MICE and Business Tourism
Georgian Tourism has been developing at a rapidly increasing rate. The country has become a regional hub of leisure and entertainment, hosting more than 7 million tourists in the last year. Business tourism has kept up with the progress led by the leisure sector albeit at a slower pace. In 2018, the country hosted 623,849 business tourists, 66% of whom came to the Capital.
MICE tourism (MICE – Meetings, Incentives, Conferences, Exhibitions) along with the more traditional business tourism is one of the most lucrative tourism markets bringing in revenue of €115.9 billion worldwide in direct sales and contributing €68.7 billion to GDP according to the data published by Global Association of the Exhibition Industry. Georgia, with its advantageous location, established an international reputation and cultural appeal, has a significant potential of becoming a regional MICE hub. The growing number of MICE facilities and their clients suggests that the country is starting to grasp its MICE potential.
Photo by Tristan Hess