MICE in detail
MICE groups four kinds of business gathering that share suppliers: hotels, convention centres, destination companies, agencies and tech vendors. In India the Ministry of Tourism's 2019 study sized the sector at 37,576 crore rupees, with about 60% from meetings, incentives and conferences, and meetings and incentives make up roughly 70% of MICE business at five-star hotels. For Sociana the term is a way to read the buyer: a corporate communications lead booking a strategy meet, a channel head planning an incentive trip and an association secretariat running a conference all say MICE when they brief an agency or a PCO. The categories map to occasion types in Sociana rather than to separate products. Meetings and conferences lean on agenda, polls and hospitality; incentives lean on challenges, travel documents and trip agenda; exhibitions lean on stalls, passes and consented leads. Use the word when talking to travel and agency buyers, and the occasion name when talking to participants.
How Sociana uses it
Sociana does not sell MICE packages or hold inventory. It supplies the app layer: agenda, hospitality publishing, engagement and records for the occasion types MICE buyers commission.
Example
A single agency programme sheet listed a conclave, a dealer meet and an incentive trip as one MICE calendar, each with its own occasion in the same Sociana app.