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Foreign Office

Mice-in-the-bag founded in London

'Insider gathering' is the pay-off of this company; a unique service from two entrepreneurs who’ve already been there, both as buyers and suppliers. The next event is scheduled in London on March 15 th.

MICE-in-the-bag has been founded in London (UK) – a unique B2B company that brings together buyers and suppliers from the Meetings, Incentives, Conference and Exhibitions (MICE) industries. It is targeted at reducing the prospective marketing spend for MICE suppliers and providing more effective service for buyers.

According to the World Travel and Tourism Council, MICE industries currently make up US$650 billion of the US$5.7 trillion global tourism industry. Its USP is the brainchild of its two founders, Rosy Burnie and Ayse Sabbatini, both of whom have extensive experience and networks within the four industries. The concept involves the creation of pop-up, one-stop meeting environments for sellers and buyers of MICE. Pre-screened dating, sellers are matched with budget-ready buyers in specific conference and event locations. This offers a significant saving in prospecting costs to the suppliers, putting them in a position to pass on savings to the buyers in more attractively-priced packages.

Describing the dedication to the company’s offering, Ayse Sabbatini commented: “We run insider gathering events in which we bring the right mix of buyers into contact with the proven suppliers from our network – and we don't take the word 'proven' lightly. We're rigorous about reports, reputation and feedback to make sure everyone keeps rubbing shoulders with the best”.

Keen to play to the strength of experience of its founders, the company’s offering goes beyond its elite matchmaking services. Rosy Burnie explains: “From our experience of both the sellers’ and the buyers’ side, we also offer marketing services to suppliers who require insight into the Mice industry, and to how they might best approach their customers. The connections we make are tailor-made for location, budget and expertise.”

MICE-in- the-bag’s business partners include: Mike Sleeman as business advisor, Stefano Ferri in Public relations, Justin Roux in Communications, Brand and Marketing Strategy, and Nexusvenue in venue-sourcing.

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