GLOBAL Tourism Business Association (GTBA) President Michelle Taylan is pushing for reinvention and dynamic collaboration across the sector through a set of benchmarks she dubbed as 'MICE.' Not to be mistaken from the meetings, incentives, conferences and exhibitions tourism segment, GTBA's MICE calls on stakeholders to be 'motivators, influencers, creators and economic drivers.'

'Travel and tour professionals are 'motivators' in a way because we strive to uplift different segments and industries as well as the overall image and reputation of the country. We also help 'influence' people to try new destinations and experiences that give value to their everyday lives,' Taylan says.