MODULE 1 TPC 313-

INTRODUCTION TO
MEETINGS,
At the end of the unit, the students must have:
1. Enumerate INCENTIVES,
the goals of sustainable tourism
LEARNING
2. Discuss the principles of sustainable tourism
CONFERENCES
OUTCOMES
3. Explain the requisites to achieve sustainable tourism
4.I. Point outAND
Identification EVENTS
important milestones in the history of sustainable tourism concept
______________1. A gathering
5. Discuss the evolution of tourism of people for business,
development social,
paradigm or religious
in the purpose.
Philippines
PRETEST MANAGEMENT
______________2. A reward given to individuals who exceed sales or production
goals.
(MICE)
______________3. The European term for convention.
______________4. A meeting designed for discussion, fact-finding, problem-
solving, and conclusion.
______________5. An activity designed around various themes to enhance
interest in a destination.
______________6. An event in which products and services are displayed for
purposes of public relations, sales, and marketing.
______________7. Large facilities where meetings and events are held.
______________8. An event in which the primary activity of the attendees is to
attend educational sessions, participate in
meetings/discussions, socialize, or attend other organized
events
______________9. Individuals or groups that plan meetings, conventions, and
exhibitions.
______________10. An event which consists of a huge public display of the goods
and services of a particular industry.

CONTENT THE MEANING AND IMPORTANCE OF MICE

MICE
- is an acronym for meetings, incentives, conferences, conventions, and exhibitions industry.
- one of the fastest-growing and lucrative areas of the tourism and hospitality industry.
Definitions of each sub-sector of MICE
Meeting – gathering of people for a common purpose such as business, social, or religious purposes.
Meetings do not include exhibits.
Incentive – reward event intended to showcase persons who meet or exceed sales or production goals. It is
also called incentive program.
Conference – participatory meeting designed for discussion, fact-finding, problem-solving, and consultation.
It is used by an organization to exchange views, convey a message, open a debate, or give publicity to
some area of opinion on a specific issue. No tradition, continuity, or periodicity is required to convene a
conference. Compared to congress, a conference is smaller scale.
Convention – gathering of individuals in which the planning activity of the attendees is to attend educational
sessions, participate in meetings/discussions, socialize, or attend other organized events. Conventions
include exhibits. Congress is the European term for convention.
Exhibition – the display of products or promotional materials for purposes of public relations, sales, and/or
marketing. It is an activity designed for suppliers of products, goods, and/or services to demonstrate
and promote to a certain market. It is the European term for exposition.
Exposition – larger in scale than an exhibition. It is generally consists of a huge public display of the goods
and services of a particular industry.

Event – an occurrence, happening, and activity designed around various themes in order to create or
enhance interest in a destination.

THE ROLE OF MICE IN THE TOURISM AND HOSPITALITY INDUSTRY

The MICE industry is an exciting and profitable segment of the tourism and hospitality industry.

Module in Introduction to Meetings, Incentives, Conferences and Exhibitions

Prepared by: Kaycee H. Nuestro Page | 1
 A major source of revenue for the tourism and hospitality industry comes from the meetings, incentives,
conventions, and exhibitions segments of the industry. In the past 20 years the importance of MICE has
been recognized.

COMPONENTS OF THE MICE INDUSTRY

1. Planners and groups they represent
2. Host facilities
3. Services
4. Exhibitors

PLANNERS AND GROUPS THEY REPRESENT

Are individuals or groups that plan meetings, conventions, and exhibitions.
Classified into a number of categories such as corporate meeting planners, association meeting planners,
and independent meeting planners.

- corporate meeting planners - work exclusively for a corporation

- association meeting planners - work exclusively for an association
- independent meeting planners – contract their services both associations and corporations.

HOST FACILITIES
- Provide lodging, meeting rooms, food and beverage, as well as a number of other services for groups
attending meetings, conventions, or exhibitions.
- Includes hotels, conference centers, resort hotels, universities, bed and breakfast inns, etc.

SERVICES
- Refers to individuals and organizations that provide support for the meetings, conventions, and exhibitions
segment of the tourism and hospitality industry
- Includes transportation companies, attractions, tour guide companies, and entertainers.

EXHIBITORS
- Are persons who work for the company and financially linked with all segments of the MICE industry and
provide much of the revenue needed for the planners to hold meetings, conventions, and exhibitions.
- other names for exhibitors are advertising director, communication director, or director of marketing.
- aims to introduce their products, both new and old, to an interested audience.

HISTORY OF THE MICE INDUSTRY

Archeologists who investigated ancient culture have found ruins that served as places where primitive
people gathered to discuss common interests such as hunting plans, war activities, peace negotiations, and
tribal celebrations. Each village or hamlet had its common gathering place. Cities became the meeting
places for people wanted to trade goods or discuss common problems as geographical areas grew. Trade
associations, professional, fraternal, and religious organizations assembled to discuss relevant issues.
In the Philippines, Manila its capital, is proud to have pioneered the international meeting industry in
Southeast Asia. 1976 was a memorable year for the region. It was when Manila opened its door to Asia’s
first fledged convention center – The Philippine International Convention Center (PICC) – to the International
Monetary Fund/World Bank Meeting.

THE GROWTH OF THE MICE INDUSTRY

this growth has been due to several factors:
Meeting Planners Associations
- this associations not only grew in numbers but also expanded the list of services they offered to their
members. Other growth factors included the rise of the independent meeting planners, the increase in the
number of women planners, certification and development of standards, and the integration of travel agents
into profession.
Airline Industry
- the advancement of the airline industry enabled people to travel quickly and efficiently. This was
made possible by the introduction of the jet airplane- an invention that revolutionized transportation
worldwide. This caused a reduction in the cost of air travel and attract more passengers.
Lodging Industry
- recognized the financial importance of the MICE. Hotels grew and became convention centers.
Hoteliers learned to adapt their services to different clients. Property marketing directors learned how to
work with the meeting planners.

Convention Centers

Module in Introduction to Meetings, Incentives, Conferences and Exhibitions

Prepared by: Kaycee H. Nuestro Page | 2
 - expanded in terms of exhibition spaces, accessibility, and storage facilities. Able to accommodate all
the activities of convention and trade show under one roof. And can move quickly a large number of people
from one area to another
Convention Bureaus
- grew rapidly both in numbers and size of operations. Doubled the numbers from 100 to 250 since
1980 and became more professional. They actively participate in industry and association affairs.

Conference Centers
- changed their appearances during the past two decades. For some time maintain a business only
appearance but has been replaced by modern restaurants, recreational facilities, and the least high-tech
audiovisual equipment.
Meeting Technology
- modern audiovisual equipment gave meeting planners a greater degree of flexibility and creativity
that was never possible in the past. Video projectors, 360-degree projection techniques, multi image
presentations, and unique sound systems have become very common.

Ground Handlers
- effective ground handlers became necessary as MICE became more complex. Ground arrangements
include planning tours, transportation, sightseeing, banquets, and hotel reservation.

IMPORTANCE OF THE MICE INDUSTRY

One of the most rapidly growing segments of the tourism and hospitality industry is the MICE industry.
United States developed into an industry worth more than $25 billion. The international convention and
exhibition market has grown considerably in Western Europe mainly in France, Belgium, Great Britain and
Switzerland.
Conventions and exhibitions generate tremendous amount of revenue within the tourism and hospitality
industry. Travel sales from meetings, conventions, and exhibitions are so important to the economy that all
levels of the government have organized, advertised, and provided services to attract these groups.
Over the years, the International Association of Convention and Visitors Bureaus undertaken an assessment
of the economic impact of MICE. It was found out that out-of-town convention delegates spend an average
of $638 for a 3.5-day stay. The International Association of Convention and Visitors Bureaus conducted
these studies for several years in United States and non-U.S. cities. And showed that approximately 82
million delegates attended 267,810 meetings with a direct economic impact of more than $56.6 billion.

ACTIVITY:
LEARNING
Research on what are the key players in the MICE industry and their
ACTIVITY roles of tourism and hospitality industry?

I. Identification
______________1. A gathering of people for business, social, or religious purpose.
ASSESSMENT ______________2. A reward given to individuals who exceed sales or production
goals.
______________3. The European term for convention.
______________4. A meeting designed for discussion, fact-finding, problem-solving,
and conclusion.
______________5. An activity designed around various themes to enhance interest
in a destination.
______________6. An event in which products and services are displayed for
purposes of public relations, sales, and marketing.
______________7. Large facilities where meetings and events are held.
______________8. An event in which the primary activity of the attendees is to attend
educational sessions, participate in meetings/discussions,
socialize, or attend other organized events
______________9. Individuals or groups that plan meetings, conventions, and
exhibitions.
______________10. An event which consists of a huge public display of the goods
and services of a particular industry.
II. Enumeration
11-18. Factors which brought about the growth of the MICE industry.
19-20. Two sub-sectors of the MICE Industry.

III. Essay
21-25. Describe the roles of MICE in the tourism and hospitality industry
26-30. Describe the components of the MICE Industry
Module in Introduction to Meetings, Incentives, Conferences and Exhibitions
Prepared by: Kaycee H. Nuestro Page | 3
 RUBRICS FOR ESSAY AND ACTIVITY WORK
Features 5 4 3 2
Expert Accomplished Capable Beginner
Quality of Writing Piece was written Piece was written Piece had little Piece had no style
in an extraordinary in an interesting style and voice or voice
style and voice style and voice Gives some new Gives no new
Very Informative Somewhat information but information and
and well organized informative and poorly organized very poorly
organized organized
Grammar, Usage & Virtually no Few spelling and A number of So many spelling,
Mechanics spelling, punctuation errors, spelling, punctuation and
punctuation or minor grammatical punctuation or grammatical errors
grammatical errors errors grammatical errors that it interferes
with the meaning

Textbooks
Cruz, Zenaida L.; 2020; Introduction to Meetings, Incentives, Conferences and
Events Management (MICE)
Disimulacion, Maria Arlene T.; 2016 Event Management for Tourism, Sports,
Business and MICE
REFERENCE Online
S Lau, Chloe; 2016 Meetings, Incentives, Conferences, and Exhibitions

Module in Introduction to Meetings, Incentives, Conferences and Exhibitions

Prepared by: Kaycee H. Nuestro Page | 4