Business Events (MICE) definition
Business Events is the provision of facilities and services to the millions of delegates who attend meetings, congresses, exhibitions, business events, incentive travel and corporate hospitality. (Source: ICCA)
The business event industry, previously and often referred to as the MICE (Meetings, Incentive Travel, Conferences, Exhibitions) market, ranges from one-person event planners to large companies with a passion for and experience in the intricacies and creativity of organising business events for a handful of people to thousands of delegates.
Event owners and planners organise and arrange all elements of their events from venue sourcing and hiring to delegate management, programming content, travel, budgeting, and finance of the event to accommodation, F&B and event experiences. All the various components are handled and managed by event planners with the assistance of destinations and products.
About Meet In Wales - Business Events
Meet in Wales forms part of the Event Wales team, building Wales’ position as an outstanding destination for Culture, Sport, and Business Events. Working to the National Events Strategy for Wales 2022-2030 and implementation plan, developed between Industry and Welsh Government, alongside other Welsh Government strategies for such as the Programme for Government and Wellbeing Futures Generation Act for tourism and economic development
The Meet In Wales team focus specifically on the Business Events area of the team and work closely with the Wales tourism and hospitality industry and local authorities from activity providers and attractions to restaurants, accommodation, DMOs ( Destination Management Organisations) venues and industry professional to:
- Promote Wales as a viable, welcoming destination for business events, through digital platforms, dedicated PR and in person events.
- Target UK and international Association, Corporate & Incentive planners, agencies and buyers for team building, corporate and academic experiences, and activities. There is also a Business Events subvention programme for attracting strategic and new events to Wales.
- Work across key priority sectors and academia to position Wales as a destination for collaboration, meetings and events, including the development and implementation of a national ambassador conference programme, to attract association events with a relevant strategic fit to the sectors and university strengths.
- Provide a physical and digital platform for relevant Wales Business Events products to collaborate, engage and compete on an international stage.
- Work with strategic UK & Ireland partners, such as Event Industry Board, VisitBritain etc to promote Wales as leading Business Events Destination within the UK & Ireland.
Is my product or service suitable for Business Events
Hospitality and tourism businesses, from tour guides, attractions and activities to boutique and large-scale accommodation, restaurants, and venues. If you are familiar with the corporate market requirements, can accommodate bookings in advance form 6 months to over 2 years in advance of an event, and respond efficiently and professionally to any client requests we want you to be involved.
It's important to have a corporate section/ page on your website, with a relevant corporate offer and imagery to reflect the market requirements (aimed specifically at a corporate market) let them know on your website that you understand their business need and are happy to work with them and what you can offer.
What type of events form Business Events (MICE)
Meetings
The coming together of a number of people in one place, to confer or carry out a particular activity. Can be ad-hoc or a set pattern. Meetings can be as low as 10 up to around 100 in number. A meeting in this context would include:
- board meetings
- focus groups
- training seminars
- shareholder meetings
- management meetings
- briefings
Meetings would incorporate an element of travel and subsistence to the delegate such as travel, accommodation, food and drink.
Traditionally, meetings have been predominantly face-to-face, however since the COVID-19 pandemic, there was a shift towards virtual meetings , which was accelerated by the rapid move to digital events around the world. Event owners and planner are now returning to live events, however many events have a shorter duration or have developed a hybrid element which, combines in person and online elements, resulting a slight decrease of travel for the purpose of Business Events.
Incentive Travel
A tailored travel package that is often designed for clients/employees of an incentive programme which recognises achievement, rewards loyalty or a team building event designed to boost employee confidence and morale, motivate teams and improve productivity in the workplace. This can include:
- Familiarisation visits
- Reward programmes and exclusive high end business travel
- Teambuilding events
- Corporate golf events
Reward programmes and exclusive high end business travel
Incentive travel business is an important corporate culture builder and a key factor in motivating staff and productivity. Incentive travel typically has a long sales and delivery cycle therefore it tends to have a longer lead in time from booking to delivery.
Generally high-end experiences form bespoke itineraries and are often designed by local DMCs (Destination Management Companies) to create programmes for the incentive house/ agency. It can range from a weekend getaway to an elaborately packaged itinerary. Note that sometimes the trip is not always based around rewarding the employee, it is often used as general term for a high spend business trip.
Team-building events
These are some of the most important events that every business should consider hosting from time to time. Their primary purpose is to boost employee confidence and morale, motivate teams and improve productivity in the workplace. They provide employees with a unique opportunity to come together and explore more about each other in a non-stress-inducing, non-work environment.
Depending on the business and interests of the employees, team-building events can take on a multitude of forms. From outdoor physical group activities, sustainable outdoor adventures and exclusive indoor initiatives or bespoke thought leadership programmes, each designed with specific and unique requirements relevant to individual businesses. It usually includes team building operators, transport operators, destination management companies, guides, accommodation, food and drink businesses and attractions and activity providers.
Golf events
There’s a reason why so many people consider golf the sport of business. Great for making connections and building relationships, golf events are a favourite among many organisations. The relaxed environment and laid-back atmosphere allow guests to form strong bonds and seal deals that would otherwise seem impossible. Corporate golf events can be quite a challenge to plan and execute properly so they will want to have a close relationship with golf courses and golf retreats.
Conferences
A conference is an event that facilitates the showcasing of a product and includes presentations and discussions within a professional network and are organised and based on a precise agenda and include congress, association conferences and seminars.
Delegate numbers vary from 150 to 5,000 delegates depending on the type of conference and whether its an international or domestic event. Average UK conference sizes are 300-400 delegates over 2 to 3 days. International conferences tend to be larger and are circa 1,500 delegates over the same duration but can sometimes include reward/spouse programmes during or following a conference which increase the visitors to a destination and usually have a longer duration of stay.
Congress
A congress is generally a meeting, which gathers a significant number of professionals who have paid a financial contribution. Congresses can run for thousands of delegates.
Association Events
There is an association for everything! National Associations typically hold an annual conference open to their members to attend and International Association conferences are generally open to its global membership. Association events can range in size varying from an average 250-400 per event up to annual events hosting on average 800 – 2,500 delegates and can sometimes include partner / spouse programmes s can double the number of visitors to a destination. Associations will have a defined need for their events and usually but not in all cases require more than one meeting space in a venue, including plenary for their main opening and closing sessions and breakout rooms for additional, smaller sessions, exhibition space etc throughout their conference. The typical length of stay is approximately 2 to 3 days. Association business is good for Wales as there is a strong link between business priority sectors, academia and medical.
Seminars
The primary purpose of a seminar is to provide guests with new and relevant information about the industry and company in question. Seminars are often shorter, standalone events that don’t last more than a few hours. Participants gather in the same space, and the number of speakers is usually limited as well.
Exhibitions
Exhibitions provide businesses the opportunity to showcase their product or services. They often require more than one meeting space for stalls, breakout presentations and networking opportunities. Exhibitions in the main are often large scale. Type of exhibition can include:
- Trade shows usually consist of workshops and presentations, as well as plenty of evening networking events. The media and popular influencers are also involved. Exhibitors pay to have their booth set up while attendees can pay a small entrance/attendance fee but this is not common.
- Product launch events aim to inform employees, clients and media about the company’s recent developments. The goal is to create a buzz among both customers and the media about what’s to come. They incorporate quirky or cultural venues or accommodation with meeting space, attractions, and accommodation.
- Charity events provide companies with the most powerful fundraising channel. Charity events are amazing public-image boosters and show that you’re not just all about business. Not only are charity events beneficial to the local community, but they also boost employee morale and put your company’s name out there. These events can include several activities, most of which will revolve around the local community. Businesses often need to make good use of their network to ensure word of the event gets out.
- Appreciation Events are less common than other types of events and allow hosts to spend some quality time with clients or employees. The purpose of appreciation events is to bring people together and discuss new business opportunities. Appreciation events are not valued nearly as much as they should. Although they don’t provide companies with new leads or instant revenue, they give the hosts a unique opportunity to display the company’s culture in the most favourable light. Appreciation events are meant to be fun and laid-back and are the least business-related events of all business meetings. Some appreciation programs include dinner and theatre, evening cruises, racetrack events, cocktail parties, unique holiday festivities, and so much more; the possibilities are endless.
- Company milestone events are similar to appreciation events but are a cause for celebration. Depending on the company’s size and public presence, the execution may vary. These events may be limited to company employees or may include key clients and figures. Some kind of media coverage and public presence may also help spread the word about the business’ success.
Ready to get involved ?
If you feel you have a relevant B2B business/ product/service for business events then find out how to get involved. You may also want to consider working with the Travel Trade focussing on the B2B leisure Travel Trade domestic and international markets too.