What is MICE tourism or MICE travel?


The acronym MICE stands for meetings, incentives, conferencing & exhibitions. It is a niche area of tourism that is focused around 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.

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.

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 more often than not, it’s one to remember.

We are specialists at providing and organising meetings, incentives, conferencing and exhibitions in the UK and Ireland.

Contact us for more information on any of your needs.

Our proud partnerships

  • euromic
  • UK INBOUND
  • Site
  • Visit Britain
  • Visit Scotland
  • London & Partners

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