What is MICE tourism?

Problem description:

My opinion on the marketing of mice tourism.

Analysis:

General situation of exhibition tourism development

Zhongguang Wang

Convention and exhibition industry, including conference industry, exhibition industry and incentive tourism, is a very huge industry in the world. According to the authoritative figures of international exhibition industry, the output value of international exhibition industry accounts for about 1% of the total GDP of all countries in the world. If related industries benefit from exhibitions, the contribution of exhibition industry to the global economy will reach 8%. International conferences are also a huge market. According to the statistics of International Conference Association (ICCA), the annual output value of international conferences is about $280 billion. In Hong Kong, Germany and other countries and regions with developed exhibition industry, the promotion of exhibition industry to economy has reached the level of 1:9.

Convention and exhibition industry is also an important part of urban tourism in the world today. Therefore, tourism departments all over the world attach great importance to the development of MICE tourism. Tourism management departments in some countries or regions have also set up mice tourism management departments. For example, in order to promote the development of mice tourism in Hong Kong, a convention bureau was set up.

Since 1990s, the exhibition tourism in China has developed rapidly, with an annual growth rate of over 20%, much higher than that in other parts of China. In recent one or two years, due to the law of diminishing margins, the growth rate of traditional tourism in China began to slow down, while the growth rate of mice tourism was very fast. Therefore, MICE tourism is gradually valued by the tourism industry. Tourism authorities in Beijing, Shanghai and other places began to study the role of MICE tourism in the tourism industry, and major tourism enterprises have also expanded their MICE tourism business, and some places have also established MICE tourism associations. However, MICE tourism in China is still in the primary stage, and the total market is still relatively small.

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