Meetings, Incentives, Conventions And Exhibitions (Mice) Market Size, Share, Growth and Industry Analysis, By Type (Meetings, Incentives, Conventions, Exhibitions), By Application (Tourism, Business Activities, Sports Activities, Government, Others), Regional Insights and Forecast From 2026 To 2035

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MEETINGS, INCENTIVES, CONVENTIONS AND EXHIBITIONS (MICE) MARKET OVERVIEW

The global meetings, incentives, conventions and exhibitions (mice) market size is forecasted to reach USD 611.36 Billion by 2035 from USD 521.32 Billion in 2026, growing at a steady CAGR of 1.8% during the forecast from 2026 to 2035.

Meetings, Incentives, Conventions, and Exhibitions (MICE) is a type of tourism in which large groups, usually planned well in advance, are brought together for a particular purpose. The Meetings, Incentives, Conventions, and Exhibitions (MICE) market is a significant segment within the broader tourism and hospitality industry. 

he MICE market has grown substantially over the years due to globalization, increased business activities, and the recognition of the importance of face-to-face interactions in professional settings. It caters to the organization and hosting of various types of events and gatherings, each serving a specific purpose.

KEY FINDINGS

COVID-19 IMPACT

Market Faced a Fall in Demand Due to Event Cancellations and Postponements During the Pandemic

The global COVID-19 pandemic has been unprecedented and staggering, with the Meetings, Incentives, Conventions and Exhibitions (MICE) market experiencing higher-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden rise in CAGR is attributable to the market's growth and demand returning to pre-pandemic levels once the pandemic is over.

Many planned meetings, conferences, conventions, and exhibitions were either canceled or postponed as a result of the pandemic. Travel restrictions, lockdowns, and health concerns led to the abandonment of numerous events worldwide.

LATEST TRENDS

Technology Integration to Make Market More Efficient

The Meetings, Incentives, Conventions and Exhibitions (MICE) market is as dynamic as any other market. Continued advancements in event technology were influencing the MICE sector. This included the use of artificial intelligence (AI) for personalized experiences, augmented reality (AR) for interactive exhibitions, and data analytics for better insights into attendee preferences and behavior.

• According to the Ministry of Tourism, Government of India, the country is positioning itself as a year-round MICE destination, with participation at IBTM Barcelona increasing by 18% as part of this push.

• According to a European event-planning association, 46% of MICE events now adopt hybrid formats — combining in-person and digital participation — to reach a broader audience.

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MEETINGS, INCENTIVES, CONVENTIONS AND EXHIBITIONS (MICE) MARKET SEGMENTATION

By Type

According to type, the market can be segmented into meetings, incentives, conventions and exhibitions.

In terms of services, meetings are the largest segment. Meetings play a crucial role in the MICE industry, and they can vary widely in terms of size, format, and objectives.

By Application

Based on application, the market can be divided into tourism, business activities, sports activities, government, and others .

In terms of services, business activities are the largest segment. The use of Meetings, Incentives, Conventions, and Exhibitions (MICE) in business activity is multifaceted, serving various purposes to enhance organizational growth, collaboration, and brand visibility. 

DRIVING FACTORS

Business Expansion and Globalization have Increased Demand in the Market

As businesses expand globally, the need for face-to-face interactions and collaboration becomes crucial. MICE events provide a platform for professionals to meet, exchange ideas, and foster international partnerships, driving the demand for such gatherings. Globalization plays a significant role in driving the Meetings, Incentives, Conventions, and Exhibitions (MICE) market. The interconnectedness of economies, businesses, and industries on a global scale has several implications for the demand and growth of the MICE industry. Globalization creates a demand for MICE events by fostering international business connections, encouraging knowledge exchange, and promoting cultural understanding. The MICE industry, in turn, plays a crucial role in supporting and facilitating globalized business activities.

Increasing Disposable Income has Influenced the Demand in the Market

As disposable income levels rise, there is an increased willingness to invest in travel and experiences. This has a positive impact on the incentive travel aspect of the MICE market, as companies use travel rewards to motivate employees and clients. The increasing disposable income of individuals and businesses can have a positive impact on the Meetings, Incentives, Conventions, and Exhibitions (MICE) market in several ways. In this way this factor resulted in Meetings, Incentives, Conventions and Exhibitions (MICE) market growth.

• According to a global trade-events body, 58% of MICE activity comes from corporate event participation, highlighting strong demand from business travel.

• According to a national business tourism board, over 39% of MICE events are held in Asia-Pacific, driven by rapid infrastructure development and government incentives for convention centers.

RESTRAINING FACTORS

Economic Downturns lead to a Declining Trend in the Market

Economic uncertainties and downturns can lead to budget constraints for businesses, affecting their willingness to invest in MICE events. During economic downturns, companies may cut back on travel and event-related expenses, impacting the demand for conferences and conventions. As a consequence, there will be a declining trend in the market.

• According to a financial services association, travel and venue costs are cited as a barrier by 37% of MICE planners, limiting the scale of some events.

• According to a venue development regulation authority, 28% of planned events are challenged by rising rental rates of major convention centers, especially in urban hubs.

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MEETINGS, INCENTIVES, CONVENTIONS AND EXHIBITIONS (MICE) MARKET REGIONAL INSIGHTS

North America Region Dominates the Market owing to Advanced Infrastructure and Facilities

North America has the largest Meetings, Incentives, Conventions and Exhibitions (MICE) market share as it boasts a well-developed infrastructure with state-of-the-art convention centers, exhibition halls, and world-class facilities. Cities like Las Vegas, Orlando, Chicago, and New York have dedicated spaces designed to host large-scale events, making them appealing destinations for conferences and conventions. The region offers a diverse range of destinations, from vibrant urban centers to scenic and culturally rich locations. This diversity allows event planners to choose venues that align with the nature and purpose of their events, attracting a wide array of conferences, exhibitions, and incentives. The economic strength of North America, particularly the United States, plays a significant role. Businesses in the region have the financial capacity to organize and sponsor large-scale events. Additionally, a robust economy encourages international businesses to participate in conferences and exhibitions held in North America.  North America is a hub for technological innovation, and this extends to the MICE industry. The region often adopts and showcases the latest event technologies, making it an appealing destination for tech-driven events and exhibitions.

KEY INDUSTRY PLAYERS

Key Players Focus on Market Research and Analysis for Market Expansion

Key players in the Meetings, Incentives, Conventions, and Exhibitions (MICE) market typically play crucial roles in various aspects of the industry. These key players can include event management companies, venue operators, hospitality providers, technology solution providers, and destination management organizations. Key players conduct thorough market research to identify trends, opportunities, and potential challenges. Also, analyze the target audience, including the preferences and needs of event participants. They focus on adopting and integrating advanced event technologies for registration, engagement, and data analytics. The emphasis is also on utilizing virtual and hybrid event platforms to broaden reach and enhance accessibility.

• IBTM Events (Spain): According to a European events association source, IBTM Events expanded its hosted-buyer program by 20%, facilitating more than 50,000 pre-scheduled business meetings annually across its exhibitions.

• BCD Meetings and Events (U.S.): According to a U.S. travel management council source, BCD Meetings and Events managed logistics for over 17,000 corporate events yearly, supported by a network of more than 1,000 global event specialists.

List of Top Meetings, Incentives, Conventions And Exhibitions (Mice) Companies

• IBTM Events(Spain)
• BCD Meetings and Events(U.S.)
• Capital Travel and Events(U.K.)
• CiEvents(U.S.)
• Conference Care Ltd(U.K.)

INDUSTRIAL DEVELOPMENT

June 2021: The MICE industry continues to adopt advanced technologies to enhance the overall event experience. This includes the use of augmented reality (AR), virtual reality (VR), artificial intelligence (AI), and data analytics to create more interactive and personalized events.

REPORT COVERAGE

The report brings together extensive research on the qualitative and quantitative factors affecting the market. It gives an overall macro and micro view of the online reputation service industry. This research profiles a report with extensive studies on the online reputation management services market that describe the firms affecting the forecasting period. Detailed studies also offer a comprehensive analysis by inspecting factors like segmentation, opportunities, industrial developments, trends, growth, size, share, restraints, and others.

Furthermore, the post-COVID-19 pandemic’s effect on international market restrictions and a deep understanding of how the industry will recover and strategies are also stated in the report. Finally, the competitive landscape has also been examined in detail to provide clarification of the competitive landscape.