Abstract
The Meetings, Incentive, Conventions and Exhibitions (MICE) industry has long been recognised as a sector that provides lucrative direct and indirect expenditure for host destinations. Within Australia, Federal and State governments have recognised the opportunity afforded by this sector and have put in place a number of marketing initiatives to attract MICE business to particular high profile destinations. The issue of how regional Australia might benefit from this highly attractive market is only now beginning to be addressed. This paper examines how an Australian regional university with an established reputation for the delivery of MICE‐related subjects introduced the issue of attracting MICE business to a regional area into its curriculum through the use of experiential learning. Students were given responsibility for the planning, management and delivery of a corporate‐style conference titled “Managing Conferences in Regional Areas”, while local MICE industry representatives participated in its delivery.
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