What is MICE?

MICE is an acronym that stands for meetings, incentives, conferences, and exhibitions. In recent years, the terms "meetings industry" and "events industry" have been gaining popularity as alternatives for MICE.

The Touringpoint Edge – The four pillars of MICE
The MICE sector is made up of four main event types:
Meetings, Incentives, Conferences, and Exhibitions.

The Touringpoint Edge

Touring Point is an established travel technology player with more than 20 years’ of real-world experience and handling many MICE projects that have won huge attention and high acclaim. We offer more complete and more customer-centric service than others in the marketplace. Our customers are our very best advocates. Our projects are our best advertisements. Touring Point is driven by a dedicated team of travel industry professionals providing unrivalled Business Support Services in MICE domain.We do MICE with right back up. You forget the rest.



Meetings are usually a single-day event held in hotel conference rooms or at convention centres. They can vary in size from only a small group of senior executives to larger gatherings like annual shareholder meetings.  The purpose is to bring together people from one company, industry, or project to address challenges, discuss plans, and set goals.



Incentives are probably the most fun part of the MICE segment. They include all types of travel rewards a company offers to individual staff, teams, or partners. In this context, the goal of an incentive is to thank people for their great performance, boost morale, or increase employee loyalty.  Incentives can take different forms depending on the company organising them.



They often last more than one day and can vary in size, but usually they have more attendees than meetings. Common activities at conferences include one, a mix, of Panels & Presentations, Workshops,Exhibitions . Also referred to as trade shows, exhibitions are usually massive events that draw thousands of visitors and exhibitors from around the world. They can last anywhere from several days to a week. Exhibitions are usually very industry-specific and have a well-defined target market. Common activities at exhibitions can include one, a mix of, or all of the activities present at conferences, as well as Networking events , Awards and Product Launches

Why MICE business is important

It makes up a big part of global business travel since every industry has regular events of some kind. The main goal here is always to bring professionals together, foster connections, promote new ideas, and push growth. Traditionally, MICE encompasses mostly business events. Leisure events like concerts or festivals fall into a different category. However, many organisers now add leisure elements to larger events to better engage attendees and create a more memorable experience.