About

Summary

 

MICE (Meetings, Incentives, Conferences, Exhibitions) tourism is one of the industry’s key sectors.  Although badly affected by the COVID-19 pandemic, signs are good that pent-up demand will trigger a strong resumption of business travel.  As part of a three-year programme for the CBI, the Netherlands Enterprise Centre, Acorn Tourism was commissioned to produce a comprehensive business guide for SMEs in developing countries to enter the European tourism market for MICE travel. 

 

Our Approach

 

Acorn Tourism conducted robust research among a wide range of trusted sources for the report on the MICE travel industry.  The research outlined the current scenario around business travel, business experts’ expectations for recovery after the COVID-19 pandemic, and how the industry has changed.  Practical advice was given to local operators looking to sell MICE travel products to the European market, how they can keep themselves informed of the situation as it affects their customers and the need for stringent safety and hygiene protocols going forward. 

 

The trend for ‘bleisure’ travel, a mix of business and leisure travel, was discussed along with how local tour operators can enter the market with a range of products suitable for this type of business tourist.  Characteristics of the MICE segment and profiles of business tourists were uncovered, along with the growing need for sustainable business practices to be embedded across the sector.

 

Competing destinations were analysed as well as local tour operators working in the sector.  The guide included a wide range of useful tips and advice that can be easily adapted by local tour operators in developing countries. 

 

Outcome 

 

The study offered a detailed picture of the vast MICE industry and outlined the most effective way of preparing suitable tourism products to attract the European market.