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

North America MICE Market Overview

As per MRFR analysis, the North America MICE Market Size was estimated at 279.97 (USD Billion) in 2023. The North America MICE Market Industry is expected to grow from 298.03(USD Billion) in 2024 to 722.41 (USD Billion) by 2035. The North America MICE Market CAGR (growth rate) is expected to be around 8.382% during the forecast period (2025 - 2035).

Key North America MICE Market Trends Highlighted

Several critical variables are driving substantial trends in the North America MICE Market. The growing demand for personalized and distinctive event experiences is a significant factor as organizations and planners endeavor to create memorable events that captivate attendees. This trend has been driven by technological advancements that enable virtual and hybrid events, which enable more widespread participation across various locations.

Furthermore, the MICE industry in North America is prioritizing the adoption of sustainable and eco-friendly practices, with event planners and venues emphasizing green initiatives. The integration of smart technologies into event planning and execution presents an opportunity to improve attendee engagement and simplify logistics.

Collaborations with local businesses and stakeholders can create added value and support the community’s economy. Smaller venues have the opportunity to acquire this market segment as North America continues to recover from the pandemic. As a result, there is a growing interest in small-scale, intimate gatherings when safety is a concern. Trends in recent years have also indicated a rise in experiential events that emphasize emotional connectivity, thereby fostering the development of relationships and networking among participants. The changing preferences of businesses in the approach to conferences and meetings are reflected in the flexibility of event formats, which range from live to virtual and hybrid settings.

Furthermore, with cities across North America investing in infrastructure improvements and modernizing venues, the region is poised to attract international events and conferences, reinforcing its status as a premier destination for MICE activities.

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

North America MICE Market Drivers

Increase in Corporate Travel and Events

The North America MICE Market Industry is significantly driven by the increase in corporate travel and the number of events being organized. Recent reports indicate that approximately 70% of business travel expenditures in the United States are associated with meetings and events. Various reputable organizations, such as the Global Business Travel Association, highlight that businesses are prioritizing face-to-face interaction to foster better relationships and enhance teamwork.

Consequently, corporations are allocating larger portions of their budgets to MICE activities, expecting to improve networking and collaboration opportunities. This growing trend in corporate travel is expected to boost the North America MICE Market Industry, leading to increased investments in venues, services, and technology that cater to this sector. As companies continue to expand their operations, there is a pressing need for professional gatherings in major cities like New York, Chicago, and Los Angeles.

This rise in corporate travel transforms not only the business landscape but also strengthens the overall market, as companies aim to enhance productivity through effective collaboration during events.

Expansion of Destinations and Venues

The North America MICE Market Industry is also experiencing growth owing to the continuous expansion and development of new destinations and venues suitable for meetings, incentives, conferences, and exhibitions. North American cities are investing heavily in infrastructure to lure more MICE-related activities, recognizing their positive economic impact. For instance, organizations like the American Society of Association Executives (ASAE) have noted that the number of cities enhancing their MICE facilities has grown by over 30% in the last decade.

Municipal and state governments are providing incentives and grants for venue expansions and new constructions, thus improving the appeal of these destinations. Enhanced accessibility via airports, transportation links, and hotel accommodations is also supporting growth in the MICE sector, ensuring that facilities can host large-scale events with ease.

Technological Advancements and Hybrid Events

Innovation in technology and the rising adoption of hybrid events have become a significant driving force for the North America MICE Market Industry. The COVID-19 pandemic accelerated the need for technology-driven solutions, with many event organizers now utilizing platforms that enable virtual participation alongside in-person attendance. According to surveys conducted by organizations like the Events Industry Council, approximately 60% of meeting planners expect to incorporate hybrid formats into their events long-term, showcasing the high demand for such options even as traditional events resume.

Moreover, investments in event technology, such as mobile applications, virtual reality, and advanced audio-visual equipment, are significantly enhancing attendee experiences. This evolution around technology ensures that the North America MICE Market Industry stays relevant, attracting a broader audience while providing new opportunities for engagement and interaction.

Growing Demand for Sustainable Events

As environmental consciousness rises among consumers and businesses alike, the demand for sustainable events is becoming a prominent driver in the North America MICE Market Industry. A survey by the Meeting Professionals International (MPI) highlights that more than 75% of event planners are integrating sustainability practices into their planning processes. This shift toward eco-friendly initiatives is a response to the need for reducing waste, conserving resources, and ensuring responsible sourcing of event materials.

As a result, many venues and suppliers are adapting to meet these sustainability standards, which in turn attracts environmentally conscious clients and enhances brand loyalty. Furthermore, government support for sustainable practices in the event industry, such as the focus on carbon offsets and reducing emissions, is creating a favorable environment for the growth of the North America MICE Market Industry.

North America MICE Market Segment Insights

MICE Market Event Type Insights  

The North America MICE Market is a dynamic sector characterized by its diverse Event-type segmentation, encompassing Meetings, Incentives, Conferences, and Exhibitions. Each of these event types plays a vital role in facilitating business interactions and driving economic growth within the region. Meetings are an essential component of professional collaboration, providing a platform for stakeholders to discuss strategic objectives and foster relationships. Incentives, on the other hand, are critical in motivating employees and rewarding them for their performance, leading to enhanced productivity and job satisfaction.

Furthermore, Conferences serve as an influential medium for knowledge sharing, enabling professionals across various industries to stay ahead of trends and innovations. Exhibitions are particularly significant as they not only showcase products and services but also provide invaluable networking opportunities, connecting exhibitors with potential clients. This extensive array of event types is contributing to the evolving landscape of the North America MICE Market, influenced by trends such as digitalization, sustainable practices, and personalized experiences.

As businesses increasingly recognize the importance of face-to-face interactions in a digital age, the demand for these diverse event types is expected to continue growing. The need for innovative venues that offer customizable spaces and advanced technology is driving the development of new facilities across major cities in North America. Moreover, the rising travel restrictions have prompted organizers to adopt hybrid models, blending in-person attendance with virtual components and making events more accessible and inclusive. This shift represents a significant opportunity for growth and adaptation within the North America MICE Market.

However, challenges such as fluctuating economic conditions and evolving regulatory frameworks must be navigated carefully to ensure sustained growth. Overall, the robust framework of Event Types in the North America MICE Market is positioned as a key driver of economic activity, facilitating connections that fuel progress across various sectors.

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

MICE Market Booking Mode Insights  

The North America MICE Market, focusing on Booking Mode, is characterized by a growing preference for digital solutions, reflecting broader technological trends in the region. With a steady increase in the overall market's revenue, the Online booking mode is gaining traction due to its convenience and efficiency, catering to the demands of a tech-savvy clientele. This segment allows users to quickly compare options and book events, contributing to an expanded customer base and improved service efficiency. Conversely, Offline booking remains significant, particularly for large organizations that prefer personalized service and tailored solutions.

Many established businesses rely on offline channels due to the complexity involved in organizing large-scale meetings and events, ensuring they receive expert assistance. This hybrid nature of the North America MICE Market supports its dynamics, balancing the growth of technological adoption with the enduring importance of personal relationships in business dealings. Market trends indicate a robust appetite for innovative solutions that enhance customer experiences, which presents opportunities for growth and investment in both online platforms and traditional services.

North America MICE Market Key Players and Competitive Insights

The North America MICE (Meetings, Incentives, Conferences, and Exhibitions) Market is a vibrant sector with diverse players and a dynamic landscape. The competition within this market reflects a myriad of offerings designed to meet the evolving needs of corporate clients and event organizers. The increased focus on experiential events and the growing demand for unique venues is pushing companies to innovate and adapt.

Market players are constantly investing in new technologies and services to enhance attendee experiences, while also prioritizing sustainable practices to reduce environmental impact. The overall market is driven by economic factors and the trend toward globalization, making the competition fiercer as businesses look to attract and retain clients in a fast-paced environment.

Within the North America MICE Market, Expedia Group stands out due to its robust digital platform and extensive network of travel-related services. The company leverages its established brand reputation and innovative technology to offer comprehensive solutions to event organizers and attendees alike. Its strengths lie in its ability to provide bundled services, including accommodation, transportation, and event management tools, which streamline the planning process.

Expedia Group's deep understanding of customer preferences enables it to deliver personalized experiences, and its strong market presence ensures that it remains a key player within the MICE sector. The company’s technological advancements and commitment to customer satisfaction position it well against its competitors, making it a favored choice for many organizations looking to host events in North America.

Meeting Professionals International is another significant entity in the North America MICE Market, known for its commitment to delivering high-quality education and resources for meeting professionals. The organization's key offerings include certification programs, networking opportunities, and a wealth of research that informs best practices within the industry. Meeting Professionals International's presence in the North American market is bolstered by a strong membership base and numerous partnerships with other industry stakeholders.

The organization's strength lies in its ability to foster community among event planners and suppliers, enhancing collaboration and knowledge sharing. Furthermore, it remains active in mergers and acquisitions that expand its influence and resource pool, allowing it to maintain a competitive edge. By focusing on professional development and member-centric services, Meeting Professionals International continues to assert its significance within the competitive MICE landscape in North America.

Key Companies in the North America MICE Market Include

• Expedia Group


• Meeting Professionals International


• HelmsBriscoe


• BCD Meetings and Events


• ConferenceDirect


• Glencoe Capital


• Maritz Holdings


• World Wise


• Hyatt Hotels Corporation


• American Express Global Business Travel


• Marriott International


• Cvent


• mPlan


• Omni Hotels and Resorts


• Hilton Worldwide Holdings

North America MICE Market Industry Developments

The North America MICE Market has seen various developments and current affairs in recent months. In September 2023, Hyatt Hotels Corporation expanded its portfolio by acquiring a boutique hotel in Denver, enhancing its presence in the MICE sector. Meeting Professionals International made headlines in August 2023 by announcing the launch of an educational initiative aimed at promoting sustainable practices in meetings, which is increasingly becoming a necessity within the industry.

Additionally, BCD Meetings and Events signed a strategic partnership with a key technology provider in July 2023 to enhance their event management solutions, reflecting the growing importance of technology in the MICE sector. As for the market valuation, American Express Global Business Travel reported a substantial increase in bookings by 30% year-over-year in July 2023, indicating a recovery trend post-pandemic.

The pandemic had affected the entire MICE landscape, but gradual improvements have been noted since mid-2022, showcasing a rebound in demand for corporate events and meetings. Companies like Marriott International and Hilton Worldwide Holdings are also investing heavily in enhancing their venues and services to meet the evolving needs of the MICE market. The focus continues to be on sustainable and technologically advanced solutions to cater to the industry's requirements.

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 2023	279.97(USD Billion)
Market Size 2024	298.03(USD Billion)
Market Size 2035	722.41(USD Billion)
Compound Annual Growth Rate (CAGR)	8.382% (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	Expedia Group, Meeting Professionals International, HelmsBriscoe, BCD Meetings and Events, ConferenceDirect, Glencoe Capital, Maritz Holdings, World Wise, Hyatt Hotels Corporation, American Express Global Business Travel, Marriott International, Cvent, mPlan, Omni Hotels and Resorts, Hilton Worldwide Holdings
Segments Covered	Event Type, Booking Mode
Key Market Opportunities	Sustainable event practices, Technology integration in events, Hybrid meeting solutions, Personalized attendee experiences, Venue diversification strategies
Key Market Dynamics	Technological advancements, Increasing sustainability awareness, Growing remote work trend, Rise in incentive travel, Expanding event venues.
Countries Covered	US, Canada