Global MICE Market Size, Share 2025 - 2034

MICE Market: Overview

MICE Market Size, Trends and Insights By Event Type (Meetings, Incentives, Conferences, Exhibitions), and By Region - Global Industry Overview, Statistical Data, Competitive Analysis, Share, Outlook, and Forecast 2024 to 2033

According to Custom Market Insights (CMI), The MICE Market  size was estimated at USD 886 Billion in 2024 and is expected to hit around USD 1931 Billion by 2033, poised to grow at a compound annual growth rate (CAGR) of 9.2% from 2024 to 2033.

MICE is an acronym for meetings, incentives, conferences, and exhibits. In recent years, the labels meetings industry and events industry have gained traction as alternatives to MICE. It accounts for an essential percentage of worldwide business travel because every industry has regular events of some form. The primary purpose is to bring professionals together, establish connections, encourage new ideas, and accelerate progress.

Traditionally, MICE has primarily included business events. Leisure events, such as concerts or festivals, are classified differently. However, many event organizers also incorporate leisure components into more significant events to engage visitors further and produce a more memorable experience.

The MICE industry is positively influenced by several factors, including globalization and economic growth, increased corporate travel budgets, professional development and networking growth, rapid urbanization, and infrastructure development, increased focus on employee engagement and rewards, and increasing demand for personalized experiences.

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MICE Market: Growth Drivers

The expansion of businesses and their operations outside domestic borders, necessitating the organization of international meetings, conferences, and exhibits worldwide, is driving the MICE markets growth.

According to a Standard Chartered Bank report, while corporations in Europe and the Americas prioritize their home regions of Europe (84%) and North America (74%) for growth, Asia Pacific (55%) remains a target for their international expansion strategies. They are also interested in South America (38%), the Middle East (32%), and Africa (17%).

For example, ACV Auctions, a $481 million digital automotive marketplace for car dealers and commercial partners based in the United States, has entered the Indian industry with a technological development center in Chennai. It opened the center with 15 staff and intends to have 100 by the end of the year.

This globalization trend is a significant driver for the meeting, incentives, conferences, and exhibitions (MICE) industry, increasing the demand for platforms where business leaders, industry experts, and professionals worldwide can collaborate, share insights, and explore new opportunities.

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MICE Market: Regional Analysis

• North America: In North America, a significant trend in the MICE market is the increasing demand for unique and experiential events. Attendees are seeking immersive experiences, incorporating innovative technologies and interactive elements. Dominating market players in this region include Cvent, Eventbrite, and Freeman.

• Europe: In Europe, sustainability is a prominent trend in the MICE market. There is a growing emphasis on eco-friendly practices, such as reducing carbon footprints, implementing green event guidelines, and promoting responsible event management. Key market players in Europe include UBM (Informa Markets), Reed Exhibitions, and Messe Frankfurt.

• Asia-Pacific: In the Asia Pacific region, the MICE market is driven by the rapid growth of emerging economies and the increasing focus on business collaborations. Key trends include the rise of mega events and international exhibitions, as well as the integration of technology for enhanced attendee engagement. Dominating market players in this region include Pico, UBM Asia, and Messe Munchen.

• LAMEA (Latin America, Middle East, and Africa): In the LAMEA region, a significant trend in the MICE market is the development of world-class infrastructure and iconic event venues. Countries like Dubai, Abu Dhabi, and South Africa have been investing in state-of the art facilities to attract international events. Key market players in this region include Informa Markets, MCI Group, and Thebe Reed Exhibitions.

MICE Market: Recent developments

• In October 2022, Sabre Corporation and BCD Travel announced a long term, multifaceted strategic collaboration expected to drive significant development and innovation for companies and the travel industry. BCD Travel hopes to enhance its booking volumes with Sabre as part of the newly expanded and long-term technology agreement. In addition, the two firms will invest and collaborate on innovative and sophisticated solutions to assist expedite the technology driven transformation of the corporate travel ecosystem.

• In April 2023, Freeman announced the acquisition of Impact Point Group, a nationally certified women owned business and consulting firm providing a full range of strategic event consulting services. The acquisition would help the company increase its client base, which would also result in enhancing the companys revenue.

• Marriott International and Alibaba Group formed a partnership in 2018 to enhance the digital experience for Chinese travellers attending MICE events. The collaboration focused on leveraging Alibabas digital platforms to provide personalized services and seamless booking processes for event attendees.

• Hilton Worldwide and American Express Global Business Travel announced a partnership in 2019 to offer exclusive benefits and experiences to corporate clients and their attendees. The collaboration aimed to streamline event planning, enhance attendee experiences, and provide cost-saving solutions for corporate meetings and events.

• Cvent, a leading event management technology company, partnered with Uber for Business in 2020 to integrate transportation solutions into event planning and management processes. The partnership enabled event organizers to offer convenient transportation options to attendees and streamline the logistics of getting to and from event venues.

• PSAV, a global event production company, acquired Encore Event Technologies in 2018. This acquisition allowed PSAV to expand its capabilities in audiovisual services, event technology solutions, and staging services, strengthening its position as a leading provider of event production and technology solutions.

• Clarion Events, a global event organizer, acquired PennWell Corporation in 2018. The acquisition expanded Clarion Events portfolio of events and publications, particularly in the energy sector, and enabled them to offer a wider range of industry specific exhibitions and conferences.

• UBM, a leading global exhibition organizer, was acquired by Informa PLC in 2018. The merger created a major player in the MICE market, combining UBMs strong presence in the exhibitions sector with Informas expertise in conferences and events, resulting in a comprehensive portfolio of business to business events across various industries.

Key Players:

• CWT Meetings & Events
• BCD Meetings & Events
• Maritz
• Conference Care
• ATPI Ltd.
• FCM Meetings & Events
• Global Cynergies, LLC
• Capita plc
• AVIAREPS AG
• ITL World Company (MICEMINDS)
• Questex
• Beyond Summits
• Others

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The MICE Market is segmented as follows:

By Event Type

• Exhibitions
• Meetings
• Incentives
• Conventions

On the basis of Geography

North America

• The U.S.
• Canada
• Mexico

Europe

• France
• The UK
• Spain
• Germany
• Italy
• Rest of Europe

Asia Pacific

• China
• Japan
• India
• Australia
• South Korea
• Rest of Asia Pacific

The Middle East & Africa

• Saudi Arabia
• UAE
• Egypt
• Kuwait
• South Africa
• Rest of the Middle East & Africa

Latin America

• Brazil
• Argentina
• Rest of Latin America

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