Abstract—This article using the value set developed by Tourism Education Future Initiative(TEFI)as an analysis tool for identifying: (a) What are the values that MICE education program are promoting? (b) What are the main skills, competences, and values those employers of MICE industries are looking for? Findings illustrate the difference between the supply side and the demand side of MICE talents in today's China MICE industry. Research brings empirical evidence to the importance of value-based teaching in MICE program in China. Though China has the second largest economy in the world behind the US, the job market in China is still tough for those new university graduates. Yet, in spite of this, companies still complain that they can't find talented people. The significant gap remains between the academic studies offer and industry expectations. Same situation was reported in MICE industry in China. In order to solve this problem, there is an urgent need to reform China's current education system, which has been struggling to provide high-quality talents with skills and knowledge that meet the demand of the industry. Events industry emerged as an important sector in China during the latter part of the twentieth century and developed quickly. A total of 7319 exhibition events were held in 292 Chinese cities in 2012. The expectations for the quantity and quality of graduates from MICE (meetings, incentive tour, convention, and exhibition) undergraduate education programs have increased to meet the anticipated increased demand for skilled labor. Bachelor programmes of MICE were first set up in China in 2003. Until now, there are almost 60 universities have the major. MICE management education has emerged as an alternative to the related disciplines of tourism, leisure and hospitality. But compared with other mature majors, the construction of curriculum system and formation of talent cultivation plans for MICE program are still in the exploratory stage. This study focuses on how value proposition differ between MICE industry and MICE education in China, and compares those values proposition with TEFI value set which will benefit China's MICE higher education from a future and international point of view. To fill the gap between the MICE industry and MICE education in China, this paper seeks to answer two research questions from the perspective of the TEFI value framework: Q1: What are the values that MICE education programs are promoting?
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