Three major meetings industry associations have banded together to provide resources for emerging destinations that want to tap into the MICE (meetings, incentives, conventions and exhibitions) market.

Announced at IMEX America in Las Vegas, the Global MICE Collaborative is comprised of MPI, IAEE and SITE.

Citing statistics showing MICE segment participants typically contribute more than four times the amount of revenue per visit than leisure tourists, the effort will focus on MICE workforce development and destination awareness through competency-building, live events, research, consulting and access to a community of experienced professionals, according to the announcement from the collaborative.

“The Global MICE Collaborative will be the world’s first comprehensive community for meeting, incentives, conventions and exhibitions professionals,” said Paul Van Deventer, president and CEO at MPI, in a press release.

“We are honored to be a part of this collaborative that brings together the power of MPI, IAEE and SITE, providing world-class resources to educate, advance and transform the MICE community globally," he added.

IAEE President & CEO David DuBois echoed Van Deventer’s remarks.

“IAEE is proud to be a part of this new collaborative, bringing industry expertise from three of the leading organizations in the events ecosystem,” he said. “The knowledge and synergy created between IAEE, MPI and SITE will have a positive lasting impact on the global MICE industry.”

According to a news release promoting the effort, the Global MICE Collaborative will deliver the following resources to emerging destinations outside of the U.S. and Canada:

  • Through live events, the Global MICE Collaborative will bring MICE professionals together in experiences that inspire, energize and provide ongoing professional development and business exchanges.
  • Through peer-to-peer engagement, the Global MICE Collaborative will be the world’s go-to community for MICE professionals, delivering relationship value at every stage of their careers.
  • Through destination consulting, the Global MICE Collaborative will provide consultation, market research and trade education that will enable tourism and destination marketing organizations, venue operators, event organizers and destinations to reach the highest level of success.
  • Through research and advocacy, the Global MICE Collaborative will bring awareness of the value of the MICE industry and propel the industry forward by delivering data-driven trend reporting and pan-industry initiatives.