All trends
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MICE & business tourism
Meetings, incentives, conferences and exhibitions — high-value weekday demand.
What it is
MICE tourism = travel for corporate events, conventions, incentives and exhibitions. Drives weekday and shoulder-season occupancy at premium rates.
Why it matters
MICE delegates spend 2–3x leisure travelers. They book in groups, plan months ahead, and require entire venues — turning low-season weekdays profitable.
Who can benefit
- →Conference hotels
- →Convention centers
- →DMCs specialized in events
- →Cities with strong air connectivity
Business opportunities
- →Win European corporate incentive trips for Marrakech, Andalusia, Côte d'Azur, London.
- →Partner with PCOs (professional conference organizers).
- →Build hybrid (in-person + virtual) event capacity.
How to apply it in Morocco, Spain, France or UK
Morocco: Marrakech ranks among Africa's top MICE destinations. Spain: Madrid, Barcelona, Valencia. France: Paris, Cannes, Nice. UK: London ExCeL, Manchester, Edinburgh.
Practical ideas
- • Dedicated MICE sales person speaking 3 languages.
- • Custom branded incentive programs.
- • Connect MICE bookings to extended leisure stays.