What is M.I.C.E.?

common conventions are based upon industry,

profession, and fandom.
M.I.C.E is the acronym for Meetings, Incentives,
Conferences and Exhibitions. TRADE SHOWS. An exhibit of products and
services targeted to a specific clientele and not open
The MICE market refers to a specialized niche of
to public.
group tourism dedicated to planning, booking, and
facilitating conferences, seminars, and other events, SEMINAR. A lecture and dialogue allowing
which is a big moneymaker in the travel industry. participants to share in a particular field under the
guidance of an expert discussion leader.
WORKSHOP. A training session in which
The acronym has slowly been falling out of favor in
participants, often through exercises, develop skills
recent years, a s some industry professionals hope to
and knowledge in a given field.
move away from the affiliation with rodents.
Instead, many now refer to this niche market as the BREAK-OUT SESSIONS. Small group sessions,
meetings industry or events industry in tourism. — panels, workshops, or presentations offered
The Planner, 2018 concurrently within the event, formed to focus on
specific subjects.
SUMMIT. An important formal meeting between
In other countries, they regard it as:
leaders of governments from two or more countries.
Meetings, Expositions, Events and Conventions
PANEL DISCUSSIONS. Instructional technique
(MEEC)
using a group of people chosen to discuss a topic in
front of an audience.

INDUSTRY TERMINOLOGIES AND

PRACTICES
IN A WORLDWIDE SCALE...
MEETING. An event where the primary activity of
Convention Industry Council (CIC) is an
the attendees is to attend educational session and
organization promoting the advancement of MICE.
participate in discussions.
Formed in 1949 to provide a forum for member
INCENTIVES. A meeting event as part of a
organizations seeking to enhance the industry, CIC
programme which is offered to its participants to
facilitates the exchange of information and develops
reward a previous performance.
programs to promote professionalism within the
CONFERENCES. A participatory meeting industry and educates the public on its profound
designed for discussion, fact finding, problem- economic impact.
solving, consultation. Although, not generally
In the Philippines...
limited in time, conferences are usually of short
duration with specific objectives. TOURISM PROMOTIONS BOARD formerly
PCVC (Philippine Convention and Visitors
EXHIBITIONS. An event at which the primary
Corporation)
activity of the attendees is to visit exhibits on the
show floor for the purpose of public relations, sales The Tourism Promotions Board (TPB) exists to
and / or marketing. market and promote the Philippines domestically and
internationally as a world- class tourism and MICE
CONVENTION. is a gathering of individuals who
destination, in strategic partnership with private and
meet at an arranged place and time in order to discuss
public stakeholders to deliver a unique high-value
or engage in some common interest. The most
experience for visitors, significantly contributing to
increased arrivals, receipts and investments to the
country. The TPB is an attached agency of the
Department of Tourism.

Beginnings and Development of the Events

Industry
Ancient Times
Chinese Traders (undated) Two years later, the American followed suit with
their “Exhibition of the Industry of All Nations” in
Exhibitions have been going on since the ancient New York with 5,000 exhibitors from 23 countries
times, when traders would hold occasional showcasing new inventions such as the
encampments and entertainers would find a ready TELEGRAPH Samuel Morse.
festive audience.
Commonly known as the New York Crystal Palace
Exhibition, was held in 1853–1854 in an iron-and-
glass structure in Bryant Park.
Eiffel Tower Exhibition (Unverselle, Paris)

The Great Exhibition (London, England)

The 1889 World Exhibition is at the origin of the

Eiffel Tower. Open to the public on May 15, 1889,
the Tower, as the Fair's main attraction, stunned the
world with its dimensions and bold construction.
The First Ferris Wheel Columbian Expo
(Chicago)

The French has already made a tradition of exhibition

since the 1700s but the first world's fair was the Great
Exhibition in London, England in 1851 with 6
million visitors and 17,000 exhibitors of different
nationalities.
The Great Exhibition of the Works of Industry of All The Ferris Wheel first opened to the public as the
Nations or The Great Exhibition, an international centerpiece of the World's Columbian Exposition at
exhibition, took place in Hyde Park, London, from 1 Midway Plaisance in Chicago on June 21, 1893, and
May to 15 October 1851. continued to operate there until after the exposition
ended in October 1893.
Exhibition of the Industry of All Nations (New
York, USA, 1853)
Progress in Harmony of Mankind (Osaka) Expo 2020 is a World Expo to be hosted by Dubai in
the United Arab Emirates, originally scheduled to
open on October 20, 2020, and to end on April 10,
2021. Due to the ongoing COVID-19 pandemic, it
has been postponed to 2021 and the rescheduled new
dates calls for an opening on October 1, 2021.
EXPO 2021 Dubai, U.A.E
The Bureau International des Expositions (BIE)
general assembly in Paris awarded Dubai as the host
on November 27, 2013.
Expo '70 was a world's fair held in Suita, Osaka
Prefecture, Japan, between March 15 and September
13, 1970. In Japanese, Expo '70 is often referred to MADE IN THE PHILIPPINES...
as Osaka Banpaku. This was the first world's fair held
Manila became the first international meetings
in Japan.
destination in Southeast Asia when it hosted the
International Monetary Fund (IMF) Meetings in1976
at the newly inaugurated Philippine International
Recent World Expos Accredited by the Bureau of Convention Center (PICC)
International Exhibition
Expo 2005 was a World Expo held for 185 days
between Friday, March 25 and Sunday, September Asian Institute of Tourism
25, 2005, in Aichi Prefecture, Japan, east of the city
The full blast construction of tourism infrastructure
of Nagoya.
called for the development of an academic program
Expo 2008 was an international exposition held from and manpower training. Hence, the Asian Institute of
Saturday, 14 June to Sunday, 14 September 2008 in Tourism was established as a degree - granting unit
Zaragoza, Spain, with the theme of "Water and of the University of the Philippines System in 1976.
Sustainable Development". The exposition was
placed in a meander of the river Ebro.
Events Management and It' s Know How
Expo 2010, officially the Expo 2010 Shanghai
China, was held on both banks of the Huangpu River There are three (3) words to remember when
in Shanghai, China, from 1 May to 31 October 2010. organizing an event:
It was a major World Expo registered by the Bureau
International des Expositions, in the tradition of • Plan
international fairs and expositions, the first since • Do
2005. • Check

Expo 2012 Yeosu Korea was an International There’s no “next time” for an event. Careful planning
Exposition recognized by the Bureau International and execution is a MUST.
des Expositions held in Yeosu, South Korea which
opened May 12, 2012 and ran until August 12, 2012.
CLASSIFICATIONS OF EVENTS
Expo 2015 was a World Expo hosted by Milan, Italy. ACCORDING TO SIZE
It opened on May 1, 2015 and closed on October 31,
2015. Milan hosted an exposition for the second MEGA EVENTS
time; the first was the 1906 Milan International. These are generally targeted in international markets.
All such events have a specific yield in terms of is an event that holds the attention and interest of an
increased tourism, media coverage and economic audience, or gives pleasure and delight.
impact.
- Reality shows
- Olympics - Variety shows
- SEA Games - Concerts
- EXPO
Commercial, Marketing and Promotional Events
HALLMARK EVENTS
These are events use to promote brands, products, or
are designed to increase the appeal of specific services with an in-person or real-time engagement.
tourism destination or region.
- Concerts
- Songkran Festival - Brand Events
- Mardi Gras Festival
FAMILY EVENTS
- Tomato Festival
These are events meaningful or significant to a
MAJOR EVENTS
member of the family.
These events attract significant local interest and
- Weddings
large number of participants as well as generating
- Birthday
tourism revenue.
- Engagement Party
- Penagbenga Festival
FUNDRAISING EVENT
- Masskara Festival
- Sinulog Festival Is an event or campaign whose primary purpose is to
raise money for a cause, charity or non- profit
MINOR EVENTS
organization.
Most events fall into this category and it is here that
- Concert for a cause
most event managers gain their experience.
- Fun run for a cause
- Weddings - Fashion show for a cause
- Debuts
MISCELLANEOUS EVENTS
- Christening
These are events or gathering of people that does not
fall into any of the categories.
Types of Events According to Purpose
- Christmas party
SPORTING EVENT - are events that are held in all - Awarding
states and territories and they attract international
sports men and women at the highest levels.
THE EVENT TEAM
- Olympics
- FIFA world cup STEP 1: THE ORGANIZATIONAL
- E-games STRUCTURE
- UAAP
- Grand Prix Purpose of the Organizational Structure
- Boxing 1. Clear Definition of Objectives
ENTERTAINMENT, ARTS, AND CULTURE 2. Identification and Grouping of Activities
FESTIVALS 3. Determination of the Structure
4. Clear demarcation of work
EVENT MANAGER - Ensuring the overall company has a strong
public image
Responsible for:
- Public relations are conducted through the
- Finding and booking venues media, that is, newspapers, television,
- Liaising with clients and suppliers magazines, etc.
- Handling logistics - Publicity is mention in the media.
- Managing budgets and invoicing
LOGISTICS
- Organizing accreditation, managing risk, and
- Presenting post-event reports. Responsible for:
SECRETARIAT - Management of the flow of things between
the point of origin and the point of
Responsible for:
consumption
- Preparation of a detailed mailing lists in - Material handling, production, procurement,
coordination with the organizers packaging, inventory, transportation,
- Selection of the accommodation facilities warehousing
- Management of the schedule
SOURCES OF ADDITIONAL FUNDS FOR THE
- Keeps formal records of the group's process
EVENT
and decisions: the minutes of the meeting.
- Sponsorship
PROGRAMME COMMITTEE
- Company product exhibit
Perform tasks such as: - Donations/pledges

- Coordination of the Opening and Closing HOW DOES ONE ATTRACT ATTENDEES TO
ceremony of the event THE EVENT?
- Review event timeline and due dates
EVENT PROMOTIONS
- Organize specific event sessions
Directed towards attracting participants and
FINANCE COMMITTEE
stimulating support for the event. All promotional
Responsible for: activities must be measured against this yardstick
since promotion can be very expensive.
- Provides financial analysis, advice, and
oversight of the organizations budget
- Determine the cost of the events and sources
The main components of a promotional program
of funds
are:
- Ensure the organization is operating with the
financial resources it needs - Print Materials
- Personal Communications
MARKETING & PROMOTIONS
- Advertising
COMMITTEE
- Publicity
Responsible for: - Outdoor Decors
- Promotional Trips
Bringing the event to the attention of potential and - Social Media
current customers
Promotion keeps the product in the minds of the
customer and helps stimulate demand for the product
PUBLIC RELATIONS & PUBLICITY
Responsible for: