Chapter 2

KEY PLAYERS IN THE

MICE INDUSTRY AND
THEIR ROLES IN THE
TOURISM AND
HOSPITALITY
INDUSTRY
 The size of the MICE
industry has greatly
expanded. At present, it
includes several players.
This chapter will
introduce these various
players and their roles in
the tourism and
hospitality industry.
These players are the
following:
ASSOCIATI
ONS
ASSOCIATI
ONS
• Associations are organized
groups that promote shared
interests, with roots in
ancient crafts and Middle
Ages guilds aimed at fair
wages and work standards.

• Today, they are divided into

trade and professional
associations, both focused
on benefiting their members
through information sharing
via publications, seminars,
newsletters, and meetings.
 TRADE
ASSOCIATIONS
Nonprofit organizations aim to meet the
needs of for-profit businesses, with
members that share similar goals. An
example is the Professional Convention
Management Association (PCMA),
which includes members from the
conventions and meetings industry.
PROFESSIONAL
ASSOCIATIONS
Nonprofit organizations that are not
focused on business aim to assist
their members in achieving their
goals.
 ROFESSIONAL
ASSOCIATIONS
It can be categorized into three sections:

• The first sector consists of the

members with the same interests
such as the American Association
of the Retired Person (AARP).

• The second sector consists of

scientific, engineering, and
learned associations such as the
Council of the Hotel, Restaurant,
and Institutional Education
(CHRIE).

• The third sector is concerned with

CONVENT
ION
CENTERS
 CONVENTION
CENTERS
• A comprehensive convention center is a public agency
designed to host meetings and exhibitions. It offers services
such as banquets, food and beverage, and concessions. Most
convention centers are owned by local, county, or state
governments and are managed by an appointed board or
authority.

• In some cases, convention centers may be managed by

private management companies.

• Convention centers provide big, flexible rooms for trade

shows and smaller spaces for banquets, meetings, and
association parties. The convention and visitor’s bureau
assists in marketing convention centers

• Originally designed to serve the community, convention

 EXAMPLES

Philippine Jacob K. Javits Anaheim

International Convention Center Convention Center
Convention Center (New York City) (California)
CONFERE
NCECENT
ERS
 CONFERENCE
CENTERS
• A conference center is a specialized hospitality venue
designed to support small to medium-sized meetings of 20
to 50 people. Unlike convention centers, most conference
centers off er overnight accommodations, allowing
guests to stay on-site for the duration of their
meetings.

• All needs—meals, lodging, and leisure activities—are

provided, ensuring attendees don't have to leave the
center. Conference centers were created to meet the rising
demand for specialized meetings, with a focus on comfort
and privacy.

• A distinctive feature of conference centers is the

availability of continuous refreshments, enabling
attendees to take breaks as needed. Additionally, they
 TOUR
OPERATO
RS
 TOUR
OPERATORS
• Tour operators play a crucial role in the MICE (Meetings,
Incentives, Conferences, and Exhibitions) industry by
collaborating with meeting planners to organize tours
and activities for attendees and their families who
combine business with leisure. Many convention delegates
extend their stay in the host city for a few days after the
event to unwind, explore, or enjoy local attractions.

• Tour operators often design special tour packages for the

spouses, guests, and children of the attendees. While
participants are busy with meetings, their spouses and
guests may visit local museums or art galleries, and children
might be taken to theme parks or zoos.

• Information about these tours is typically provided to the

delegates a few weeks in advance. As more attendees
 TRADE
SHOWS
AND
EXPOSITI
ONS
 TRADE SHOWS AND
•
EXPOSITIONS
Trade shows, expositions, and conferences are
terms often used to describe events in the MICE
(Meetings, Incentives, Conferences, and
Exhibitions) industry. "Exhibition" was
originally a European term, now used in the U.S.
for traveling shows like art exhibits. Expositions
are public events, while trade shows are
• Trade
privateshows
and allow companies
limited to industryinmembers,
the same industry to
showcase
although sometheir products
open and exchange
to the public at the end.information.
The history of trade shows dates back to ancient times when
traders would meet and exchange goods.

• In the U.S., trade shows became popular in 1876 when

Alexander Graham Bell displayed his telephone at the
Philadelphia Centennial Exposition. As trade shows grew
in size, they moved from small hotel rooms to large exhibit
halls, making it easier for attendees to visit different booths.
TRADE SHOWS
AND
EXPOSITIONS
• Today, trade shows are an important and cost-
effective way for companies to promote their
products and meet customers. Cities
compete to host these events, which attract
many visitors.

• The main people involved in trade shows are

the sponsors (usually professional groups),
show managers who organize the event,
and service contractors who provide
support for the exhibitors. For example, the
National Restaurant Association sponsors a
major trade show in Chicago every May. Overall,
HOTELS
 HOTELS
• It plays an important role in the MICE
industry by providing accommodations
for guests attending meetings,
conventions, or trade shows. Many
hotels also offer meeting rooms,
convention facilities, and small exposition
halls, making meetings and conventions a
major source• of revenue
A crucial through
figure room
in this process is the
rentals, food, beverages,
conventionand meeting
service manager, who acts
space fees. as the link between the meeting
planner and the hotel. This role
enhances the hotel's appeal for conventions
by helping meeting planners manage all
their needs without dealing with multiple
CONVENT
ION AND
VISITORS
BUREAUS
 CONVEN
TION
PURPOSE AND
AND VISITOR FUNDING:
OWNERS
(CVB) is a nonprofit S CVBs are primarily
HIP:
organization created
attract visitors and
to
BUREAU
ROLES AND
funded through
hotel
S
RESPONSIBIL
conventions to a accommodation
community. While most
are privately owned, ITIES:
CVBs handle various taxes, which
some operate under aspects of meetings and support their
state government. conventions, including operations and
marketing the activities.
destination, providing
information on potential
host venues, organizing
familiarization tours for
 THE
PROCESS OF
PROVIDING A
MICE EVENT
 THE PROCESS OF
PROVIDING A MICE
• EVENT
According to Rutherford, the process
of providing a MICE event is often
compared with the design of a wheel.
At the center of the wheel is the MICE
event which may be a conference or
exhibition that will be managed by a
•
conferenceAll specialists who provide services are
organizer.
located on the spokes of the wheel. During
the planning of the MICE event, one or more
of the service specialists or suppliers might
assume a specific role that is very important
for the success of an event. An example is the
transport supplier who provides transfers of
international delegates from the airport to
venue. Around the of the wheel are the
 SUMMARY
The MICE (Meetings, Incentives, Conferences, and
Exhibitions) industry involves several key players,
including associations, convention centers,
conference centers, tour operators, trade shows,
hotels, and convention and visitors' bureaus.

• Associations (both trade and professional) are

nonprofit organizations that host meetings and
conventions.

• Convention centers are government-owned

venues that offer spaces for meetings, shows,
and events, while conference centers focus on
smaller conferences with accommodations and
services
• Trade shows and expositions are growing
industries that benefit exhibitors, sponsors,
and host cities, with show managers and
service contractors coordinating logistics.

• Hotels provide accommodations, and their

convention service managers serve as the
liaison•between
Convention and Visitors'
planners and theBureaus
hotel. are nonprofit
organizations that promote cities as event
destinations and assist in event coordination.

As the MICE industry continues to become

more professional, more sophisticated, and
more global, there is a need for industry
professionals to acquire the best education
and training to become globally competitive
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