MICE Industry Booms: $345.8 Billion In 2021, Projections At $2.1Trillion By 2031

The latest report from Allied Market Research titled - MICE Industry by Event Type (Meeting, Incentive, Conventions, and Exhibitions): Global Opportunity Analysis and Industry Forecast 2021–2031, offers an in-depth analysis of top investment pockets, winning strategies, market drivers, opportunities, competitive landscape, and evolving market trends


As per a media report, valued at $345.80 billion in 2021, the MICE industry is projected to reach $2130.4 billion by 2031, reflecting an estimated CAGR of 15.2% from 2022 to 2031. The latest report from Allied Market Research titled - MICE Industry by Event Type (Meeting, Incentive, Conventions, and Exhibitions): Global Opportunity Analysis and Industry Forecast 2021–2031, offers an in-depth analysis of top investment pockets, winning strategies, market drivers, opportunities, competitive landscape, and evolving market trends.

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The MICE industry, reliant on the hotel and transportation sectors, experiences direct involvement from these key players. Hotels, in particular, are major contributors and beneficiaries within the MICE industry. Notably, business travellers attending MICE events allocate over 65 per cent of their expenditures to hotel accommodations and dining, with an additional 15 per cent spent on dining outside of the hotel, according to insights from global CXOs. This underscores the significant impact of MICE business on the hotel and transportation industries.

Event organisers are increasingly prioritizing the creation of immersive and experiential events, integrating interactive technologies, unique venues, and engaging activities to enhance the memorability and impact of their gatherings. With events becoming more complex, organizers are fostering collaborations with various industry stakeholders, including suppliers, venues, and sponsors, to ensure the success of their endeavours.

A surge in investments in meetings, exhibitions, and related activities is anticipated to drive demand within the MICE industry in the foreseeable future. Market analysis categorizes the MICE industry based on event types, including meetings, incentives, conventions, and exhibitions, and regions. Geographically, the market spans North America (the U.S., Canada, and Mexico), Europe (Germany, UK, Spain, France, Italy, and Rest of Europe), Asia-Pacific (China, India, Singapore, Thailand, Indonesia, Australia, New Zealand, Japan, Malaysia, South Korea, Vietnam, Hong Kong, Taiwan, and Rest of Asia-Pacific), Latin America (Brazil and Rest of Latin America), Middle East (UAE and Rest Of Middle East), and Africa (South Africa, Nigeria, Ghana, Kenya, Namibia, Rwanda, and Rest Of Africa).

The meetings segment emerged as the dominant contributor to the MICE industry revenue in 2021, with hybrid events gaining popularity. These events, which blend in-person and virtual participation, enable organizers to broaden their audience reach and enhance accessibility for those unable to attend physically.

In terms of regional dominance, Europe claimed the largest market share in 2021, accounting for 41.2 per cent of the overall market. Companies within the European MICE industry are adopting innovative approaches to maintain competitiveness. Germany, a key player in the Western European business travel market, showcases a robust MICE industry supported by overall economic development. While large companies remain major consumers, there is a notable uptick in consumption by SMEs, particularly in the domestic MICE market.

The MICE industry analysis highlights key players such as Maritz, BI Worldwide, Ltd., ITA Group, Inc., One10, LLC, Meetings and Incentives Worldwide, Inc. (M&IW), Creative Group, Inc., ACCESS Destination Service, 360 Destination Group, CSI DMC, Carlson Wagonlit Travel, IBTM, BCD Group, Cievents, ATPI Ltd, Conference Care Ltd, the Freeman Company, and the Interpublic Group of Companies, Inc., presenting comprehensive profiles of these influential entities in the sector.

Exploring Growth Opportunities and Trends in the MICE Industry:

Technological Integration: The MICE industry is witnessing a transformation through the integration of advanced technologies like virtual reality (VR), augmented reality (AR), artificial intelligence (AI), and immersive experiences. These innovations contribute to heightened attendee engagement, offering participants memorable and interactive event experiences.

Sustainability Initiatives: A notable trend in the MICE sector is the increasing focus on sustainability. This includes a demand for eco-friendly venues, carbon-neutral event practices, waste reduction strategies, and ethical sourcing of materials. Event organizers placing a premium on sustainability not only contribute to environmental conservation but also appeal to clients and attendees with a strong commitment to ecological responsibility.

Personalisation: Tailoring experiences to meet the specific preferences and interests of attendees is gaining prominence. By harnessing the capabilities of data analytics and artificial intelligence (AI), event organisers can provide customized content, networking opportunities, and recommendations. This approach enhances participant satisfaction and engagement, fostering a more individualised and memorable event experience.

Health and Safety Protocols: With the heightened awareness post-pandemic, prioritizing health and safety measures has become imperative for event organisers. Rigorous protocols for sanitisation, social distancing, crowd management, and the integration of contactless technology are essential to ensure the well-being and confidence of attendees.

Destination Diversity: While traditional MICE destinations continue to be popular, there is a rising trend towards exploring emerging markets and unconventional locations. Unique destinations offer distinctive experiences, cultural immersion, and often present cost advantages. This shift appeals to a broader spectrum of clients and attendees seeking novel and enriching event environments.

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