MICE
MICE is an acronym for meetings, incentives, conferences, and exhibitions. These are the different types of events that MICE covers. By nature, MICE is tourism. When referring to structure and objective, it is an event organizing industry. Some people also refer to MICE as business tourism or business events.
The MICE industry refers to the business that involves organizing, conducting, and attending business and leisure events. Other leisure events such as festivals or concerts belong to a different category, but organizers make use of leisure elements to engage attendees better.
The MICE industry also includes taking care of travel and tourism needs. It makes up a large part of global business travel as meetings, incentives, conferences, and exhibitions invite and attract attendees from different parts of the country and of the world.
