Chasing MICE in Asia Pacific

Research Objectives

Promoting MICE destinations is important to tourism-related companies since business events are rarely affected by seasonality or economic flux. The competition getting still more visious, it is essential for all countries with an eye on MICE to know the feasibility of marketing their MICE venues to the Asia Pacific.

In order to see if investing in MICE promotion is viable, tourism players need to look at several factors such as the culture and economy of its target market. It is for this reason that Royal Intel propose to conduct a four-section study of MICE in Asia Pacific.

1) First, we will determine the current state of MICE travel in Asia by presenting figures concerning the market’s outbound tourism.
2) The second part requires focus interviews among Asian companies’ MICE organizers as they are responsible for choosing the venues.
3) In the third section, we will explore the features of the participating destinations and what these have to offer within MICE.
4) More than a synthesis of analyses presented in the first three tiers, the fourth section will also include recommendations.

Research Framework

Section One: MICE in Asia: An Overview
This section will provide a general impression of the MICE demands in Asia Pacific. The chapter will tackle the following:
- Socio-demographic profile of Asian countries
- Statistics on MICE outbound tourism
- Top MICE destination countries
- Types of events
- Types of companies sponsoring MICE

Section Two: Recognizing the MICE Sector
It is crucial to know the preferences of the market when studying whether the introduction of products will be successful or not. In the case of MICE travelers, the key persons to represent their interests would be their organizations’ event coordinators. Hence, we will hold 30 interviews among them, and the topics included in the discussion will include:
- Choice venues
- Number of days spent
- Activities preferred
- Type of accommodation establishments
- Number of groups sent
- Budget
- Expectations

Section Three: The Nordic Region as a Destination
The discussion in section three will center on what the five Nordic countries have to offer as destinations for meetings, incentives, conferences, and events. The topics included are:
- Top MICE markets
- Top MICE venues
- Activities offered
- Expenses that may be incurred
- Ongoing projects of NTOs on MICE promotion

Section Four: Synthesis
After examining the features of the market and the destination, we will then assess if the expectations of Asia Pacific will be met by the Nordic region. This section will present the following:
- Evaluation of demands coming from both the market and the destination (marketing, cultural, economic, etc.)
- Recommendations

Research Methodology

Royal Intel has released market researches on several countries in Asia Pacific and has generated numerous other projects for over two decades. This study will be conducted by the Research Manager together with two Research Analysts.
Our team shall:
- Make use of references produced by reputable travel organizations, as well as information from news articles and other online publications.
- Provide a comprehensive analysis of focus interviews conducted among MICE organizers.

Focus Interview Parameters

Royal Intel will explore the characteristics of the Asia Pacific MICE travelers by interviewing the people who know them best – the MICE organizers. We intend to conduct individual interviews with 50 informants and this study’s clients will be invited to participate in the preparation of questions. The interviews will cover these areas:
- Socio-demographic profile of MICE participants
- Travel preferences (type of accommodation, travel companions, airline, booking preparations)
- Activities conducted
- Profile of companies
- Number of groups sent
- Popular venues
- Expectations
- Budget allocation

Time of Completion

The report will be completed within eight months of project initiation. The study will be presented in PDF format.