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Meetings, Incentives, Conferences and Exhibitions (MICE) Tourism Market

Market Study on Meetings, Incentives, Conferences and Exhibitions (MICE) Tourism Market: PMR Foresees Various Opportunities, Analysing Globalization Fostering International Business Events, and Growing Corporate Emphasis on Employee Engagement through Incentive Travel Programs

A Detailed Analysis of the Meetings, Incentives, Conferences and Exhibitions (MICE) Tourism Market Based on Experiencing Steady Growth Driven by Increasing Corporate Events, Rising Globalization, and Expanding Infrastructure

Meetings, Incentives, Conferences and Exhibitions (MICE) Tourism Market Outlook

The global meetings, incentives, conferences and exhibitions (MICE) tourism market is forecast to expand at a CAGR of 6.2 % and thereby increase from a value of US$ 42.7 Bn in 2024, to US$ 65.1 Bn by the end of 2031.


Key Insights

Meetings, Incentives, Conferences and Exhibitions (MICE) Tourism Market (2024E)

US$ 42.7 Bn

Projected Market Value (2031F)

US$ 65.1 Bn

Global Market Growth Rate (CAGR 2024 to 2031)

6.2 %

Historical Market Growth Rate (CAGR 2019 to 2024)


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Market Introduction and Definition

The meetings, incentives, conferences, and Exhibitions (MICE) Tourism Market represents a crucial segment within the broader travel and tourism industry, catering to a diverse range of corporate and professional events worldwide. This dynamic sector encompasses a multitude of gatherings, including business meetings, incentive trips, conferences, conventions, trade shows, and exhibitions, each serving distinct purposes and audiences.

One of the distinguishing features of MICE tourism is its focus on facilitating business interactions, knowledge exchange, and networking opportunities on a global scale. Corporations, associations, and organizations utilize MICE events to foster collaborations, showcase innovations, and drive economic growth in various sectors. Moreover, MICE tourism plays a pivotal role in destination marketing and development, as cities and regions vie to host prestigious conferences and exhibitions, thereby enhancing their international visibility and attracting lucrative business tourism revenue.

Significantly, the MICE sector serves as a catalyst for infrastructure development, stimulating investments in conference facilities, hotels, transportation, and supporting amenities. Furthermore, it fosters job creation and boosts ancillary industries such as hospitality, catering, event management, and transportation services. As globalization continues to shape business practices and interconnect economies, the MICE Tourism Market remains a vital engine of growth, innovation, and collaboration within the global travel and tourism landscape.

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Market Growth Drivers

Technological Advancements Revolutionizing Event Experiences

In an era driven by technological innovation, the MICE tourism market is experiencing significant growth propelled by advancements that revolutionize event experiences. Cutting-edge technologies such as virtual reality (VR), augmented reality (AR), and artificial intelligence (AI) are transforming the way conferences, exhibitions, and meetings are organized, executed, and experienced.

Virtual reality technology, for instance, enables event organizers to create immersive and interactive environments, allowing participants to engage with products, services, and presentations in unprecedented ways. Attendees can virtually explore exhibition halls, interact with 3D models of products, and participate in simulated training sessions, irrespective of geographical constraints.

Augmented reality enhances on-site experiences by overlaying digital information onto the physical environment, offering real-time navigation assistance, interactive maps, and contextual information about exhibitors and presentations. This not only enhances attendee engagement but also provides valuable insights to exhibitors regarding attendee behavior and preferences.

Artificial intelligence is another key driver of innovation in the MICE sector, facilitating personalized event recommendations, automated attendee assistance, and intelligent data analytics. AI-powered chatbots, for instance, can provide instant support to participants, answer queries, and guide them through the event agenda, enhancing overall satisfaction and efficiency. These technological advancements not only enhance the appeal of MICE events but also increase their accessibility and inclusivity, attracting a broader audience and driving growth in the market.

Rising Corporate Emphasis on Employee Engagement Through Incentive Travel Programs

In today's competitive business landscape, companies are increasingly recognizing the importance of employee engagement and motivation in driving organizational success. As a result, incentive travel programs have emerged as a powerful tool for rewarding and incentivizing employees, driving significant growth in the MICE tourism market.

Incentive travel programs offer employees the opportunity to participate in exclusive trips, experiences, and events as a reward for achieving performance targets, exceeding expectations, or demonstrating exceptional dedication. These programs not only foster a sense of appreciation and recognition but also serve as powerful motivators, inspiring employees to strive for excellence and contribute to the company's objectives.

Incentive travel programs contribute to team building, fostering stronger bonds and collaboration among employees. By bringing teams together in unique and inspiring destinations, companies can create memorable shared experiences that strengthen relationships, boost morale, and enhance overall teamwork.

From luxury retreats in exotic locales to adventure-packed excursions in scenic destinations, incentive travel programs come in various forms, tailored to the preferences and interests of employees. This customization ensures maximum impact and effectiveness, driving employee satisfaction, loyalty, and ultimately, business performance. As companies continue to prioritize employee engagement and retention, the demand for incentive travel programs is expected to soar, fueling further growth in the MICE tourism market.

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Market Restraints

Global Economic Uncertainty and Political Instability

One significant growth restraint facing the MICE tourism market is the unpredictable nature of global economic conditions and political stability. Economic downturns, geopolitical tensions, trade disputes, and other macroeconomic factors can significantly impact corporate budgets, leading to reduced spending on business travel and event participation.

In times of economic uncertainty, companies may prioritize cost-saving measures, including scaling back on corporate events, conferences, and incentive travel programs. Additionally, political instability in key regions can deter international participants from attending events due to safety concerns and logistical challenges, further dampening demand.

Moreover, fluctuating exchange rates and trade barriers can increase operational costs for event organizers and attendees, affecting event budgets and profitability. These uncertainties create a challenging environment for the MICE tourism market, constraining growth and investment in the sector.

Environmental Concerns and Sustainability Challenges

Another growth restraint for the MICE tourism market is the increasing focus on environmental sustainability and the growing awareness of the ecological footprint associated with large-scale events and travel. As concerns about climate change and environmental degradation mount, stakeholders in the MICE sector face pressure to adopt more sustainable practices and reduce their carbon emissions.

Organizing conferences, exhibitions, and incentive travel programs often involves extensive air travel, energy consumption, waste generation, and resource usage, contributing to environmental degradation. This environmental impact can lead to public scrutiny, regulatory scrutiny, and reputational risks for event organizers and participants.

The growing demand for sustainable event venues, eco-friendly accommodations, and responsible tourism experiences presents challenges for the MICE tourism market. Meeting these expectations requires significant investments in green technologies, infrastructure upgrades, and sustainable practices, which may deter some event organizers and participants due to cost implications.

Environmental concerns and sustainability challenges pose significant restraints to the growth of the MICE tourism market, necessitating innovative solutions and collective efforts to mitigate environmental impacts and promote responsible tourism practices.

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Hybrid and Virtual Event Solutions

A major opportunity emerging in the global MICE tourism market is the proliferation of hybrid and virtual event solutions. Hybrid events, which combine in-person and virtual components, offer significant advantages such as increased accessibility, broader reach, and reduced costs.

Organizations can leverage hybrid event formats to extend their audience beyond physical limitations, attracting participants from diverse geographic locations without the need for extensive travel. This not only enhances inclusivity but also reduces carbon emissions associated with air travel, aligning with sustainability goals. Moreover, virtual event platforms offer innovative features such as interactive networking opportunities, virtual exhibitions, and live streaming of presentations, enhancing attendee engagement and overall event experience.

As businesses increasingly embrace remote work and flexible arrangements, the demand for hybrid and virtual event solutions is expected to grow significantly. Event organizers have the opportunity to capitalize on this trend by investing in technology infrastructure, developing engaging digital content, and forging strategic partnerships with virtual event platforms, thereby expanding their reach and relevance in the evolving MICE tourism market landscape.

Destination Diversification and Experiential Tourism

Another major opportunity in the global MICE tourism market is the trend towards destination diversification and experiential tourism offerings. As travelers seek unique and immersive experiences, there is a growing demand for unconventional event destinations that offer cultural authenticity, natural beauty, and memorable experiences.

Destinations that traditionally catered to leisure tourism are increasingly positioning themselves as attractive MICE destinations, leveraging their unique assets and cultural heritage to attract business travelers and event organizers. From historic landmarks and cultural festivals to eco-adventures and gastronomic experiences, these destinations offer a diverse array of attractions and activities to complement corporate events and conferences.

The rise of experiential tourism emphasizes the importance of immersive and authentic experiences that go beyond traditional conference settings. Event organizers have the opportunity to collaborate with local communities, artisans, and entrepreneurs to curate customized experiences that showcase the destination's unique identity and foster meaningful connections among participants.

By embracing destination diversification and experiential tourism, stakeholders in the MICE tourism market can differentiate themselves in a competitive landscape, appeal to a broader audience, and create memorable event experiences that drive attendee satisfaction and loyalty.

Analyst's Overview

The overall growth outlook for the meetings, incentives, conferences, and exhibitions (MICE) tourism market remains optimistic in both the short and long term. As countries gradually reopen their borders, restrictions ease, and confidence in travel returns, there will be a resurgence in demand for corporate events, conferences, and incentive travel programs.

In the long term, the MICE tourism market is poised for sustained growth driven by several key factors. Globalization continues to foster cross-border business collaborations, driving the need for face-to-face interactions and networking opportunities provided by MICE events.

Advancements in technology are enhancing the efficiency, accessibility, and interactivity of events, attracting a broad audience and increasing engagement. Additionally, the growing emphasis on sustainability and experiential tourism presents new avenues for innovation and differentiation within the MICE sector, catering to evolving consumer preferences.

The MICE tourism market is expected to experience robust growth with a resilient foundation and ongoing adaptation to changing market dynamics in both the short and long term, fueled by globalization, technological advancements, and evolving consumer trends.

Supply-side Dynamics

The supply dynamics shaping the meetings, incentives, conferences, and exhibitions (MICE) tourism market are multifaceted, influenced by a combination of factors that drive the availability and quality of services and facilities essential for hosting MICE events. Key among these dynamics are the ongoing investments in infrastructure development tailored to meet the diverse needs of event organizers and attendees.

One significant aspect is the continual expansion and enhancement of conference venues, exhibition centers, and hotel facilities to accommodate the growing demand for MICE events. Governments, private investors, and hospitality chains are allocating substantial resources towards building state-of-the-art facilities equipped with advanced technology, flexible spaces, and sustainable features, thereby positioning destinations as competitive MICE hubs.

The evolving landscape of event management services and technologies plays a crucial role in shaping the supply side of the MICE tourism market. Innovative event planning software, digital marketing tools, and virtual event platforms empower organizers to streamline operations, and deliver memorable experiences, driving efficiency and effectiveness in event management.

Collaborations between industry stakeholders, including convention bureaus, destination management organizations, and professional associations, facilitate knowledge sharing, marketing efforts, and destination promotion, further enriching the supply of MICE offerings. These collaborative endeavors contribute to the diversification of event destinations, the expansion of service portfolios, and the overall enhancement of the MICE tourism market.

Market Segmentation

Which Segment Yielded Maximum Revenue Share in the MICE Tourism Market?

In 2022, the meetings segment of the market yielded approximately USD 16.9 billion in revenue. A pivotal driver behind the surge in meetings within the industry is the paramount importance of business networking. These events offer professionals invaluable chances to forge connections, cultivate relationships, and explore collaborative opportunities.

With their captive audiences and media presence, meetings stand as ideal platforms for product launches. They provide companies with the perfect setting to showcase new products or services, capturing attention and igniting initial market excitement. Consequently, meetings are strategically chosen for relationship cultivation and product introduction within the MICE sector.

Top Regional Markets

Which Region Secured Significant Share in the Meetings, Incentives, Conferences and Exhibitions (MICE) Tourism Market?

In 2022, North America secured a notable market share of around 33%. A significant driver behind the industry's success in this region is the deliberate introduction of MICE (Meetings, Incentives, Conferences, and Exhibitions) verticals by tourism companies. These strategic initiatives involve expanding service portfolios to cater specifically to the MICE segment, capitalizing on the escalating demand for business events in the region.

North America's allure for corporate meetings, conferences, and events is further bolstered by its diverse and attractive destinations, complemented by a robust hospitality sector. This combination of factors enhances the region's appeal as a preferred choice for hosting a wide array of corporate gatherings, further solidifying its position in the MICE tourism market.

Which Region Emerged as the Leading Region in the Meetings, Incentives, Conferences and Exhibitions (MICE) Tourism Market?

In 2018, Europe emerged as the leading region in the global MICE (Meetings, Incentives, Conferences, and Exhibitions) market, commanding a substantial 38% market share, and is anticipated to maintain its dominance throughout the forecast period.

Notably, according to the International Congress and Convention Association, several European countries, including Germany, the United Kngdom, Spain, Italy, France, and the Netherlands, hosted a significant number of meetings during the period from 2015 to 2018, with a notable CAGR ranging between 3% and 5%. These nations, collectively hosting more than 250 meetings annually, have established a strong foothold in the meeting space market.

The presence of renowned multinational corporations such as Royal Dutch Shell and Volkswagen Group in Europe significantly contributes to the region's MICE market growth. These corporations, with extensive employee bases, often prefer venue locations proximate to their headquarters for hosting business activities. Consequently, the heightened business activities spurred by the presence of these multi-billion-dollar companies further propel the expansion of the MICE market in the European region.

Competitive Intelligence and Business Strategy

In the meetings, incentives, conferences, and exhibitions (MICE) tourism market industry, several significant companies have established themselves as leaders, each employing unique competitive strategies to maintain their positions. Companies such as Marriott International, Hilton Worldwide Holdings, and Accor are prominent players in the global MICE market, leveraging their extensive networks of hotels and resorts to cater to the diverse needs of corporate events and gatherings.

Event management companies like CWT Meetings & Events and BCD Meetings & Events specialize in providing end-to-end solutions for organizing MICE activities, offering comprehensive services from venue selection to logistics management.

Market leaders employ various competitive strategies to differentiate themselves, including offering customizable packages, leveraging advanced technologies for event planning and execution, and forging strategic partnerships with airlines, venues, and destination management companies. Moreover, their extensive brand recognition, global presence, and established client base provide them with key competitive advantages, enabling them to attract high-profile events and secure lucrative contracts.

The competitive landscape of the MICE tourism market is expected to witness further consolidation, with larger players expanding their market share through acquisitions, mergers, and strategic alliances. Additionally, advancements in technology and shifting consumer preferences may give rise to new players offering innovative solutions, intensifying competition and driving continuous evolution within the industry.

Ultimately, market leaders are expected to adapt to changing market dynamics, invest in sustainable practices, and prioritize customer satisfaction to maintain their competitive edge in the ever-evolving MICE landscape.

Key Recent Developments

Adoption of Virtual Platforms

Companies are investing in robust virtual solutions to facilitate conferences, trade shows, and incentives online, allowing for seamless interaction despite physical distancing restrictions.

Impact on Market:

The adoption of virtual platforms has democratized access to events, increasing participation from a global audience. It has also reduced logistical costs associated with physical events. However, challenges remain in replicating the networking and experiential aspects of in-person gatherings, impacting revenue streams for traditional event organizers.

Sustainability Initiatives

Sustainability has become a significant focus in the MICE tourism sector, with companies implementing eco-friendly practices and green technologies in event planning and execution.

Impact on Market:

This shift towards sustainability has influenced consumer preferences, with an increasing demand for eco-conscious event venues, suppliers, and practices. Companies embracing sustainability are gaining a competitive edge, attracting environmentally-conscious clients and stakeholders. However, there may be initial investment costs associated with adopting green technologies, impacting profit margins in the short term.

Hybrid Event Models

Hybrid event models, combining elements of both in-person and virtual experiences, have gained traction in the MICE tourism market. This approach offers flexibility for attendees, allowing them to participate either physically or remotely.

Impact on Market:

Hybrid events cater to diverse preferences and circumstances, widening the potential audience reach for organizers. They provide opportunities for increased engagement through virtual networking tools and interactive features. However, executing successful hybrid events requires careful planning and integration of technology, which may pose challenges for some organizers, particularly those transitioning from traditional event formats.

Meetings, Incentives, Conferences and Exhibitions (MICE) Tourism Market Report Scope:



Forecast Period

2024 to 2031

Historical Data Available for

2019 to 2024

Market Analysis

US$ Billion for Value

Key Regions Covered

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia & Pacific
  • The Middle East & Africa

Key Countries Covered

  • The United States
  • Canada
  •  Brazil,
  • Mexico
  • Chile
  • The United Kingdom
  • Germany
  • Italy
  • France
  • Spain
  • Russia
  • Malaysia, Indonesia
  • South Korea
  • Australia
  • New Zealand

Key Market Segments Covered

  • By Event Type
  • By Region

Key Companies Profiled

  • BCD Meetings & Events
  • Beyond Summits
  • CWT Meetings & Events
  • FCM Travel
  • Global Air-American Express Travel Services (Global Business Travel Group, Inc.)
  • ITL World Company (MICEMINDS)
  • Maritz
  • One10

Report Coverage

  • Market Forecast
  • Company Share Analysis
  • Competition Intelligence
  • Market Dynamics and Challenges
  • Strategic Growth Initiatives

Customization & Pricing

Available upon request

Meetings, Incentives, Conferences and Exhibitions (MICE) Tourism Market Segmentation by Category

By Event Type

  • Meetings
  • Incentives
  • Conferences
  • Others

By Region

  • North America
  • Europe
  • East Asia
  • South Asia & Oceania
  • Latin America
  • The Middle East & Africa

- Companies Covered in This Report -

- Frequently Asked Questions -

The meetings segment yielded around higher revenue share in 2022.

Advancements that revolutionize event experiences is a key growth driver for the market growth.

The dominant players operating in the market are ATPI LTD, AVIAREPS AG, BCD Meetings & Events, Beyond Summits, and CONFERENCE CARE LTD.

A key opportunity emerging in the global MICE tourism market is the proliferation of hybrid and virtual event solutions.

Europe emerged as the leading region in the market.

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