We hear more and more about MICE tourism (Meetings, Incentives, Conferences, and Exhibitions), also known as “business tourism”, “meeting tourism” or “commercial tourism”. This type of tourism encompasses all tourism that is generated around business events such as meetings, business or incentive trips, congresses, conferences,…
This is why business tourism or MICE is a booming trend. It has become a fundamental pillar for companies. Companies take advantage of their corporate events to strengthen ties, share knowledge and motivate their teams.
MICE not only directly benefits tourism entrepreneurs. In addition, it promotes deseasonalization in destinations and increases demand for services in the area, such as hotels, restaurants, shops and shows. In this article we tell you all the details.
What is the meaning of MICE tourism?
As we have mentioned, MICE tourism (Meetings, Incentives, Congresses and Exhibitions) is tourism that includes tourist activities for business events. These events can be meetings, trips or conferences where attendees want to enjoy something other than work.
In this way, work is combined with tourist activities that generate added value for the company and employees. In them, attendees can enjoy something other than work such as visits to places of interest or enjoying local cuisine. Gastronomic activities are some of the most popular and there is a wide variety. You can taste typical dishes in local restaurants or enjoy preparing them and tasting them.
What are the characteristics of MICE tourism?
MICE tourism is a sector that generates many opportunities. For this reason, it is becoming increasingly relevant in the tourism sector.
The main characteristics and advantages of this type of tourism are the following:
- It is not seasonal as business tourism takes place in all months of the year.
- High economic impact on the destination according to the latest data from the FEMP: Business tourists usually spend a higher average. The MICE sector is an important source of direct and indirect income, creating jobs. In addition, it stimulates other sectors such as transportation, gastronomy,…
- Encourages the promotion of certain tourist destinations.
- Development of transportation, services and hotel infrastructure to host company events (auditoriums, etc.)
- High profitability, much higher than that of vacation tourism.
Furthermore, not all advantages are economic or touristic. There are many others for companies that organize MICE tourism activities:
- The increase in motivation of a company’s employees who attend as assistants.
- Networking between different professionals in the sector, where they have the opportunity to create relationships and establish ties.
- The training of business partners, employees, associates or clients.
- Improving brand image by promoting areas outside your business.
That is why the importance of this meeting tourism is growing.
What are the 4 major components of the MICE industry?
There is a wide variety of types of professional events where MICE tourism activities are generated:
- Meetings: Includes corporate meetings, strategic meetings, team meetings or planning sessions. For example: Management meetings to establish short and long-term objectives.
- Incentive Trips (Incentives): Programs organized by companies to motivate employees, clients or partners. For example, trips to exotic destinations, luxury experiences or team building activities.
- Conferences or conventions (Conferences): Larger meetings that include presentations, debates and workshops on specific topics. For example: Conferences on technological innovation or business sustainability.
- Exhibitions (Exhibitions): Fairs or samples where companies present their products or services to a wide audience. For example: Tourism, technology or fashion fairs.
Therefore, MICE tourism activities are generated around these events where attendees can enjoy something more than work:
- Visits to places of interest.
- Visits to museums, exhibitions,…
- Guided routes through natural environments.
- Popular plays or typical shows.
- Local gastronomy, increasingly in demand, tasting typical dishes in local restaurants or learning to prepare them in gastronomic experiences or cooking workshops.
What is the importance of MICE in gastronomy?
The most in-demand in MICE tourism are tailored experiences that enrich business events. It offers unique experiences that go beyond traditional formats. And in them, gastronomy, and specifically activities related to cooking, plays an essential role.
Cooking experiences offer an innovative and rewarding way to enrich any professional event. This is mainly because they combine culinary learning with fun and networking. Integrating cooking workshops into these events provides an interactive and cultural dimension that encourages teamwork and creates memorable memories.
Attendees not only enjoy local cuisine and dishes. They are also actively involved in its preparation, strengthening the group connection, becoming a MICE tourist activity of cooking workshops for companies.
The benefits of including gastronomic activities are the following:
- Cultural connection: The cuisine reflects local traditions, allowing participants to immerse themselves in the culture of the destination.
- Team dynamics: Cooking together encourages communication and teamwork, ideal for strengthening relationships.
- Creativity and relaxation: Preparing dishes stimulates creativity and provides a relaxed atmosphere for attendees.
A different MICE experience: cooking workshops in Cocinea Madrid
Madrid is one of the most sought-after destinations to combine MICE tourist activities and cooking experiences. As we have mentioned before, cooking workshops are a star activity within MICE tourism, since they combine learning, interaction and entertainment. In the field of MICE tourism, cooking experiences stand out as an ideal tool to promote teamwork, creativity and interaction. Culinary workshops not only generate moments of fun, but they also allow attendees to learn more about Spain’s food culture..
That’s why at Cocinea, Cooking Space in Madrid, we are event organizers. We offer a wide variety of activities designed for corporate groups. Our workshops are taught by professional Chefs who share their passion and knowledge of Spanish cuisine. From the preparation of traditional tapas, paellas, to the creation of innovative dishes, each session is designed to encourage teamwork and creativity.
Type of MICE touristic activities for groups
The trending culinary experiences are as follows:
- Traditional local cooking classes: They allow attendees to learn how to prepare emblematic dishes such as Paellas. This type of activity connects directly with the cultural roots of Spain.
- Culinary competitions: Dividing the group into teams to prepare a dish in a limited time encourages the competitive spirit, creativity and cooperation. For those looking for a more competitive approach, we organize Masterchef-style cooking competitions. Groups are divided into teams and compete to prepare the best dish, which adds an element of fun and camaraderie to the activity. At the end, a jury evaluates the creations and the winning team is awarded.
- Tastings of gourmet products: For example, ham. They offer an interactive way to explore flavors while learning about the history and production of food.
At Cocinea, we understand the importance of personalizing each event. Therefore, we work hand in hand with our clients to adapt activities to their specific needs, ensuring that each experience is unique and memorable.
Do you want to discover how cooking can transform your events?
Cooking experiences within the framework of MICE tourism transform corporate meetings into memorable events, combining learning, culture and networking. Whether you are looking for a traditional workshop or an exclusive gourmet experience, gastronomy is the perfect ingredient to enrich any corporate event.
Enjoying cooking activities at corporate events not only guarantees memorable moments, but also strengthens the bonds between attendees. Additionally, they offer an innovative and engaging approach to attract participants and ensure the success of mice events. Contact us and live an unforgettable experience!
