Business Tourism refers to individuals or groups travelling for the purpose of business, whether to attend an event, exhibition or conference or simply to conduct business one-to-one.

Meetings, Incentives, Conference and Exhibitions are also referred to as the ‘MICE’ market and this encompasses the business events industry at large. Meetings can be small private events but the largest international conferences can bring thousands of individuals together from all over the world. These gatherings are also referred to as a convention, summit or a congress.

Incentive travel events are used as a motivational tool for participants, often as a way of increasing sales, loyalty or morale. They tend of be either upmarket or offer opportunities that are not normally available and are "once in a lifetime experiences".

Exhibitions are used as a marketing tool by many organisations, where the general purpose is to trade goods or services. These events usually attract large number of visitors and consumers.

Specialist agencies in the events sector include experiential marketing and conference organisers, incentive planners and destination management companies (DMCs) who all have specialist knowledge of facilities and the industries they specialise in.


Marketing opportunities targeting business travellers are available in the opportunity search. Select the target audience you are interested in from the "Search by Target Audience" area.