MICE (Meetings, Incentives, Conferences, Exhibitions)

Category: business

A specialized segment of the hospitality and tourism industry focusing on large-scale corporate event production.

MICE represents the high-revenue, institutional tier of event planning. It covers corporate annual shareholder meetings, luxury incentive travel programs for top sales performers, massive trade conferences, and commercial industry exhibitions requiring multi-million dollar venue bookings.

Common Examples

• Our agency expanded its corporate events division to capture a larger share of the regional tech industry’s MICE budget.
• The local convention bureau launched a marketing campaign specifically targeting European MICE planners for winter summits.