Between human engagement and outsourcing, the new directions of the MICE industry
The MICE industry is undergoing a profound strategic transformation, according to FCM M&E's latest report, "Trends 2025," which analyzes data from hundreds of companies in 28 countries. The study reveals a paradigm shift where events are no longer operational expenses, but key investments for human engagement and business growth, and where outsourcing is increasingly being used.
From conventional to strategic
The days of boring presentations in impersonal rooms are behind us. The industry is facing an evolution driven by new expectations and economic challenges. According to the World Travel & Tourism Council, the travel and tourism sector is expected to contribute US$11.7 billion to the global economy by 2025.
This transformation is accompanied by greater professionalization:48% of event organization now falls to specialized sales, marketing and planning teams, a sign that events are no longer seen as secondary activities, but as strategic tools. In addition, 80% of events with more than 2,000 participants are delegated to external planners.
Human engagement, a key priority
A survey of professionals in 28 countries reveals that 56% consider meetings and events to be key tools for personal engagement. This trend is especially strong in sectors such as real estate, travel and finance, where more than 60% of events seek to strengthen human relationships.
"An event is one of the few moments when you have the undivided attention of your audience," notes Henry Jones, global marketing director of FCM Meetings & Events. In a competitive world, face-to-face contact has become a strategic differentiator.
Increased investment
Nearly half (47%) of companies invested in medium- to large-scale events in 2024, confirming an upward trend from 2022. Asia-Pacific leads this expansion (47%), followed by the Americas (42%) and EMEA (35%).
By 2025,43% of companies plan to increase their event budgets by 10% or more, while 39% will maintain their current levels. However, almost 40% admit to being unclear about their budgets, a problem in a sector that relies on planning.
Externalization: The new norm
72% of companies already use external suppliers to manage events, compared with only 28% who do it in-house. Assistant managers are the most likely to outsource (50%), while only 1 in 4 commercial teams do so, due to the sensitivity of client relationships.
Sustainability and inclusiveness, at the center
65% of professionals prioritize the elimination of single-use items, while 80% consider the accessibility of locations to be key. Food restrictions are also a major concern (75%).
Technology and participant experience
Attendee apps lead the technological innovations, followed by AI tools such as Zenus AI, which analyzes engagement without compromising privacy. In addition,60% of space bookings are made in the last six months prior to the event, requiring greater agility.
Incentives: Experiences over destinations
41% of companies offer incentive travel, focusing on experiences (gastronomy, leisure) rather than destinations. Asia-Pacific prioritizes team building, EMEA integrates CSR, and the Americas includes commercial updates.
Future challenges
Organizers face budget constraints, complex logistics and the need to create memorable experiences.The next five years will demand even more innovation, adaptability and strong relationships, says Simone Seiler, global head of FCM Meetings & Events.
The report confirms that the industry has matured, putting the human being at the center while adapting to technological and sustainable realities.
The report confirms that the industry has matured, putting people at the center while adapting to technological and sustainable realities.