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市场调查报告书
商品编码
1764110

直接预订 MICE 市场 - 全球行业规模、份额、趋势、机会和预测（细分、按活动类型、按服务提供者、按地区、按竞争，2020-2030 年预测）

Direct Booking MICE Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented, By Event Type, By Service Provider, By Region, By Competition, 2020-2030F
出版日期: | 出版商: TechSci Research | 英文 180 Pages | 商品交期: 2-3个工作天内

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简介目录

2024年，全球直接预订MICE市场规模达3,008.9亿美元，预估至2030年将达5,196.2亿美元，预测期间内复合年增长率为9.37%。此细分市场专注于管理和促进专业活动，例如会议、奖励旅游、大型会议和展览，直接在组织者和服务提供者之间进行，绕过中间商。这些活动在推动业务发展、知识交流、品牌推广和国际合作方面发挥关键作用。直接预订MICE市场是全球经济活动不可或缺的一部分，它催生了场地预订、住宿、交通、视听整合、餐饮和物流等各种支援服务的需求。

市场概览
预测期 2026-2030
2024年市场规模 3008.9亿美元
2030年市场规模 5196.2亿美元
2025-2030 年复合年增长率 9.37%
成长最快的领域 激励措施
最大的市场 北美洲

由于企业全球化、沉浸式品牌体验需求的不断增长，以及提升规划效率和受众参与度的数位化工具的广泛应用，MICE市场正呈现强劲成长动能。随着企业重视策略参与以及为客户和员工量身定制的体验，直接预订MICE因其灵活性、成本控制和精简的规划方式而成为首选。

关键市场驱动因素

增加企业对商务活动和会议的投资

主要市场挑战

科技颠覆与虚拟活动对传统会展业的影响

主要市场趋势

直接预订MICE市场的数位转型和混合活动整合

目录

第 1 章：产品概述

第二章：研究方法

第三章：执行摘要

第四章：顾客之声

第五章：全球直接预订MICE市场展望

  • 市场规模和预测
    • 按价值
  • 市场占有率和预测
    • 按活动类型（会议、奖励旅游、研讨会）
    • 按服务提供者（活动策划者、场地所有者、餐饮服务、旅游和酒店服务提供者、技术提供者）
    • 按地区
  • 按公司分类（2024）
  • 市场地图

第六章：北美直接预订MICE市场展望

  • 市场规模和预测
  • 市场占有率和预测
  • 北美：国家分析
    • 美国
    • 加拿大
    • 墨西哥

第七章：欧洲直接预订MICE市场展望

  • 市场规模和预测
  • 市场占有率和预测
  • 欧洲：国家分析
    • 德国
    • 英国
    • 义大利
    • 法国
    • 西班牙

第八章：亚太地区直接预订MICE市场展望

  • 市场规模和预测
  • 市场占有率和预测
  • 亚太地区：国家分析
    • 中国
    • 印度
    • 日本
    • 韩国
    • 澳洲

第九章：南美洲直接预订MICE市场展望

  • 市场规模和预测
  • 市场占有率和预测
  • 南美洲：国家分析
    • 巴西
    • 阿根廷
    • 哥伦比亚

第十章：中东和非洲直接预订MICE市场展望

  • 市场规模和预测
  • 市场占有率和预测
  • 中东和非洲：国家分析
    • 南非
    • 沙乌地阿拉伯
    • 阿联酋
    • 科威特
    • 土耳其

第 11 章：市场动态

  • 驱动程式
  • 挑战

第 12 章：市场趋势与发展

  • 合併与收购（如有）
  • 产品发布（如有）
  • 最新动态

第十三章：公司简介

  • Cvent, Inc.
  • Maritz Holdings, Inc.
  • Informa plc
  • Reed Exhibitions Limited
  • MCI Group SA
  • BCD Travel BV (BCD Meetings & Events)
  • American Express Global Business Travel Limited
  • Testronics International Limited
  • GL Events SA
  • Freeman Company

第 14 章：策略建议

第15章调查会社について・免责事项

简介目录
Product Code: 29510

The Global Direct Booking MICE Market was valued at USD 300.89 Billion in 2024 and is projected to reach USD 519.62 Billion by 2030, growing at a CAGR of 9.37% during the forecast period. This market segment specializes in managing and facilitating professional gatherings such as meetings, incentives, conferences, and exhibitions directly between organizers and service providers, bypassing intermediaries. These events play a critical role in driving business development, knowledge exchange, brand promotion, and international collaboration. The Direct Booking MICE Market is integral to global economic activity, generating demand across various support services including venue booking, accommodation, transportation, audiovisual integration, catering, and logistics.

Market Overview
Forecast Period2026-2030
Market Size 2024USD 300.89 Billion
Market Size 2030USD 519.62 Billion
CAGR 2025-20309.37%
Fastest Growing SegmentIncentives
Largest MarketNorth America

The market is experiencing strong momentum due to corporate globalization, increasing demand for immersive brand experiences, and the widespread implementation of digital tools that enhance planning efficiency and audience engagement. As companies emphasize strategic engagement and tailored experiences for clients and employees, direct MICE bookings are becoming a preferred approach due to their flexibility, cost control, and streamlined planning.

Key Market Drivers

Increasing Corporate Investments in Business Events and Conferences

Corporations are placing growing importance on in-person events to strengthen client relationships, unveil new products, and foster internal engagement, fueling increased investments in the MICE segment. The globalization of business, along with the necessity for cross-border collaborations and face-to-face interactions, is intensifying demand for meetings, conferences, and trade events.

This trend is particularly evident in sectors like pharmaceuticals, IT, finance, and manufacturing, where product demonstrations, global summits, and incentive travel are essential for competitive differentiation. Moreover, incentive programs that reward employees with travel experiences are gaining popularity as tools to enhance performance and morale.

The adoption of hybrid event formats is also driving this growth, allowing organizations to maximize participation and ROI through flexible, scalable engagement models. As corporate event spending continues to rise, the direct booking model is gaining traction for its efficiency and transparency.

Key Market Challenges

Impact of Technological Disruption and Virtual Events on Traditional MICE Industry

The emergence and widespread adoption of virtual communication platforms have disrupted traditional MICE structures. Digital tools now allow organizations to host full-scale events virtually-often with lower costs and fewer logistical constraints-posing a challenge to in-person formats.

The COVID-19 pandemic significantly accelerated this shift, forcing rapid adaptation to virtual and hybrid environments. While these formats enhance accessibility and continuity, they also reduce demand for physical venues, travel, and related services-core revenue components for traditional MICE stakeholders.

This disruption has created a paradigm shift where event organizers must balance virtual convenience with the value of face-to-face networking, requiring a strategic reassessment of event formats, audience engagement, and ROI metrics.

Key Market Trends

Digital Transformation and Hybrid Event Integration in the Direct Booking MICE Market

The MICE industry is undergoing a digital transformation with hybrid event formats at the forefront. Combining in-person gatherings with virtual participation, hybrid events are reshaping attendee engagement and accessibility.

The adoption of AI-based networking, immersive virtual reality experiences, real-time analytics, and virtual exhibitor spaces is becoming increasingly common. These innovations enable highly personalized attendee journeys and offer measurable insights for organizers. Additionally, they extend event lifecycles through on-demand content and post-event interactions, creating new value streams.

Hybrid models also align with sustainability goals by minimizing travel-related emissions, further driving their adoption. However, the success of this transformation hinges on overcoming challenges such as digital fatigue, cybersecurity risks, and seamless technical integration between physical and virtual components.

Organizers are responding by investing in integrated digital platforms, staff training, and creative engagement strategies to maintain the impact of hybrid events while delivering measurable results.

Key Market Players

  • Cvent, Inc.
  • Maritz Holdings, Inc.
  • Informa plc
  • Reed Exhibitions Limited
  • MCI Group SA
  • BCD Travel B.V. (BCD Meetings & Events)
  • American Express Global Business Travel Limited
  • Testronics International Limited
  • GL Events SA
  • Freeman Company

Report Scope:

In this report, the Global Direct Booking MICE Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Direct Booking MICE Market, By Event Type:

  • Meeting
  • Incentives
  • Conferences

Direct Booking MICE Market, By Service Provider:

  • Venue Owners
  • Catering Services
  • Travel & Hospitality Providers
  • Technology Providers

Direct Booking MICE Market, By Region:

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia-Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE
    • Kuwait
    • Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Direct Booking MICE Market.

Available Customizations:

Global Direct Booking MICE Market report with the given Market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional Market players (up to five).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
  • 1.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Formulation of the Scope
  • 2.4. Assumptions and Limitations
  • 2.5. Sources of Research
    • 2.5.1. Secondary Research
    • 2.5.2. Primary Research
  • 2.6. Approach for the Market Study
    • 2.6.1. The Bottom-Up Approach
    • 2.6.2. The Top-Down Approach
  • 2.7. Methodology Followed for Calculation of Market Size & Market Shares
  • 2.8. Forecasting Methodology
    • 2.8.1. Data Triangulation & Validation

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, and Trends

4. Voice of Customer

5. Global Direct Booking MICE Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Event Type (Meeting, Incentives, Conferences)
    • 5.2.2. By Service Provider (Event Planners, Venue Owners, Catering Services, Travel & Hospitality Providers, Technology Providers)
    • 5.2.3. By Region
  • 5.3. By Company (2024)
  • 5.4. Market Map

6. North America Direct Booking MICE Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Event Type
    • 6.2.2. By Service Provider
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Direct Booking MICE Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Event Type
        • 6.3.1.2.2. By Service Provider
    • 6.3.2. Canada Direct Booking MICE Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Event Type
        • 6.3.2.2.2. By Service Provider
    • 6.3.3. Mexico Direct Booking MICE Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Event Type
        • 6.3.3.2.2. By Service Provider

7. Europe Direct Booking MICE Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Event Type
    • 7.2.2. By Service Provider
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Direct Booking MICE Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Event Type
        • 7.3.1.2.2. By Service Provider
    • 7.3.2. United Kingdom Direct Booking MICE Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Event Type
        • 7.3.2.2.2. By Service Provider
    • 7.3.3. Italy Direct Booking MICE Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Event Type
        • 7.3.3.2.2. By Service Provider
    • 7.3.4. France Direct Booking MICE Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Event Type
        • 7.3.4.2.2. By Service Provider
    • 7.3.5. Spain Direct Booking MICE Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Event Type
        • 7.3.5.2.2. By Service Provider

8. Asia-Pacific Direct Booking MICE Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Event Type
    • 8.2.2. By Service Provider
    • 8.2.3. By Country
  • 8.3. Asia-Pacific: Country Analysis
    • 8.3.1. China Direct Booking MICE Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Event Type
        • 8.3.1.2.2. By Service Provider
    • 8.3.2. India Direct Booking MICE Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Event Type
        • 8.3.2.2.2. By Service Provider
    • 8.3.3. Japan Direct Booking MICE Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Event Type
        • 8.3.3.2.2. By Service Provider
    • 8.3.4. South Korea Direct Booking MICE Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Event Type
        • 8.3.4.2.2. By Service Provider
    • 8.3.5. Australia Direct Booking MICE Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Event Type
        • 8.3.5.2.2. By Service Provider

9. South America Direct Booking MICE Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Event Type
    • 9.2.2. By Service Provider
    • 9.2.3. By Country
  • 9.3. South America: Country Analysis
    • 9.3.1. Brazil Direct Booking MICE Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Event Type
        • 9.3.1.2.2. By Service Provider
    • 9.3.2. Argentina Direct Booking MICE Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Event Type
        • 9.3.2.2.2. By Service Provider
    • 9.3.3. Colombia Direct Booking MICE Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Event Type
        • 9.3.3.2.2. By Service Provider

10. Middle East and Africa Direct Booking MICE Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Event Type
    • 10.2.2. By Service Provider
    • 10.2.3. By Country
  • 10.3. Middle East and Africa: Country Analysis
    • 10.3.1. South Africa Direct Booking MICE Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Event Type
        • 10.3.1.2.2. By Service Provider
    • 10.3.2. Saudi Arabia Direct Booking MICE Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Event Type
        • 10.3.2.2.2. By Service Provider
    • 10.3.3. UAE Direct Booking MICE Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Event Type
        • 10.3.3.2.2. By Service Provider
    • 10.3.4. Kuwait Direct Booking MICE Market Outlook
      • 10.3.4.1. Market Size & Forecast
        • 10.3.4.1.1. By Value
      • 10.3.4.2. Market Share & Forecast
        • 10.3.4.2.1. By Event Type
        • 10.3.4.2.2. By Service Provider
    • 10.3.5. Turkey Direct Booking MICE Market Outlook
      • 10.3.5.1. Market Size & Forecast
        • 10.3.5.1.1. By Value
      • 10.3.5.2. Market Share & Forecast
        • 10.3.5.2.1. By Event Type
        • 10.3.5.2.2. By Service Provider

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Company Profiles

  • 13.1. Cvent, Inc.
    • 13.1.1. Business Overview
    • 13.1.2. Key Revenue and Financials
    • 13.1.3. Recent Developments
    • 13.1.4. Key Personnel/Key Contact Person
    • 13.1.5. Key Product/Services Offered
  • 13.2. Maritz Holdings, Inc.
  • 13.3. Informa plc
  • 13.4. Reed Exhibitions Limited
  • 13.5. MCI Group SA
  • 13.6. BCD Travel B.V. (BCD Meetings & Events)
  • 13.7. American Express Global Business Travel Limited
  • 13.8. Testronics International Limited
  • 13.9. GL Events SA
  • 13.10. Freeman Company

14. Strategic Recommendations

15. About Us & Disclaimer