What Is MICE?

If you’ve ever heard someone in hospitality talk about MICE travel and pictured little furry creatures on vacation, you’re not alone.

In our industry, MICE stands for Meetings, Incentives, Conferences, and Exhibitions (sometimes “Events”). It’s the business-events side of travel. The part that fills hotels midweek, drives destination revenue, and keeps group sales teams busy all year long.

Here’s what each letter means:

Meetings

Corporate gatherings, training sessions, board retreats, and sales kickoffs. These are usually planned by internal teams or third-party agencies to bring colleagues together with a purpose.

Incentives

Think rewards, not work. These are programs designed to motivate and recognize top performance. They often include luxury experiences, special destinations, and once-in-a-lifetime moments.

Conferences

Larger gatherings with education, networking, and speakers. They might fill a convention center or take over an entire resort.

Exhibitions

Also known as trade shows. This is where brands showcase their products or services to potential buyers, distributors, or partners.

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Why It Matters

MICE is one of the most valuable segments in travel because it connects business goals with people. A single incentive program or conference can impact hundreds of jobs across hotels, DMCs, airlines, caterers, and local communities.

So next time you hear someone say they work in MICE, you’ll know they’re talking about the engine that powers global business travel, not rodents.

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Looking to Plan Your Next MICE Program?

At AUTHENTIC Meetings & Incentives®, we help companies and agencies source the right cruise lines, hotels, and destinations for meetings and incentive travel that actually feel personal.If you’re planning a corporate group, incentive trip, or conference at sea, we’ll help you find the perfect fit.

💌 Get in touch with our team or follow AUTHENTIC Meetings & Incentives® on LinkedIn to stay inspired by new ideas in the MICE world.