Chapter 2

MICE as an Industry
Meetings, Incentives, Conventions and

Exhibitions
What is an Event?
An event is a general term indicating the
coming together of a number of people in one
place, to confer or carry out a particular
activity.
Frequency can be on an ad hoc basis or
according to a set pattern, as for instance
annual general events, committee events, etc.
(Source: International Congress & Convention Association)
Events: The Basics
• Often “once in a lifetime” experiences
for participants.
• Generally expensive to stage.
• Takes place over a short time span.
• Require long and careful planning.
• Takes place once only.
• Carries a high level of risk and;
• There is often a lot at stake for those
involved.
Events: The Basics
• “A special event is a one time or
infrequently occurring event outside
normal programs or activities of the
sponsoring or organizing body.”
- Prof. Ronald
Getz (2005)
Events: The basics
• Events according to size
– Mega- Events
– Hallmark Events
– Major Events
– Minor Events
Events: The Basics
• Mega- Events
– Largest events that can be organized.
– Generally targeted at international
markets.
– These events have specific yield in
terms of increased tourism, media
coverage and economic impact.
– Often, it is difficult to calculate the
costs accurately with so many
stakeholders.
Events: The Basics
• Hallmark Events
– Designed to increase the appeal of a
specific tourism destination or region.
Events: The Basics
• Major Events
– Attract significant local interest and
large numbers of participants .
– Generates significant tourism revenue.
Events: The Basics
• Minor Events
– This is where most event managers
gain experience
– These events include one-off events
like historical, cultural, musical and
dance performances.
– Meetings, Parties, Celebrations, award
ing ceremonies and sporting finals fit
in this category.
Events: The Basics
• Events according to type:
– Sporting Events
– Entertainment, arts and cultural festivals
– Commercial, Marketing and Promotional
Events
– MICE (Meetings, Incentives, Conventions
and Exhibitions)
– Family Events
– Fund Raisers and;
– Miscellaneous
Events: The Basics
• The event team:
– People who compose the event
planners.
– Often times, their number expands
and contracts depending on the
situation (pulsing organization)
– Aside from these the event team also
is composed of different contractors
crucial to the execution of the event.
Events: The Basics
• The Event Technologies
– Different systems used in order to
execute and plan events
– These include programs used to
manage tasks to more complex ones
– The use of new technologies during
events should undergo strict
inspection and numerous rehearsals in
order for these to work properly during
the event itself.
Types of Events
• Categorized under MICE

• Based on purpose and content
• Sports
• Advocacy and philanthropic
• Others
Event Management for Tourism, Sports, Business and MICE: 2012

A Philippine Perspective Books Atbp. Publishing Corp.
By Maria Arlene (Bam) S. Tuazon-Disimulacion Mandaluyong City, Philippines
Maha Kumbh
Mela
Pilgrimage to
Mecca

Categorized under MICE
• The fastest growing segment in the
Tourism Industry.
• Means Meetings Incentives
Conventions and Exhibitions.
• Affects other tourism sectors and
generates multiple countries and
regional economies.
Meetings
Meetings
• A meeting takes place when two or
more people come together for a
common agenda.
• People attend for education, training,
decision-making, research, sales,
information exchange, networking, etc.
• There is normally no exhibit
component to this event.
• Meetings are events that bring people
together to solve problems as well.
Types of Meetings:
• Conference
– Event used to meet and exchange
views, convey a message or give
publicity to some area.
– These are also of limited in time frame
and with specific objectives
– Smaller scale than congresses.
Types of Meetings:
• Congress
– Regular coming together of large
groups of individuals generally to
discuss a particular subject.
– Often lasts for several days and has
simultaneous sessions.
– Length of time between congresses is
established before the implementation
stage.
Other Types of Meetings
• Symposium: formal presentation
where there is a limited interaction
between presenters and the audience.
• Lecture: individual presentation often
by one expert where the audience can
ask questions after the discussion
• Panels: two or more resource persons
offer their opinions on a topic.
• Workshops: Requires hands-on
activities to facilitate learning.
Other Types of Meetings
• Forum: interactive discussion led by invited
speakers. Requires the presence of a moderator or
facilitators.
• Seminars: Provide room for much interaction
between attendees and resource speakers. A lot of
sharing happens between both parties. Preferably
used for small groups.
• Clinics: Training Activities usually sports activities.
Presents drills and instructions on specific topics.
• Retreats: generally spiritual in nature usually
conducted in a location away from the city. Used for
bonding, planning sessions or relaxation.
Panel
Contract Signing

Rank of Manila and selected ASIAN Cities
Based on the Number Meetings Hosted
(1999-2008)
RANK CITY NUMBER OF MEETINGS
1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
14 Beijing 33 44 43 58 31 104 95 95 102 73

18 Bangkok 28 31 30 51 63 75 68 72 80 71
21 Hong Kong 45 54 61 45 39 91 94 73 76 66
27 Kuala Lumpur 28 19 32 46 38 56 48 73 72 61
32 Taipei 36 29 38 44 32 51 54 44 74 52
74 MANILA 19 29 27 16 22 15 23 26 17 21
140 Hanoi 6 1 10 5 10 16 16 19 17 12
141 Bali 10 10 15 12 11 11 19 14 20 11
181 Ho Chi Minh 1 2 2 2 4 3 9 4 10 8
206 Cebu 3 2 2 4 8 3 1 9 6 7
233 Jakarta 2 1 3 3 6 8 11 13 12 7
Kota Kinabalu 2 2 1 8 4 1 1 4 5
(Source: Statistics Report, International Association Meetings Market, 1999-2008)

Incentives
• A gift for a job well done
• A motivational tool used to encourage
employees to achieve goals such as
sales quotas set by companies.
• These are not only vacations in exotic
vacations.
• Defined as: 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.
Incentives

(Source: Caribbean Tourism websites)

Conventions
• A meeting with an exhibit. It
combines attractions of having
multiple simultaneous activities.
• Defined as a gathering of
delegates, representatives and
members of a membership or
industry organization convened for a
common purpose.
Conventions

Exhibitions
• Event where products, services or
promotional materials are displayed.
Attendees visiting exhibits on the show
floor.
• These focus primarily on business to
business relationships
• Events where products and services
are displayed.
• Traces its roots to the great exhibition
of 1851 in London.
Types of Exhibits
• Public/Consumer Show
– Open to the public usually requiring an
entrance fee
• Trade Show
– Refers to exhibits that are not open to
the public. Considered a business-to-
business event where products are not
sold directly.
Benefits of tradeshows
• Initiate contacts with new customers
• Develop new trade leads
• Maintain and renew contacts with
valued clients
• Launch new products and services
through live presentations
• Enhance corporate profile and
image
Types of Events
• Combined Events
– Events open to the trade for the first
couple of days then the event allows
the public to view it.
Trade Exhibitions

Consumer Exhibits

Exhibits….
• Exposition
– Refers to a large scale, industrial
regional exhibition scheduled for a
longer period of time.
• Fairs
– Occasional meeting of buyers and
sellers specifically to trade.
Events based on Purpose and
Content
• Marketing Events
– Facilitates bringing the buyer and
seller together or create awareness to
a commercial product. Ex: The
Victoria’s secret fashion show.
– Open house: new residential and or
commercial property
– Product Launch: introduction of new
products
Content
• Festivals
– Cultural Celebration, either secular or
religious created by and for the public.
– Religious Events
– Cultural: arts as well as national regional or
indigenous events that honor traditions.
• Social Events
– Private event; by invitation only
• Fandom
– Social group that organizes members-only
events.
– Fans of a fiction genre.
Content
• Sports Events
– A spectator or participatory event
involving recreational or competitive sport
activities scheduled alone or in
conjunction with other events.
• Advocacy and Philanthropic
– Created by or for a charitable or cause
related group to attract revenue.
• Other Events
– Focuses on natural wonders, flora and
fauna, fun and spiritual events.
2010 Winter Olympics (Canada)
Basketball
Cheerdance

Moriones
(Marinduque)
Pahiyas
(Lucban)
Sinulog
(Cebu)

Ibiza Party

Tribute Gala for Jose
“Pitoy”Moreno

UP Lantern Parade

MICE in the Philippines
International Association Survey (2000-2001)
ITEM OF 2000 2001
EXPENDITURES
Total Amount Average % Total Amount (In Average %
(In Peso) Expenditure Share Peso) Expenditure/ Share
/ Association Association (In
Peso)
Exhibit/Hall/Meeting Rooms 357,666.00 32,515 17.85% 83,494.00 10,437.00 13.91%
Equipment Rentals 283,652.00 25,787.00 14.16% 14,160.00 1,770.00 2.36%

Services Hired 48,895.00 4,445.00 2.44% 67,000.00 8,375.00 11.17%
Food and Beverage 467,884.00 42,535.00 23.35% 230,547.00 28,818.00 38.42%
Functions
Staff Member's Living 29,324.00 2,666.00 1.46% 26,372.00 3,297.00 4.39%
Expenses
Taxi/Car Rentals and Other 436,088.00 39,644.002 1.77% 112,226.00 14,028.00 18.70%
Transport Services
Supplies and Materials 17,475.00 2,184.00 2.91%
Other Expenses 379,863.00 34,533.00 18.96% 48,780.00 6,098.00 8.13%

(Source: Convention2,003,372.00
TOTAL Income Survey:182,125.00
2000 and 2001; National
100.00% Statistics Coordination
600,054.00 75,007.00 100.00
Board %

DOT Attached Agencies
1. Tourism Promotions Board (TPB)

2. Tourism Infrastructure and
Enterprise Zone Authority (TIEZA)
3. Duty Free Philippines Corporation
(DFPC)
4. Intramuros Administration (IA)

DOT Attached Agencies
5. National Parks Development

Committee (NPDC)
6. Nayong Pilipino Foundation
7. Philippine Retirement Authority
(PRA)
8. Philippine Commission on
Sports Scuba Diving

National Association Survey (2000-2001)
ITEM OF 2000 2001
EXPENDITURES
Total Average % Total Average %
Amount (In Expenditure/ Share Amount (In Expenditure Share
Peso) Association Peso) / Association
(In Peso)
Exhibit/Hall/Meetin g 1,264,892.0 210,815.00 25.95% 805,333.00 (In Peso) 38.77%
201,333.00
Rooms 0
Equipment Rentals 213,652.00 35,609.00 4.38% 13,000.00 3,250.00 0.63%
Services Hired 54,692.00 9,115.00 1.12% 35,000.00 8,750.00 1.69%
Food and Beverage 1,635,704.0 272,617.00 33.55% 538,000.00 134,500.00 25.90%
Functions 0
Staff Member's 160,264.00 26,711.00 3.29% 140,000.00 35,000.00 6.74%
Living Expenses
Taxi/Car Rentals and 205,166.00 34,194.00 4.21% 102,627.00 25,657.00 4.94%
Other Transport
Services
Supplies and - 0.00% 240,000.00 60,000.00 11.56%
Materials
Other Expenses 1,340,407.0 223,401.00 27.50% 203,000.00 50,750.00 9.77%
0
TOTAL 4,874,777.0 812,462.00 100.00% 2,076,960.0 519,240.00 100.00%
0 0
(Source: Convention Income Survey: 2000 and 2001; National Statistics Coordination
Board)
Tourism Competitiveness of
Selected ASEAN Countries (2009)
COUNTRY OVERALL INDEX SUB-INDEX
Regulatory Business Human, Cultural
Framework Environment and Natural
and Resources
Infrastructure
ASEAN Overall ASEAN Overall ASEAN Overall ASEAN Overall
Rank Rank Rank Rank
Singapore 1 10 1 6 1 5 3 23
Malaysia 2 32 2 42 2 38 1 14
Thailand 3 39 3 70 3 40 2 19
Brunei 4 69 4 99 4 47 5 60
Darussalam
Indonesia 5 81 8 113 5 79 4 40
PHILIPPINE 6 86 5 85 7 89 6 70
VSietnam 7 89 6 92 6 85 8 76
Cambodia 8 108 7 111 8 113 7 74
(Source: World Economic Forum Report, 2009)

Philippine
International
Convention Center


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MICE as an Industry

Meetings, Incentives, Conventions and

• Categorized under MICE

Event Management for Tourism, Sports, Business and MICE: 2012

Event Management for Tourism, Sports, Business and MICE: 2012

Event Management for Tourism, Sports, Business and MICE: 2012

14 Beijing 33 44 43 58 31 104 95 95 102 73

(Source: Statistics Report, International Association Meetings Market, 1999-2008)

Event Management for Tourism, Sports, Business and MICE: 2012

Event Management for Tourism, Sports, Business and MICE: 2012

Event Management for Tourism, Sports, Business and MICE: 2012

Event Management for Tourism, Sports, Business and MICE: 2012

Event Management for Tourism, Sports, Business and MICE: 2012

Event Management for Tourism, Sports, Business and MICE: 2012

Event Management for Tourism, Sports, Business and MICE: 2012

Event Management for Tourism, Sports, Business and MICE: 2012

Event Management for Tourism, Sports, Business and MICE: 2012

Event Management for Tourism, Sports, Business and MICE: 2012

Equipment Rentals 283,652.00 25,787.00 14.16% 14,160.00 1,770.00 2.36%

Supplies and Materials 17,475.00 2,184.00 2.91%

Other Expenses 379,863.00 34,533.00 18.96% 48,780.00 6,098.00 8.13%

Event Management for Tourism, Sports, Business and MICE: 2012

1. Tourism Promotions Board (TPB)

Event Management for Tourism, Sports, Business and MICE: 2012

5. National Parks Development

Event Management for Tourism, Sports, Business and MICE: 2012

(Source: World Economic Forum Report, 2009)

Event Management for Tourism, Sports, Business and MICE: 2012

Event Management for Tourism, Sports, Business and MICE: 2012

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