MICE
Meetings, Incentives, Conferences, and Exhibitions
In recent years, the terms "meetings industry" and "events industry" have been gaining popularity as alternatives for MICE. It makes up a big part of global business travel since every industry has regular events of some kind. The main goal here is always to bring professionals together, foster connections, promote new ideas, and push growth.
Traditionally, MICE encompasses mostly business events. Leisure events like concerts or festivals fall into a different category. However, many organisers now add leisure elements to larger events to better engage attendees and create a more memorable experience.
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