
What is MICE Tourism?
The acronym MICE stand for Meetings, Incentives, Conferencing & Exhibitions. It is a niche area of tourism that is focused on the planning and booking of groups for large events, conferences or seminars.
It is an acronym that can easily cause confusion outside our industry and it’s easy to understand why. A quick Google search for MICE without the word “tourism” or “travel” following it will unsurprisingly throw up articles on the small rodent that we’re all familiar with.
Key Components of MICE Tourism
- Meetings: These include conferences, seminars, workshops, and other gatherings where participants discuss specific topics or industries.
- Incentives: Incentive trips are rewards offered to employees or customers for achieving performance goals. They often involve luxurious travel experiences and exciting activities. Read more about our Incentives in Scotland and Incentives in Ireland.
- Conferences: Conferences are large-scale events that bring together experts from a particular field to share knowledge, discuss research, and network. Read our case studies for samples of what our team have planned for other clients!
- Exhibitions: Exhibitions, also known as trade shows, are events where companies showcase their products or services to potential customers and partners.
Some people prefer to use the terms “meetings industry” or “events industry” instead of MICE and it’s believed that this is beginning to trend. It’s not something that we have noticed so much. Regardless of what you call it, it’s an extremely demanding and specialised area of the industry.

Why is MICE Tourism Important?
- Destination Marketing: MICE tourism is a powerful tool for destination marketing. By hosting successful events, cities and regions can showcase their unique offerings, attract more visitors, and enhance their reputation.
- Economic Boost: MICE events can significantly boost local economies. Attendees often spend money on accommodation, transportation, food, and entertainment, contributing to the overall economic vitality of a destination.
- Networking Opportunities: These events provide excellent platforms for networking and building relationships. Professionals from various industries can connect, share ideas, and explore potential collaborations.
- Knowledge Sharing: Conferences and conventions are ideal venues for sharing knowledge, research, and industry trends. Attendees can learn about the latest developments and stay updated in their fields.
Prepare for a MICE travel
Planning for a MICE event can begin years in advance. Sometimes the most prestigious locations are required with the most incredible catering and accommodation requests, not forgetting top-class entertainment or activities for the attendees.
Whether you’re a small or large company, there’s no denying the value of a top-class MICE event organised to showcase your products, build new client relationships, host a company event or to reward your employees for their hard work. For many, it’s an investment and often, it’s one to remember.
Here at Cashel Travel, we are specialists at providing and organising meetings, incentives, conferencing and exhibitions in the UK and Ireland. We also have a team dedicated to MICE Tourism!