When Rob Davidson, expert in Events Management at Greenwich University in the United Kingdom, told his colleagues and friends that he had just attended an international conference held in Wuhan, Hubei province, they responded with three Ws - What? Where? Why?

Those who seldom travel to China would be hard pressed to locate Wuhan on a map of China, let alone a map of the world.

Cities with world renown have traditionally been those with historical relics, scenic spots or legendary histories.

But Davidson said the anecdote shows how the fame and value of a place can be measured by its attractiveness as a location for international meetings and conferences.

Not all meetings are about people in suits and ties sitting down for formal talks, he said. "It's an industry that is changing all the time. It's a people industry."

Davidson offered the following perspectives on the MICE industry based on his experience as an expert in the field:

History and current status

Meeting is a human activity that is as old as civilization. It empowers people on a platform to engage in thinking, debating and doing things.

People meet, talk and share. MICE nowadays is a business with huge market potential.

Why are meetings necessary?

First, they are needed to spread the knowledge of something that is new and helpful for doing a job faster and smarter; second, to find a network; third, to seek motivation and inspiration, and fourth, because MICE means money.

What is the target market for MICE?

Company and corporate staff meetings account for the biggest market share, and private enterprises are the largest consumers of meeting services. Here they can conduct training, formulate strategies and launch incentive trips.

Another market is meetings of members of associations, including professional meetings, conventions for international associations and gatherings for hobbies, sports, leisure and other interests.

The third is government meetings, which are carried out by official entities at the local, national and international levels.

Themed meetings, like academic meetings and entertainment galas, are another category.

Who helps to organize the meetings?

Event planners, tourism and convention bureaus, meeting venue management, and destination-management companies.

(China Daily 09/12/2013 page12)