MICE Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Event Type (Meetings, Incentives, Conferences, Events), By Region, & Competition, 2019-2029F

Industry : Consumer Goods and Retail
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Published Date : NA

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Report Description

Forecast Period	2025-2029
Market Size (2023)	USD 786.59 Billion
CAGR (2024-2029)	8.6%
Fastest Growing Segment	Incentives
Largest Market	North America
Market Size (2029)	USD 1290.41 Billion

Market Overview

The global MICE market was valued at USD 786.59 Billion in 2023 and is expected to reach USD 1290.41 Billion by 2029 with a CAGR of 8.6% during the forecast period. MICE, which stands for Meetings, Incentives, Conferences, and Exhibitions, is a specialized segment within the travel and tourism industry oriented towards business-related travel. This niche aims to bring together professionals from various sectors in a customized and high-quality hospitality environment. The growing number of companies providing MICE services globally is a significant contributor to market expansion. The COVID-19 pandemic accelerated the need for virtual and hybrid events, significantly advancing technology use in MICE. During the pandemic, the shift to virtual platforms became crucial, offering companies a way to conduct events without incurring the high costs of physical gatherings, such as venue rentals, transportation, and catering. Since the early 20th century, MICE travel has evolved remarkably, particularly with the advent of the internet and smartphones. The presence of numerous travel applications tailored to meet the needs of various travelers has made the MICE planning process more accessible and enjoyable. These digital platforms offer innovative ways to experience luxury travel. Additionally, the rise of digital intermediaries and online travel agencies has disrupted traditional industry practices. These digital agents serve as online shopbots, revealing existing industry weaknesses in information and infrastructure. The increasing millennial workforce's demand for bleisure a combination of business and leisure travel is also expected to drive market growth.

Key Market Drivers

Increasing Use of Technology in MICE Events

The integration of advanced technology in MICE events is a critical factor driving industry growth. Due to the COVID-19 pandemic, hybrid and virtual events for meetings, incentives, conferences, and exhibitions became the standard, with many companies adopting these formats for all their events. This shift to digital platforms eliminated various traditional costs such as transportation, catering, and venue rentals, leading to substantial savings for businesses. The technological advancements have not only ensured profitability but also spurred innovation and increased engagement. Advanced technology solutions offer live streaming, virtual networking, and interactive presentations, marking a significant shift in how MICE events are conducted.

Rising Number of MICE Service Providers

The increasing number of companies specializing in MICE services worldwide is another core driver of market expansion. The growing availability of these specialized services provides organizations with numerous options and competitive pricing, creating a favorable environment for market growth. These companies offer tailored solutions to meet specific needs, including venue sourcing, logistics, event management, and technological support. The variety of service offerings enables businesses to choose the most suitable options aligned with their goals, enhancing the overall quality and impact of MICE events. Moreover, heightened competition among service providers often leads to improved service quality and innovation, further propelling the market.

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Key Market Challenges

Environmental Sustainability Concerns

One of the significant challenges in the Global MICE Market is environmental sustainability. Events of this nature generate a substantial amount of waste, utilize large quantities of resources, and are significant sources of carbon emissions. Achieving sustainability goals and adopting eco-friendly practices are often complicated due to financial and logistical constraints. Industry-wide cooperation is essential to enhance the sustainability of events. A comprehensive approach involving green practices, efficient resource use, and stakeholder collaboration is necessary to minimize the environmental footprint.

Financial and Logistical Concerns

The MICE market faces substantial financial and logistical challenges. Organizing large-scale events requires considerable investment in resources such as transportation, catering, and venue rentals, which can be significant barriers. Additionally, coordinating large groups, ensuring seamless transfers, and managing diverse attendee needs introduce layers of complexity. Companies need meticulous planning and strong execution strategies to navigate these challenges successfully. Efficient cost management and logistical coordination are critical elements for the success of MICE events.

Key Market Trends

Rising Popularity of Bleisure Travel

The increasing millennial workforce is fueling the demand for bleisure, which blends business and leisure travel. According to a State of Business Travel Survey conducted in June 2022, approximately 90% of millennials engaged in bleisure travel. To cut vacation costs, nearly 49% of millennials turn their business trips into vacations or plan holidays around business travel. This trend highlights changing workforce preferences and underscores the need for flexible, comprehensive MICE service offerings that cater to both professional and leisure needs.

Increasing Corporate Events and Business Tourism

The rise in corporate events and business tourism is also driving industry growth. For instance, in 2022, Asia Paints organized a Sales Conference that brought together over 10,000 employees from across India. The increasing number of national and international exhibitions, coupled with a growing influx of visitors from around the world, is propelling market expansion. These events underscore the crucial role of MICE in facilitating corporate communications, marketing strategies, and partnership developments, thereby reinforcing the market's significance and potential for growth.

Segmental Insights

Event Type Insights

The meetings segment is a dominant force in the global business events market, driven by the rising number of corporate gatherings such as shareholder meetings, management meetings, and general assemblies. As businesses expand globally and cross-border operations become more complex, the need for frequent and well-coordinated meetings has intensified. This trend is particularly notable in emerging markets where regional destinations and less densely populated tier cities are becoming increasingly popular for hosting business events. These locations offer unique advantages, such as lower costs, fewer logistical challenges, and a more focused environment, making them attractive alternatives to traditional metropolitan hubs.

Governments worldwide recognize the economic benefits of hosting business events and are actively supporting the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry through financial incentives. For instance, the Australian government’s USD 50 million grant program for the MICE sector is a testament to this support, covering up to 50% of event expenses. This initiative aims to revitalize the business events industry, which was significantly impacted by the pandemic, by encouraging companies to host meetings and conferences within the country. The incentive travel segment is also poised for substantial growth, as companies increasingly use travel rewards as a strategy to boost employee morale, recognize achievements, and foster a positive workplace culture. These incentive trips often involve luxurious, custom-tailored experiences that appeal to employees, particularly millennial workers who value experiences over material rewards. Companies are investing in these programs not just as a reward system but also as a tool for team building and employee retention, recognizing the importance of a motivated workforce in achieving long-term business success. The trend towards personalized, high-end incentive travel reflects a broader shift towards experiential rewards that resonate with modern workforce preferences.

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Regional Insights

North America

The North American Meetings, Incentives, Conferences, and Exhibitions (MICE) market has secured a leading position in the global MICE industry, driven by several key factors that contribute to its growth and dominance. One of the primary drivers is the increasing globalization of businesses, which has significantly impacted the region's meetings market. As companies expand their operations and seek to engage with partners, clients, and stakeholders on a global scale, the demand for meeting spaces and related services in North America has surged. This globalization trend has led to a rise in the number of international conferences, conventions, and business events hosted in North America. The region's strategic location, well-developed infrastructure, and accessibility make it an attractive destination for international gatherings. Major cities like New York, Las Vegas, Chicago, and Toronto offer world-class conference facilities, hotels, and transportation networks, further solidifying North America's appeal to global event organizers.

The need for businesses to engage and collaborate on a global level has also fueled the demand for innovative meeting spaces that can accommodate a diverse range of event formats, from large-scale conferences to intimate board meetings. North American venues are increasingly incorporating advanced technologies, such as virtual and hybrid meeting solutions, to cater to the evolving needs of businesses and ensure seamless communication and collaboration across borders. Additionally, the North American MICE market benefits from a strong service sector that provides a comprehensive range of event management, hospitality, and logistical support services. This ecosystem enables businesses to execute successful events that foster meaningful connections and drive growth. North America's leading position in the global MICE market is a result of its ability to adapt to the demands of a globalized business environment, offering world-class facilities, services, and technological solutions that facilitate international collaboration and engagement.

Recent Developments

In 2024, Accor group launched the Accor Global Leadership Council (GLC), an advisory board aimed at reimagining the future of corporate travel and meetings. It also highlights the innovative initiatives and partnerships led by Accor in the Middle East, Africa, and Asia Pacific regions, as well as profiles of several prominent hospitality leaders in the IMEA region.
In 2024, The Singapore Tourism Board (STB) has launched a global campaign to position Singapore as the "World's Best MICE City" - a premier destination for business events that can create a positive and lasting impact. The campaign, developed with BBH Singapore, Zenith Media, and Digitas, showcases Singapore's impact-driven approach to MICE events, enabled by its commitment to innovation, sustainability, and its strategic location as a gateway to Asia. The campaign's launch film portrays the journeys of MICE delegates finding inspiration and solutions in Singapore's vibrant business ecosystem and long-term focus on positive change.
In 2024, Dubai's making efforts to leverage the growing prominence of India's outbound MICE (Meetings, Incentives, Conferences, and Events) market. Dubai Business Events, the city's official convention bureau, has launched its first-ever recognition program for Indian intermediaries to promote Dubai as a leading MICE destination. This comes as Dubai's exhibitions, conferences, and business events sector grew by 25% in 2023, with the city securing a 49% increase in successful bids to host international conferences and meetings. The growth is driven by India's increasing outbound MICE potential, which is expected to reach USD 13.4 billion by 2031.

Key Market Players

Maritz Holdings Inc.
Conference Care
ITL World Company (MICEMINDS)
Creative Group, Inc.
Cvent Inc.
Capita plc
CWT Global B.V.
Meetings and Incentives Worldwide, Inc.
BCD Travel Services B.V.
One10, LLC

By Event Type	By Region
Meetings Incentives Conferences Events	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the global MICE market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

· MICE Market, By Event Type:

o Meetings

o Incentives

o Conferences

o Events

· MICE Market, By Region:

o North America

§ United States

§ Canada

§ Mexico

o Europe

§ France

§ Germany

§ Spain

§ Italy

§ United Kingdom

o Asia-Pacific

§ China

§ Japan

§ India

§ Vietnam

§ South Korea

o Middle East & Africa

§ South Africa

§ Saudi Arabia

§ UAE

§ Turkey

§ Kuwait

§ Egypt

o South America

§ Brazil

§ Argentina

§ Colombia

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the global MICE market.

Available Customizations:

Global MICE market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

· Detailed analysis and profiling of additional market players (up to five).

Global MICE Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

1. Introduction

1.1. Product Overview

1.2. Key Highlights of the Report

1.3. Market Coverage

1.4. Market Segments Covered

1.5. Research Tenure Considered

2. Research Methodology

2.1. Objective of the Study

2.2. Baseline Methodology

2.3. Key Industry Partners

2.4. Major Association and Secondary Sources

2.5. Forecasting Methodology

2.6. Data Triangulation & Validation

2.7. Assumptions and Limitations

3. Executive Summary

3.1. Market Overview

3.2. Market Forecast

3.3. Key Regions

3.4. Key Segments

4. Voice of Customer

4.1. Factors Influencing Service Availing Decision

4.2. Sources of Information

5. Global MICE Market Outlook

5.1. Market Size & Forecast

5.1.1. By Value

5.2. Market Share & Forecast

5.2.1. By Event Type Market Share Analysis (Meetings, Incentives, Conferences, Events)

5.2.2. By Regional Market Share Analysis

5.2.2.1. North America Market Share Analysis

5.2.2.2. Europe Market Share Analysis

5.2.2.3. Asia-Pacific Market Share Analysis

5.2.2.4. Middle East & Africa Market Share Analysis

5.2.2.5. South America Market Share Analysis

5.2.3. By Top 5 Companies Market Share Analysis, Others (2023)

5.3. Global MICE Market Mapping & Opportunity Assessment

5.3.1. By Event Type Market Mapping & Opportunity Assessment

5.3.2. By Region Market Mapping & Opportunity Assessment

6. North America MICE Market Outlook

6.1. Market Size & Forecast

6.1.1. By Value

6.2. Market Share & Forecast

6.2.1. By Event Type Market Share Analysis

6.2.2. By Country Market Share Analysis

6.2.2.1. United States MICE Market Outlook

6.2.2.1.1. Market Size & Forecast

6.2.2.1.1.1. By Value

6.2.2.1.2. Market Share & Forecast

6.2.2.1.2.1. By Event Type Market Share Analysis

6.2.2.2. Canada MICE Market Outlook

6.2.2.2.1. Market Size & Forecast

6.2.2.2.1.1. By Value

6.2.2.2.2. Market Share & Forecast

6.2.2.2.2.1. By Event Type Market Share Analysis

6.2.2.3. Mexico MICE Market Outlook

6.2.2.3.1. Market Size & Forecast

6.2.2.3.1.1. By Value

6.2.2.3.2. Market Share & Forecast

6.2.2.3.2.1. By Event Type Market Share Analysis

7. Europe MICE Market Outlook

7.1. Market Size & Forecast

7.1.1. By Value

7.2. Market Share & Forecast

7.2.1. By Event Type Market Share Analysis

7.2.2. By Country Market Share Analysis

7.2.2.1. France MICE Market Outlook

7.2.2.1.1. Market Size & Forecast

7.2.2.1.1.1. By Value

7.2.2.1.2. Market Share & Forecast

7.2.2.1.2.1. By Event Type Market Share Analysis

7.2.2.2. Germany MICE Market Outlook

7.2.2.2.1. Market Size & Forecast

7.2.2.2.1.1. By Value

7.2.2.2.2. Market Share & Forecast

7.2.2.2.2.1. By Event Type Market Share Analysis

7.2.2.3. Spain MICE Market Outlook

7.2.2.3.1. Market Size & Forecast

7.2.2.3.1.1. By Value

7.2.2.3.2. Market Share & Forecast

7.2.2.3.2.1. By Event Type Market Share Analysis

7.2.2.4. Italy MICE Market Outlook

7.2.2.4.1. Market Size & Forecast

7.2.2.4.1.1. By Value

7.2.2.4.2. Market Share & Forecast

7.2.2.4.2.1. By Event Type Market Share Analysis

7.2.2.5. United Kingdom MICE Market Outlook

7.2.2.5.1. Market Size & Forecast

7.2.2.5.1.1. By Value

7.2.2.5.2. Market Share & Forecast

7.2.2.5.2.1. By Event Type Market Share Analysis

8. Asia-Pacific MICE Market Outlook

8.1. Market Size & Forecast

8.1.1. By Value

8.2. Market Share & Forecast

8.2.1. By Event Type Market Share Analysis

8.2.2. By Country Market Share Analysis

8.2.2.1. China MICE Market Outlook

8.2.2.1.1. Market Size & Forecast

8.2.2.1.1.1. By Value

8.2.2.1.2. Market Share & Forecast

8.2.2.1.2.1. By Event Type Market Share Analysis

8.2.2.2. Japan MICE Market Outlook

8.2.2.2.1. Market Size & Forecast

8.2.2.2.1.1. By Value

8.2.2.2.2. Market Share & Forecast

8.2.2.2.2.1. By Event Type Market Share Analysis

8.2.2.3. India MICE Market Outlook

8.2.2.3.1. Market Size & Forecast

8.2.2.3.1.1. By Value

8.2.2.3.2. Market Share & Forecast

8.2.2.3.2.1. By Event Type Market Share Analysis

8.2.2.4. Vietnam MICE Market Outlook

8.2.2.4.1. Market Size & Forecast

8.2.2.4.1.1. By Value

8.2.2.4.2. Market Share & Forecast

8.2.2.4.2.1. By Event Type Market Share Analysis

8.2.2.5. South Korea MICE Market Outlook

8.2.2.5.1. Market Size & Forecast

8.2.2.5.1.1. By Value

8.2.2.5.2. Market Share & Forecast

8.2.2.5.2.1. By Event Type Market Share Analysis

9. Middle East & Africa MICE Market Outlook

9.1. Market Size & Forecast

9.1.1. By Value

9.2. Market Share & Forecast

9.2.1. By Event Type Market Share Analysis

9.2.2. By Country Market Share Analysis

9.2.2.1. South Africa MICE Market Outlook

9.2.2.1.1. Market Size & Forecast

9.2.2.1.1.1. By Value

9.2.2.1.2. Market Share & Forecast

9.2.2.1.2.1. By Event Type Market Share Analysis

9.2.2.2. Saudi Arabia MICE Market Outlook

9.2.2.2.1. Market Size & Forecast

9.2.2.2.1.1. By Value

9.2.2.2.2. Market Share & Forecast

9.2.2.2.2.1. By Event Type Market Share Analysis

9.2.2.3. UAE MICE Market Outlook

9.2.2.3.1. Market Size & Forecast

9.2.2.3.1.1. By Value

9.2.2.3.2. Market Share & Forecast

9.2.2.3.2.1. By Event Type Market Share Analysis

9.2.2.4. Turkey MICE Market Outlook

9.2.2.4.1. Market Size & Forecast

9.2.2.4.1.1. By Value

9.2.2.4.2. Market Share & Forecast

9.2.2.4.2.1. By Event Type Market Share Analysis

9.2.2.5. Kuwait MICE Market Outlook

9.2.2.5.1. Market Size & Forecast

9.2.2.5.1.1. By Value

9.2.2.5.2. Market Share & Forecast

9.2.2.5.2.1. By Event Type Market Share Analysis

9.2.2.6. Egypt MICE Market Outlook

9.2.2.6.1. Market Size & Forecast

9.2.2.6.1.1. By Value

9.2.2.6.2. Market Share & Forecast

9.2.2.6.2.1. By Event Type Market Share Analysis

10. South America MICE Market Outlook

10.1. Market Size & Forecast

10.1.1. By Value

10.2. Market Share & Forecast

10.2.1. By Event Type Market Share Analysis

10.2.2. By Country Market Share Analysis

10.2.2.1. Brazil MICE Market Outlook

10.2.2.1.1. Market Size & Forecast

10.2.2.1.1.1. By Value

10.2.2.1.2. Market Share & Forecast

10.2.2.1.2.1. By Event Type Market Share Analysis

10.2.2.2. Argentina MICE Market Outlook

10.2.2.2.1. Market Size & Forecast

10.2.2.2.1.1. By Value

10.2.2.2.2. Market Share & Forecast

10.2.2.2.2.1. By Event Type Market Share Analysis

10.2.2.3. Colombia MICE Market Outlook

10.2.2.3.1. Market Size & Forecast

10.2.2.3.1.1. By Value

10.2.2.3.2. Market Share & Forecast

10.2.2.3.2.1. By Event Type Market Share Analysis

11. Market Dynamics

11.1. Drivers

11.2. Challenges

12. Impact of COVID-19 on Global MICE Market

12.1. Impact Assessment Model

12.1.1. Key Segments Impacted

12.1.2. Key Regions Impacted

12.1.3. Key Countries Impacted

13. Market Trends & Developments

14. Competitive Landscape

14.1. Company Profiles

14.1.1. Maritz Holdings Inc.

14.1.1.1. Company Details

14.1.1.2. Products

14.1.1.3. Financials (As Per Availability)

14.1.1.4. Key Market Focus & Geographical Presence

14.1.1.5. Recent Developments

14.1.1.6. Key Management Personnel

14.1.2. Conference Care Ltd.

14.1.2.1. Company Details

14.1.2.2. Products

14.1.2.3. Financials (As Per Availability)

14.1.2.4. Key Market Focus & Geographical Presence

14.1.2.5. Recent Developments

14.1.2.6. Key Management Personnel

14.1.3. ITL World Company (MICEMINDS)

14.1.3.1. Company Details

14.1.3.2. Products

14.1.3.3. Financials (As Per Availability)

14.1.3.4. Key Market Focus & Geographical Presence

14.1.3.5. Recent Developments

14.1.3.6. Key Management Personnel

14.1.4. Creative Group, Inc.

14.1.4.1. Company Details

14.1.4.2. Products

14.1.4.3. Financials (As Per Availability)

14.1.4.4. Key Market Focus & Geographical Presence

14.1.4.5. Recent Developments

14.1.4.6. Key Management Personnel

14.1.5. Cvents Inc.

14.1.5.1. Company Details

14.1.5.2. Products

14.1.5.3. Financials (As Per Availability)

14.1.5.4. Key Market Focus & Geographical Presence

14.1.5.5. Recent Developments

14.1.5.6. Key Management Personnel

14.1.6. Capita plc

14.1.6.1. Company Details

14.1.6.2. Products

14.1.6.3. Financials (As Per Availability)

14.1.6.4. Key Market Focus & Geographical Presence

14.1.6.5. Recent Developments

14.1.6.6. Key Management Personnel

14.1.7. CWT Global B.V.

14.1.7.1. Company Details

14.1.7.2. Products

14.1.7.3. Financials (As Per Availability)

14.1.7.4. Key Market Focus & Geographical Presence

14.1.7.5. Recent Developments

14.1.7.6. Key Management Personnel

14.1.8. Meetings and Incentives Worldwide, Inc.

14.1.8.1. Company Details

14.1.8.2. Products

14.1.8.3. Financials (As Per Availability)

14.1.8.4. Key Market Focus & Geographical Presence

14.1.8.5. Recent Developments

14.1.8.6. Key Management Personnel

14.1.9. BCD Travel Services B.V.

14.1.9.1. Company Details

14.1.9.2. Products

14.1.9.3. Financials (As Per Availability)

14.1.9.4. Key Market Focus & Geographical Presence

14.1.9.5. Recent Developments

14.1.9.6. Key Management Personnel

14.1.10. One10, LLC

14.1.10.1. Company Details

14.1.10.2. Products

14.1.10.3. Financials (As Per Availability)

14.1.10.4. Key Market Focus & Geographical Presence

14.1.10.5. Recent Developments

14.1.10.6. Key Management Personnel

15. Strategic Recommendations/Action Plan

15.1. Key Focus Areas

15.2. Target Event Type

15.3. Target Region

16. About Us & Disclaimer

Figures and Tables

Frequently asked questions

What was the market size of the global MICE market in 2023?

The market size of the global MICE market was estimated to be USD 786.59 Billion in 2023

What are the major drivers for the global MICE market?

The major drivers for the global MICE market include include the increased demand for virtual and hybrid events, a growing number of companies offering MICE services, and the infusion of advanced technologies in MICE events. These factors collectively contribute to the market's dynamic growth and appeal to diverse end consumers.

What are the major trends for the global MICE market?

Major trends in the global MICE market the growing popularity of bleisure travel among millennials and an increasing number of corporate events and business tourism, reflecting changing workforce preferences and a need for integrated travel experiences. These trends reflect evolving consumer preferences and industry responses to create distinct and appealing offerings.

What are the major challenges for the global MICE market?

Major challenges facing the Global MICE Market include concerns about environmental sustainability and the financial and logistical complexities of organizing large-scale events. Understanding these challenges is critical for stakeholders to strategize effectively and ensure long-term growth in this competitive market.

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Account Manager BD

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Press Release

MICE Market to Grow with a CAGR of 8.6% through 2029

Nov, 2024

The global MICE market is driven by factors such as the rising demand for bleisure travel among millennials, the growth in the number of corporate events and business tourism, and the increasing adop