The acronym M.I.C.E is applied inconsistently with the “E” sometimes referring to Events and the “C” sometimes referring to Conventions. M.I.C.E is used to refer to a particular type of tourism in which large groups planned usually well in advance are brought together for some particular purpose.

Most components of M.I.C.E are well understood, perhaps with the exception of Incentives. Incentive tourism is usually undertaken as a type of employee reward by a company or institution for targets met or exceeded, or a job well done.

Unlike the other types of M.I.C.E tourism, Incentive tourism is usually conducted purely for entertainment, rather than professional or educational purposes.

M.I.C.E tourism usually consists of a well planned agenda centred on a particular theme, such as a hobby, a profession, or an educational topic.  M.I.C.E tourism is a specialized area with its own trade shows (IMEX) and practices. M.I.C.E events are normally bid on by specialized “convention” bureaus located in particular countries and cities and established for the purpose of bidding on M.I.C.E activities.  This process of marketing and bidding is normally conducted well in advance of the actual event, often several years.  M.I.C.E tourism is known for its flawless planning and demanding clientele.