SIGNIFICANCE OF

THE EVENTS AND

MICE INDUSTRY:
GLOBAL AND
PHILIPPINE
PERSPECTIVE
Module 1
AFTER STUDYING THIS CHAPTER,
YOU SHOULD BE ABLE TO:

 Define what is an Event and Special Event

 Common Characteristics of Events
 Types of Events
 Event Management
 Event Terms and Meaning
 Role of M.I.C.E in Tourism Industry
 Trends
 EVENTS
MANAGEMENT
Basic concepts, terms, and types
WHAT IS AN
EVENT?
A Unique Moment to
Satisfy Specific Needs
PROCESS BY WHICH
AN EVENT IS
PLANNED,
PREPARED, AND
PRODUCED.
The Optimistic
views…. THE ENERGIZING ART
OF CHOREOGRAPHING
PEOPLE AND ACTIVITIES
IN ORDER TO PRODUCE
A SHOW THAT CREATES
MEMORIES OF A
LIFETIME.
Pessimist’s point of
view
the stressful work of
planning meetings or events,
and can be a very
demanding career choice.
 SPECIAL
EVENTS?
A unique moment in time celebrated
with ceremony and ritual to satisfy
special needs.(2002,p.6)
 COMMON CHARACTERISTICS OF EVENTS

 Are unique occurrences that do not happen very often

 Have a LIMITED duration (happening within hours or
days at the most)
 Happen with a live audience in attendance
 Require one or more groups to plan and organize
 Are staged for a purpose
 EVENTS MANAGEMENT
 Is one of the professional courses included in the
curriculum for tourism and hospitality programs, even
to some other business management-related
programs.
 This course as required is significant competency that
was embedded in the curriculum in order for the
industry professionals to become more equipped with
event organization
 EVENTS MANAGEMENT
A function requiring public assembly for the
purpose of celebration, education,
marketing and reunion;
The process that includes research, design,
planning, coordinating and evaluation of
events.
EVENTS MANAGEMENT

It is a science and art

It is a venue to incorporate principles in
the field of management and business
with social graces, protocol, and the art
of creating unique.
TYPES OF
EVENTS
 TYPES OF EVENTS
A. According to purpose: The C’s of Events
 1. Celebrate life’s milestones and accomplishments, and to perform rituals or
ceremonies as required by religion, culture or society.
 Life-cycle events
 Religious rituals
 Commemorative ceremonies
 Socio-civic events

2.Commune and strengthen bonds of friendship and restore friendships

 Reunions
 Hallmark events
 Types of Events
3. Convene-that is to share and pass on knowledge
among peers and colleagues
Meetings, conference, conventions 
4. Commerce-to market and promote product
offerings
 Marketing Events
 Exhibits and trade shows
 Types of Events
B. According to the number of participants(few, many, multitude)
C. According to Frequency
 Monthly
 Quarterly
 Semestral
 Annual
 Biennial

D. According to Magnitude Impact

 Mega Events
 Hallmark events
 Major events
 Minor events
 MEGA EVENTS
• Largest events that can organize.
• Generally targeted international markets.
• This event have specific yield in terms of
increased tourism, media coverage and
economic impact.
 HALLMARK EVENTS
• Designed to increase the appeal of a specific
tourism destination or region.

MAJOR EVENTS
• Attract significant local interest and large
numbers of participants and generate revenues.
 MINOR EVENTS
• This is where most event managers gain experience.

• This event includes one-off events like

historical, cultural, musical and dance
performances.
 FIELD OF SPECIALIZATION
 Civic Events  Conventions

 Expositions  Fairs and Festivals

 Hallmark Events  Hospitality

 Incentive Travel  Meetings and Conferences

 Retail Events  Reunions

 Social life-cycle events  Sports Events

 Tourism
 MICE
(Meetings, Incentives, Conventions
and Exhibitions/ Events)

MEETINGS
gathering of people to discuss a set of agenda
or do a particular activity; does not include
exhibits
CONFERENCE
•Conference are for study purposes that involves
inputs and sharing of findings and requires active
contribution form the attendees. It is smaller
compared to a congress which facilitates easier
exchange of information.
•A motivational tool used to encourage
employees to achieve goals such as
sales quotas set by companies.
EXHIBITIONS
an event designed to bring together providers of
products, equipment and services in an
environment in which participants can
demonstrate their products and services to a
group of participants.
 TYPES OF
MEETINGS:
Symposium
• Formal presentation- where there is a limited
interaction between presenters and the audience.

•Lecture- individual presentation often by one expert

where the audience can ask questions after the
discussion.
• Panels- two or more resources persons offer their
opinions on a topic.
 TYPES OF
MEETINGS:
Congress
• Regular coming together of large groups of
individuals generally to discuss a particular subject.

• Often lasts for several days and has simultaneous

sessions.
 TYPES OF MEETINGS
Conventions
 A meeting with an exhibit. It
combines attractions of having
multiple simultaneous
activities.
 Size, type of
Event Frequency Exhibition Purpose
attendance

Meeting Regular or as needed No exhibit Small groups Discuss agenda

For members only on

Resolve
Congress Regular Can be with exhibit a representational
basis
questions/issues

Deliberate and
Members in bigger establish rules,
Convention As needed Can be with exhibit
groups policies, business
strategies. Etc.

No membership
Conference As needed No exhibit required; smaller For study purpose
than congress

Comparison among types of M.I.C.E events 26

 ASSIGNMENT # 1:
 Event advertisement
 Cut out and paste a print advertisement of an upcoming
event. If you prefer to use the internet, get a screenshot of
the event website and paste or print on short size bond
paper. Write the source of the advertisement.
 ROLE OF MICE
IN THE TOURISM
INDUSTRY
Module 1.2
CHAPTER OBJECTIVES
 Enumerate the factors and contributions of M.I.C.E sector to the tourism
industry – political, economic, social, cultural, etc.;
 Describe the role of M.I.C.E in Tourism Industry; and

 Discuss MICE statistics, trends, performances, prospects, etc., in both

local and global scenarios
 Is MICE ideal in global and
Philippine scenario?

What is the
What is the role of economic
M.I.C.E in Tourism significance of
Industry? events?
BRAINSTORMING ACTIVITY:

What are the possible benefits

that M.I.C.E can bring to the
Philippines?
 E.G.
guest arrival
airport ?

? ?
 Question: There are many elements that encompass the Hospitality and
Tourism industry such as lodging, transportation, food and beverages and
others.
 Explain THREE (3) reasons how these elements are connected to MICE in
the industry.
 M.I.C.E GLOBAL SCENARIO
 Multiplier effect
 effect on destinations
 JOBS
 SPENDING
 Tax revenues
 total economic output

Rank of Manila and selected ASIAN Cities based

on the Number of Meetings Hosted (1999-2008
 LET’S DIG INTO THE PAST……..
 Exhibition
 World Exposition in the middle of 19 th century
 Great Exhibition in England (1851)
 World Expo (1970)

 Meetings & Conventions

 Congress in Vienna (1814-15)
 1st convention bureau was established in Detroit (1895)
 Destination Management Association International claims to be the largest association of convention and visitors bureau
(CVBs)
 MICE in the Philippines
 International Monetary Fund (IMF) Meeting in 1976 held in Manila
 Asian Institute of Tourism (AIT) was established in same year granting unit degree of the UP System
 Philippine Convention Bureau (PCB) was created (PD 867) and was reorganized in 1987 to become Philippine Convention
& Visitors Corporation (PCVC) now known as Tourism Promotions Board

 World Exposition (gathering of people showcase of products, arts and everything in their homeland)
 Destination Marketing Association International (DMAI)serving more than 1.5 k members from over 625 destination
 M.I.C.E IN THE PHILIPPINES
 1976 – Establishment of Philippine Convention Bureau (PCB)

 1977 – Launch of the “Make it Manila” campaign

 1979 - Sub-thematic campaigns: “Make It Cebu”, “Make It Zamboanga” and

“Make It Baguio”.
 1980: A banner year for PCB

The Philippines hosted four (4) major international events:

- PATA Conference
- World Tourism Conference (WTC)
- 20th Congress of the International Hotel Association (IHA)
- 50th ASTA World Congress
ECONOMIC SIGNIFICANCE OF EVENTS

MULTIPLIER EFFECT EFFECT ON DESTINATIONS

 expenditures  billion dollar industry

 investments  Primary benefits

 Stakeholders of M.I.C.E
 jobs
 Secondary Benefits
 foreign exchange  Employment and income

 Tertiary Benefits
 attract new business or visitors
 promote and enhances a country’s image
as a tourist destination
 IMPACT CREATED BY M.I.C.E ON DESTINATIONS

summer or school and public

season, generally not in the
Tend to visit in off-peak
Relatively high per

holidays
head per day
expenditures

help justify and Business tourist

fund tend to be
infrastructure relatively well
BUSINESS behaved, causing
developments
TOURISM few problems for
which benefit the
DESTINATIONS the host
host community
community

including photographers, sign

makers, printers and florists

bring business for a wide

range of local business
as well as business tourist
which are used by local people
such as shops and theatres,
commu nity leisure facilities
help ensure viability of

• Source: Swarbrooke and Horner, 2001

GLOBAL EVENTS SITUATIONER

ASIA

 BRUNIE – a destination for SOUTH AMERICA

corporate meeting
 CHINA – most in demand
• 2016 Summer Olympics
destination in Asia SOUTH AFRICA
 HONG KONG – for incentives and  FIFA WORLD CUP
meetings market
 SINGAPORE – for meetings,
conference, and incentive markets
 Business Trends in M.I.C.E

●
Activity Based, Not Destination Based
●
Unusual venues
●
Accessibility options
●
Marketing challenges
●
Shorter time leads
●
Concept Innovation
●
BRIC Economies – Brazil, Russia, India and China
●
Low-cost Carriers
 Social Trends

●
The rise of Generation C
●
Connected, Content Driven Community
●
Use of Social Media
●
The Power of Baby Boomers
 INDUSTRY TRENDS

●
Structural Shifts
●
Talent and People Development
●
Event Economies and ROI
●
Meeting Architecture
●
Hybrid events
●
Event Management Technologies
●
Audio-Visual Technologies
●
Virtual Events
GREEN EVENTS?
How can we apply Go Green in our
event project?
SUSTAINABLE STRATEGIES

 Events  Issues
 Trips  Transportation

 Service Activities  Reduce, Reuse, Recycle

 Food
 Programs
 Energy and resources
 Dining
ASSIGNMENT NO. 2
 What’s the Latest?
 Selects a country hosting a major event. Find out what preparations are being made
to ensure that the event will be successful. These may include new infrastructure
(airport, stadium, road widening projects); and/or tour packages to encourage
visitors. Write the information you found below:
 COUNTRY:
 EVENT:
 SCHEDULE AND VENUE OF EVENT:
 INITIATIVES TO ENSURE SUCCESS:

 Identify impacts or benefits the host country may look forward to hosting the event.
 Write or print in short size bond paper.