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.