This article provides an overview of the process that has led to the development of a framework for conducting a situational analysis for a regional MICE sector. The framework outlined is currently being implemented within the Auckland region as part of a larger project. The ultimate goal of the project is to develop a strategic plan for the MICE sector for the Auckland region that will assist with achieving the objectives of both the Auckland RED Strategy and the NZTS 2015. The process by which this strategic plan is being developed is included in this article.
This article begins by highlighting how important the MICE sector is to the Auckland region and how it has been identified in two important strategy documents as an aspect of the tourism industry to be developed within the region. The next section discusses the importance of strategic planning for the sector and identifies the model that is to form the basis of a framework for conducting this strategic planning. The model being utilized identifies key areas of information that are required before any strategic planning can commence. Accordingly, the next section discusses the composition of the sector along with key issues and trends arising from the model that are relevant for the MICE sector. An abbreviated version of the resulting framework is presented before a summary of the next stages of the overall research process.