From Destination Appeal to Business Impact: Positioning MICE Within the Visitor Economy
There has long been an underlying tension between professionals in the travel and tourism industry and those in the Meetings, Incentives, Conventions and Exhibitions (MICE) sector. While both industries depend on mobility, destinations, and visitor experiences, MICE professionals often resist being closely associated with tourism. This distinction is understandable. MICE is frequently positioned as a strategic business platform rather than a leisure-driven activity. Yet, it is equally undeniable that the appeal of travel — discovering new destinations, engaging with culture, and experiencing a sense of place — remains a powerful factor in the success of association events. Rather than viewing […]
