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CREATING MICE TOURISM DESTINATION BRAND IN SAMARKAND
Toshmamatova Marjona Olimjon qizi
Tashkent State Economy University
Foundation doctoral student
Phone: +998909889484
https://orcid.org/0009-0009-5099-9266
https://doi.org/10.5281/zenodo.15117459
Annotation:
The article discusses importance of developing a strong brand identity for
destinations targeting MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism,
significance of branding in attracting international business events and enhancing a
destination's competitiveness. The author highlights essential elements such as
infrastructure, accessibility, government support, and marketing strategies that contribute to
a successful MICE brand. The study also examines case studies of well-established MICE
destinations, providing insights into best practices and challenges in brand positioning.
Keywords:
MICE tourism, business meetings, marketing, touristic image, infrastructure.
Introduction:
Nowadays, due to high profitability of MICE tourism, which has stimulated stiff
competition between destinations. The MICE sector is an important contributor to destination
image at regional and national levels. Including MICE activities, business travel has long been
a focus of growth by public agencies and the tourism industry, because business travelers are
known to be higher spenders than leisure travelers. MICE tourism is also desirable because it
can extend the tourism season far beyond the traditional holiday peaks and tourism amenities
can be expanded by developing exhibition and conference facilities. According to researches
co-created MICE branding strategy can support complimentary sectors to benefit local
residents and expand a destination’s tourism portfolio. During times of crisis, innovation in
the recovery phase is required to bring business tourism back.
Also, it is considered important to increase the attractiveness of the region for business
women and to develop business tourism services, and in order to increase the flow of tourists
in many countries, MICE tourism, that is, meetings, organizing various events, conferences
and exhibitions for promotion, has been developed. In particular, Singapore is one of the most
attractive countries in Southeast Asia that has become a center for conferences and events. In
2023, the income of MICE events in the country will reach 3.82 billion US dollars.
According to statistics, 1 out of 3 enterprises in developed countries are managed by
women, while in low-income countries this indicator corresponds to 1 out of 4. This shows
the influence of women on the income level of the country.
Organization of various events, exhibitions, conferences for women, and development of
business tourism services, with the effective use of tourist resources of Samarkand region,
will contribute to increasing the visit of business women tourists to the region. According to
statistics, the number of MICE tourism facilities in Samarkand region was 5 in 2016, and now
it has increased to 20. Research shows that business travelers spend four times more than
non-business travelers. Therefore, business tourism has a positive effect not only on the
country, but also on the economic income of local residents. Also, business tourism
contributes to the development of tourism infrastructure, as well as to the development of
other types of tourism, for example, cultural, pilgrimage or adventure tourism. At the same
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time, it helps to spread the touristic image of the region. To increase the attractiveness of the
business tourism image of the region, development of the following types of services is an
important factor.
Figure 1. Important services for the development of MICE tourism in the region
1
First of all, the development of tourism infrastructure should provide facilities for
holding various events and exhibitions. In this regard, the transport infrastructure is
important, it is necessary to create free movement of tourists in the area, and convenience in
terms of time. Another important factor is the quality of the internet connection. We know
that in many developed countries, 5G networks and free Wi-Fi systems provide convenience
for tourists. The speed and quality of Internet connection is especially important in various
meeting, exhibition and event processes. Of course, in order to create a favorable image of the
area for business forums, there should be special halls for exhibitions and meetings. Security
is considered very important for business women and contributes to the development of the
touristic image of the region. Also, in order to spend their free time effectively, a tourist
destination should offer a lot of activities, tours, shopping or entertainment programs. We
know that female travelers are very interested in the culinary culture of the country,
therefore, the development of gastronomic tourism services in the region will contribute to
the positive impression of female travelers who come to various events.
In our opinion, holding various fashion shows in the region and attracting experts in this
field will not be of interest to any woman or girl. Holding fashion events not only increases the
value of the host city, but also positively affects its competitiveness and tourist image,
ensuring the flow of tourists. Also, holding fashion shows in the region during the summer
and winter seasons ensures the balance between the seasonality of tourism in the region.
Women who attend fashion shows bring family members with them and use other tourism
services, including hotels, unique shopping, and pilgrimages, which benefit the industry. In
general, the holding of fashion shows in the region not only contributes to economic growth,
but also the exchange of cultural experiences, strengthening the relationship between tourists
and destinations.
Conclusion:
The article concludes that creating a successful MICE tourism destination brand requires
a multi-faceted approach integrating strong infrastructure, efficient marketing, and
1
Muallif ishlanmasi
MICE
tourism
services
convenience
of transport
services
internet, wi-
fi connection
buildings,
rooms with
facilities
safety system
leisure
activities
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collaboration among stakeholders, including government bodies, event organizers, and the
hospitality sector. It emphasizes the need for destinations to differentiate themselves by
offering unique experiences, leveraging digital marketing, and ensuring sustainable practices.
Ultimately, a well-defined brand identity strengthens a destination’s global positioning,
attracts high-profile events, and drives economic growth.
Foydalanilgan adabiyotlar/Используемая литература/References:
1.
Jones, C.; Li, S. The economic importance of meetings and conferences: A satellite
account approach.
Ann. Tour. Res.
2015
,
52
, 117–133.
2.
UNWTO (2014).
Global Report on the Meetings Industry
. World Tourism Organization..A
report by the UNWTO on the global MICE industry, its trends, and destination branding.
3.
4.
