MICE is an acronym for Meetings, Incentives, Conferences and Exhibitions. These events are a type of business tourism for various purposes.

Meetings involve businesses coming together to discuss something, with the purpose of achieving a common goal. There are different types of meetings, such as lectures, seminars, workshops or even board meetings, kick-off meetings or staff meetings. 

Incentives aim to incentivise employees to achieve specific business goals. The incentives are often focused on having fun and involve a programme of activities that are tailored to support the company’s culture.

Conferences allow companies to come together to formally discuss various business matters – whether they be academic, scientific, professional or organisational matters.

Exhibitions are an organised presentation and display of a selection of items. Within the MICE industry, they are also called trade shows, trade fairs or expos and are organised to showcase products, trends or services to customers or other industry peers.