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What is MICE?
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Business TourismBusiness Events
MICE(Meetings, Incentives, Conferences,
Events)
The Importance of Business Tourism
• Benefits way beyond Tourism• Business Events Sydney report lists a total of 19 benefits in 6
distinct categories • Knowledge exchange • Networking • Education• Fundraising• Destination reputation • Media coverage
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BUSINESS EVENT OUTCOMES
1. Knowledge Expansion• Growing local knowledge• Knowledge improving education• Knowledge improving professional
practice
4. Fundraising & Future Research Capacity• Fundraising opportunities• Greater access to government and/or
private sector funding sources
2. Networking, Relationships & Collaboration
• Access to networking opportunities for local practitioners and researchers
• Networking fosters creation of long term relationships
• Networking as a catalyst for knowledge expansion, research development & research collaborations
• Research collaborations lead to development of new product & technologies
5. Raising Awareness & Profiling• Generating awareness of sector specific
issues• Raising awareness of broader societal
issues• Profiling local organizations, associations
and/or centres• A catalyst for government support
3. Educational Outcomes• Opportunities for local postgraduate
research students• Increased attractiveness of education
sector
6. Showcasing & Destination Reputation• Showcasing local talent • Enhancing Sydney’s reputation as a global
leader• Enhancing Sydney’s reputation as a
business events destination
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MEETING INCENTIVE
Budget Fixed Varies
Attendance By invitation Qualification
Number of Participants
Known(unknown for some
meetings)
Unknown(in most cases)
Objectives Soft Hard
Results Vague Specific & Quantifiable
Meetings & Incentives: Differences
Why?• Size of market• Come year round / mainly off season• Value sensitive / not price• Use multiple services• Future business leisure + business
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PLAYERS
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PLAYERS
A DMC is a specialist service organisation offering unique local
knowledge, expertise, creativity and above all, unrivalled strategic
understanding of the global meetings, incentives, conferences and events
industry
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What is a DMC ?
What is a PCO?
A PCO is a company, which specialises in the management of congresses. The company will act
as a consultant to the organising committee or headquarter organisation, enacting its decisions
and assisting to fulfil their objectives, whilst utilising the experience and knowledge it has gained over many years in organising events
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Incentive travel is a global management tool that uses an exceptional travel experience to motivate and /or recognise participants for increased levels of performance in support of organisational goals
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What is Incentive Travel?
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DMC /Hotel
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DMC
HOTEL
AGENCY
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DMC
HOTEL
PCO
ASSOCIATION
ASSOCIATION INTERNAL EVENT
PLANNER
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THE MARKET
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Resurgent
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RESURGENT
Value• US - $240 billion
- EIBTM 2014 trends report
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Budget• 48% increase / substantial
- SITE Foundation• 47% increase
- IRF Pulse Survey • 92% (top 50 agencies) increase / substantial
- C&IT UK
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Growing Sector• Just over 1m “business” visitors in 2013(200,000 C&M, Incentives?, Exhibitions?)
MICE• Meeting - €1150• Incentive - €1350• Conference - €1400• Exhibition - €550