Because hotels, train lines, and giant new meeting halls are popping up fast in their own backyards, countries that once just sent delegates abroad now host most of their own business events.
The global MICE market hit about $870 billion in 2024 and could reach $1.4 trillion by 2030. Europe still owns half the pie, but Asia Pacific is zooming ahead at 8–10 percent yearly growth. Big local brands in China, India, and Singapore no longer need to fly teams to Frankfurt or London; new halls in Guangzhou, Bengaluru, and Marina Bay handle huge exhibitions. Asia Pacific is projected to expand its convention capacity by 35 percent over the next five years as regional governments pour billions into purpose-built venues.
Explosive Asia-Pacific growth—driven by fresh Guangzhou, Bengaluru, and Marina Bay halls—threatens Europe’s $870B MICE stronghold.
Meetings and conferences make up over 90 percent of all events, yet exhibitions are the fastest growing segment, rising roughly 9 percent per year.
Sustainability initiatives are changing how planners pick sites. Fuel costs and green rules push groups toward rail-accessible cities like Berlin and Lyon instead of far-flung resorts. Hybrid formats now mix in-person and online parts because the gear is everywhere. AI tools book booths, track foot traffic, and crunch travel emissions in real time.
Latin America and the Middle East are catching on fast. Brazil’s new São Paulo Expo center and Egypt’s expanded Cairo International Conference Centre already book global IT shows. Governments write checks to hosts, building metro links and airport terminals to move crowds quicker.
The payoff is clear: a single tech fair can fill thousands of hotel beds and restaurants.
The shift hurts old-school strategies. Airlines add surcharges for long-haul journeys, so planners choose shorter trips or pure virtual days. Sponsors ask for proof of lower carbon footprints before they pay.
Organizers who once banked on glitzy overseas trips now compete against hometown rivals offering lower fees and faster visa-free entry.
Event volume jumped nearly 30 percent early in 2025, driven by new Asian and European dates. Corporates and associations lead, but even government meetings want hybrid tech and greener menus.
Destination boards in Tokyo and Sydney tout new convention districts tied to stadiums and museums, aiming to lock in sports tech congresses and medical summits.
