The meetings, incentives, conventions, and exhibitions (MICE) sector is a vital part of the tourism industry within the Auckland, New Zealand, region. MICE visitors are acknowledged as highly beneficial for destinations. They are commonly acknowledged as being high-yield visitors, with minimal negative environmental and socio-cultural impact. They can also assist in overcoming issues related to seasonality within destinations. Success in the MICE sector will assist the region in achieving the objectives of both the Auckland Regional Economic Development (RED) Strategy and the New Zealand Tourism Strategy (NZTS) 2015.