The Meetings, Incentives, Conferences And Exhibitions (MICE) Industry Has Been Thriving In Israel In Recent Years.

dhanesha@coherentmarketinsights.com

posted on 8 months ago — updated on 3 seconds ago

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The Meetings, Incentives, Conferences and Exhibitions (MICE) industry has been thriving in Israel in recent years. With state-of-the-art facilities, uniqueness of locations and rich cultural experiences, Israel has positioned itself as a top MICE destination globally.

Let's take a deeper look at key aspects of Israel's dynamic MICE sector.

Growth of the MICE Industry

Israel's MICE industry has seen exponential growth over the past decade, with the number of conferences and events increasing year after year. According to figures released by the Israel Conference & Convention Bureau, over 300 conferences were held in Israel in 2019 attended by 200,000 participants from around the world. This was a 20% increase from 2018. Some of the major reasons for this growth include large investments in infrastructure, unique experiences on offer and aggressive marketing campaigns by local tourism boards. The government has also provided various tax incentives and grants to associations and organizers to host international events in Israel. This has boosted the country'simage as a globally competitive MICE destination.

World-Class Infrastructure

Israel possesses world-class infrastructure capable of hosting large-scale international conferences and exhibitions. Tel Aviv and Jerusalem, the top MICE destinations, have some of the most modern convention centers in the world. For example, the Tel Aviv Convention Center spread over 35,000 sqm is one of the largest in the Middle East. It hosts over 200 events annually and has hosted prestigious events like FITUR and IMEX in the past. Similarly, the new Jerusalem Congress Center located between the Old City and downtown Jerusalem enhances the city's appeal as a religious and heritage tourism hub. Other cities like Eilat and Haifa are also developing their infrastructure to boost regional conferences and events. This state-of-the-art infrastructure allows Israel to cater to the needs of large international associations.

Unique Cultural Experiences

Beyond world-class facilities, Israel offers truly unique cultural experiences that enrich conferences and incentive trips. Delegates can visit religious and heritage sites like the Old City of Jerusalem, Masada, Dead Sea, historic sites related to Jesus, fascinating museums showcasing Jewish history and more. Experiential activities like learning about Israeli cuisine, volunteering opportunities, desert adventures and eco-tours are also very popular. Events are often planned around Jewish, Christian and Islamic festivals providing once-in-a-lifetime experiences. This cultural richness and diversity make Israel stand out as a MICE destination with learning, networking and fun possibilities beyond convention halls.

Growing Sectors within MICE

Certain sectors within Israel's MICE Industry have experienced vibrant growth attracting large-scale international events. The technology and innovation space has emerged as a major driver. Known for innovation, Israel hosts over 250 tech conferences each year attended by tens of thousands of delegates. Events focused on cybersecurity, AI, health-tech are particularly popular. The medical tourism segment is also burgeoning due to Israel's global healthcare expertise. Large medical conferences and association meetings dealing with cancer treatment, ophthalmology, stem cells are frequently hosted. Religious tourism conferences centered around Judaism, Christianity also see huge participation from global clergy and pilgrims. Niche sectors like agri-tech, water management are also gaining prominence within Israel's rising MICE landscape.

MICE Tourism Promotion

To further boost its MICE industry, Israel relentlessly promotes itself in top international markets and builds partnerships with global associations. The Israel Conference & Convention Bureau, an arm of the Tourism Ministry, actively bids and liaises with major association planners. Specific international offices in large source markets like the US, Europe and India are focused on education campaigns, FAM trips, sponsorships and sales missions. Regional bureaus provide localized support to visiting planners researching Israel. Aggressive social media campaigns highlight Israel's MICE infrastructure, culture and successes. Major upcoming global bids include hosting the 2027 World Energy Conference and 2028 World Medical Tourism & Global Healthcare Congress. These efforts are aimed to keep Israel prominently ranked among top global MICE destinations.

Future Growth Prospects

With continuous development of infrastructure and unique experiences, Israel is exceptionally well-positioned to further grow its dynamic MICE industry. Ambitious targets have been set by the Ministry of Tourism to double event visitor arrivals by 2030. This will be accomplished through strategies like developing a new exhibition center in Eilat, boosting religious events infrastructure, partnering more global tech giants, associations for R&D conferences. New direct air links from cities like Mumbai, Hong Kong will enhance accessibility and drive regional MICE markets. Investments are also being made in digital technologies, sustainability initiatives to offer world-class services to planners and delegates. If current growth momentum sustains, Israel is certain to rank among the top innovative MICE destinations in the coming decade.

In conclusion, Israel's flourishing MICE industry propelled by state support, global bids, infrastructure development and cultural diversity holds immense potential for continued growth and strengthen the country's image as a leading business and tourist destination. Coupled with rich experiences, cutting-edge facilities, it will surely keep attracting larger international conventions and incentives programs in the times ahead.