Mice What’s it all about?

Are you tapping into the corporate market as effectively as possible? The acronym MICE stands for meetings, incentives, conferences, and exhibitions. MICE tourism is a niche sector catering to groups of people who come together in a particular place for a particular reason.

The fabl has drafted the white paper to inform businesses of new opportunities in this growing niche tourism sector. The need for an elaborate marketing strategy is based on the components of MICE tourism that have mixed characteristics of a touristic product and a business event.

  • The April 2023 sentiment tracker from VisitBritain revealed that 20% of UK adults in employment plan on taking an overnight business trip in the next 3 months. Conference is the leading reason for taking one (30%) followed by ‘Team building’ (25%).
  • A recent Gallup report on Customer Centricity found that guests who are fully engaged with a venue will spend an average of 46 per cent more than disengaged guests. That’s the difference between a guest spending £300 and spending £438 during their stay.
  • The business sector of the industry is expected to be worth £27.6 billion by 2026

The benefits are very clear; there’s a real opportunity for businesses and to maximise the potential a specifically tailored marketing strategy is needed.

At the fabl we have a wealth of hospitality expertise. With our strategic approach to marketing and brand development we can help you stand out in a crowded market. We are keen to share that with businesses and invite you to download the full insight report by filling out the contact form below.

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