MICE Tourism in Egypt: Opportunities and challenges

Document Type : Original Article

Authors

1 Tourism Studies Department - Faculty of Tourism and Hotels - Helwan University

2 Tourism Studies Department - Faculty of Tourism and Hotels - Mansoura University

Abstract

The term MICE refers to meetings, incentives, conventions and exhibitions, it is a significant type of tourism in which large groups are brought together for particular purposes. The MICE industry is growing and maturing at a rapid rate, it is recognized as a sector that draws direct and indirect revenue to host destinations, creates employment opportunities and generates foreign exchange.
The core problem of this paper is to know the reasons of:  The low proportion of MICE tourism in Egypt compared with MICE tourism movement all over the world, the insufficient marketing efforts for MICE tourism, as well as lack of travel agencies' awareness of its importance.
The overall goal of this paper is to: a) discuss the growth of the MICE tourism Sector , b) analyze MICE tourism resources in Egypt, c) make a SWOT analysis, Strength, Weakness, Opportunity and Threat, of Egypt as a MICE tourism destination, f) identify challenges facing travel agencies in Egypt to organize MICE tourism programs.
This paper is built on the following hypothesis; Egypt resources as a MICE tourism destination haven't exploited ideally yet.
The method of research was based on survey questionnaires distributed to Tourism and MICE experts in Egypt (September 2016: November 2016). Data interpretation was performed in SPSS. V.15. Relevant recommendations are made.

Keywords

Journal of Association of Arab Universities for Tourism and Hospitality
Volume 13, Issue 3
December 2016
Pages 61-73

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