooms and food and beverage as well as a number of other
services for groups attending meeting, convention or exhibitions.
Host facilities includes:
Hotel
Conference centers
Resort hotels
Universities
Bed and breakfast inns
3. Services refer to individuals and organizations that provide support for meetings, conventions and
exhibitions segment of the tourism industry.
Services suppliers include:
Transportation companies
Attractions
Tour guide companies
Entertainers

EXHIBITIONS

Event at which products, services or promotional materials are displayed to attendees

visiting exhibits on the show floor. The e events focus to business to business relationships.

TYPES OF EXHIBITION

 Public or Consumer show

 Trade Show
 Combined Exhibits
 Exhibit Categories

EXPOSITIONS
Refers to a large-scale industrial, regional exhibition scheduled for a longer period of time,
often for several weeks in the same venue.

_____________________________________________________________________________________________
SUBJECT : HPC 8 – INTRODUCTION TO MICE INSTRUCTOR: DONALY D. ERESTINGCOL,MHM
COURSE & YEAR : BS HM 3
 HPC 8 - INTRODUCTION TO M.I.C.E

MODULE 2

Key Players in the MICE Industry and their Roles in the Tourism and
Hospitality Industry
The size of the MICE industry has greatly expanded. At present, it includes several players.

These Players are the Following :

1. Association- is an organized body that promotes and enhances a common interest activity or purpose.
Roman and Oriental craftsmen in ancient times formed associations for the improvement of their trade. In
the middle ages, associations were in the form of guilds, which were organized to obtain proper wages and
to maintain work standards.

2 Main Categories of Association

1. Trade Associations – are nonprofit organizations that are designed to address the needs of for
profit businesses.

2. Professional Associations- are nonprofit organizations that are not business-oriented. They are
designed to help their members realize their objectives.

2. Convention Centers – A comprehensive convention center is public agency whose aim is to host
meetings and exhibits in a venue. It provides banquets, food and beverage, and concession services.

3. Conference Centers - is a specialized hospitality operation which aims to facilitate and support small to
medium size meetings of 20-50 people. Conference centers are different from convention centers because
majority of conference centers provide overnight accommodations for their participants.

4. Tour Operators - play an important role in the MICE industry. They work with meeting planners in
arranging tours and activities for meeting attendees and their families who combine business with
pleasure. Most often, convention delegates stay in the convention city for a few days after the convention
to relax, sightsee, or enjoy the entertainment in the city.

5. Trade shows and expositions - Expositions Trade shows, expositions, and scientific/technical
conferences are terms that are used interchangeably in the MICE industry. Exhibition was historically a
European term. As we become more global, Americans have adopted the term to refer to traveling shows
such as art exhibitions. According to the CLC glossary, expositions are public shows. Historically, trade
shows are private shows which are open only to those involved in the industry. Although some trade shows
open themselves to the public on their final days, majority are still private.

6. Hotels - Hotels play an important role in the MICE industry. Hotels provide comfortable overnight
accommodations for out-of-town guests for a meeting, convention, or trade show. In addition, many hotels
provide meeting rooms, convention facilities, and small exposition halls for meetings and conventions.
Meetings and conventions have become a major source of revenue for many hotels. This revenue is
generated through the rental of sleeping rooms, food and beverage, as well as rental of meeting spaces.

7. Conventions and Visitors Bureaus – Is a non profitable organization designed to solicit visitors and
conventions to a community. Majority are privately owned although some are housed within the state
government.

8. The Process of Providing a MICE Event - the Process of Providing a MICE Event According to Rutherford,
the process of providing a MICE event is often compared with the design of a wheel. At the center of the

_____________________________________________________________________________________________
SUBJECT : HPC 8 – INTRODUCTION TO MICE INSTRUCTOR: DONALY D. ERESTINGCOL,MHM
COURSE & YEAR : BS HM 3
 HPC 8 - INTRODUCTION TO M.I.C.E
wheel is the MICE event which may be a conference or exhibition that will be managed by a conference

organizer.

MEANING OF MICE PLANNER-Individuals or groups who sponsor meetings usually appoint asingle
individual or committee to coordinate the meeting.
The person coordinating the meeting is called several names:
 MICE planner
 Meeting planner
 Meeting manager
 Coordinator
 Meeting director
 Professional congress organizer (PCO)
CHARACTERISTICS AND RESPONSIBILITIES OF MICE PLANNERS-MICE planners must possess strong
administrative and leadership qualities.-
10 PERSONALITY CHARACTERISTICS OF SUCCESSFUL MICE PLANNERS
1.Organized
2.Efficient
3.Responsive
4.Attentive
5.Intelligent
6.Prompt
7.Courteous
8.Hardworking
9.Friendly
10.Hospitable-
Majority of association and corporate meeting planners are between ages 35-55. More than 50% are
women and 66% have college education.-Most of them have more than four years of experience in the
field.
RESPONSIBILITIES OF MICE PLANNERS-MICE planners are responsible for the following:
Pre-meeting Activities
1.Plan the agenda of the meeting
2.Establish the objectives of the meeting
3.Predict the attendance
4.Set the budget of the meeting
5.Select the site of the meeting
6.Select the meeting facility
7.Select the hotel
8.Negotiate contracts
9.Plan exhibition
10.Prepare the exhibitor correspondence and packet
11.Create a marketing plan
12.Plan travel to and from the site
13.Arrange ground transportation
_____________________________________________________________________________________________
SUBJECT : HPC 8 – INTRODUCTION TO MICE INSTRUCTOR: DONALY D. ERESTINGCOL,MHM
COURSE & YEAR : BS HM 3
 HPC 8 - INTRODUCTION TO M.I.C.E
14.Organize shipping
15.Organize audiovisual needs

On-site Activities
1.Conduct pre-event briefing
2.Prepare executive plan
3.Move people in/out
4.Troubleshoot
5.Approve invoices
Post meeting Activities
1.Debrief
2.Evaluate
3.Provide recognition and appreciation
4.Arrange shipping
5.Plan for next year-
This responsibilities may vary due to the nature of the association, corporation, or group that the planner is
representing.

Activity:
Discussion Question :

1. Enumerate the key players in the MICE industry

2. Explain the duties and responsibilities of each player.

3. Describe the different types f associations. How do they differ from each
other.

4. Discuss the economic benefits of trade shows and expositions.

_____________________________________________________________________________________________
SUBJECT : HPC 8 – INTRODUCTION TO MICE INSTRUCTOR: DONALY D. ERESTINGCOL,MHM
COURSE & YEAR : BS HM 3
 HPC 8 - INTRODUCTION TO M.I.C.E

QUIZ

_______________ 1. An organized body that promotes a common activity or purpose.

______________2. A public assembly facility designed to host meetings and exhibits under one roof.

______________3. The person responsible for all aspects of a trade show.

______________4. A nonprofit organization that solicits meetings and conventions to a city.

______________5. The person who acts as a liaison between the meeting planner and the hotel.

______________6. Individuals who provide services and products needed for the show.

______________7. He or she arranges tours and activities for meeting attendees and their families.

______________8. Nonprofit organizations that are not involved with business firms.

______________ 9. Trade or professional associations who sponsor shows to generate revenue.

______________10. Organizations whose aims is to meet the needs of

_____________________________________________________________________________________________
SUBJECT : HPC 8 – INTRODUCTION TO MICE INSTRUCTOR: DONALY D. ERESTINGCOL,MHM
COURSE & YEAR : BS HM 3