BUSINESS
MICE & Marketing

MICE & Marketing NO.1 Unione

MICEMICE stands for Meetings, Incentives, Conventions, and Exhibitions — a specialized business industry encompassing business meetings, incentive travel, international conferences/conventions, and exhibitions. This industry has established itself as a high-value-added sector that goes beyond simple event hosting to promote international business networking, knowledge and information exchange, and global cooperation. Recently, it has continuously expanded into areas such as festivals, performances, cultural arts, and sports, growing as a new growth sector beyond its traditional definition. The MICE industry serves as an important platform for strategic goal achievement of enterprises and institutions, product/service promotion, market expansion, and partnership formation, creating positive ripple effects across regional economies and the global business ecosystem. The MICE industry continues to show steady growth in the global market and is expected to expand into a multi-trillion dollar market by 2030, attracting attention as a core sector of future strategic industries.

    The Value of MICE as a Future Strategic Industry
  • 1Economic Ripple Effect

    MICE event participants create direct and indirect economic effects across tourism, accommodation, transportation, dining, and service industries through high consumer spending

  • 2Networking and Knowledge Sharing

    Serving as the hub of strategic business communication including collaboration and information exchange among participants, industry trend learning, and global expert network formation

  • 3Brand and Market Expansion Opportunities

    Exhibitions and conventions are the optimal business platform for organizations to directly promote their brands to professional visitors and global customers

  • 4Social and Regional Contribution

    The MICE industry plays a pivotal role in regional economic growth by enhancing city/regional brand value and stimulating job creation and tourism

MICE & MARKETING: The Need for Strategic IntegrationToday's MICE industry is no longer sufficient with simple event operations as in the past. For enterprises and institutions to achieve strategic business goals, marketing strategy must become another central pillar alongside MICE planning capabilities.

  • · Expanding Market Definition MICE is evolving beyond the aggregate concept of meetings, exhibitions, and tourism into a complex and integrated industry encompassing business experience, brand storytelling, customer engagement strategy, and data-driven communication strategy.
  • · Strengthening Consulting & Strategy Roles MICE business must be approached as a continuous strategic flow: goal setting → strategy design → communication design → on-site execution → impact measurement → ROI optimization, going beyond simple event operations.
  • · Organic Integration with Marketing Given that MICE creates diverse participant and message touchpoints, marketing strategies combining brand messaging, customer engagement, and digital/online-offline integrated communication maximize participant experience and strengthen business impact.

Unione: MICE & MARKETING Specialist Planning & Consulting FirmAccordingly, Unione is repositioning itself as an integrated MICE & MARKETING solution provider. We focus on the essential value of the MICE industry, strategic marketing planning, data-driven communication, and branding-event integration to support our clients in achieving their business goals.
- Strategic MICE Planning & Consulting - Brand Experience-Centered MICE Solutions - Marketing Message Design & Content Strategy - Integrated Communication Execution & Performance Analysis