In the event and business travel industry, the term MICE comes up frequently – but what exactly does it mean? And why is MICE more important than ever today for companies in Switzerland, event venues, and entire cities?
What does MICE mean?
MICE stands for Meetings, Incentives, Conferences, and Exhibitions – the formats that drive the business and event industry in Switzerland. Whether it’s conference rooms in Zurich, corporate events in Basel, networking gatherings in Geneva, or meetings in Zug – MICE forms the foundation for professional and inspiring business encounters.
Meetings: Meetings are usually one-day events where teams or companies come together to discuss strategies, make decisions, or develop new ideas. They range from small internal gatherings to large shareholder meetings.
Incentives: Incentive trips or events serve as rewards for outstanding performance by employees or partners. They help increase motivation and strengthen loyalty to the company. These can range from exclusive travel experiences to team-building activities.
Conferences: Conferences are larger, often multi-day events featuring keynote speeches, panel discussions, and workshops. They provide a platform to exchange insights on current trends and developments across industries. In some cases, the “C” in MICE also stands for Conventions – similar to conferences, but with a stronger focus on bringing together people who share common interests.
Exhibitions: Exhibitions or trade fairs bring together businesses and visitors to showcase products and services, attract new clients, and build professional relationships. These events often draw a specialized audience and can have an international scope.
In short, MICE is an umbrella term for professional business events that go far beyond traditional meetings – and play a central role in today’s business world.
Why is MICE so important for companies in Switzerland?
High-Level Networking
MICE events bring people together – across industries, countries, and cultures. They create connections that lead to innovation, partnerships, and new business models.
Employee Motivation and Retention
Swiss companies increasingly rely on incentive events and team-building activities to motivate employees and strengthen internal networks. In-person experiences in inspiring locations create emotional bonds and reinforce team spirit.
Location Advantage for Cities and Venues
Zurich, Basel, Geneva, and Zug are among the most attractive destinations for MICE events in Switzerland. Venues like Westhive, with modern meeting rooms, event spaces, and coworking areas, offer ideal conditions for conferences, workshops, and corporate celebrations.
Economic Engine
The MICE industry is a major economic driver in Switzerland: every conference, event, or team-building activity fuels hospitality, gastronomy, and local service providers.
MICE at Westhive in Zurich, Basel, Genf & Zug
At Westhive, the MICE concept takes center stage. With stylish meeting rooms, flexible event spaces, and in-house gastronomy in Zurich, Basel, Geneva, and Zug, Westhive offers exactly what modern Swiss companies are looking for: a place to come together, work creatively, and feel at ease.
Whether it’s a corporate event, conference, workshop, or team gathering – Westhive is the ideal MICE location in Switzerland.