MICE = Meetings, Incentives, Conferences, and Exhibitions.

The acronym MICE is applied inconsistently with the “E” sometimes referring to Events and the “C” sometimes referring to Conventions. MICE is used to refer to a particular type of tourism in which large groups planned usually well in advance are brought together for some particular purpose.

Most components of MICE are well understood, perhaps with the exception of Incentives. Incentive tourism is usually undertaken as a type of employee reward by an company or institution for targets met or exceeded, or a job well done. Unlike the other types of MICE tourism, Incentive tourism is usually conducted purely for entertainment, rather than professional or educational purposes.

MICE tourism usually consists of a well planned agenda centered around a particular theme, such as a hobby, a profession, or an educational topic.

MICE tourism is a specialized area with its own trade shows (IMEX) and practices. MICE events are normally bid on by specialized “convention” bureaus located in particular countries and cities and established for the purpose of bidding on MICE activities. This process of marketing and bidding is normally conducted well in advance of the actual event, often several years. MICE tourism is known for its flawless planning and demanding clientele.