FN ISI Export Format VR 1.0 PT J TI Development of a Marketing Concept for the MICE Tourism in Flims Laax Falera AF Stocker, Daniela AU Stocker, D AB MICE tourism, which encompasses meetings, incentives, congresses and events, is a highyield sector within the tourism industry. Due to its attractiveness, many destinations start to make huge investments into the MICE sector, which leads to more intense competition. In this highly competitive market, it becomes crucial for destinations to create successful marketing strategies. Therefore, the aim of this bachelor thesis is to develop recommendations on how to improve the marketing strategy of the destination Flims Laax Falera in order to enhance its competitiveness. The literature review provides an overview of the meeting industry with special focus on MICE marketing. In a second step, expert interviews were accomplished to evaluate the destination Flims Laax Falera and its current marketing activities as well as to develop trends and challenges facing the meeting industry. Furthermore, a benchmark analysis with four leading MICE destinations in Switzerland and Austria was conducted. Finally, recommendations for Flims Laax Falera are derived based on the findings outlined by the literature review, the expert in erviews and the benchmark analysis. ER