Travel expert shares insight how MICE tourism enhances destination promotion

Published on : Tuesday, October 27, 2015

Michael-Krouse-00xFNL-200x300An exclusive byte for Travel And Tour World from Michael Krouse, President & CEO of The Greater Ontario Convention & Visitors Bureau, speaks about how MICE tourism plays a significant role in promoting destination.



Meetings, Incentives, Conferences, and Events (MICE) is a type of tourism in which large groups, planned well in advance, are brought together for a particular purpose. Usually centered on a theme or topic and aimed at a professional, academic or trade organization or other special interest group.



MICE event locations are normally bid on by specialized Convention & Visitors Bureaus that have been established for the purpose of bidding on MICE activities. This process of marketing and bidding is normally conducted well in advance of the event, often several years, as securing major events can benefit the local economy of the host city or region.



Destination promotion has one goal – to drive visitors to a region.MICE tourism is big business and can have a significant economic impact to a city or region. Besides bringing industry counterparts together, these events help in synergizing ideas and bringing in additional clients, increasing sales and revenues. The MICE industry helps ancillary business sectors to grow. The regional hotels, event management companies, travel agencies and transportation companies see huge profits every year, which in turn drives entrepreneurs and investors to set up further MICE-related business enterprises.



The Greater Ontario Convention & Visitors Bureau represents over 6,000 hotel rooms in two cities of Southern California. Starting with a 225,000 square foot convention center and adding amenities like a 10,000 arena or the largest shopping mall in the western United States is a great start. Creating signature events to provide even more reasons to visit has been a successful marketing tool to increase awareness and communicate directly with targeted groups.”

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