MICE Manager – Destination Marketing & Business Events

Aviareps; Lombardia; Hybrid; EUR 60,000 - 90,000; Full time

Job summary

AVIAREPS is seeking a MICE Manager – Destination Marketing & Business Events to develop and promote the destination within the Meetings, Incentives, Conferences and Events sector. The role focuses on building relationships with corporate clients, incentive houses, event agencies, PCOs and DMCs to generate qualified opportunities.

The ideal candidate will be commercially minded, proactive and relationship-driven, translating destination assets into concrete sales opportunities while coordinating

Qualifications

• Proven experience in MICE, business travel, events, hospitality, DMC, convention bureau, tourism board or destination marketing.
• Strong knowledge of the local MICE market and established relationships with agencies, corporate planners and industry professionals.
• Excellent sales, networking, presentation and communication skills.
• Fluent English and local language; additional languages are an advantage.

Responsibilities

• Develop and promote the destination within the MICE segment to strengthen its local market position.
• Identify, qualify and generate leads and opportunities for meetings, incentives, conferences, corporate events and group travel.
• Build strong relationships with MICE agencies, incentive houses, corporate travel planners, PCOs, TMCs and other stakeholders.
• Present and promote the destination’s MICE offering including venues, hotels and convention facilities.
• Coordinate sales calls, client meetings, workshops and industry events.
• Support RFPs and client inquiries by connecting buyers with destination partners and suppliers.
• Maintain CRM records and an active pipeline of leads and opportunities.

Skills

MICE industry

Business travel

Events

DMC relationships

Sales & networking

CRM proficiency

Tools

CRM software

Job description

MICE Manager – Destination Marketing & Business Events

AVIAREPS has over 30 years experience providing professional passenger GSA services and tourism marketing to clients around the globe. As the world’s leading GSA and Tourism representation organization with more than 75 offices in over 70 countries, AVIAREPS represents airlines as well as destinations, hotels, attractions, airports, cars, trains, cruise lines, retailers and import/export organizations, and offers a full suite of B2B and B2C services which includes sales & reservations, marketing, digital, and PR programs.

MICE Manager – Destination Marketing & Business Events

The MICE Manager will be responsible for developing and promoting the destination within the Meetings, Incentives, Conferences and Events segment, with the objective of strengthening its positioning in the local market and generating qualified business opportunities.

The role combines destination marketing, business development, industry networking and project coordination, with a strong focus on building relationships with corporate clients, incentive houses, event agencies, PCOs, DMCs, TMCs and other relevant MICE stakeholders.

The ideal candidate will be commercially minded, proactive and relationship-driven, with a solid understanding of the business events industry and the ability to translate destination assets into concrete sales opportunities.

Key responsibilities

• Develop and implement the destination’s MICE action plan in the local market, in line with the client’s strategic objectives.
• Identify, qualify and generate new leads and business opportunities for meetings, incentives, conferences, corporate events and group travel.
• Build and maintain strong relationships with MICE agencies, incentive houses, corporate travel planners, PCOs, TMCs, event agencies and key industry stakeholders.
• Present and promote the destination’s MICE offering, including venues, hotels, convention facilities, incentive experiences, cultural assets and local DMC services.
• Organize and attend sales calls, client meetings, workshops, networking events, trade fairs, roadshows and industry events.
• Plan and coordinate destination presentations, educational activities and familiarization trips for qualified MICE buyers.
• Support RFPs and client enquiries by connecting prospective buyers with relevant destination partners and suppliers.
• Develop and maintain targeted MICE databases, CRM records and an active pipeline of qualified contacts, leads and opportunities.
• Monitor market trends, competitor destinations, buyer sentiment and emerging opportunities within the business events sector.
• Work closely with the destination, convention bureau, local DMCs, hotels, venues and other stakeholders to develop compelling proposals, itineraries and sales arguments.
• Provide regular reporting on activities, leads, opportunities, RFPs, confirmed business, pipeline status and market developments.
• Support the creation and adaptation of MICE-specific sales materials, presentations, destination content and trade communications.
• Represent the destination professionally at trade events, client meetings and industry networking opportunities.

Candidate profile

• Proven experience in MICE, business travel, events, hospitality, DMC, convention bureau, tourism board or destination marketing.
• Strong knowledge of the local MICE market and established relationships with agencies, corporate planners and relevant industry professionals.
• Strong commercial mindset, with the ability to identify opportunities, qualify leads and support conversion.
• Excellent sales, networking, presentation and communication skills.
• Good understanding of destination marketing and ability to translate destination assets into compelling MICE propositions.
• Ability to manage projects independently while coordinating effectively with international clients, local stakeholders and destination partners.
• Strong organisational skills and attention to detail.
• Confident use of CRM tools, databases, reporting systems and presentation tools.
• Fluent English and local language; additional languages are an advantage.
• Availability to travel and attend industry events, sales calls and familiarization trips as required.
• Proactive and solution-oriented.
• Commercially driven and results-focused.
• Confident in building senior-level relationships.
• Curious about destinations, travel trends and business events.
• Comfortable working in an international and fast-moving environment.
• Able to combine strategic thinking with hands‑on execution.

Frase finale

This is an opportunity for a dynamic MICE professional to represent a leading international destination and play an active role in developing its business events presence in the local market.