INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS

MANAGEMENT

Introduction

Events are gatherings of people for a purpose. Since humans are social animals, it is
in their nature to socialize and gather together. With this premise, meetings are therefore as
old as humanity. Archeologists have in fact found evidence proving the existence of areas
where primitive people gathered to discuss common interests like plans for hunting, wars,
rituals and tribal celebrations (Montgomery; Strick 1995)

Several millennia later, these gatherings would evolve into multimillion-dollar

businesses, into what some collectively refer to as MICE, ‘MICE’ stands for Meetings,
Incentives, Conventions and Exhibitions. There are a number of other terms and acronyms
used to describe essentially the same thing – amalgramic terms like CEMI (Conventions,
Exhibitions, Meetings and Incentives) or general terms like ‘events’. Some say MICE is an
industry; some say it is not, because each subsector can be classified under various industries.
For instance, exhibitions can be a competent of trade while incentive travel can be a
component of tourism.

Lesson Preparation/ Review/Preview

Look at the pictures very closely. What

do you see? What do you think about
the life in event industry? Is it a life
that is full of sweetness? glamourous?
fun?

BRIEF HISTORY AND DEVELOPMENT

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

 Archeologists have found evidences proving the existence of areas where primitive
people gathered to discuss common interest, like plans for hunting, wars, rituals, and tribal
celebrations (Montgomery and Strick 1995). Thousands of years later, these gatherings would
evolve into multimillion-dollar businesses, which some collectively refer to as MICE or
Events Industry.

DEFINITION AND CHARACTERISICS OF MEETINGS, INCENTIVES,

CONFERENCES, AND EVENTS MANAGEMENT
Let us define and differentiate each of these subsectors which the acronym MICE represents.
Definitions of each subsector of MICE often vary from one author to another.

Definition of MICE as tourism  is that MICE is a specific and unique

form of group tourism where the tourists or  travelers travel to attend
various business events  and leisure gatherings in their professional or
individual capacity.

MICE is considered as group tourism because all the type of events of

MICE usually attract group of people travelling together to attend those
events. And if we look at the MICE acronym's full form, which
comprises its 4 key segments, we would better understand why MICE is
tourism. The incentive travel is actually completely tourism while the
other three segments now involve tourism as an integral part.

MICE industry is one of the major segment of tourism industry. Tourism

is a travel for leisure or business with the duration not less than one hour
and not less that one consecutive year. MICE is one of the fastest
growing industry within the tourism industry. It helps generate millions
of revenue for the countries.

COMPONENTS OF MICE INDUSTRY

1. Meetings- Meetings as part of MICE are held at venues like hotels,

convention centers, etc. These meetings are usually large scale as

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

 internal meetings for companies, associations and other
organizations. These are also external meetings of an organization's
employees with, let's say, clients, dealers & distributors like
dealers meet, etc.

For an internal meeting, it obviously becomes a single large group travel

and even for external meetings involving other attendees people still
come in groups from different organizations. So, these meetings give
both, the organizations, and their employees, associates or attendees a
wonderful opportunity to plan a group tourism along with the meeting to
enjoy and have some fun, recreation and leisure travel.

2. Incentives tourism:  Incentives travel is purely tourism by its very

nature, as a recognition or reward give in the form of tourism
packages. This is given to internal employees and also to other
external associates. These are usually a fun meeting events where
all the attendees gather at one destination to enjoy.

3. Conferences:  Conferences are also meetings with little different

objectives and larger and wider participation. Here representatives
from different companies and institutions and also various
professionals come together. This again involves group travel from
companies. To make it more interesting, attractive and enjoyable,
tourism packages are included for all attendees by the organizers.

4. Exhibition:  Exhibitions and trade fairs have two segments of

attendees, exhibitors and visitors. Here, group tourism is not that
common or at least is in quite small in size. While it is more
common for exhibitors to come in groups as they come from same
organization, visitors are also sometimes are in groups in case of
business visitors from companies. It is also referred as events as
well.

Leisure and recreational tourism opportunities are also often

included with many of these exhibitions.

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

Tourism and its Connection to MICE Industry

Tourism is “the activities of persons traveling to and staying in places outside

their usual environment for not more than one consecutive for leisure, business
and other purposes.” (UNWTO, 2010)

Tourism

Leisure Business

MICE
Industry

MICE Industry is considered to be a major component making up business travel and

tourism.

THE EVENT INDUSTRY

Event industry in the Philippines is still young and yet, grows rapidly. Some of these
events can be seen in marketing, advertising, tourism, hospitality business, exhibits as well as
expositions or trade shows. Execution of these mentioned activities are mostly part of the
jobs of the event manager or the event coordinator from which they learned from the hits and
misses that they make. Some of the events range from those managed by people who make
this as their sideline to that something well-manned or that of professionalized organizations.
Most of the event planner or organizers here in the country do not have formal schooling on
event management. Some have learned those through engaging in events with their
colleagues, observing events that they attended, thus, self-study, and just enjoy creating new
ideas that became a hobby, conceptualized and then eventually materialized through trial and
error.

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

 For those who are just starting in the industry, events are made unforgettable through
the help of outside people, or what we call the suppliers. This may include on catering food
and drinks, audio-visual equipment, giveaways, flowers and other decorating materials,
staging expertise, and even on provision for competent speakers. This may also in need for
professional host/s should there be a requirement from the client, event stylist, balloon artist,
and anything that could help the event more meaningful and enjoyable.

CHARACTERISTICS OF AN EVENT

The following are the characteristics of an event:

 It is ‘once in a lifetime’ experience - for the participants, an event should be
meaningful, enjoyable, and unforgettable as they consider it as a unique experience.

 It is unique – oftentimes, an event is considered to be unique as people prepare for this. It

is distinct, not common, matchless, and even irreplaceable.

 It is generally costly to stage - an event is generally expensive to be held. It requires

capital to make everything available for the event, thus needs careful attention to details
to avoid wastage on investment.

 It brings people together - an event brings group of individuals together. This is the
time that they could chat in an occasion they call theirs, the time for exchanging of “hi’s
and hello’s” and the time to celebrate with the people they are close with or people they
are in business with.

 It requires careful attention in planning - an event needs to be planned well to avoid

inconvenience during the event proper. From the biggest to smallest details, all must be
accounted for to ensure its successful execution. A manager must be able to draw a
cohesive plan, organize the elements or resources that are significant in its execution, and
lead people to achieve desired objectives and meet client’s expectation.

 It has a purpose - no one will have an event just because they find it cheap or what.
People organize events because they have their purpose. Be it for a wedding, birthday,
christening, graduation party, convention, training and seminars or anything that will be
held, these purposes must be met accordingly by the event manager or event company.

 It is often a lot a stake for those involved - this is a crucial characteristic because it
involves all the players of the event. The event team, the clients, the attendees or
participants, all are involved in the happenings. How can you deal with a newlywed
couple when they are requiring you to make the event perfect for them?

CATEGORIES OF EVENTS
Events can be categorized as follows:

 Family Events - There are a lot of reason why families gather. Most events of these
families are celebrating birthday, wedding and wedding anniversary, christening, and

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

 even get together. Nowadays, some family requires services from the event industry
during funerals. It is therefore significant that an event manager is updated of the
changing trends on family events so that once there is a need for event services, he or she
is ready to meet its requirements.

 Festivals - In the country, we have a lot of festivals being celebrated annually. When
festival is well-known to the people, expect a large audience to see a wonderful
celebration. Also, food and wine festivals are now becoming increasingly popular, not
only in the country but even in other parts of the globe.

 Entertainment - An entertainment (though festivals can be part of entertainment) event

is well-known especially when it has the ability to attract huge audience. Example of an
entertainment event is a concert held in big locations such as Smart Araneta Coliseum in
Quezon City and Aliw Theater in Manila. Catering event like this will require various
industry players, thus, being a part of it will mean revenue for the company.

 Sporting Events - Sporting events are another venue for the event industry to cater to.
Though this is most common in other countries, this attracts guests from the international
scene at the highest levels. Examples of this are football, tennis, car racing, and golf. In
the country, a sport like car racing is already known.

 Marketing and Promotional Events - Marketing and promotional events are most
common for product launches like computer hardware or software, motor cars, perfume
and any other products that draw a huge crowd for the purpose of informing the public
about the product’s differences to its competitors. In most cases, media are invited that
makes the impact and the risk high.

 Fundraising Events - An example of this is the Run for Pasig River or concerts for a
cause. Though the event is intended for a cause, this can never stand alone and will need
other event suppliers to make it successful.

 Business Events - This include meetings, conferences, conventions, and exhibitions or

trade shows. These events attract a huge number of participants especially for
conventions and exhibitions. Examples of conventions held annually are those of
educators’ organizations such as The Council of Hotel and Restaurant Educators of the
Philippines (COHREP), Association of Administrators in Hospitality, Hotel and
Restaurant Management Educational Institutions (AAHRMEI), and Union of Filipino
Tourism Educators (UFTE) to mention a few. Trade shows on the other hand are another
special area. It can be an exhibit of various products where the attendees maybe from the
public or maybe exclusive to its members. Either which, it has to be planned accordingly
to meet its objectives.

CLASSIFICATION OF EVENTS

Events can be classified according to the basis of its size. This section will tackle on
this aspect so that as event managers, we know how to deal with such.
 Mega Events - These are events that are generally developed through a competitive
bidding which cater to a large number of audiences, generally targeted at the international
markets. Examples of this are the FIFA World Cup and the Olympic Games to mention a

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

 few. It is somewhat difficult to fit into this category for many other events because the
volume of its visits should exceed to one million, their capital should be at least $500
million and their reputation should be similar to that of a ‘must see’ event as mentioned in
the book entitled Event Management by Allen, Bowdin, Harris, McDonnel and O’Toole
(2011).

 Mega Events - These are events that are generally developed through a competitive
bidding which cater to a large number of audiences, generally targeted at the international
markets. Examples of this are the FIFA World Cup and the Olympic Games to mention a
few. It is somewhat difficult to fit into this category for many other events because the
volume of its visits should exceed to one million, their capital should be at least $500
million and their reputation should be similar to that of a ‘must see’ event as mentioned in
the book entitled Event Management by Allen, Bowdin, Harris, McDonnel and O’Toole
(2011).

 Major Events - Events of this size also attract local interests and basically with a large
number of participants with maybe some international media coverage. This helps
generates income in tourism as it may also be participated in by international market. In
the country, a major event can be seen as executed in Smart Araneta Coliseum, or in the
Mall of Asia Concert Grounds. Breaking the records concert can be considered a major
event like that of Michael Jackson.

 Minor Events - For tourism and hospitality professionals, this size of event became
their training grounds as most of their experiences are coming from this since most of the
events fall into this category. Examples of this size are meetings, conventions,
conferences, birthday celebrations, and wedding ceremonies among others.

 Hallmark Events - In this event, the host city is inseparable in the minds of the
attendees. To highlight a specific tourism attraction especially when it is new to the
public falls under hallmark size of event.

PERFORMANCE TEST

Name: Date:
Course, Yr. & Sec.:
Topic/Title:

A. Essay: Answer comprehensively. (10 pts each)

1. In your own words, discuss MICE and its latest development in the world of event
industry.

2. Why do you think handling events requires careful attention in planning?

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

Rubrics of the Essay Part:

Features 4 3 2 1

Expert Accomplished Capable Beginner

Quality of Piece was written in Piece was written in an Piece had little style Piece had no style
Writing an extraordinary interesting style
style Gives some new Gives no new
Somewhat informative information but information and very
Very informative and organized poorly organized poorly organized
and well-organized
Grammar, Virtually no spelling, Few spelling and A number of So many spelling,
Usage & punctuation or punctuation errors, spelling, punctuation and
Mechanics grammatical errors minor grammatical punctuation or grammatical errors that
errors grammatical errors it interferes with the
meaning

B.
Watch a video using this link https://youtu.be/t8mNZps07do or through the video
sent in our group chat on messenger.
After watching the video, make a Reaction Paper. Be sure to indicate the necessary
detail or information needed using the given template below.
Refer to the rubric to evaluate your output.

REACTION PAPER

A. Summary

B. Reaction
1. Comment

2. Conclusion

3. Recommendation

Reaction Paper Rubrics

Description Poor - 10 pts Fair – 20 pts Good – 30 pts Excellent – 40 pts
Content & - Content is - Content is not - Content is - Content is
Development incomplete comprehensive accurate and comprehensive,
- Major points are and/or persuasive persuasive accurate and
not clear and/or - Major points are - Major points are persuasive
persuasive addressed but not stated - Major points are
well supported - Responses are stated clearly

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

 - Responses are adequate - Responses are
inadequate - Content and excellent
- Content is purpose of the - Content and
inconsistent with writing is clear purpose of the
regard to purpose writing is clear
and clarity of
thought
Organization and - Organization and - Structure of the - Structure is - Structure of the
Structure structure detract paper is not easy mostly clear and paper is clear and
from the message to follow easy to follow easy to follow
of the writer - Paragraph - Paragraph - Paragraph
- Paragraphs are transition need transitions are transition are
disjointed and lack improvement present logical and
transition of - Conclusion is maintain the flow
thoughts logical of though
throughout the
paper
- Conclusion is
logical
Grammar, Punctuation - Paper contains - Paper contains - Rules of grammar, - Rules of grammar,
& Spelling numerous few grammatical, usage, and usage, and
grammatical, punctuation and punctuation are punctuation are
punctuation, and spelling errors followed with followed; spelling
spelling errors - Language lacks minor errors. is correct.
- Language uses clarity or includes - Spelling is correct. - Language is clear
jargon or the use of some and precise;
conversation tone jargon or sentences display
conversational consistently
tone strong, varied
structure
Punctuality - Student submitted - Student submitted - Student submitted - Student submitted
the assignment three hours late one hour late on on or before the
four hours and on the said due the said due date said due date and
above late on the date and time and time time
said due date and
time
Total

SIGNIFICANCE OF THE EVENTS INDUSTRY FROM THE LEARNER’S

POINT OF VIEW

 Defining terms used by both practitioners and non-practitioners is as much a

challenge as defining the significance of MICE to the national and global economy.
Some are able to capture its significance by citing the expenditure and number of
people traveling to and staying in destinations to attend meetings, trade shows, or
other events. Others may note the amount of investments poured into infrastructure
and other developments, including roads and remarkable venues, like the Sydney
Opera House, as proof of industry’s contributions to the economy, since MICE served
as a catalyst for such developments. Some professionals make a career out of
organizing festivals and other events, which only shows that the MICE business
plays a significant part at least in some people’s lives.

 Have you organized a birthday party for yourself or for a friend? Have you been to a
bazaar or a concert? Have you attended a student organization’s meeting or
seminar? If your answer in any of these questions is yes, then you have taken part in
an event though such events may not have been professionally organized. Moreover,
if you enjoyed taking part in any of these events, then you will enjoy taking up this
subject and learning more about MICE.

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

 Most of the topics covered in the study of MICE management are applicable in other
disciplines and in our daily lives, such as in budget preparation, sales and marketing,
time management, and risk/crisis management. Planning and implementing an
actual event give you valuable experience which will help you face the challenges in
the workplace. For no matter how much effort has been exerted to make this book as
comprehensive as possible, experience is still and will always be the best teacher.

SIGNIFICANCE OF THE EVENTS INDUSTRY FROM THE COUNTRY’S

POINT OF VIEW

 The year 2012 marks a great year in tourism as international tourist arrivals
reached the one-billion mark. The United Nations World Tourism Organization
(UNWTO) counted about 1.035 billion tourist who stayed overnight in another
country in 2012, which is 4% higher than the previous year (UNWTO 2013).
Southeast Asia is one of the regions that posted a double-digit growth at 12% in the
same year.

 According to the UNWTO, tourism is: “The activities of persons traveling to and
staying in places outside their usual environment for not more than one consecutive
year for leisure, business, and other purposes, except activities remunerated from
within the place visited.”

 Events that entail traveling outside a person’s usual environment are therefore a
form of tourism. Events can, in fact, serve as one of the tourist attractions of a
destination. For instance, flying to Singapore to watch an artist’s concert or a play is
a form of events tourism. The events industry is considered an important subsector
of tourism for two major reasons:

1. QUANTITY. MICE events attract guests regardless of the season. Getz (2005)
pointed out the
ability of events to offer new experiences (otherwise matured) as destinations
thus, attracting more visitors and repeaters and holding them beyond peak days.
This is especially beneficial during lean months or immediately after busy days
to extend the peak season. In the Philippines, peak seasons fall around the Holy
Week, All Saints Day, Christmas Break, and Summer Vacation in April and May. Off-
peak seasons fall on the months in between them.

2. QUALITY. According to studies, MICE attendees spend more compared to regular

or ordinary
tourists hence, providing higher revenue for the same length of stay compared to
regular tourists. According to a recent ExPact Study conducted by Destination
Marketing Association International (DMAI, formerly known as IACVB) on direct
spending for meetings, conventions, and trade shows in the United States,
delegates spent an average of US$1,036 per event or US$290 per day; the
average length of stay was 3.56 nights and 77% of all delegate spending was
accounted for by lodging (47%) and food and beverage (28%). In addition to

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

 this, MICE attendees have higher disposable income and use more tourism
facilities than ordinary tourists.

 According to UNWTO (2013), two international sporting events boosted tourism

receipts in three European countries in 2012. These were the UEFA European
Football Championship held in Poland and Ukraine and the London Summer
Olympics and Paralympics in the United Kingdom. Let us take a look at some of the
economic impacts of the events industry in our neighboring countries:

1. Hong Kong. Hong Kong’s exhibitions industry generated 69,600 full-time jobs
and US$5.3 billion in direct expenditure in 2012, which did not only result to a
total of about US$181 million tax receipts but created ripple effects in Hong
Kong economy as well. (HKECIA 2013)

2. Singapore. Singapore earned about US$3 billion in 2012 from MICE. (Singapore
Tourism Board 2014)

 The events industry indeed contributes greatly to a country’s economic

development, especially for countries with events that attract international visitors.
It does not only boost tax receipts and infrastructure development but also creates a
 ripple effect in the economy where backward links to suppliers and the suppliers’
suppliers add more to the calculation of expenditures, resulting to what we call the
“multiplier effect.”

THE MULTIPLIER EFFECT

 The Multiplier Effect is a direct economic impact, which is equivalent to the “new”
money that visitors or outsiders bring and this money is circulated through
spending in the local economy. Examples are the money remitted by overseas
Filipino workers, money spent by a tourist to buy something directly at a retail shop,
and the personal expenditure on food, lodging, and transportation of visitors
attending meetings.
 Multiplier Effect is created when different persons use the same money several
times. Each time the money is transferred from one person to another means the
money is counted as the person’s income. More transfers mean more aggregate
income. More aggregate income means a bigger economy.
 It is the idea of repetition or multiplication of economic activities and its effects, such
that the income gained from the tourist’s dinner does not end there but creates a
series of other purchases that help the local economy. The data on the economic
impact of Hong Kong’s events industry mentioned earlier is an example of the
multiplier effect.
Level 1 Level 2 Level 3

                       
  Tourist dines at a Restaurant staff Shops with $3  
  restaurant and gets $5 Pays school for $2  
  pays US$10  

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

 Supplier's staff gets
  Supplier gets $2
Pays farmer for
  $5 $3  
                       

Discussion Questions

A. ESSAY

1. Explain how learning events management can help you.

2. In your own words, explain the concept of the multiplier effect.

3. What is your idea on the event industry’s contribution to the Philippine

economy?

RUBRICS FOR THE ESSAY PART

Features 4 3 2 1

Expert Accomplished Capable Beginner

Quality ofPiece was written in Piece was written in an Piece had little style Piece had no style
Writing an extraordinary interesting style
style Gives some new Gives no new
Somewhat informative information but information and very
Very informative and organized poorly organized poorly organized
and well-organized
Grammar, Virtually no spelling, Few spelling and A number of So many spelling,
Usage & punctuation or punctuation errors, spelling, punctuation and
Mechanics grammatical errors minor grammatical punctuation or grammatical errors that
errors grammatical errors it interferes with the
meaning

B. REACTION PAPER

RUBRICS:
Description Poor - 10 pts Fair – 20 pts Good – 30 pts Excellent – 40 pts
Content & - Content is - Content is not - Content is - Content is
Development incomplete comprehensive accurate and comprehensive,
- Major points are and/or persuasive accurate and
not clear and/or persuasive - Major points are persuasive
persuasive - Major points stated - Major points are
are addressed - Responses are stated clearly
but not well adequate - Responses are
supported - Content and excellent
- Responses are purpose of the - Content and
inadequate writing is clear purpose of the
- Content is writing is clear

INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT

 inconsistent
with regard to
purpose and
clarity of
thought
Organization and - Organization and - Structure of the - Structure is - Structure of the
Structure structure detract paper is not mostly clear and paper is clear
from the easy to follow easy to follow and easy to
message of the - Paragraph - Paragraph follow
writer transition need transitions are - Paragraph
- Paragraphs are improvement present transition are
disjointed and - Conclusion is logical and
lack transition of logical maintain the
thoughts flow of though
throughout the
paper
- Conclusion is
logical
Grammar, - Paper contains - Paper contains - Rules of - Rules of
Punctuation & numerous few grammar, usage, grammar, usage,
Spelling grammatical, grammatical, and punctuation and punctuation
punctuation, and punctuation and are followed are followed;
spelling errors spelling errors with minor spelling is
- Language uses - Language lacks errors. correct.
jargon or clarity or - Spelling is - Language is
conversation includes the use correct. clear and
tone of some jargon precise;
or sentences
conversational display
tone consistently
strong, varied
structure
Punctuality - Student - Student - Student - Student
submitted the submitted three submitted one submitted on or
assignment four hours late on hour late on the before the said
hours and above the said due said due date due date and
late on the said date and time and time time
due date and
time
Total
40 Points

Read the article below and share your thoughts by making a reaction paper.
On your reaction paper, be sure to indicate the necessary detail or information
needed using the given template below.
Refer to the rubric to evaluate your output.

DISRUPTION IN THE BUSINESS EVENTS INDUSTRY: RISING TO THE CHALLENGE OF COVID 19

By Congrex Team

If there is one subject driving the conversation among meeting and event planners and organizers
today, that has to be disruption. In a matter of weeks, the global landscape has changed enormously, and
professionals in the meetings industry now face the pressing need to make tough decisions quickly.

It is clear that the meeting industry has been strongly affected by the disruptive effects of COVID-19
(SARS-COV-2). Since the onset of the epidemic, hundreds of events have been cancelled all over the world,
and waking up to the news of cancellations or postponements has become the new normal.

In this unusual scenario, event organizers are required to reconsider their options and to balance two
priorities: on the one hand, it is crucial to uphold the health and safety of staff, sponsors, and attendees;
and on the other, it is necessary to meet financial obligations – or at the very least to minimize the losses
caused by disruption.
INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT
INTRODUCTION TO MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT