Business Events Council of Australia (BECA) The Business Events Council of Australia was formed in 1994 as a peak industry body, providing a single voice for the business events sector to liaise with the federal government and relevant agencies on matters common to all segments of the industry. It was originally known as the MICE (Meetings, Incentives, Conventions & Exhibitions) Industry Council, until the new term "Business Events" was adopted in 2000. The Council provides a formalised umbrella structure for the key industry associations operating in the Australian business events sector. It develops industry positions on issues of common interest, and communicates those views to government and relevant agencies. BECA also provides a forum for the industry associations to exchange information and cooperate on appropriate matters, with a view to strengthening and growing the business events sector in Australia. Over the past 16 years since its formation BECA has successfully united the various industry segments to present a cohesive industry front for Australia.