01 Handout

• Planned events characteristics

  • Organized for specific purpose/s
  • Attended by a number of participants
  • Held in a specific, predetermined place
  • Time-bound (such that it has a beginning and an end)
  • Cost a lot of resources
• The concept of managing planned events is crucial and has grown to become a major contributor in the tourism industry
• Events management

  1. Creating and developing small- to large-scale activities

  2. Identifying target audiences

  3. Formulating concepts

  4. Planning the overall logistics

  5. Conducting project management

  6. Managing a pool of people responsible for each function or aspect of the event and the budget

  7. Overseeing the execution of the event

  8. Conducting post-event undertakings
• MICE components

  • Meetings
  • Incentives
  • Conventions
  • Expositions
• Meeting


  Gathering of people to discuss a set agenda or do a particular activity
• Incentive


  Tool to encourage employees to increase sales or provide solutions
• Convention


  • Large, national, or international meeting held to commemorate a milestone for the host organization
  • Usually held at regular intervals, with each staging given a theme and lasting two (2) to five (5) days or more
  • Involves innovative programs planned to encourage participants to network and interact
  • May include exhibits or shows related to its theme
• Congress


  • Regular gathering of people who belong to religious, cultural, or professional associations
  • Staged to shed light on a particular subject, question, or issue
  • Presentations, contributions, and discussions about the subject matter come only from members of the association
  • Usually established one (1) year in advance
• Conference


  • Scholarly gathering to exchange views and convey a message, open a debate, or give publicity to some opinions on specific issues
  • Aimed at establishing position papers as a result of the exchange of views
  • On a smaller scale compared to a congress, facilitating easier exchange of information
  • Requires no tradition, continuity, or periodicity, generally held for a short duration
• Exhibition


  • Showcases new products, services, information, or promotional materials mounted for public relations, sales, and/or marketing
  • Includes consumer shows showcasing products offered to the public for direct sales or promotion to end users
• Types of exhibitions

  • Consumer Show
  • Trade Show
• Characteristics of Events


  All events are distinctive and have four important characteristics: Size and volume of output, Complexity and variety of services or products offered, Uncertainty of numbers attending, cost, time schedule, and technical requirements, Interaction with customer and the degree of customer contact
• Types of events

  • Corporate event
  • Social event
  • Religious event
  • Special event
• Special event


  • City or town founding anniversaries
  • Bazaars
  • Garage sales
  • Charity activities (e.g., charity concert, run for a cause, etc.)
• Types of events

  • Praise concerts
  • Retreats or recollections
  • Special events
  • Merchandising events
  • Mega events
  • Scholastic events
  • VIP events
• Special events


  • City or town founding anniversaries
  • Bazaars
  • Garage sales
  • Charity activities (e.g., charity concert, run for a cause, etc.)
• Festivals and concerts


  • Events aimed to create an exciting, fun, and memorable experience for the target audience
  • Events such as fairs, fiestas, and artist concerts aimed to reach out to bigger audiences to grow the brand and promote local tourism or community awareness
• Merchandising events


  • Also known as retail events or marketing and promotional events
  • Common for activities presenting or introducing new products to potentially increase brand reach
  • Examples include store openings, product or brand launching, new product rollouts, and fashion shows
• Mega events


  • Also known as sporting events
  • Developed through competitive bidding
  • Caters to a large number of audiences generally targeted at the international markets
  • Examples include the Olympics, Super Bowl, and the World Cup
• Scholastic events


  • Mainly aim to educate, inform, discuss relevant issues, and exchange ideas and best practices among an expert or experienced speaker and a smaller audience compared to conventions
  • Examples include workshops, masterclasses, symposiums, colloquiums, and webinars
• Workshops and masterclasses


  • Events where experts provide hands-on, applied experiences
  • Held for a day or a series to cater to a small or limited number of participants
  • Workshops teach beginners, while masterclasses cater to experienced participants
  • Examples include scriptwriting or digital photography workshops and baking masterclasses
• Symposiums and colloquiums


  • Events that cater to an audience not larger than a convention but not smaller than a workshop
  • Approximately 50 to 200 persons participate and discuss common topics related to their field
  • Symposiums involve several experts delivering short, interrelated topics, while colloquiums are academic meetings where experts deliver a topic and answer related questions
• Webinar


  • An online event that blends "Web" and "seminar"
  • Can be streamed and hosted anywhere in the world
• VIP events


  • Focus on providing the most influential shareholders, customers, and honored guests with an exclusive, relaxing experience
  • Acknowledgment and appreciation for their leadership or contribution
  • Examples include yacht parties, incentive trips, and leadership summits
• Digitalization, innovation, greater accessibility, and societal changes are expected to continue shaping the tourism sector
• MICE activities serve as a motivation for most people to travel
• MICE activities are considered a significant subsector of the tourism industry for two major reasons:
• MICE events attract attendees regardless of the season, offering new experiences at destinations to attract more repeat visitors and hold them beyond peak days, beneficial during lean months or immediately after busy days to extend the peak season
• In the Philippines, peak seasons fall around the Holy Week, summer vacation in April and May, and Christmas break in December, while lean seasons fall in between
• Peak seasons in the Philippines

  • Holy Week
  • Summer vacation in April and May
  • Christmas break in December
• Benefits of MICE

  • Greater profitability
  • All-year-round activity
  • Future inward investment
  • Professional development
  • Green tourism
  • Improved quality of life
• MICE attendees spend more compared to regular tourists, providing higher revenue for the same length of stay
• MICE attendees have higher disposable income and use more tourism facilities than ordinary tourists
• Growth of tourist arrivals, especially in the Asia Pacific region

  Part of the motivation is to engage in any MICE activity
• Tourism industry remains a source and medium of many opportunities and benefits
• MICE caters to the high quality, high cost, and high yield end of the market
• Business tourists have greater spending power, leading to increased economic benefits for the host destination
• MICE events take place throughout the year, creating and sustaining permanent jobs
• Organizers of MICE events aim for success by providing a pleasant experience, leading to future inward investment
• Big-scale events bring the best people in any field together to share information and identify progress