Category Archives: MICE Industry/The Meetings Industry

Education in the MICE Industry

The MICE industry also referred to as the Meetings Industry is a mighty and vital business sector which produces millions of jobs, generates billions in revenue and contributes to economic growth. The Meetings Mean Business Coalition stated that “According to a recent study by PwC, the meetings industry contributed more than $280 billion to the national economy and put another $88 billion back into the economy through federal, state and local taxes in 2012.”

Education, continuing training and networking is key to professional growth within the MICE industry. Dr. Erinn Tucker, Assistant Professor in the School of Tourism and Hospitality Management (STHM) at Temple University teaches a newly designed MICE course and has taught various MICE related courses in hospitality programs in the US and internationally including protocol, risk management and meeting planning. STHM has the award winning Event Leadership Executive Certificate program designed for working professionals to gain continuing education.

Dr. Tucker worked in the industry for 10 years before transitioning into academia. Her best advice for those beginning and continuing their journey in the MICE industry is to treat the industry as the business it is. The ability to use events to achieve the business objectives is crucial to being successful in this industry.

Generally people think of meetings as less exciting and not fulfilling in the realm of creative. By the contrary, the meeting professional must produce any and all events for the organization so they have to know everything about the corporation, association or agency, in addition to the audience.

There was a time where event pros were viewed as support staff, now they are a part of the strategic planning and delivery of the organizations objectives. They have to work with executives, public relations, legal, and have a clear measurement of ROI. Therefore, the event pro’s oral, written and appearance must communicate professionalism.

In this post we cover three ways to receive and further education, training, and knowledge in the MICE industry. First up are Programs and Coursework in the MICE industry. Second is MICE continuing education and last is training and education at industry events.

Programs and Coursework in the MICE Industry

For those starting to pursue education in MICE industry here are some links which indicate the best programs in the United States.

The 20 Best Hospitality Programs in the United States

The 20 Best Tourism Degree Programs

Hospitality & Tourism Degrees and 25 Notable Online Programs

American Hospitality Academy Online Certificate Programs

MICE Continuing Education: Accreditation and Certifications

The MICE industry has established numerous certifications and designations to assist MICE professionals in successfully acquiring skills and knowledge to effectively perform in their chosen field.

Below are some of the main hospitality, meetings and event industry designations:

Full list of Meetings/Events Industry Accreditation

The following is guide was developed for association and meeting professionals seeking a resource that can direct them to the right certification or certificate program based on years of experience, core skill set and career progression.

Guide to Association and Meeting Industry Certifications

Additional Resources

MPI Academy

MPI Academy logo

Expand Your Knowledge and Enhance Your Career

With hundreds of hours free to MPI members, this is your one-stop shop for meeting and event industry skill training, CE credits and certificate courses. Featuring live and on-demand instructor-led courses and webinars, it’s the perfect resource for the job you have-or the job you want.

On-Demand Education. Earn Professional Certificates Online · Gain Clock Hours · Purchase Virtual Event Passes · CMP Library · Instructor-led Trainings.

MICE Knowledge

Rob Davidson’s MICE Knowledge provides research and consultancy services for the Meetings, Incentive Travel, Conferences and Events industries.

MICE Education at Trade Shows and Events

The industry hosts a variety of trade shows and events. Here are 8 can’t miss opportunities for education. You can follow these events on

1. ASAE Annual Meeting & Exposition

Innovative learning formats and engaging spaces that foster knowledge exchanges allow you to align your own education to your personal learning level, need, and interests. As you design your own education experience with your professional objectives in mind, you will be able challenge yourself to explore new formats and find fun in your learning.

2. DMAI Annual Convention

As the premier event for destination marketing and management professionals, DMAI’s 2017 Annual Convention provides a unique opportunity for professionals to connect with and learn from peers and thought leaders from inside and outside the industry.

Montreal is the host city for the 2017 Annual Convention.  All programming for the convention will be held at Palais Des Congress de Montreal, located at the north end of Old Montreal in Montreal’s borough of Ville-Marie.  In 2017, DMAI will continue the promise to educate, inspire and create while in Montreal, Canada, as they celebrate their 375th anniversary of this historic city.

DMAI’s Annual Convention provides:
An exclusive opportunity to connect peers and thought leaders from inside and outside the industry.
An integrated approach to learning regardless of your budget size or discipline focus.
Recognition for our leaders and their accomplishments on behalf of the industry.
Relationship-based exchanges among industry providers and DMOs.
Diversity of thought by assembling the best minds in local insight and global expertise.

3. Meet Exchange

MEET National is a dynamic conference and trade show offering a fresh, invigorating vision for meeting and event planners eager to meet with new suppliers and increase their certification. It is the preeminent event for government, association, corporate and independent planners, and offers the most robust two days of education, networking and opportunity!  This newly revamped event is the only DC event offering one-to-one pre-scheduled appointments, impromptu meetings on the open show floor, and a comprehensive conference programmed in partnership with MPI, SGMP, CIC, IAEE, and DMAI.  Attendees click here to learn more.

Plus exhibitors may attend any conference sessions at no additional charge for added value learning and networking opportunities! Exhibitors click here to learn more or download a prospectus here.


Keen insights, intelligent solutions and clever initiatives—IMEX America education is all this and much more. The pace is fast and the options are plentiful, yet it’s easy to zoom in on the education you need and the topics you find compelling. This is your opportunity to gain from the best minds in the business, advance your knowledge and profit from up-to-the-minute trends and technologies from experts who have sharp instincts about what’s coming in the future.

In October you can learn from industry innovators and spark your imagination. Choose from hundreds of lively learning sessions and seminars throughout the trade show, all at no cost to you.

This is a show jam-packed with groundbreaking education opportunities. Most events are free and you do not need to preregister—simply show up on time on the day.

5. IBTM Events

ibtm events are trusted by buyers and suppliers to deliver the highest quality knowledge. Whether you are attending our global event, ibtm world, or one of our regional events, enjoy the original and inspirational ibtm knowledge sessions that will connect you with industry experts to help you grow in your profession and build your business.


Stop planning meetings. Start designing experiences.

The very core of what you do is changing, and the change is clear: people don’t want to attend meetings or events. They want to have experiences. MPI’s #WEC17 in Las Vegas will offer diverse and dynamic education that will show you how to design unique, unforgettable experiences that capture the imaginations of diverse audiences and rally them to connect, learn and interact.

Join more than 2,000 global event professionals and learn what’s trending, what’s changing and what you need to do to keep up with both.

7. PCMA Convening Leaders

The definitive annual event for the business events industry.

Get the insight you need to develop winning business strategies and benefit from unique learning experiences – filled with inspirational presentations, real-world case studies, peer exchange and access to leading solution providers. Understand how audience behaviors are evolving and where design and collaboration intersect. Be ready for the next big adult learning shift and today’s fast-moving participant expectations. Learn how you can pivot now to maximize your opportunities.

8. SITE + MPI Global Forum

What happens when SITE Global Conference and MPI join forces to energize the industry in Rome, Italy?

Powerful collaboration.

SITE is excited to partner with Meeting Professionals International (MPI) to bring you SITE + MPI Global Forum. This event will gather the best and the brightest across the meetings and incentive travel industries to power expanded connections, education and destination exploration.

SITE + MPI Global Forum will offer joint sessions and events to increase networking and ROI for attendees. Additionally, there will be an incentive travel education track and a meetings management education track with robust content for each industry. for Suppliers: the Year-Round 24/7 Trade Show

The IAEE 2014 Future Trends | Impacting the Exhibitions and Events Industry authored by Francis J. Friedman states:

“The exhibitions and events industry has recognized its current structure is “episodic” in that a show or event takes place at one short time period in the year (assuming an annual show), and it must move to a year-round communications platform with its current audience and to attract new audiences. The industry also is awakening to the fact that continuing “content” is needed in order to move to a year-round communication program.”

Source IAEE 2014 Future Trends | Impacting the Exhibitions and Events Industry the Year-Round 24/7 Trade Show

Imagine all of the benefits of a trade show without the time and expense. has built the year-round MICE industry trade show.  MICE helps continue conversations and business once the trade show floors have closed by providing a year-round 24/7 resource for connecting, collaborating, building relationships, supplier sourcing, gathering knowledge and closing deals.

MICE is an online community and global supplier network for MICE professionals to connect, share, collaborate, follow and market. is your place to connect directly with MICE Planners:

1. Meet new customers and maintain relationships with existing customers
2. Generate leads, referrals and repeat business
3. Openly communicate 24/7 with MICE buyers and strengthening your customer relationships for Event Follow Up

A typical trade show is about 3 days which requires a lot of time and preparation. Not to mention the travel expenses, booth costs and additional incidentals which only allows a small window of opportunity to conduct business.

Did you earn, win-over or close all of your deals? Most likely not. The face-to-face connections you made were invaluable but is going to require some consistent follow up. is your 24/7 channel to build and nurture the relationships you formed.

While you’re at the event don’t just collect business cards but tell your contacts to find you on Invite them to connect with you and follow your listing on MICE.

Like any good relationship, your followers require care and attention. Once you have followers, it’s important to nurture those relationships. To nurture these relationships start with great communication and your tool for developing conversations is your activity feed.

Upgrading to a Preferred listing allows you to broadcast news and milestones, promotions and group inclusive packages, room and meeting facility availability, hot dates, press releases, industry articles, images and web/video links on your activity feed as your company. has also built amplification into our platform. Amplification is triggered and automated word-of-mouth pushed to potential customers through your interactions with your followers. Your followers also serve as your recruiters and marketers. Any interaction your company has with a user is amplified into the feeds of their connections. In a matter of seconds hundreds of interconnected users can receive and share your content.

Industry Trade Shows on

Be sure to utilize industry trade show and event listings on You have the option to follow or select attending industry trade shows and events on MICE.

With an upgraded Preferred listing you’ll gain the ability to communicate with buyers as your company pre and post event by posting updates on the feed for each event your company will have a presence. When you select attending an event it will appear on your company listing letting buyers know what events they can find you exhibiting.

Get Listed!

Our key objective is to provide suppliers a cost-effective marketing channel which maximizes ROI. Whether you’re a hotel, CVB, DMC, service provider or have products to offer MICE is your partner for building new connections and supporting increased revenue for your business.

Reach a greater number of buyers for a longer period at a fraction of the cost of a trade show booth or magazine ad. Gain a competitive edge over your competition and stand out in front of MICE buyers. List your company today.

This is your community and we are always open to suggestions. If you have any ideas or wish to share your feedback please contact Michael at for Suppliers: Building Relationships with Planners on

Are you looking to connect and build relationships with Meeting Planners? Join, invite your planners to follow your listing and collaborate with them on a daily basis.

All levels of your business should be using

Public Relations – you want to know and respond to what the public is saying about your services

Senior Level – you are an opinion leader with a robust knowledge base to share and raise awareness of your company

Marketing – you are looking for channels to build traffic back to your business. Get listed, share it and get engaged today!

So you may already be connected to planners via LinkedIn but do you communicate with them daily? is the absolute best resource for collecting information on planners as well as keeping the communication going.

MICE collects detailed information from planners that LinkedIn does not. LinkedIn for communication is difficult because it is noisy and crowded. You have to sift through layers of useless search results and information. Connecting and finding the most relevant information on MICE is instantaneous.

Borrowing on some highlights taken from Junvi Ola on Top 10 ways to attract more meetings in 2015:

10 Ways to build authentic long-term relationships with planners and close deals:

1. Don’t just connect but reach out and build your relationships.
2. Showcase how you’re going to put on a WOW program for their attendees.
3. Provide planners with relevant content and tools needed to execute a flawless program.
4. Collaborate and be a supportive resource.
5. Think like them and learn what’s most important to planners.
6. Share information planners post.
7. Answer questions and share knowledge by creating or participating in discussion groups.
8. Incorporate customer generated content in your posts.
9. Praise meeting planners by giving positive public feedback on their work.
10. Give insider knowledge and tips on your local destination.


Getting Started

The first thing you’ll want to do is establish a company presence on then broadcast your presence.

1. Complete your personal profile and upload your picture.
2. Claim or create your company listing.
3. Upgrade to a Preferred listing in order to fully utilize all of the benefits of
4. Draw awareness to your listing by publishing your personal and company URL on all your marketing collateral, including business cards, email signature, newsletters, web sites and brochures.
5. Share and add to your favorite social networking sites.
6. Hotels are recommended to encourage their Concierge and Chef/F&B team to sign-up. F&B staff are now playing a vital role in the buying decision. The Concierge can provide information and feedback to the meeting planner.
7. Engage your colleagues: Employees are your most reliable advocates. Encourage them to complete their profiles and include a link to your Company Page in their email signatures.
8. Purchase advertising space and other packages to push your services to planners on MICE.

Build A Following

Creating authentic relationships is essential to achieving success on MICE. Once you’ve established your company presence on MICE, you can begin fostering these relationships by attracting followers to your
Preferred Listing. Here are some simple, effective strategies for attracting company followers and getting those relationships off to a strong start.

1. Invite your contacts to follow your listing.
2. Keep your contacts up to date on your business and turn them into your promoters. Once they follow you, your company chatter and new updates will appear in their feed. Others will also see that they are following you.
3. Consistently update your profile and activity feed. Include any position change, location change, new affiliations, etc.
4. Announce your listing in an email newsletter to existing customers or partners. Ask recipients to post feedback on your activity feed about the kinds of content they want to receive through your listing. This will help you focus your conversations.
5. Add a “Follow” button to your website and Blog.
6. Celebrate your new listing on the company Blog.

Engage Followers

Like any good relationship, your followers require care and attention. Once you have followers, it’s important to nurture those relationships. To nurture these relationships start with great communication and your tool for developing conversations is your activity feed.

Upgrading to a Preferred listing allows you to broadcast news and milestones, promotions and group inclusive packages, room and meeting facility availability, hot dates, press releases, industry articles, images and web/video links on your activity feed as your company.

1. Continually check MICE for new connection requests, followers and messages.
2. Comment on and respond to posts as well as reviews. Be sure to reply to any correspondence immediately. Responding promptly will show potential buyers that you take their feedback and requests seriously. And, most importantly make sure every complaint is resolved.
3. Avoid watching online conversations about your business. Instead, engage in them. Interact occasionally with your connections to build relationships. Learn more about your recent followers by viewing their profiles.
4. Increase interactions by posting regularly to develop deeper relationships and to create an active community around your listing. Regularly share an update by announcing deals, promotions, ongoing specials and sneak peeks about new products and services. Every update appears in the feeds of your followers.
5. Ask your advocates to share reviews and experiences with your products and services. Their recommendations will get amplified throughout the network.
6. The best way to build a relationship is through providing quality and relevant content. Keep your content informative. Higher engagement if you keep it short-a brief sentence or two will do.
7. Ask questions. Ask users for feedback about an industry trend, business problem, new product or service and more. Your followers will welcome the chance to respond to questions.
8. Connect to your customers: Be helpful and friendly, not salesy. Be sure you’re providing content that delivers a specific benefit to your followers.
9. You can link to just about anything on your feed. Link to great content. Just remember to write a compelling sentence to accompany the link, inspiring members to click through.
10. Post interesting video links or tell a story through a video. Video is a proven method for increasing engagement. If your company has a YouTube channel, embed product or customer testimonial videos that tell a compelling narrative about the value you offer.
11. Offer value to connections. Be a connector. When you build a reputation for wanting to help your followers, you’ll be more likely to convert them into loyal customers.
12. Listen to conversations that occur off MICE. Collect information and post content around the most popular topics. Your followers will find your updates more worthy of a share, like or comment.
13. Think about timing. Updates posted in the morning usually gain the highest engagement, with a slight bump occurring again after business hours. Experiment to see what works best for your company.
14. Use MICE to keep up-to-date with planner’s real time during their meeting or event.
15. Don’t spam.


Create a Group listing on MICE or join, participate and interact with groups to connect with prospects. The goal is to engage which will increase your visibility.

1. Seek out groups with lots of activity rather than simply lots of connections. Contribute to popular discussions that users have started.
2. Answer and post questions in within MICE groups. Try to show your expertise without trying to promote yourself or your business. As people “like” and reply to your comments, you have a chance to become a Thought Leader in the group.
3. You can also earn trust with users by sharing. When you post to groups, aim to drive responses that will help users solve problems and share insights with each other.
4. If you are targeting business from a particular country, join groups with members from that country and participate in their discussions.
5. Join groups where clients are involved.


The best use of your profile is to build a relationship online by engaging with other connections and then taking the relationship offline by attending industry events both distant and locally.

Suppliers can display industry events your company is attending on your listing. This allows users to know where you’ll be and enable collaboration before meeting at an event.

Join local group events. MICE to Meet You Events are local networking and discussion groups that meet offline all around the world

1. Find and follow an industry trade shows and events from our events calendar.
2. Display events you plan to attend on your personal profile and listing.
3. Invite other users to join events.
4. Promote and share every event you attend.
5. Collaborate on events.
6. Review trade shows and events.
7. Start of find a MICE to Meet You group event in your local area.
8. Organize events or let people know about your upcoming business functions. Celebrate a milestone, launch, holiday, or anniversary by promoting the event to your loyal followers.

Be a Thought Leader

Are you ready to engage with other leaders in the MICE industry? Build a strong network on by forming alliances with other leaders in the industry. Become a MICE Community leader by starting conversations.

Rise in the ranks of the MICE network as you become valuable to other community leaders you want as allies. Build alliances while generating leads, repeat business and referrals. Establish your company as a thought leader in the MICE industry by sponsoring content on the MICE Chatter section and newsletters.

Get Listed!

Our key objective is to provide suppliers a cost-effective marketing channel which maximizes ROI. Whether you’re a hotel, CVB, DMC, service provider or have products to offer MICE is your partner for building new connections.

Reach a greater number of buyers for a longer period at a fraction of the cost of a trade show booth or magazine ad. Gain a competitive edge over your competition and stand out in front of MICE buyers. List your company today.

This is your community and we are always open to suggestions. If you have any ideas or wish to share your feedback please contact Michael at

Introduction to MICE

Everything You Need to Know About MICE

MICE 101

What is the definition of MICE?

MICE” also known as the Meetings Industry stands for: Meetings, Incentives, Conferences and Exhibitions. Sometimes the “C” and “E” can refer to Conventions and Events.

IAPCO (the International Association of Professional Congress Organizers) publishes a book called “Meetings Industry Terminology” which functions as a dictionary for the meetings industry. These are the definitions as put out by IAPCO:

Meeting – general term indicating the coming together of a number of people in one place, to confer or carry out a particular activity. Frequency: can be on an ad hoc basis or according to a set pattern, as for instance annual general meetings, committee meetings, etc.

Incentive – meeting event as part of a programme which is offered to its participants to reward a previous performance.

Conference – participatory meeting designed for discussion, fact-finding, problem solving and consultation. As compared with a congress, a conference is normally smaller in scale and more select in character – features which tend to facilitate the exchange of information. The term “conference” carries no special connotation as to frequency. Though not inherently limited in time, conferences are usually of limited duration with specific objectives.

Exhibition – Events at which products and services are displayed.


Why did we go with MICE as opposed to the Meetings Industry?
This article is a little racy but gives a good explanation as to why MICE has been resurrected.

MICE Industry Resources

Cornell University has put together a list of key resources for the MICE industry.

Meetings, Incentives, Conventions, Events (MICE) Industry Guide

As a large and diverse industry sector with only limited formal structure the Meetings Industry has not had a single unifying statement to define its parameters, set out its operating principles and advance a value proposition. The result has been an ongoing challenge around articulating what the industry does, believes and offers as benefits to the global community.

The following statement was developed to address this need and create a working high-level definition as a point of reference for both members of the industry and those with whom we interact. It has been created in consultation with and the benefit of input from all Council members, and while it may be expected to evolve over time, it represents a working definition on which members of the industry have reached agreement.

The Meetings Industry: Statement of Principles and Value Proposition

This report published by the World Tourism Organization (UNWTO) explores the scope, impact, as well as the opportunities for economic growth and development of the meetings industry.

Global Report on the Meetings Industry

Meetings Outlook is future-focused data that will help you identify new trends and innovations on the horizon—allowing you to budget and plan accordingly and ensuring you have a strong foundation for building sound strategies that keep your business on the path to success. Meetings Outlook is developed by MPI in partnership with VISIT DENVER and supported in partnership with IMEX Group.

Meetings Outlook

So that brings us to What is is an online community for MICE meeting and travel professionals.

To learn more click Why MICE.

Who is on

This is your community and we are always open to suggestions. If you have any ideas or wish to share your feedback please contact Michael at

Join now