MICE – Meetings, Incentives, Conferences, and Exhibitions (or Events). The acronym MICE is applied inconsistently with the “E” sometimes referring to events and the “C” sometimes referring to conventions. MICE is used to refer to a particular type of tourism in which large groups, usually planned well in advance, are brought together for some particular purpose. Recently, there has been an industry trend towards using the term “Meetings Industry” to avoid confusion from the acronym. MICE tourism is known for its extensive planning and demanding clientele.