Every business which caters to the MICE market wants more business, nothing surprising about that fact.  However, there is a clear lack of a plan and therefore strategy as to how to achieve this universal goal of growing the size of the MICE market.

Whether we are talking about Business Meetings, Association or Corporate Conventions, Business Incentives or Trade Exhibitions I believe there is a fundamental barrier to growth. To grow the MICE market we must first understand the difference between the known versus unknown competition.

All categories of suppliers irrespective of the destinations are largely focussed on the known competition, this leads to energies being expended on competition between suppliers. You know what I mean, Singapore versus Hong Kong or Hilton versus Hyatt or MBS versus Sentosa etc

Putting it another way, the key to real growth is to increase the size of the pie not just focussing on carving up the same size pie differently.

Currently competitors to the overall MICE market comes from largely unknown competitors. These otherwise unknown competitors are in the business of selling other form of marketing, communication, education or promotion.
I know it is much easier to focus on the known competition, but this will only grow sales to a limited extent.  To really succeed in the longer-term MICE suppliers must work collectively to develop a strategy to compete with these otherwise unknown competitors.

This presents a much bigger, albeit more challenging opportunity, but it is one the MICE industry must address.