This chapter introduces the meetings, conferences, exhibitions, and incentive travel (MICE) sector and focuses on the employability skills required to become a professional conference organiser (PCO). The chapter provides a brief account of the development of the MICE sector and discusses the socioeconomic benefits of MICE events and how this has become the focus for economic development, thereby creating MICE specific employment. The chapter acknowledges the changing nature of MICE events in a post pandemic landscape and demonstrates the importance of MICE events, and therefore PCOs, in the global recovery. It explores the hard and soft skills, knowledge and experience required of PCOs and assesses these against industry and academic frameworks. The chapter provides an overview of MICE-related study available through higher education. The chapter concludes with a case study, based on an interview with a leading industry PCO, their career history, and their tips for those wishing to join this dynamic profession.
TopIntroduction
The meetings, incentive travel, conference and exhibition (MICE) industry is arguably the largest and most lucrative subsector of the events industry and this business to business (B2B) sector is a primary economic driver in most developed countries. Business tourism, as it is also often described as, is particularly attractive to destinations worldwide as delegates attending business events will spend substantially more money in the destination than a leisure tourist (Park et al., 2014; Quinn, 2013). Additionally, conferences are particularly attractive to destinations due to the seasonality of these events as many are held in spring and autumn and this compliments the typical leisure tourism season experienced in both resorts and inner-city destinations. This creates a year-round tourism industry that sustains employment in towns and cities that would otherwise struggle to offer permanent jobs (Davidson & Rogers, 2016). Furthermore, conferences not only deliver economic prosperity, but can revitalise communities (Nelson, 2004), provide training and development opportunities for residents (Comas & Moscardo, 2005), enhance civic pride (Crouch & Louvriere 2004) and create community cohesion (Lee, 2006). In particular, these events play a pivotal role in terms of knowledge creation and knowledge transfer between industries and communities (Davidson, 2019). They are held to advance the goals of the organisation which can range from improving professional standards and eliminating poverty to combatting diseases and promoting sustainability (ICCA, 2015).
The potential of MICE events to generate a number of socioeconomic benefits has been noted by governments worldwide and because of this it has become a strategic priority and a tool for the revitalisation of many cities, even in under-developed countries (Nolan, 2020, Raj, Rashid & Walters, 2013). This has resulted in government investment in developing conference and exhibition centres, hotel accommodation and transport systems to support a steady influx of business tourists (Nelson, 2006). This has contributed to the development of MICE related career opportunities for professionals which is also mitigating some of the characteristics of the tourism and hospitality industries such as a limited career potential, high staff turnover rate and low average salary (Nolan, 2018). However, despite the many career opportunities that the MICE sector provides, it can be a difficult industry for graduates to enter as within this B2B environment, the recruitment of MICE professionals is based on candidates demonstrating a high level of experience and knowledge and a wide range of soft and hard skills (Hsieh, 2011). The key to entering and building a career in the MICE sector can lie in choosing an appropriate degree course, maximising opportunities for professional development while studying and gaining valuable and relevant work experience to develop specific skills.