The acronym MICE stands for meetings, incentives, conferencing & exhibitions. It is a niche area of tourism that is focused around the planning and booking of groups for large events, conferences or seminars.

It is an acronym that can easily cause confusion outside our industry and it’s easy to understand why. A quick google search for MICE without the word “tourism” or “travel” following it will unsurprisingly throw up articles on the small rodent that we’re all familiar with.

Some people prefer to use the terms “meetings industry” or “events industry” instead of MICE and it’s believed that this is beginning to trend. It’s not something that we have noticed so much. Regardless of what you call it, it’s an extremely demanding and specialized area of the industry.

We are pleased to present a comprehensive MICE travel program in [Destination], tailored to meet the needs of discerning professionals. This exclusive event offers a unique blend of business and leisure activities, designed to inspire, educate, and entertain.