Welcome Guest [create an account] or log-in:

Chapter 12 Securing MICE Tourism through DMO Collaboration

DOI: 10.23912/978-1-915097-34-7-5413

ISBN: 978-1-915097-34-7

Published: April 2023

Component type: chapter

Published in: Cases For Event Management and Event Tourism

Parent DOI: 10.23912/978-1-915097-34-7-5386



Tourism generated through meetings, incentives, conferences & exhibitions (MICE) is a growing and valuable industry in most countries. Destination management organisations (DMOs) face increasing competition when bidding to host MICE events. This case study presents a detailed look at the benefits of hosting MICE events and the challenges that DMOs face. This case study profiles the Sussex Visitor Economy Initiative which is a strategy that involves DMO collaboration in order to increase MICE tourism to Sussex, a coastal area of the UK. Views from senior DMO managers from the UK destinations of Eastbourne and Brighton further illustrate the benefits of this new form of DMO collaboration. Consequently, this case study provides students with an opportunity to (a) identify the current challenges for DMOs in terms of attracting MICE tourism, (b) evaluate the potential opportunities and challenges of DMO collaboration and (c) create a strategic plan for DMO collaboration.

Sample content

Click here to download PDF


For the source title:

Cite as

Delaney, 2023

Delaney, E. (2023) "Chapter 12 Securing MICE Tourism through DMO Collaboration" In: Ziakas, V. & Getz, D. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-915097-34-7-5413


An, J., Kim, H., & Hur, D. (2021). Keeping the competitive edge of a convention & exhibition center in MICE environment: Identification of event attributes for long-run success. Sustainability, 13, https://doi.org/10.3390/su13095030


Brighton Centre (2022). One Inspiring City, One Amazing Venue, https://conferences. brightoncentre.co.uk/organisers (accessed 11 July 2022).

Bueno, A.R., Urbistondo, P.A. & del Alcazar, M. (2020). The MICE tourism value chain: Proposal of a conceptual framework and analysis of disintermediation, Journal of Convention & Event Tourism, 21(3) 177-200.


Business Visits & Events Partnership (2022). Business events industry forecast to be worth £27.6bn by 2026, but measures to support rapid post-Covid recovery are critical, www.businessvisits&eventspartnership.com/research-&-publications/latestresearch/1030-business-events-industry-forecast-to-be-worth-27-6bn-by-2026- but-measures-to-support-rapid-post-covid-recovery-are-critical (accessed 11 July 2022).

Crouch, G. I., & Ritchie, J. R.B. (1997). Convention site selection research, Journal of Convention and Exhibition Management, 1(1), 49-69.


Davidson, R., & Rogers, T. (2016). Marketing Destinations & Venues for Conferences, Conventions & Business Events (2nd ed.). Abingdon: Routledge.

De Bois, N. (2021). The de Bois Review: an independent review of destination management organisations in England, London: Department for Digital, Culture, Media & Sport.

Delaney, E. (2021). Towards a model of convention bureau competitiveness. Global Journal of Management & Business Research, 21(1), 27-36.

Fortin, P. A. & Ritchie, J.R.B. (1977). An empirical study of association decision processes in convention site selection, Journal of Travel Research, 15, 13-20.


Fullard, M. (2019). Good Prospects for Meetings Industry, says MIA. Conference News. www.conference-news.co.uk/news/good-prospects-meetings-industrysays- mia (accessed 25 November 2019).

International Congress & Convention Association (2020), ICCA announces record number of association meetings in 2019, www.iccaworld.org/newsarchives/archivedetails.cfm?id=2894936 (accessed 11 July 2022).

Lee, J., Choi, Y., & Breiter, D. (2016). An exploratory study of convention destination competitiveness from the attendees' perspective: Importance- Performance analysis & repeated measures of Manova. Journal of Hospitality & Tourism Research, 40(5), 589-610.


Lekgau, R. J., & Tickaawa, T.M. (2022). The changing nature of the MICE sector in South Africa due to Covid-19. Tourism Review International, 26, 87-101.


Lewes & Eastbourne Councils (2018). Eastbourne Statement of Community Involvement, https://planningpolicyconsult.lewes-eastbourne.gov.uk/connect.ti/ESCI/viewCompoundDoc?docid=10472916 (accessed 11 July 2022).

Marques, J., & Pinho, M. (2021). Collaborative research to enhance a business tourism destination: A case study from Porto. Journal of Policy Research in Tourism, Leisure & Events, 13(2), 172-187.


Nelson, R., & Rys, S. (2000). Convention site selection criteria relevant to secondary convention destinations. Journal of Convention & Exhibition Management, 2(2-3), 71-82.


Nolan, E. (2020). Modifying the conceptual model of site selection in the organisation of association conferences. Journal of Convention & Event Tourism, 21(5), 438-457.


Raj, R., Walters, P., & Rashid, T. (2013). Events Management. London: SAGE.

Riddle, J. (2018). Brighton & Hove population to grow 17,000 by 2026, https://www.theargus.co.uk/news/16281349.brighton-hove-population-grow-17-000-2026/(accessed 11 July 2022).

Ritchie, J.R.B. & Crouch, G.I. (2003). The Competitive Destination: A Sustainable Tourism Perspective. Wallingford: CABI.


Rogers, T. (2013). Conferences & Conventions: A global industry (3rd ed.). London: Routledge.


Sussex Visitor Economy Initiative (2022). Sussex Visitor Economy Initiative Position Statement. www.experiencewestsussex.com/wp-content/uploads/2022/04/Sussex-Visitor-Economy_Position-Statement_March22.pdf (accessed 11 July 2022).

Van Wyk, L., Saayman, M., Rossouw, R., & Saayman, A. (2015). Regional economic impacts of events: A comparison of methods. South African Journal of Economic & Management Sciences, 18(2), 155-176.


VisitBrighton (2022) homepage, www.visitbrighton.com/(accessed 11 July 2022).

VisitEastbourne (2021) Conference Eastbourne, www.visiteastbourne.com/conferences (accessed 11 July 2022).

VisitEastbourne (2021) Devonshire Quarter confirms return of large-scale conferences, www.visiteastbourne.com/conferences/information/latest-news/2021/3/31/devonshire-quarter-confirms-return-of-large-scale-conferences-a2599 (accessed 11 July 2022).

Weber, K. (2000) Meeting planners' use and evaluation of convention and visitor bureaus,Tourism Management, 22, 599-606.


Weber, K., & Chon, K. S. (2002). Convention Tourism: International research & industry perspectives. New York: Haworth Hospitality Press.

World Travel & Tourism Council (2022). Business travel spend set to reach two thirds of pre-pandemic levels by 2022, reveals new report from WTTC, available at: https://wttc.org/News-Article/Business-travel-spend-set-to-reach-two-thirds-of-prep& emic-levels-by-2022-reveals-new-report-from-WTTC (accessed 4 July 2022).


Published in Cases For Event Management and Event Tourism

Hardback format [Details]Price: £105.00Copies / Delivery by post
Terms and conditions of purchase | Privacy policy