Securing MICE Tourism through DMO Collaboration

Abstract

Tourism generated through meetings, incentives, conferences & exhibitions (MICE) is a growing and valuable industry in most countries. Destination management organisations (DMOs) face increasing competition when bidding to host MICE events. This case study presents a detailed look at the benefits of hosting MICE events and the challenges that DMOs face. This case study profiles the Sussex Visitor Economy Initiative which is a strategy that involves DMO collaboration in order to increase MICE tourism to Sussex, a coastal area of the UK. Views from senior DMO managers from the UK destinations of Eastbourne and Brighton further illustrate the benefits of this new form of DMO collaboration. Consequently, this case study provides students with an opportunity to (a) identify the current challenges for DMOs in terms of attracting MICE tourism, (b) evaluate the potential opportunities and challenges of DMO collaboration and (c) create a strategic plan for DMO collaboration.