Mice Tourism Market Synopsis

Mice Tourism Market Size Was Valued at USD 45.9 Billion in 2023, and is Projected to Reach USD 85.8 Billion by 2032, Growing at a CAGR of 7.2% From 2024-2032.

Mice tourism, also commonly referred to as business tourism, encompasses all recreational business activities ranging from planning and organizing business related encounters to conducting actual meetings and conventions. Ensuring that this concept is well defined, this specialized industry includes most events such as professional conference, seminar, trade show, convention, and incentive travel programs for businesses, organizations and professionals. Thus, MICE tourism holds significant importance for the global economy, offering opportunities for the establishment of business contacts and cooperation within various industries, as well as the exchange of experience and knowledge. It sometimes requires considerations of time and space, the use of up-to-date structures and setting to facilitate the success of programmes and improve on participants’ experience. Hence, it MICE important especially for destination economy as it is related to leisure and culture and business purpose, and also relevant professional development and industry innovation.

• MICE tourism which is short for Meetings, Incentives, Conferences and Exhibition tourism is also one of the most popular and highly prospective segments in the global travel and hospitality sector. As the world becomes a global village and the advancement of technology expanding the management of businesses across the world and culminating in the formation of partnership, there is a constant need to host corporate events and functions. This development has led to the creation of structures and facilities that you fit some unique functions required by businesses and all organizations across the globe. Marketing of MICE tourism involves international conference and exhibition centers, 5-star hotels, convention centres, incentive travel packages, and incentive travel destinations that are eager to attract global attention by showcasing superior locations with excellent ease of access, affordable or cheap accommodation, and exotic endowments.
• Furthermore, MICE tourism is a growth enabler in any market due to the sizeable revenues that are generated by visitors in other related areas such as accommodation, dining, transport and recreation. Apart from the monetary returns, action must be taken to promote tourism by hosting international conferences and exhibitions since they boost the image and credibility of a destination to the world, create strategic relationships for the long-run and contribute to tourism sustainability. It is only a favorable sign that with growing need for face-to-face communication and networking among businesses, the MICE tourism market remains a robust area of growth in the coming years in terms of developing demand-side infrastructure and services to support corporate travellers.

Mice Tourism Market Trend Analysis

Rising demand for sustainable and socially responsible events

• With the environmental consciousness and entrepreneur and organizational responsibility raising across all sectors, organizations and business entities affirmatively focus on preventing their events from becoming an ecological nuisance and also their events should be socially responsible events that benefit the people in the community. This has shifted the industry to embrace green meetings and conferences; resulting to practices like reducing or carding for wastes, energy conservation, carbon neutralization and providing supplies from or supporting local citizens and clans.
• In addition, sustainability is becoming more relevant in MICE, especially through sources that address the social aspect of event management by means of engagement in volunteering, community events, or collaboration with local NGOs. These activities are as well in congruent with the culture and conviction of the attendees and stakeholders of the event to even create success and positive characteristic of the event. With sustainable events and social responsibility gaining ground in planning processes, places, venues and suppliers are fairly responding by presenting green solutions and implementing them. This trend can be viewed as the process of transitioning to a new generation of MICE tourism, where increased attention is paid to justice, conscience, and compliance with the high standards of business within the framework of arranging events of various types for clients and partners.

Leveraging technology to enhance the attendee experience and streamline event management processes

• The digital development also opens up great opportunities to make the events themselves more engaging, interactive and streamlined for a better outcome. Remote participation via webinars, video conferences, and social media has been adopted for conferences, seminars, and even trade shows thereby increasing the number of participants for the same event while reducing the physical facilitation requirements and emissions associated with them.
• Also, mixed-reality technologies like augmented reality (AR), virtual reality (VR), artificial intelligence (AI), and data analytics could be applied to build engaging and individualized events. Interactive stands, virtual cocktails, or reliable and AI-based algorithms for matching the event attendees in terms of interests, topics, and sectors, as well as using real-time analytics of everything related to an event, such as speakers, audience participation, and more, all of this is what technology has to offer to improve engagement, networking, and content. As a result of shifting customers’ demands, MICE tourism needs to undergo the process of digital transformation that would not only help its stakeholders satisfy the changing customer needs and expectations but also open new opportunities for generating more revenues, enhancing the companies’ performance and achieving competitive advantages.

Mice Tourism Market Segment Analysis:

Mice Tourism Market Segmented on the basis of Event type and application.

By Event Type, Meetings segment is expected to dominate the market during the forecast period

• Out of the MICE segmentation, the Meetings segment will emerge as the most popular during the forecast period beneficial from the growing business processes and emphasis on the physical communication in the business environment. With regard to globalisation of businesses, the need for communication, cooperation and strategic action has become increasingly important across various organisational contexts, and meeting has become an essential organisational activity. Business meetings are of different types that are critical in the decision-making process or performance evaluations and professional bonding including boards, management, training, and client meetings.
• The availability of superior and sophisticated communication in instruments and systems has made the face-to- face communication even more efficient and appealing, thereby making the in-person meeting to be a preferred choice in the business world as it helps organizations to achieve their strategic plans and goals in the most efficient and effective manner. This is also coupled with improved meeting facilities and services, the rise of meeting culture and incorporating leisure and cultural visitation into business trips thus escalating the supremacy of The Meetings segment in the MICE tourism industry.

By Application, Corporate segment expected to held the largest share

• Out of the total MICE tourism market, it is predicted that the corporate segment shall constitute the greater market share because it has become an outright necessity for organizations to build their efficiencies and create opportunities for enhanced strategic development. Echoing the sentiments of the above-mentioned multinational companies, businesses from different industries have appreciated the importance of face-to-face meetings for strengthening relationships, sharing of information and knowledge, and achieving business transactions. Consequently, meetings and other business related events like corporate conferences, corporate seminars, product awareness creation, incentive travel, and others are slowly becoming strategic tools in corporate organizations.
• Among which the best suitable, high quality venues and services for congress meetings that will ensure effective communication and engagement are accelerating the corporate MICE segment. Furthermore, the globalization of services and appearance of MNCs is additional driving the need for complex event solutions on a global level, catering to the large, diverse, and global audiences, thus strengthening the positions of the corporate segment in the total MICE tourism market.

Mice Tourism Market Regional Insights:

Asia Pacific is Expected to Dominate the Market Over the Forecast period

• According to the report, Asia Pacific MICE tourism is expected to dominate the global market in the coming years due to higher growth rate of the economy, rising trend of business travel, and improvement in social services and infrastructure. Growth leaders – From China, India, Japan to Singapore – are positioning such facilities as offering superior infrastructure, well connected geographical locations. These destinations serve as more desirable for their capacities regarding international conventions, equipped with versatile convention halls, comfortable hotels and primer services and facilities.
• Besides, diverse cultural endowments and tourisms experiences in the region provide complementary values to MICE business by blending backdrops and fun experiences. Therefore, the APAC MICE tourism market is anticipated to drastically expand as it intrigues global corporate entities and meetings/event coordinators keen on engaging and active solutions to their business events conveniences.

Active Key Players in the Mice Tourism Market

• Reed Exhibitions (UK)
• Informa Markets (UK)
• Questex (USA)
• Messe Frankfurt GmbH (Germany)
• Emerald Expositions (USA)
• Koelnmesse GmbH (Germany)
• Tarsus Group (UK)
• Hyve Group plc (UK)
• RELX Group (UK)
• Global Sources (Hong Kong)
• NürnbergMesse GmbH (Germany)
• GL Events (France)
• Fiera Milano SpA (Italy)
• ITE Group plc (UK)
• Shanghai East Best & Lansheng International (China) and Other Active Players

Chapter 1: Introduction
 1.1 Scope and Coverage

Chapter 2:Executive Summary

Chapter 3: Market Landscape
 3.1 Market Dynamics
  3.1.1 Drivers
  3.1.2 Restraints
  3.1.3 Opportunities
  3.1.4 Challenges
 3.2 Market Trend Analysis
 3.3 PESTLE Analysis
 3.4 Porter's Five Forces Analysis
 3.5 Industry Value Chain Analysis
 3.6 Ecosystem
 3.7 Regulatory Landscape
 3.8 Price Trend Analysis
 3.9 Patent Analysis
 3.10 Technology Evolution
 3.11 Investment Pockets
 3.12 Import-Export Analysis

Chapter 4: Mice Tourism Market by Event Type
 4.1 Mice Tourism Market Snapshot and Growth Engine
 4.2 Mice Tourism Market Overview
 4.3 Meetings
  4.3.1 Introduction and Market Overview
  4.3.2 Historic and Forecasted Market Size in Value USD and Volume Units (2017-2032F)
  4.3.3 Key Market Trends, Growth Factors and Opportunities
  4.3.4 Meetings: Geographic Segmentation Analysis
 4.4 Incentives
  4.4.1 Introduction and Market Overview
  4.4.2 Historic and Forecasted Market Size in Value USD and Volume Units (2017-2032F)
  4.4.3 Key Market Trends, Growth Factors and Opportunities
  4.4.4 Incentives: Geographic Segmentation Analysis
 4.5 Conferences
  4.5.1 Introduction and Market Overview
  4.5.2 Historic and Forecasted Market Size in Value USD and Volume Units (2017-2032F)
  4.5.3 Key Market Trends, Growth Factors and Opportunities
  4.5.4 Conferences: Geographic Segmentation Analysis

Chapter 5: Mice Tourism Market by Application
 5.1 Mice Tourism Market Snapshot and Growth Engine
 5.2 Mice Tourism Market Overview
 5.3 Corporate
  5.3.1 Introduction and Market Overview
  5.3.2 Historic and Forecasted Market Size in Value USD and Volume Units (2017-2032F)
  5.3.3 Key Market Trends, Growth Factors and Opportunities
  5.3.4 Corporate: Geographic Segmentation Analysis
 5.4 Education
  5.4.1 Introduction and Market Overview
  5.4.2 Historic and Forecasted Market Size in Value USD and Volume Units (2017-2032F)
  5.4.3 Key Market Trends, Growth Factors and Opportunities
  5.4.4 Education: Geographic Segmentation Analysis
 5.5 Government
  5.5.1 Introduction and Market Overview
  5.5.2 Historic and Forecasted Market Size in Value USD and Volume Units (2017-2032F)
  5.5.3 Key Market Trends, Growth Factors and Opportunities
  5.5.4 Government: Geographic Segmentation Analysis

Chapter 6: Company Profiles and Competitive Analysis
 6.1 Competitive Landscape
  6.1.1 Competitive Benchmarking
  6.1.2 Mice Tourism Market Share by Manufacturer (2023)
  6.1.3 Industry BCG Matrix
  6.1.4 Heat Map Analysis
  6.1.5 Mergers and Acquisitions
  
 6.2 REED EXHIBITIONS (UK)
  6.2.1 Company Overview
  6.2.2 Key Executives
  6.2.3 Company Snapshot
  6.2.4 Role of the Company in the Market
  6.2.5 Sustainability and Social Responsibility
  6.2.6 Operating Business Segments
  6.2.7 Product Portfolio
  6.2.8 Business Performance
  6.2.9 Key Strategic Moves and Recent Developments
  6.2.10 SWOT Analysis
 6.3 INFORMA MARKETS (UK)
 6.4 QUESTEX (USA)
 6.5 MESSE FRANKFURT GMBH (GERMANY)
 6.6 EMERALD EXPOSITIONS (USA)
 6.7 KOELNMESSE GMBH (GERMANY)
 6.8 TARSUS GROUP (UK)
 6.9 HYVE GROUP PLC (UK)
 6.10 RELX GROUP (UK)
 6.11 GLOBAL SOURCES (HONG KONG)
 6.12 NÜRNBERGMESSE GMBH (GERMANY)
 6.13 GL EVENTS (FRANCE)
 6.14 FIERA MILANO SPA (ITALY)
 6.15 ITE GROUP PLC (UK)
 6.16 SHANGHAI EAST BEST & LANSHENG INTERNATIONAL (CHINA)
 6.17 OTHER ACTIVE PLAYERS

Chapter 7: Global Mice Tourism Market By Region
 7.1 Overview
 7.2. North America Mice Tourism Market
  7.2.1 Key Market Trends, Growth Factors and Opportunities
  7.2.2 Top Key Companies
  7.2.3 Historic and Forecasted Market Size by Segments
  7.2.4 Historic and Forecasted Market Size By Event Type
   7.2.4.1 Meetings
   7.2.4.2 Incentives
   7.2.4.3 Conferences
  7.2.5 Historic and Forecasted Market Size By Application
   7.2.5.1 Corporate
   7.2.5.2 Education
   7.2.5.3 Government
  7.2.6 Historic and Forecast Market Size by Country
   7.2.6.1 US
   7.2.6.2 Canada
   7.2.6.3 Mexico
 7.3. Eastern Europe Mice Tourism Market
  7.3.1 Key Market Trends, Growth Factors and Opportunities
  7.3.2 Top Key Companies
  7.3.3 Historic and Forecasted Market Size by Segments
  7.3.4 Historic and Forecasted Market Size By Event Type
   7.3.4.1 Meetings
   7.3.4.2 Incentives
   7.3.4.3 Conferences
  7.3.5 Historic and Forecasted Market Size By Application
   7.3.5.1 Corporate
   7.3.5.2 Education
   7.3.5.3 Government
  7.3.6 Historic and Forecast Market Size by Country
   7.3.6.1 Bulgaria
   7.3.6.2 The Czech Republic
   7.3.6.3 Hungary
   7.3.6.4 Poland
   7.3.6.5 Romania
   7.3.6.6 Rest of Eastern Europe
 7.4. Western Europe Mice Tourism Market
  7.4.1 Key Market Trends, Growth Factors and Opportunities
  7.4.2 Top Key Companies
  7.4.3 Historic and Forecasted Market Size by Segments
  7.4.4 Historic and Forecasted Market Size By Event Type
   7.4.4.1 Meetings
   7.4.4.2 Incentives
   7.4.4.3 Conferences
  7.4.5 Historic and Forecasted Market Size By Application
   7.4.5.1 Corporate
   7.4.5.2 Education
   7.4.5.3 Government
  7.4.6 Historic and Forecast Market Size by Country
   7.4.6.1 Germany
   7.4.6.2 UK
   7.4.6.3 France
   7.4.6.4 Netherlands
   7.4.6.5 Italy
   7.4.6.6 Russia
   7.4.6.7 Spain
   7.4.6.8 Rest of Western Europe
 7.5. Asia Pacific Mice Tourism Market
  7.5.1 Key Market Trends, Growth Factors and Opportunities
  7.5.2 Top Key Companies
  7.5.3 Historic and Forecasted Market Size by Segments
  7.5.4 Historic and Forecasted Market Size By Event Type
   7.5.4.1 Meetings
   7.5.4.2 Incentives
   7.5.4.3 Conferences
  7.5.5 Historic and Forecasted Market Size By Application
   7.5.5.1 Corporate
   7.5.5.2 Education
   7.5.5.3 Government
  7.5.6 Historic and Forecast Market Size by Country
   7.5.6.1 China
   7.5.6.2 India
   7.5.6.3 Japan
   7.5.6.4 South Korea
   7.5.6.5 Malaysia
   7.5.6.6 Thailand
   7.5.6.7 Vietnam
   7.5.6.8 The Philippines
   7.5.6.9 Australia
   7.5.6.10 New Zealand
   7.5.6.11 Rest of APAC
 7.6. Middle East & Africa Mice Tourism Market
  7.6.1 Key Market Trends, Growth Factors and Opportunities
  7.6.2 Top Key Companies
  7.6.3 Historic and Forecasted Market Size by Segments
  7.6.4 Historic and Forecasted Market Size By Event Type
   7.6.4.1 Meetings
   7.6.4.2 Incentives
   7.6.4.3 Conferences
  7.6.5 Historic and Forecasted Market Size By Application
   7.6.5.1 Corporate
   7.6.5.2 Education
   7.6.5.3 Government
  7.6.6 Historic and Forecast Market Size by Country
   7.6.6.1 Turkey
   7.6.6.2 Bahrain
   7.6.6.3 Kuwait
   7.6.6.4 Saudi Arabia
   7.6.6.5 Qatar
   7.6.6.6 UAE
   7.6.6.7 Israel
   7.6.6.8 South Africa
 7.7. South America Mice Tourism Market
  7.7.1 Key Market Trends, Growth Factors and Opportunities
  7.7.2 Top Key Companies
  7.7.3 Historic and Forecasted Market Size by Segments
  7.7.4 Historic and Forecasted Market Size By Event Type
   7.7.4.1 Meetings
   7.7.4.2 Incentives
   7.7.4.3 Conferences
  7.7.5 Historic and Forecasted Market Size By Application
   7.7.5.1 Corporate
   7.7.5.2 Education
   7.7.5.3 Government
  7.7.6 Historic and Forecast Market Size by Country
   7.7.6.1 Brazil
   7.7.6.2 Argentina
   7.7.6.3 Rest of SA

Chapter 8 Analyst Viewpoint and Conclusion
8.1 Recommendations and Concluding Analysis
8.2 Potential Market Strategies

Chapter 9 Research Methodology
9.1 Research Process
9.2 Primary Research
9.3 Secondary Research