Asia-Pacific MICE Tourism Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Asia-Pacific MICE Tourism Market is Segmented by Event Type (Meeting, Incentive, and More), by Industry Vertical (IT and Telecom, Healthcare, and More), by Venue Type (Convention Centres, Cruise & Alternative Venues, and More), by Service Type (Accomodation, Transportation and More), by Organization Size (Large Enterprises and Small and Medium Enterprises) by Geography. Market Forecasts are Provided in Terms of Value (USD).

Asia Pacific MICE Tourism Market Size and Share

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Asia Pacific MICE Tourism Market Analysis by Mordor Intelligence

The Asia-Pacific MICE market is valued at USD 212.83 billion in 2025 and is forecast to advance to USD 328.97 billion by 2030 at a 9.10% CAGR. This up-cycle reflects the region’s swift post-pandemic rebound, the acceleration of hybrid formats, and steady gains in corporate travel spending, which is projected to reach USD 800 billion by 2027[1]Source: Global Business Travel Association, “BTI Outlook 2025,” gbta.org . Elevated business confidence is enabling companies to lock in multi-year event calendars even as geopolitical and cost risks persist. Large-scale venue expansions, airline capacity restoration, and digital sourcing platforms are lowering friction in cross-border event execution, while sustainability targets are prompting planners to prefer venues with demonstrable energy-efficiency certifications. Technology integration, especially AI-enabled translation and attendee analytics, is reshaping event design, shortening planning timelines, and allowing organizers to monetize virtual audiences.

Key Report Takeaways

  • By event type, meetings led with 42.23% revenue share in 2024, while hybrid events are set to expand at a 12.23% CAGR through 2030 in the Asia-Pacific MICE market.
  • By industry vertical, IT and telecommunications captured 24.21% of the Asia-Pacific MICE market share in 2024; healthcare is forecast to grow at an 11.56% CAGR to 2030.
  • By venue, convention and exhibition centers accounted for 45.52% of the Asia-Pacific MICE market size in 2024; cruise and alternative venues are advancing at a 13.12% CAGR.
  • By service, accommodation services controlled a 32.36% share in 2024, whereas transportation services are projected to post the fastest 14.52% CAGR in the Asia-Pacific MICE market.
  • By geography, China held a 34.62% share in 2024, while Southeast Asia is expected to record a 12.98% CAGR to 2030.
  • The top five providers, CWT Meetings & Events, BCD Meetings & Events, MCI Group, Reed Exhibitions Asia, and Pico Far East Holdings collectively commanded a significant share of the Asia-Pacific MICE market in 2024.

Segment Analysis

By Event Type: Hybrid formats drive innovation

Meetings retained 42.23% revenue in 2024, anchoring the Asia-Pacific MICE market through predictable booking cycles and broad enterprise acceptance. Hybrid events, however, are growing at a 12.23% CAGR, converting latent virtual audiences into monetisable delegate pools. Large convention organisers deploy blockchain-enabled networking tokens to personalise agendas and measure sponsor return on investment. Conventions and exhibitions maintain critical mass for global launches, while incentive travel holds premium pricing due to its motivational impact. The Asia-Pacific MICE market size for the hybrid segment is projected to rise swiftly as more corporates embed digital components in standard meeting policies. Experiential design trends AR walk-throughs, ESG reporting dashboards, and contactless registration, give hybrid formats a competitive edge.

The Asia-Pacific MICE market benefits from platforms that integrate gamification, AI translation, and real-time sentiment analytics. Such tools help planners curate content pathways, extend on-demand viewing windows, and track engagement KPIs beyond headcount. Small meetings are expected to rise 78% in 2025, reflecting a return-to-office push and the value of face-to-face collaboration. Analysts note that incentive itineraries increasingly merge CSR activities with wellness programmes, aligning corporate culture with sustainability metrics.

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Note: Segment shares of all individual segments are available upon report purchase

By Industry Vertical: Healthcare acceleration outpaces IT leadership

IT and telecommunications contributed 24.21% of the Asia-Pacific MICE market share in 2024, owing to continuous product releases and developer conferences. Healthcare is forecast to post the fastest 11.56% CAGR to 2030 as pharmaceutical forums, regulatory workshops, and medical device expos multiply. The Asia-Pacific MICE market size for healthcare gatherings is expanding alongside new vaccine pipelines and cross-border clinical trials that mandate in-person peer review. Financial services, manufacturing, and energy continue to schedule regulatory briefings, supply-chain summits, and renewable-energy roadshows, respectively.

Growth in healthcare events is supported by purpose-built auditoriums, simulation labs, and translation booths that comply with medical accreditation standards. Destination appeal rises when ancillary attractions, such as heritage tours and culinary experiences, augment delegate itineraries. Venue operators are upgrading infection-control protocols and telemedicine demo zones to cement credibility with hospital groups and life-science firms.

By Venue Type: Alternative venues challenge convention dominance

Convention and exhibition centers commanded a 45.52% share in 2024, but cruise ships and unconventional sites are growing at a 13.12% CAGR on the strength of experiential differentiation. The Asia-Pacific MICE market size for cruise-based gatherings is expanding as corporates view all-inclusive packages as a hedge against rising city-center costs. Hotels and resorts secure mid-market demand through bundled rooms-plus-meeting packages, while corporate campuses meet confidential R&D requirements. High-profile projects such as Marina Bay Sands’ new tower and 15,000-seat arena attest to the resilience of flagship venues.

Alternative sites benefit from refreshed hardware—larger LED backdrops, 5G connectivity, and renewable-energy integration—that ensures broadcast-quality streaming and reduced carbon footprints. Urban entertainment complexes reposition under-utilised retail spaces for pop-up experiences, enabling organisers to match niche delegate profiles with themed environments.

By Service Type: Transportation growth reflects mobility demands

Accommodation held 32.36% revenue share in 2024, mirroring the Asia-Pacific MICE market’s reliance on integrated stay packages. Transportation services are on track for a 14.52% CAGR as planners juggle multi-city itineraries and door-to-door sustainability commitments. Investments in high-speed rail corridors and airport capacity expansions encourage organisers to extend programmes to secondary cities. The Asia-Pacific MICE market size for transport logistics is increasing as corporates prioritise seamless delegate movement. Planning and execution outsourcing remains stable, underpinned by compliance complexity and language diversity.

Event apps that integrate flight trackers, ride-share codes, and carbon calculators improve delegate satisfaction and help corporates achieve ESG targets. Venue operators located near inter-modal hubs, such as conference halls within 20 minutes of major airports, command pricing premiums by cutting journey time.

Asia-Pacific MICE Tourism Market
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Note: Segment shares of all individual segments are available upon report purchase

By Organisation Size: SME growth outpaces enterprise stability

Large enterprises controlled 58.89% of spending in 2024 through recurring leadership forums and global kick-offs. Small and medium enterprises are posting a 13.36% CAGR, reflecting democratized access to venue sourcing portals and pay-as-you-go virtual platforms. The Asia-Pacific MICE market size for SME clients is rising as governments subsidise digital adoption costs and local chambers promote export-oriented trade fairs. Cloud-based budgeting tools and modular service bundles enable smaller firms to host investor days and channel partner meets without legacy agency fees.

Regional grants link SMEs with certified event technologists, amplifying their ability to stage professional experiences that rival enterprise standards. Boutique venues with 500–600-seat capacities are in demand for scale-appropriate conferences, offering customisable layouts and hybrid-ready infrastructure.

Geography Analysis

China delivered 34.62% revenue in 2024, anchored by a dense convention network, domestic corporate scale, and state-led cluster strategies. The Asia-Pacific MICE market faces moderating growth in China as maturing demand intersects with visa and geopolitical friction, prompting organisers to hedge with flexible contingency clauses. Provincial hubs are differentiating through sector-specific exhibition districts aligned with industrial specialisations. Beijing and Shanghai retain flagship status due to airlift capacity and international hotel chains, yet second-tier cities are capturing spill-over demand through incentives and lower cost bases.

Southeast Asia is the fastest-growing sub-region at a 12.98% CAGR to 2030. Thailand’s success in securing the 2029 International Horticultural Expo confirms its readiness for mega-events and will inject millions of incremental visitor nights. Vietnam’s hotel pipeline, including new brands in Ho Chi Minh City, is positioning the country as a credible alternative for pharmaceutical launches and regional sales conferences. Malaysia and Indonesia leverage public-private partnerships to standardise service quality and cross-sell multi-city itineraries, while Singapore defends high-yield share by pairing superior connectivity with audited sustainability metrics.

India, Japan, Australia, and South Korea are mature yet innovative. India’s Jio World Convention Centre sets new domestic benchmarks for scale and digital backbone. Japan packages cultural assets with visa facilitations under its Tourism Agency, keeping average daily delegate spending among the region’s highest. Australia invests in Asia-facing air routes and visitor experience upgrades, acting as a bridge market for Western exhibitors. South Korea embeds AI in venue operations and partners with local tech incubators, giving organisers access to real-time analytics and automated language support.

Competitive Landscape

The Asia-Pacific MICE market remains moderately fragmented despite consolidation moves by global intermediaries. The top five providers blend venue sourcing, travel management, and content design, yet technology-first entrants are eroding share through self-service marketplaces. Accor is rolling out a digital meetings ecosystem that ties 5,600 hotels to a unified booking engine, creating scale economies in inventory management. Meanwhile, a leading TMC’s USD 20 million capital injection into its events division signals confidence in revival momentum.

Cvent processed USD 16.5 billion in sourcing volume in 2024, surpassing 2019 records and underscoring platform power. Its acquisition of an AI-based supplier network compresses procurement cycles and democratizes access for SMEs. Pico Group exploits experiential design capabilities—AR, VR, and gamified engagement—to carve defensible niches in brand activation. Regional specialist RX Tradex forecasts double-digit growth by leveraging local language talent and sector-specific databases.

Sustainability credentials are fast becoming table stakes. Venue operators disclose ISO 20121 certifications and embedded renewable-energy systems to qualify for multinational RFPs. Competitors unable to verify carbon footprints risk exclusion from shortlists driven by corporate ESG mandates. Pricing power is shifting toward suppliers that integrate technology, ESG data, and multi-market delivery under a single contract.

Asia Pacific MICE Tourism Industry Leaders

  1. CWT Meetings & Events

  2. BCD Meetings & Events

  3. MCI Group

  4. Reed Exhibitions Asia (RX

  5. Pico Far East Holdings

  6. *Disclaimer: Major Players sorted in no particular order
Asia Pacific MICE Tourism Market Concentration
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Recent Industry Developments

  • May 2025: Accor unveiled a global digital meetings and events platform covering 5,600 hotels and 2.5 million m² of event space.
  • February 2025: Hyatt formed the Asia-Pacific Meetings & Events Alliance linking nine flagship properties for streamlined multi-city programmes.
  • January 2025: Pan Pacific Hotels Group partnered with Tokyu Hotels to launch THE HOTEL HIGASHIYAMA KYOTO TOKYU, A Pan Pacific Hotel.
  • September 2024: Pan Pacific Hotels Group partnered with Tokyu Hotels to launch THE HOTEL HIGASHIYAMA KYOTO TOKYU, A Pan Pacific Hotel.

Table of Contents for Asia Pacific MICE Tourism Industry Report

1. Introduction

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. Research Methodology

3. Executive Summary

4. Market Landscape

  • 4.1 Market Overview
  • 4.2 Market Drivers
    • 4.2.1 Rapid Economic Growth in Emerging Markets
    • 4.2.2 Government Initiatives to Promote Business Tourism
    • 4.2.3 Rising Presence of Global and Regional Corporations
    • 4.2.4 Growth of Trade and Industry Exhibitions
    • 4.2.5 Improved Air Connectivity and Infrastructure
    • 4.2.6 Digital Transformation and Hybrid Event Formats
    • 4.2.7 Boom in Incentive Tourism by Corporates
    • 4.2.8 Tourism-MICE Integration with Leisure Offerings
  • 4.3 Market Restraints
    • 4.3.1 High Cost of MICE Event Organization
    • 4.3.2 Uneven Infrastructure Development Across Regions
    • 4.3.3 Fluctuating Corporate Budgets and Travel Policies
    • 4.3.4 Geopolitical Tensions and Instability
  • 4.4 Value / Supply-Chain Analysis
  • 4.5 Regulatory Landscape
  • 4.6 Technological Outlook
  • 4.7 Porter's Five Forces
    • 4.7.1 Threat of New Entrants
    • 4.7.2 Bargaining Power of Buyers
    • 4.7.3 Bargaining Power of Suppliers
    • 4.7.4 Threat of Substitutes
    • 4.7.5 Intensity of Competitive Rivalry

5. Market Size and Growth Forecasts (Value, 2020-2030)

  • 5.1 By Event Type
    • 5.1.1 Meetings
    • 5.1.2 Incentives
    • 5.1.3 Conventions
    • 5.1.4 Exhibitions
    • 5.1.5 Hybrid Events
  • 5.2 By Industry Vertical
    • 5.2.1 IT and Telecom
    • 5.2.2 Healthcare and Life Sciences
    • 5.2.3 BFSI
    • 5.2.4 Manufacturing
    • 5.2.5 Energy and Utilities
    • 5.2.6 Others
  • 5.3 By Venue Type
    • 5.3.1 Convention and Exhibition Centers
    • 5.3.2 Hotels and Resorts
    • 5.3.3 Corporate Campuses / Offices
    • 5.3.4 Cruise and Alternative Venues
  • 5.4 By Service Type
    • 5.4.1 Planning and Execution
    • 5.4.2 Accommodation
    • 5.4.3 Transportation
    • 5.4.4 Entertainment and Ancillary
  • 5.5 By Organization Size
    • 5.5.1 Large Enterprises
    • 5.5.2 Small and Medium Enterprises
  • 5.6 By Country
    • 5.6.1 India
    • 5.6.2 China
    • 5.6.3 Japan
    • 5.6.4 Australia
    • 5.6.5 South Korea
    • 5.6.6 South East Asia (Singapore, Malaysia, Thailand, Indonesia, Vietnam, and Philippines)
    • 5.6.7 Rest of Asia-Pacific

6. Competitive Landscape

  • 6.1 Market Concentration
  • 6.2 Strategic Moves
  • 6.3 Market Share Analysis
  • 6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share for key companies, Products & Services, and Recent Developments)
    • 6.4.1 QUESTEX LLC
    • 6.4.2 CWT Meetings & Events
    • 6.4.3 cievents (Flight Centre)
    • 6.4.4 ATPI Ltd
    • 6.4.5 Conference Care Ltd
    • 6.4.6 IBTM Events (RX)
    • 6.4.7 Interpublic Group (Jack Morton)
    • 6.4.8 BCD Meetings & Events
    • 6.4.9 The Freeman Company
    • 6.4.10 Reed Exhibitions Asia
    • 6.4.11 MCI Group
    • 6.4.12 Pico Far East Holdings
    • 6.4.13 Messe Frankfurt Asia
    • 6.4.14 GL Events Asia Pacific
    • 6.4.15 Informa Markets Asia
    • 6.4.16 ASM Global (APAC)
    • 6.4.17 Thailand Convention & Exhibition Bureau
    • 6.4.18 Singapore Tourism Board - Business Events
    • 6.4.19 China National Convention Center
    • 6.4.20 Klook Meetings & Experiences*

7. Market Opportunities & Future Outlook

  • 7.1 White-space & Unmet-Need Assessment
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Asia Pacific MICE Tourism Market Report Scope

MICE represents a sector of tourism that includes business events and activities such as client meetings, brand & product promotions, business expansion, employee training, and incentives. This report aims to provide a detailed analysis of the Asia-Pacific MICE Tourism Market. It focuses on the market dynamics, emerging trends in the segments and regional markets, and insights on various product and application types. Also, it analyses the key players and the competitive landscape in the Asia-Pacific MICE Tourism Market.

By Event Type Meetings
Incentives
Conventions
Exhibitions
Hybrid Events
By Industry Vertical IT and Telecom
Healthcare and Life Sciences
BFSI
Manufacturing
Energy and Utilities
Others
By Venue Type Convention and Exhibition Centers
Hotels and Resorts
Corporate Campuses / Offices
Cruise and Alternative Venues
By Service Type Planning and Execution
Accommodation
Transportation
Entertainment and Ancillary
By Organization Size Large Enterprises
Small and Medium Enterprises
By Country India
China
Japan
Australia
South Korea
South East Asia (Singapore, Malaysia, Thailand, Indonesia, Vietnam, and Philippines)
Rest of Asia-Pacific
By Event Type
Meetings
Incentives
Conventions
Exhibitions
Hybrid Events
By Industry Vertical
IT and Telecom
Healthcare and Life Sciences
BFSI
Manufacturing
Energy and Utilities
Others
By Venue Type
Convention and Exhibition Centers
Hotels and Resorts
Corporate Campuses / Offices
Cruise and Alternative Venues
By Service Type
Planning and Execution
Accommodation
Transportation
Entertainment and Ancillary
By Organization Size
Large Enterprises
Small and Medium Enterprises
By Country
India
China
Japan
Australia
South Korea
South East Asia (Singapore, Malaysia, Thailand, Indonesia, Vietnam, and Philippines)
Rest of Asia-Pacific
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Key Questions Answered in the Report

What is the current size of the Asia Pacific MICE market?

The market is valued at USD 212.83 billion in 2025 and is projected to reach USD 328.97 billion by 2030.

Which event type is growing fastest in the Asia Pacific MICE market?

Hybrid events are expanding at 12.23% CAGR through 2030 due to technology-enabled audience reach and cost efficiencies.

Why is healthcare the fastest-growing industry vertical?

Post-pandemic regulatory requirements and the need for in-person medical education are pushing healthcare events to an 11.56% CAGR.

Which geography is the biggest market and which is the fastest-growing?

China leads with 34.62% revenue share in 2024, while Southeast Asia is forecast to grow at 12.98% CAGR to 2030.

How are rising costs affecting the Asia Pacific MICE market?

Higher rents and service inflation are nudging planners toward four-star hotels and alternative venues, yet AI-driven sourcing tools and larger 2025 travel budgets help offset the impact.

Asia Pacific MICE Tourism Market Report Snapshots