Meetings. Incentives. Conferences. Exhibitions. For decades, MICE has often been treated as a corporate travel function—something companies organise when teams need to meet, when a conference is scheduled, or when a sales incentive has to be delivered. But that view is changing. Today, MICE is becoming a strategic growth engine for businesses. When designed with purpose, a well-planned MICE programme can do far more than move people from one destination to another. It can bri