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Define of MICE in the hospitality industry?

MICE is an acronym for Meeting, Incentives, Conferences and Exhibitions.  The hospitality industry uses this term to define a customer market segment.  This segment is also known as “Meeting & Events”.  This is a profitable part of the hospitality industry.


Meetings are where a group of people get together with a common purpose to action or discuss.  Normally these are part of a business or potential business.


Incentive tourism is a result of organisations rewarding their employees for meeting or exceeding on goals set. They are therefore rewarded with a stay at a hotel to incentivise further work.


Conferences are normally larger than meetings, may run for several days and involve speakers and possibly workshop sessions and social activities.  The purpose of the conference might be a business topic or could be for people with a specific interest such as yoga or horseriding, for example.


Events refers to any planned public or social occasion. The events could be a concert, play, Weddings, Company Parties, Graduation Celebrations, birthday parties etc.


Exhibitions often comprise of a conference portion as well as a section where vendors display their goods and services to an invited audience.



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