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MICE stands for meetings, incentives, conferences, and exhibitions. Corporate companies hold meetings, conferences, exhibitions every year. There are various personnel and groups that are involved in the MICE market such as event planners, meetings and conference planners, managers, and convention departments of hotels, function or conference venues, hospitality businesses, and logistic firms. When an employee shows extraordinary performance or achieves the required target then he or she is awarded in the form of an incentive such as overseas trips or domestic trips.

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Increase in business activities and customized services to clients are driving the growth of the Meetings, Incentives, Conferences, and Exhibition (MICE) market