Canada MICE Market Research Report By Event Type (Meetings, Incentives, Conferences, Exhibitions) and By Booking Mode (Online, Offline)-Forecast to 2035

Canada MICE Market Overview

As per MRFR analysis, the Canada MICE Market Size was estimated at 69.99 (USD Billion) in 2023.The Canada MICE Market Industry is expected to grow from 74.51(USD Billion) in 2024 to 189.23 (USD Billion) by 2035. The Canada MICE Market CAGR (growth rate) is expected to be around 8.843% during the forecast period (2025-2035).

Key Canada MICE Market Trends Highlighted

Several significant trends are presently being observed in the Canadian MICE market, which are indicative of the changing landscape of conferences, exhibitions, incentives, and meetings. The increasing recognition of Canada as an appealing location for international events is a significant market driver. This is a result of the diverse venues, experienced event coordinators, and distinctive cultural experiences that are available in a variety of provinces.

Cities such as Toronto, Vancouver, and Montreal are notably benefiting from this trend, as they have become popular destinations for global conventions and business gatherings. The MICE market in Canada offers a wide range of opportunities, particularly as event organizers prioritize sustainability.

Venues that integrate sustainable event planning and green technologies possess a competitive advantage, as there is a substantial transition to environmentally friendly practices. The Canadian government encourages MICE stakeholders to adopt environmentally responsible practices by promoting sustainable tourism initiatives, thereby supporting this trend.

This creates opportunities for collaborations between businesses and organizations that prioritize sustainability. Recently, the market has also begun to embrace hybrid events, which integrate virtual components with in-person experiences. This trend enables a broader range of participants and accommodates audiences who prefer online engagement while still providing the advantages of in-person interactions.

Furthermore, technological advancements are improving the quality of attendee experiences by incorporating interactive elements and applications, thereby increasing the level of engagement at events. Finally, the MICE landscape is still being influenced by safety and health regulations, as administrators prioritize the well-being of attendees by implementing strict health protocols and contactless solutions. In general, the Canadian MICE market is characterized by adaptability and innovation as it endeavors to satisfy the changing requirements of both organizers and attendants.

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

Canada MICE Market Drivers

Increasing Demand for Corporate Events and Incentive Programs

The demand for corporate events and incentive programs is significantly contributing to the growth of the Canada MICE Market Industry. With organizations like the Canadian Business Events Industry Association advocating for the value of in-person gatherings, there is a surge in businesses organizing events to motivate employees and engage with clients. In fact, a report from Hotels Canada indicated that over 60% of companies plan to increase their budgeting for corporate events over the next five years, and this trend aligns with a resurgence in corporate travel.

Consequently, the rising number of corporate events and incentive trips is projected to boost market growth, further supported by the Canadian government's initiatives to promote tourism and business travel. This increased focus on corporate gatherings can catalyze the overall expansion of the Canada MICE Market, as companies rely on well-executed meetings to drive performance and enhance employee relations.

Canada's Growing Tourism Sector

Canada’s tourism sector is experiencing steady growth, which positively influences the Canada MICE Market Industry. Statistics Canada reported a 4% increase in the number of international visitors entering Canada in the past year, highlighting the country’s attractive offerings for tourists. With cities like Toronto, Vancouver, and Montreal being top destinations for business meetings and events, the influx of visitors supports the MICE market. Furthermore, the Government of Canada has recently increased its funding for tourism development projects, aiming to attract more business travelers and tourists, which, in turn, fuels the demand for meetings, incentives, conferences, and exhibitions.
This rising tourism is expected to catalyze MICE initiatives, creating a fertile ground for market growth.

Emerging Technology Adoption in Events

The Canadian MICE Market Industry is significantly benefiting from the increasing adoption of emerging technologies during events. Virtual reality, augmented reality, and event management software are being increasingly integrated into the planning and execution of meetings and conferences. According to a report by the Canadian Event Industry, over 70% of event planners now utilize technology to enhance attendee experiences. This trend not only makes events more engaging but also allows for remote participation, broadening the audience's reach.

Events such as the annual Event Tech Conference in Canada have showcased the importance of technology in modernizing MICE events. Subsequently, the proliferation of these technologies will likely enhance overall event attendance and engagement, further driving the Canada MICE Market.

Focus on Sustainability in Event Planning

The growing emphasis on sustainability in event planning is becoming a driving force in the Canada MICE Market Industry. Research indicates that 62% of Canadian event planners prioritize sustainable practices, such as reducing waste and sourcing local products, as highlighted in the report by the Canadian Environmental Assessment Agency. With the Canadian government providing guidelines for sustainable event management, hosted events are increasingly adopting eco-friendly strategies.

Major cities like Vancouver are leading the charge by implementing environmentally friendly venues and practices, which appeals to companies looking to bolster their corporate social responsibility. This shift towards sustainable practices not only enhances the appeal of MICE events but also aligns with the values of attendees, thus contributing positively to the growth of the Canada MICE Market.

Canada MICE Market Segment Insights

MICE Market Event Type Insights  

The Canada MICE Market has showcased a diverse array of Event Type segments, including Meetings, Incentives, Conferences, and Exhibitions, each playing a pivotal role in shaping the ecosystem. Meetings serve as a foundational component, facilitating business interactions and collaborative discussions that drive productivity and innovation. The Incentives segment contributes significantly by encouraging employee engagement and enhancing motivation, leading to improved performance outcomes in various sectors.

Conferences act as platforms for knowledge exchange and networking opportunities, attracting professionals and thought leaders from around the globe to share insights and foster collaboration. Furthermore, Exhibitions stand out as vibrant venues for showcasing products, innovations, and services, allowing businesses to build brand visibility and connect directly with their target audiences.

In a country like Canada, which is known for its rich cultural diversity and robust economic landscape, these Event Types thrive amidst the growing demand for high-quality event experiences. The interplay of these segments is increasingly characterized by technological advancements, with virtual and hybrid formats gaining momentum, particularly in response to the impact of global events.

Additionally, the Government of Canada promotes initiatives to enhance the tourism and business events sectors, creating a conducive environment for the MICE industry to flourish. Overall, the segmentation within the Canada MICE market illustrates a dynamic landscape driven by both business needs and evolving market trends, which point towards a promising future for event planning and execution. Each segment is characterized by unique trends and dynamics that cater to varying audience expectations, making the country a prime destination for diverse event experiences. The importance of these segments cannot be understated, as they not only contribute to economic growth but also play a vital role in fostering connections and driving collaborations in various industries across Canada.

Source: Primary Research, Secondary Research, MRFR Database and Analyst Review

MICE Market Booking Mode Insights  

The Canada MICE Market focuses on various Booking Modes, reflecting a significant aspect of market engagement. In recent years, the transition toward digital platforms has become prominent, with online bookings gaining a substantial share due to their convenience and efficiency, enabling clients to access services at any time. Meanwhile, offline booking methods continue to hold importance, particularly among traditional corporate clients who prefer personal interaction and tailored services. The dynamics of this segment are shaped by a rising trend of digital transformation in the event planning space and a growing demand for personalized experiences.

The integration of technology into the offline booking processes further enhances the service, allowing customers to enjoy a hybrid approach that combines the best of both worlds. Canada’s diverse landscape, with its cultural richness and key business hubs, influences the overall growth of booking preferences. Local insights indicate that flexibility and user experience are driving the development of both online and offline booking modes, creating significant opportunities for stakeholders to address varied customer preferences within the Canada MICE Market industry.

Canada MICE Market Key Players and Competitive Insights

The Canada MICE Market, which encompasses Meetings, Incentives, Conferences, and Exhibitions, has seen an evolving competitive landscape driven by various factors, including robust tourism efforts, strategic partnerships, and an increase in technological adoption for event planning and management. Within this sector, industry players are putting forth considerable efforts to enhance attendee experiences and offer comprehensive services to meet the unique needs of both corporate clients and event organizers.

Analysts indicate that the competition remains fierce, with multiple stakeholders striving to establish a foothold in the market through innovation, enhanced marketing strategies, and improved service delivery.

Destination Canada plays a significant role in the Canada MICE Market, acting as a national agency dedicated to fostering growth and promoting the country's venues and offerings for meetings and events. One of its greatest strengths lies in its ability to showcase Canada's diverse regions, each equipped with unique facilities and experiences, making it an attractive option for international and domestic events alike.

The organization's strategies include targeted marketing campaigns and leveraging partnerships with local governments and tourism boards to enhance visibility and appeal to various sectors of the global MICE industry. Furthermore, Destination Canada's emphasis on sustainability and inclusive event hosting aligns well with current international trends, providing an edge in attracting environmentally conscious planners and organizations. Their collaborative approach effectively highlights the strengths of the Canadian landscape as a prime destination for various events.

InterContinental Hotels Group is a key player within the Canada MICE Market, specifically known for its wide range of hotel brands suitable for business events and conferences. The firm's presence in Canada is marked by numerous high-quality properties equipped with modern amenities and dedicated event spaces, establishing it as a preferred choice among corporate clients.

InterContinental Hotels Group has a robust portfolio that includes venues designed for large conferences, intimate meetings, and everything in between, showcasing its adaptability to the varying needs of the market. The company's strengths lie in its ability to offer comprehensive service packages that include catering, audiovisual support, and event management services, making it a one-stop solution for event planners. InterContinental Hotels Group has also engaged in strategic mergers and acquisitions to strengthen its footprint within Canada, allowing it to enhance its service offerings and expand its reach across regions, further solidifying its position as a leading provider in the MICE sector.

Key Companies in the Canada MICE Market Include

• Destination Canada


• InterContinental Hotels Group


• Expedia Group


• Air Canada


• Shutterstock


• AccorHotels


• Choice Hotels International


• Hilton Worldwide


• Hyatt Hotels Corporation


• Marriott International


• Altus Group


• Cvent


• Toronto Convention and Exhibition Centre


• Conference Board of Canada


• Eventbrite

Canada MICE Market Industry Developments

Recent news developments in the Canada MICE Market have highlighted several significant trends and changes. Destination Canada has been actively promoting its diverse locations for meetings and exhibitions, emphasizing their unique appeal. In September 2023, InterContinental Hotels Group announced an expansion of its portfolio in Canada with new properties in key urban centers, showcasing a commitment to enhancing the MICE experience.

Expedia Group has also been working on strategic partnerships aimed at providing seamless experiences for event planners. Meanwhile, Air Canada has continued to enhance its network for business travel, supporting the MICE sector with more direct flights to major conference cities. Notably, in August 2023, Hilton Worldwide reported a noticeable uptick in bookings related to conferences and events, reflecting a resurgence in the MICE market following the pandemic.

Regarding mergers and acquisitions, AccorHotels has expanded its footprint through the acquisition of several boutique hotels in Canada to cater to the upscale MICE segment as of June 2023. These developments indicate a robust recovery trajectory for the Canada MICE Market, bolstered by increased investment and strategic growth by key industry players.

MICE Market Segmentation Insights

• MICE Market Event Type Outlook
  
  
  
  • Meetings
  
  
  • Incentives
  
  
  • Conferences
  
  
  • Exhibitions
  
  
  
  

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  MICE Market Booking Mode Outlook

  
  
  
  
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    Online

    
    
  
  
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    Offline

    
    
  
  
  
  

Report Attribute/Metric	Details
Market Size 2018	69.99(USD Billion)
Market Size 2024	74.51(USD Billion)
Market Size 2035	189.23(USD Billion)
Compound Annual Growth Rate (CAGR)	8.843% (2025 - 2035)
Report Coverage	Revenue Forecast, Competitive Landscape, Growth Factors, and Trends
Base Year	2024
Market Forecast Period	2025 - 2035
Historical Data	2019 - 2024
Market Forecast Units	USD Billion
Key Companies Profiled	Destination Canada, InterContinental Hotels Group, Expedia Group, Air Canada, Shutterstock, AccorHotels, Choice Hotels International, Hilton Worldwide, Hyatt Hotels Corporation, Marriott International, Altus Group, Cvent, Toronto Convention and Exhibition Centre, Conference Board of Canada, Eventbrite
Segments Covered	Event Type, Booking Mode
Key Market Opportunities	Sustainable event solutions demand, Virtual and hybrid events growth, Technology integration in events, Destination marketing enhancement, Wellness-focused event experiences
Key Market Dynamics	Economic growth and stability, Increasing business travel demand, Technological advancements in event management, Sustainable and eco-friendly initiatives, Competitive venue offerings
Countries Covered	Canada