Penticton Dives Deep into the Impact of MICE

September 17, 2025

MICE play a crucial role in Penticton’s economy, but we’re not talking about the mischievous creatures most people think of. MICE refers to the Meetings, Incentives, Conferences and Exhibitions industry which brings thousands of business professionals, industry experts, and organization representatives to Penticton every year. The value of the MICE sector inspired the Meet in Penticton Convention Bureau (MIP) which operates and is funded by Travel Penticton, to conduct a comprehensive study to determine the precise impacts of MICE business and how to attract more MICE visitors throughout the year.

Karen Davy is Business Liaison Manager for the MIP Convention Bureau and coordinated the 2024 study with support from the Economic Trust of the Southern Interior (ETSI-BC). We spoke with Karen about the project and the long-term economic benefits it brings to the region.

What inspired this close look at MICE business in Penticton?

It has been talked about for years, but it wasn’t until Travel Penticton launched the Meet in Penticton Convention Bureau (MIP) in 2022 that the work got off the ground. MIP is the central source of information and connections for meeting and event planners. With the Bureau’s targeted marketing, planner support and venue collaboration efforts, marketing can be done on a national scale and plays a key role in sustaining and growing the MICE sector.

How did you approach the research?

I started gathering statistics in 2023 at a very high level, but people were still surprised at how much MICE business injects into the local economy. We wanted to dig deeper to demonstrate the value of MICE to local government, stakeholders, businesses and tourism organizations.

We needed objective, third-party data to do that. The ETSI-BC funding enabled us to hire EDCD Consulting, an Okanagan-based economic development firm with the research expertise we were looking for. The study collected delegate, organizer and venue data and included industry-standard multipliers for British Columbia.

Were there any challenges with the project?

The City of Penticton did not have an economic development officer and access to local research and assistance is challenging. The expertise of our consultants helped fill that gap.

Getting planners and delegates to respond to post-event surveys when they were all packed up and thinking about their next project was another challenge. Going back over their 2024 experiences took a lot of their time. We had to extend a couple of deadlines and with patience, it all came together.

What are the highlights of the study?

The report itself was astonishing in terms of the numbers and value we can associate with MICE:

The total estimated economic impact from MICE business was $98.23 million in 2024. This includes direct delegate spending (accommodation, food and beverage, transportation, shopping and entertainment), and direct organizer spending (venue rentals, catering, marketing, off-site services). The average spending by organizers and delegates was $797 per day.

With 485 events and nearly 18,500 delegates in 2024, the MICE industry provided consistent, high-value business to Penticton beyond traditional tourism peaks, supporting job creation and workforce stability throughout the year.

Delegate surveys showed 100% of attendees traveled to Penticton and stayed in paid accommodations. This spending flowed into local hotels, restaurants, event venues, transportation services and small businesses, supporting job retention, business growth and local supply chains.

Extended stays by delegates and their guests provides an economic boost to the community through spending outside of conference time at local wineries, stores and restaurants, outdoor recreation and other adventures.

The study strengthened partnerships with local and regional stakeholders including venues, hotels, tourism operators and the Penticton Indian Band, creating a unified and competitive conference destination.

Delegate feedback indicated high satisfaction with Penticton as a business-friendly host city with many organizations noting they would return or recommend it to others.

Why is this study a valuable economic development tool?

This study confirms the sector’s high-value economic contribution to Penticton’s economy. The Convention Bureau has become a go-to point for MICE information, and is now informing other planning strategies such as Penticton’s Official Community Plan. An economic development role in the community is also being explored with a focus on attracting more MICE business. With continued investment in MICE, we will solidify Penticton as a premier conference destination.

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