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Indonesia to promote MICE tourism at IMEX 2017 in US
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MICE tourists are usually classified as quality tourists who tend to stay longer in one destination and spend more money. (Shutterstock/File)
The Tourism Ministry is set to attend the biggest business-to-business (B2B) MICE event in the United States, IMEX 2017.
Slated on Oct.10-12 at the Sand Expo in Las Vegas, the ministry is said to be bringing 10 MICE tourism practitioners to the event.
According to the ministry's deputy assistant for Europe, US, Middle East and Africa tourism promotion Nia Niscaya, MICE tourists are usually those who are professionals and have business or government backgrounds and usually conduct a MICE event during the low season.
“Data from International Congress and Convention Association [ICCA]shows that they come in big groups with a total spending of up to seven times higher than regular tourists or also known as leisure travelers. MICE tourists can also become leisure tourists,” told Nia.
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Moreover, MICE tourists are usually classified as quality tourists who tend to stay longer in one destination and spend more money. Nia said since most of them in general are company CEOs, they have a stronger influence in promoting a tourist destination.
“That’s why we need to keep on promoting [MICE tourism], such as by participating in IMEX in Las Vegas and promoting the 10 Priority Destinations,” added Nia.
The ministry is targeting for the MICE industry to grow by 10 percent in 2019. Based on the data from ICCA, in 2014 Indonesia took the 42nd spot in the global rank with 76 meetings, meanwhile fellow Southeast Asian countries such as Singapore took the 29th spot with 142 meetings, Malaysia was at the 30th spot with 133 meetings and Thailand took the 33rd spot with 118 meetings. (kes)
