MICE Tourism

Global MICE Tourism Market to Reach US$68.3 Billion by 2030

The global market for MICE Tourism estimated at US$47.5 Billion in the year 2024, is expected to reach US$68.3 Billion by 2030, growing at a CAGR of 6.2% over the analysis period 2024-2030. Meetings, one of the segments analyzed in the report, is expected to record a 7.2% CAGR and reach US$34.9 Billion by the end of the analysis period. Growth in the Incentives segment is estimated at 4.3% CAGR over the analysis period.

The U.S. Market is Estimated at US$13.0 Billion While China is Forecast to Grow at 10.0% CAGR

The MICE Tourism market in the U.S. is estimated at US$13.0 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$14.1 Billion by the year 2030 trailing a CAGR of 10.0% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 3.0% and 6.1% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 4.1% CAGR.

Global MICE Tourism Market – Key Trends & Drivers Summarized

What is MICE Tourism and Why is It a Strategic Growth Engine for Destinations?
MICE tourism refers to travel associated with Meetings, Incentives, Conferences, and Exhibitions/Events, encompassing business-related travel that brings together professionals across industries for networking, collaboration, knowledge-sharing, and corporate celebrations. Unlike traditional leisure tourism, MICE tourism typically involves large group bookings, high spending per capita, and significant demand for premium services including hospitality, transportation, technology support, and event infrastructure. As such, it serves as a high-value tourism segment that supports year-round occupancy in hotels, boosts local economies, and elevates a destination`s global profile.

Governments and tourism boards around the world recognize the economic impact of MICE tourism and are actively investing in world-class convention centers, digital infrastructure, and supporting ecosystems. International business events generate demand for everything from catering and AV equipment to translation services and cultural entertainment, creating employment across a wide range of sectors. Additionally, MICE travelers often combine business with leisure, extending their stays to explore the destination—a trend known as “bleisure”—thereby amplifying the long-term impact on local tourism and related industries.

How Are Destinations and Industries Adapting to New MICE Trends?
The MICE tourism market is undergoing significant transformation driven by evolving business needs, sustainability expectations, and digital innovation. The COVID-19 pandemic served as a catalyst for hybrid event models, where in-person and virtual participation are seamlessly integrated. While physical gatherings have returned strongly, many organizers now leverage digital tools such as real-time translation, virtual reality networking, and data analytics to enhance participant engagement and extend event reach. The result is a more dynamic, tech-enabled experience that caters to global audiences across multiple time zones and locations.

Sustainability has also emerged as a critical theme in MICE tourism. Event organizers and host destinations are under pressure to reduce carbon footprints by sourcing local food, minimizing single-use materials, and optimizing energy use at venues. Certifications such as ISO 20121 and partnerships with eco-conscious suppliers are becoming standard for high-profile events. Furthermore, destinations are increasingly segmenting their MICE offerings to cater to specific industries such as healthcare, fintech, pharmaceuticals, and creative media, developing niche capabilities in line with market demand. This specialization is enabling cities to position themselves as global hubs for targeted business segments, attracting repeat events and long-term investment.

What Competitive and Structural Shifts Are Reshaping the Global Landscape?
A notable shift in the MICE tourism landscape is the rise of Tier-II cities and emerging destinations that are investing in high-quality infrastructure to capture a share of the global MICE market. Cities in Southeast Asia, Eastern Europe, Africa, and Latin America are leveraging their affordability, culture-rich environments, and improving connectivity to compete with traditional MICE powerhouses like London, Paris, Dubai, and Singapore. Incentive travel, in particular, is seeing a surge in demand for offbeat, wellness-centric, or eco-luxury destinations that offer unique experiences while fostering team bonding and reward-based engagement.

The role of destination marketing organizations (DMOs), local governments, and public-private partnerships is also evolving. These stakeholders are offering bundled packages, streamlined event licensing, tax incentives, and logistical support to attract international conferences and exhibitions. In parallel, hotel chains and event venues are upgrading facilities to offer integrated solutions—ranging from high-speed connectivity and contactless check-ins to wellness zones and interactive digital displays—to meet the changing expectations of corporate travelers. The increasing role of AI-powered matchmaking platforms and event analytics tools is further professionalizing the planning and execution of MICE events worldwide.

The Growth in the MICE Tourism Market is Driven by Several Factors
The growth in the MICE tourism market is driven by several factors, including the resurgence of global business travel, increased corporate spending on brand positioning and employee engagement, and the proliferation of industry-specific conferences and exhibitions. The return of large-scale events post-pandemic—such as international trade fairs, medical congresses, and corporate annual meets—has significantly accelerated demand for MICE facilities and services. Moreover, the expansion of multinational corporations and start-ups alike into new markets has boosted the need for regional networking events, training seminars, and dealer incentive programs.

Technological innovation is another critical driver. The integration of smart venue management systems, immersive virtual event platforms, real-time audience analytics, and digital engagement tools is making MICE events more efficient and measurable, increasing their ROI for organizers and sponsors. Additionally, improvements in air connectivity, visa facilitation policies, and the expansion of business-friendly tourism zones are encouraging companies to explore new international venues. The rise of "work from anywhere" culture and hybrid corporate structures is also increasing demand for strategically located destinations that blend leisure and productivity. Together, these developments are propelling MICE tourism into a new era of opportunity, innovation, and global competitiveness.

SCOPE OF STUDY:

The report analyzes the MICE Tourism market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
Event Type (Meetings, Incentives, Conferences, Others); Application (Corporate, Education, Government, Others)

Geographic Regions/Countries:
World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Select Competitors (Total 36 Featured) -

• American Express Global Business Travel (GBT)
• ATPI Ltd.
• BCD Meetings & Events
• Carlson Wagonlit Travel (CWT)
• China Tourism Group
• Conference Care Ltd.
• Creative Group, Inc.
• CWT Meetings & Events
• Embrace Earth Travels
• Event U Rox
• FCM Meetings & Events
• Geanis World & MICE
• Global Air-American Express Travel Services
• Global Cynergies, LLC
• IBTM Events
• Interpublic Group of Companies, Inc. (IPG)
• ITL World Company (MICEMINDS)
• Maritz Global Events
• Meetings and Incentives Worldwide, Inc.
• MICE Emporio

TARIFF IMPACT FACTOR

Our new release incorporates impact of tariffs on geographical markets as we predict a shift in competitiveness of companies based on HQ country, manufacturing base, exports and imports (finished goods and OEM). This intricate and multifaceted market reality will impact competitors by artificially increasing the COGS, reducing profitability, reconfiguring supply chains, amongst other micro and macro market dynamics.

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We expect this chaos to play out over the next 2-3 months and a new world order is established with more clarity. We are tracking these developments on a real time basis.

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APRIL 2025: NEGOTIATION PHASE

Our April release addresses the impact of tariffs on the overall global market and presents market adjustments by geography. Our trajectories are based on historic data and evolving market impacting factors.

JULY 2025 FINAL TARIFF RESET

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