Explain the role of MICE in tourism development.
Meetings, Incentives, Conferences/Conventions and Exhibitions (MICE) are a form of tourism. For example, Shanghai is China’s main financial hub and it has an old tradition of MICE business, which has continuously grown in the past few years. Shanghai is strategically located and is reachable by sea, land and air. It is connected with more than 400 cities in the world by air links and ocean shipping routes. Besides, it is very safe city, conveniently laid out and a compact destination with one of the world’s easiest and least expensive public transportation system. Everything in Shanghai is within reach via taxies, bus, metros, trams and ferries. MICE tourism can contribute significantly to the development of a tourism destination.
MICE tourism consists of large groups which are usually planned well in advance; these groups are brought together for the purpose of conferences, conventions, seminars, workshops, meetings or exhibitions. In the recent times MICE is also called ‘meeting industry’. Other industry educators feel that the industry should be called ‘events industry’ to be an umbrella term for the vast scope of the meeting and events profession. MICE events are usually centered on a theme or topic and are aimed at a professional, school/college, academic, entertainment or trade organization or other special interest group.
A destination marketing organization (DMO) which is also called a convention and visitor’s bureau (CVB) is an organization that promotes a town, city, region, or country in order to increase the number of visitors. The destination bureau promotes the development and marketing of a destination by focusing on convention sales, tourism marketing, and services. Major cities in the UK and around the world have a ‘convention bureau’. Occasionally they have a different name and may be known as a conference office or convention and visitor bureau (CVB). In India the India Convention Promotion Bureau is located in New Delhi. The Pearl City Hyderabad is fast becoming an information and technology hub of India. Studded with numerous heritage monuments, the heritage city Hyderabad has come up with a sophisticated business venue, Hyderabad International Convention Centre –
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