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Belize Hotel Association host webinar to teach members how to cash in on the MICE (Meeting, Incentive, Conventions, and Exhibitions) industry

Posted: Wednesday, November 17, 2021. 9:37 am CST.

By Benjamin Flowers: Belize’s tourism sector has slowly been recovering from the global travel shutdown brought on by the COVID-19 pandemic in 2020.

As part of the industry’s recovery efforts, the Belize Hotel Association (BHA) is hosting a webinar today, geared towards teaching its members how to take advantage of the Meeting, Incentive, Conventions, and Exhibitions (MICE) industry.

MICE, in the travel context, is regarded as the highest revenue contributor to the travel industry, and refers to tourism dedicated to planning, booking, and facilitating conferences, seminars, and other events for business purposes. The Keynote speaker at the webinar, which kicks off at 2:00 p.m. will be Ashley Lawson Vice President of Achieve Incentives & Meetings, and President of Site Midwest.

The BHA, in a message to its membership, invited hotel owners to “Join Ashley as she shares top trade secrets about what meeting planners and group buyers are looking for when choosing the perfect property for clients!

When the COVID-19 pandemic made its way to Belize back in 2020, the tourism and hospitality sectors were among the hardest hit as the pandemic affected both the supply and demand of travel, according to the Inter-American Development Bank (IDB). The IDB’s report Tourism in Belize: Options to Tax and Regulate the Home-Sharing Sector said that “the country should be prepared for the comeback of the tourism industry, with plans and programs, but also with regulations that are conducive to building a more resilient and sustainable future,” but noted that, “Belize will face the extraordinary challenge of promoting growth in the tourism industry…”

According to Allied Market Research, ” The global MICE industry size was valued at US$805.0 billion in 2017, and is estimated to reach US$1,337.4 billion by 2028, registering a CAGR of 21.3% from 2021 to 2028.”

These projections prove that significant gains lie in capitalizing on the MICE industry’s potential, making the webinar all the more important for Belize’s economic recovery and the sustainability of the tourism sector in the long term.


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