The International Association of Exhibition and Events (IAEE), Meeting Professionals International (MPI) and Society for Incentive Travel Excellence (SITE) have joined forces to help develop the MICE workforce in emerging markets outside of the U.S. and Canada.
The three associations launched the Global MICE Collaborative this fall. Its mandate is to accelerate MICE (meetings, incentive travel, conventions and exhibitions) workforce development and destination awareness through competency-building, live events, research, consulting and access to a community of experienced professionals. It will achieve those goals by:
- delivering comprehensive education and certification;
- bringing MICE professionals together through live events;
- facilitating peer-to-peer engagement;
- providing consultation, market research and trade education to destination marketing organizations (DMOs), venue operators, event organizers and destinations;
- and increasing awareness of the value of the MICE industry via research and advocacy initiatives.
In a press release announcing the launch, the associations explain that a growing number of regions and cities around the globe are recognizing the economic impact of meetings, incentives, conventions and exhibitions, with MICE delegates contributing as much as four times more per visit than leisure tourists.
However, they add that while cities and regions are investing in infrastructure to increase their appeal as a MICE destination, they often lack the know-how and human capital to deliver meetings, incentives, events and exhibitions to international standards. By engaging with the Global MICE Collaborative, destinations will benefit through increased awareness and heightened professionalism, both of which are needed to attract MICE business.
“Incentive travel—the “I” in MICE—is the fastest growing segment of the MICE industry and SITE is the only global association focused exclusively on incentive travel,” said SITE CEO Didier Scaillet, CIS, CITP. “We are thrilled to join together with IAEE and MPI to provide MICE professionals in emerging destinations the resources and competencies they need to grow their MICE business.”