MICE (Meetings, Incentives, Conferences & Exhibitions) Industry Size, Trends, Growth & Market Analysis (2025 - 2030)

The Events and Exhibition Market Report is Segmented by Exhibition Type (B2B, B2C, and Mixed/Hybrid), Revenue Stream (Exhibitor Fee, Sponsorship Fee, Entrance Fee, and Services), End User (Consumer Goods and Retail Sector, Automotive and Transportation Sector, Industrial Sector, Entertainment Sector, Real Estate and Property, Hospitality Sector, and Other End Users), and Geography (North America, Europe, Asia-Pacific, Latin America, and Middle East and Africa). The Market Sizes and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

MICE (Meetings, Incentives, Conferences & Exhibitions) Industry Size, Trends, Growth & Market Analysis (2025 - 2030)

MICE (Meetings, Incentives, Conferences, and Exhibitions) Industry Size

 Event & Exhibition Market Summary
Study Period 2019 - 2030
Market Size (2025) USD 57.17 Billion
Market Size (2030) USD 73.98 Billion
CAGR (2025 - 2030) 5.29 %
Fastest Growing Market Asia Pacific
Largest Market Europe
Market Concentration Low

Major Players

Event & Exhibition Market Major Players

*Disclaimer: Major Players sorted in no particular order

Compare market size and growth of MICE (Meetings, Incentives, Conferences, and Exhibitions) Industry with other markets in Technology, Media and Telecom Industry

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MICE (Meetings, Incentives, Conferences, and Exhibitions) Industry Analysis

The MICE Industry is expected to grow from USD 57.17 billion in 2025 to USD 73.98 billion by 2030, at a CAGR of 5.29% during the forecast period (2025-2030).

The global events and exhibition industry is experiencing a significant transformation driven by technological innovation and changing consumer preferences. The integration of cutting-edge event technology like NFTs, virtual reality, and artificial intelligence has revolutionized event experiences and engagement methods. According to recent industry data, the United States leads globally with over 33,000 events published on event platforms during May 2022-April 2023, demonstrating the robust recovery and growth of the sector. The emergence of hybrid events combining physical and digital elements has created new opportunities for reach and engagement, while blockchain technology is increasingly being utilized for secure ticketing and enhanced attendee experiences.


The entertainment segment of the industry has shown remarkable resilience and growth, particularly in the music and festival sector. Billboard reports that approximately 32 million Americans attend music festivals annually, with 14.7 million belonging to the millennial generation, highlighting the strong youth demographic driving market growth. Major international artists and events are returning to stages worldwide, with innovative formats incorporating digital elements to enhance audience engagement. The rise of experiential marketing and immersive experiences has become a key trend, with organizers focusing on creating memorable, multi-sensory events that leverage advanced technology and creative concepts.


Sustainability has emerged as a crucial focus area for the industry, with event organizers implementing eco-friendly practices and sustainable solutions. Major exhibition companies are signing commitments to reduce carbon footprints, with organizations like DMG Events hosting over 425,000 attendees annually across 84 exhibitions while implementing sustainable practices. The industry is witnessing a shift toward green event management, including the use of renewable energy, waste reduction initiatives, and environmentally conscious venue selection, reflecting growing environmental awareness among both organizers and attendees.


The business-to-business (B2B) exhibition industry has undergone significant evolution, with a growing emphasis on specialized and sector-specific shows. Exhibition companies are focusing on creating more targeted events that cater to specific industry needs while incorporating digital solutions for enhanced networking and business matching. The trend toward consolidation through mergers and acquisitions has become more prominent, as organizers seek to strengthen their market position and expand their portfolio of events. This consolidation has led to improved event quality and more comprehensive exhibition services for exhibitors and attendees alike.

Segment Analysis: By Type

B2C Segment in Global Events and Exhibition Market

The Business-to-Consumer (B2C) segment continues to dominate the global events and exhibition market, commanding approximately 55% of the total market share in 2024. This segment's prominence is driven by the increasing demand for entertainment events, sports competitions, and music festivals worldwide. The B2C segment encompasses various sub-categories, including movie premieres, sporting events, and music concerts, catering to diverse consumer preferences and entertainment needs. The segment's strong performance is supported by the growing disposable income of consumers, technological advancements in event planning, and the increasing popularity of experiential entertainment. Additionally, the integration of digital technologies and hybrid event formats has expanded the reach of B2C events, allowing organizers to engage with larger audiences across different geographical locations.

Market Analysis of Events And Exhibition Market: Chart for By Type

B2B Segment in Global Events and Exhibition Market

The Business-to-Business (B2B) segment is emerging as the fastest-growing segment in the global events and exhibition market, with a projected growth rate of approximately 5% during 2024-2029. This robust growth is primarily attributed to the increasing importance of trade shows, professional conferences, and industry exhibitions in facilitating business networking and partnerships. The segment is witnessing significant transformation with the adoption of advanced technologies such as virtual reality, augmented reality, and AI-powered networking solutions. The rise of industry-specific exhibitions, particularly in sectors such as technology, healthcare, and manufacturing, is further driving the segment's growth. Additionally, the increasing focus on sustainable event practices and the integration of digital solutions for enhanced attendee engagement are contributing to the segment's expansion.

Segment Analysis: By Revenue Stream

Exhibitor Fee Segment in Events and Exhibition Market

The exhibitor fee segment continues to dominate the global events and exhibition market, commanding approximately 38% market share in 2024. This segment generates revenue through booth rentals and exhibition spaces at various trade shows, conferences, and events worldwide. Exhibition companies typically implement tiered pricing structures based on booth positioning and prominence on the show floor, with premium locations commanding higher fees. Beyond basic space rentals, exhibitors also generate additional revenue through booth upgrades like electrical access, extra furniture, and audiovisual equipment rentals. The segment's strong performance is driven by the increasing demand for exhibition spaces as organizations recognize business exhibitions as effective platforms for showcasing products and services while networking with industry peers.

Entrance Fee Segment in Events and Exhibition Market

The entrance fee segment is projected to witness the strongest growth trajectory during 2024-2029, with an estimated CAGR of around 5%. This robust growth is primarily attributed to the rising popularity of global events across sports, music, and entertainment sectors. The increasing adoption of digital event ticketing platforms and innovative payment solutions has streamlined the ticket purchasing process, making it more convenient for attendees. Additionally, the emergence of NFT tickets and blockchain technology in ticketing processes has enhanced security and created new revenue opportunities through digital collectibles and exclusive access rights. The segment is further bolstered by the growing trend of hybrid events that combine both physical and virtual attendance options.

Remaining Segments in Revenue Stream Market Segmentation

The sponsorship fee and services segments play crucial complementary roles in the events and exhibition market ecosystem. The sponsorship fee segment enables event organizers to enhance event quality and scale while providing valuable marketing opportunities for sponsor brands. Event organizers typically receive between 15-20% of the total event cost through sponsorship arrangements. The services segment encompasses a wide range of offerings, including event planning, event logistics, technical services, and hospitality arrangements. This segment is particularly vital in delivering comprehensive event solutions and ensuring seamless execution of both physical and virtual events, contributing to the overall market growth through value-added services.

Segment Analysis: By End User

Consumer Goods and Retail Segment in Events and Exhibition Market

The consumer goods and retail segment continues to dominate the global events and exhibition market, commanding approximately 25% market share in 2024. This significant market position is driven by the sector's diverse range of trade shows, exhibitions, and product launch events that bring together manufacturers, retailers, and consumers. The segment's strength is further bolstered by the growing importance of experiential marketing and direct consumer engagement through events. Major retail exhibitions worldwide serve as crucial platforms for businesses to showcase new products, establish business relationships, and gain market insights. The integration of digital technologies in retail events, including virtual product demonstrations and hybrid exhibition formats, has enhanced the segment's value proposition. Additionally, the rise of specialized retail events focusing on sustainable products, luxury goods, and emerging market opportunities has contributed to the segment's market leadership.

Entertainment Segment in Events and Exhibition Market

The entertainment segment is emerging as the fastest-growing category in the events and exhibition market, with a projected growth rate of approximately 6% during 2024-2029. This remarkable growth is driven by the increasing demand for live music concerts, sports events, and cultural festivals worldwide. The segment's expansion is supported by technological advancements in event production, including immersive experiences through virtual and augmented reality. The rise of hybrid entertainment events, combining physical and digital elements, has opened new revenue streams and expanded audience reach. Investment in state-of-the-art venues and infrastructure specifically designed for entertainment events has further accelerated growth. The segment also benefits from increasing corporate sponsorship and growing consumer willingness to spend on experiential entertainment. Additionally, the integration of social media and digital platforms has enhanced event promotion and audience engagement, contributing to the segment's robust growth trajectory.

Remaining Segments in Events and Exhibition Market End Users

The events and exhibition market encompasses several other significant segments, including automotive and transportation, industrial, real estate and property, hospitality, and other end users. The automotive and transportation segment plays a crucial role through international auto shows and mobility exhibitions. The industrial segment contributes through manufacturing trade shows and technology exhibitions. Real estate and property events serve as essential platforms for property developers and investors. The hospitality segment facilitates networking and business opportunities through hotel and tourism exhibitions. Each of these segments brings unique value to the market through specialized events, conferences, and exhibition booth designs. The diversity of these segments ensures market stability and provides multiple growth avenues through various industry-specific exhibitions and events. Their combined presence creates a comprehensive ecosystem that supports global trade, innovation, and business development across sectors.

Events And Exhibition Market Geography Segment Analysis

Events and Exhibition Market in North America

North America represents approximately 22% of the global expo market in 2024, establishing itself as a major hub for international business events and exhibitions. The region's dominance is driven by its advanced infrastructure, particularly evident in key exhibition venues like McCormick Place in Chicago, Orange County Convention Center in Florida, and Sands Expo & Convention Center in Las Vegas. The market is characterized by a strong focus on technology integration, with event organizers increasingly adopting virtual and hybrid event formats to enhance attendee engagement. The region's events landscape is diversified across multiple sectors, including consumer technology, healthcare, automotive, and entertainment industries. The presence of large corporate offices, continuous product innovations, and rapid technological advancements further strengthens North America's position in the global events market. The region's success is also attributed to its robust digital infrastructure, enabling seamless integration of virtual components in traditional events, making it a pioneer in hybrid event solutions.

Market Analysis of Events And Exhibition Market: Forecasted Growth Rate by Region

Events and Exhibition Market in Europe

Europe has demonstrated remarkable resilience in the events and exhibition sector, achieving approximately 5% growth annually from 2019 to 2024. The region's market is anchored by countries like Germany, France, and the United Kingdom, which host numerous high-profile international events throughout the year. Europe's success in the exhibition industry is built upon its extensive network of world-class exhibition venues, including Fiera Milano in Italy, Messe Frankfurt, and Messegelände Hannover in Germany. The market benefits from excellent transportation infrastructure, making it easily accessible for international attendees. European events are known for their strong focus on sustainability practices, with many venues implementing green initiatives and eco-friendly solutions. The region's diverse cultural landscape and strong business ecosystem contribute to its appeal as a premier destination for both B2B and B2C events. The market is characterized by high standards of service delivery, innovative event concepts, and strong government support for the MICE market.

Events and Exhibition Market in Asia-Pacific

The Asia-Pacific events and exhibition market is projected to grow at approximately 5% annually from 2024 to 2029, showcasing the region's emerging dominance in the global expo market. The market is driven by rapid urbanization, increasing corporate activities, and growing disposable income levels across major economies like China, India, and Australia. The region's exhibition sector is witnessing significant transformation with the integration of digital technologies and innovative event formats. Countries across Asia-Pacific are investing heavily in developing world-class exhibition infrastructure and convention centers to attract international events. The market benefits from strong government support, particularly in emerging economies where events and exhibitions are seen as catalysts for economic growth. Cultural diversity and unique event experiences contribute to the region's attractiveness for both regional and international event organizers. The sector is characterized by increasing adoption of hybrid event models, combining traditional physical events with digital components to reach wider audiences.

MICE (Meetings, Incentives, Conferences, and Exhibitions) Industry Overview

Top Companies in Events and Exhibition Market

The global exhibition market features prominent players like GL Events, Informa PLC, Fiera Milano SPA, Messe Frankfurt GmbH, and Messe Munchen GmbH leading the industry. These companies are increasingly focusing on digital transformation through hybrid events, virtual platforms, and innovative technologies like AR/VR to enhance attendee experiences. Market leaders are emphasizing sustainability initiatives, with many signing the Net Zero Carbon Events pledge and implementing eco-friendly practices across their operations. Companies are expanding their service portfolios beyond traditional event management to include comprehensive digital solutions, data analytics, and year-round engagement platforms. Strategic partnerships and geographical expansion, particularly in emerging markets, remain key focus areas as organizations aim to strengthen their global presence and capture new growth opportunities. The industry is witnessing significant investment in infrastructure modernization and technology integration to create more immersive and efficient event experiences.

Market Structure Shows Dynamic Competitive Environment

The events and exhibition industry trends demonstrate a mix of global conglomerates and specialized regional players, with varying degrees of market concentration across different regions. Large international players dominate the premium segment with their extensive infrastructure, global network, and comprehensive service offerings, while regional specialists maintain strong positions in local markets through their deep understanding of specific industries and cultural nuances. The industry structure is characterized by strategic alliances, joint ventures, and partnerships, particularly in emerging markets where local expertise is crucial for success. The market has witnessed increased consolidation through mergers and acquisitions, as larger players seek to expand their geographical footprint and service capabilities.


The competitive landscape is evolving with the entry of technology-focused companies and digital platform providers, challenging traditional business models. Market leaders are responding through vertical integration, expanding their service portfolios to include digital solutions, content creation, and data analytics capabilities. The industry shows varying levels of consolidation across regions, with mature markets displaying higher concentration levels while emerging markets remain relatively fragmented with numerous local players. Companies are increasingly focusing on building comprehensive event ecosystems that combine physical infrastructure, digital capabilities, and value-added services to strengthen their market positions.

Innovation and Adaptability Drive Future Success

Success in the events and exhibition market increasingly depends on companies' ability to adapt to changing customer preferences and technological advancements. Incumbent players are focusing on developing integrated solutions that combine physical and digital experiences, investing in data analytics capabilities, and building stronger relationships with key industry stakeholders. Market leaders are emphasizing sustainability initiatives, technological innovation, and service differentiation to maintain their competitive advantage. Companies are also expanding their focus on specific industry verticals and developing specialized expertise to better serve distinct market segments and reduce substitution risks.


The future competitive landscape will be shaped by companies' ability to navigate regulatory changes, particularly regarding sustainability and digital privacy, while maintaining operational efficiency. New entrants can gain market share by focusing on niche segments, developing innovative digital solutions, and forming strategic partnerships with established players. Success factors include the ability to provide personalized experiences, leverage data analytics for better customer insights, and maintain flexibility in service delivery models. Companies must also consider the increasing importance of sustainability credentials and environmental impact in client decision-making processes, while building resilient business models that can adapt to changing market conditions and customer preferences.

MICE (Meetings, Incentives, Conferences, and Exhibitions) Industry Leaders

  1. Fiera Milano SpA

  2. Deutsche Messe AG

  3. Messe Frankfurt GmbH

  4. MCH Group AG

  5. GL Events

  6. *Disclaimer: Major Players sorted in no particular order
Event and Exhibition Market Concentration
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MICE (Meetings, Incentives, Conferences, and Exhibitions) Industry News

  • November 2023: Art Design Chicago, an initiative of the Terra Foundation for American Art in partnership with local artists and arts organizations, was launched as a citywide collaboration and series of events and exhibitions that highlighted the voices and stories of the city's unique artistic heritage and creative communities. Continuing into 2025, more than 50 Chicago-area arts organizations across 30 Chicago neighborhoods and several suburban communities will showcase the work of hundreds of artists.
  • November 2023: EventWorks, a Southeast event rental provider, and Quest Events, a drape and scenic elements provider, completed their strategic combination. The merger brought together organizations to fortify strengths, broaden reach, and deliver an unparalleled full-service experience to event professionals. EventWorks and Quest Events will seamlessly integrate their offerings, providing expanded selection and services to a broad clientele across multiple locations.

MICE (Meetings, Incentives, Conferences, and Exhibitions) Industry Report - Table of Contents

1. INTRODUCTION

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

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET DYNAMICS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Buyers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Intensity of Competitive Rivalry
    • 4.2.5 Threat of Substitutes
  • 4.3 Assessment of the Impact of COVID-19 on the Market

5. MARKET INSIGHTS

  • 5.1 Market Drivers
    • 5.1.1 Growing Adoption of Geo-Cloning for Exhibition Organizers
    • 5.1.2 Increasing Growth of Consumer Goods Penetrates the Growth of B2C Exhibition
  • 5.2 Market Restraints
    • 5.2.1 Loss Due to Restrictions of Smaller Players to Participate Owing to Potential Low Turnouts

6. MARKET SEGMENTATION

  • 6.1 By Type
    • 6.1.1 B2B
    • 6.1.2 B2C
    • 6.1.3 Mixed/Hybrid
  • 6.2 By Revenue Stream
    • 6.2.1 Exhibitor Fee
    • 6.2.2 Sponsorship Fee
    • 6.2.3 Entrance Fee
    • 6.2.4 Services
  • 6.3 By End User
    • 6.3.1 Consumer Goods and Retail Sector
    • 6.3.2 Automotive and Transportation Sector
    • 6.3.3 Industrial
    • 6.3.4 Entertainment
    • 6.3.5 Real Estate and Property
    • 6.3.6 Hospitality Sector
    • 6.3.7 Other End Users
  • 6.4 By Geography***
    • 6.4.1 North America
    • 6.4.1.1 United States
    • 6.4.1.2 Canada
    • 6.4.2 Europe
    • 6.4.2.1 Germany
    • 6.4.2.2 United Kingdom
    • 6.4.2.3 France
    • 6.4.3 Asia-Pacific
    • 6.4.3.1 China
    • 6.4.3.2 Japan
    • 6.4.3.3 India
    • 6.4.3.4 South Korea
    • 6.4.3.5 Australia and New Zealand
    • 6.4.4 Latin America
    • 6.4.5 Middle East and Africa

7. COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles*
    • 7.1.1 Fiera Milano SpA
    • 7.1.2 Deutsche Messe AG
    • 7.1.3 Messe Frankfurt GmbH
    • 7.1.4 MCH Group AG
    • 7.1.5 GL Events
    • 7.1.6 Koelnmesse GmbH
    • 7.1.7 Messe Dsseldorf GmbH
    • 7.1.8 Percept Limited
    • 7.1.9 Viparis Holding
    • 7.1.10 Comexposium Group

8. INVESTMENT ANALYSIS

9. MARKET OUTLOOK

**Subject to Availability
***In the final report, Australia and New Zealand will be studied together as 'Asia Pacific'
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MICE (Meetings, Incentives, Conferences, and Exhibitions) Industry Industry Segmentation

  • Events and exhibitions serve as potent marketing instruments. They offer an opportunity to showcase and advertise a product or service to an audience that may possess limited or no awareness of the offerings. The events and exhibition market is segmented by type, revenue stream, end user, and geography. By type, the market is divided into B2B, B2C, and mixed/hybrid. By revenue stream, the market is segmented into exhibitor fees, sponsorship fees, entrance fees, and services. By end user, the market is divided into the consumer goods and retail sector, automotive and transportation sector, industrial, entertainment, real estate and property, hospitality sector, and other end-users like healthcare and pharmaceutical. By geography, the market is divided into North America [United States, Canada], Europe [Germany, United Kingdom, France, and Rest of Europe], and Asia-Pacific [China, Japan, India, South Korea, and Rest of Asia-Pacific], Latin America, and Middle East and Africa). For each segment, the market sizing and forecasts were made on the basis of value (in USD).
By Type B2B
B2C
Mixed/Hybrid
By Revenue Stream Exhibitor Fee
Sponsorship Fee
Entrance Fee
Services
By End User Consumer Goods and Retail Sector
Automotive and Transportation Sector
Industrial
Entertainment
Real Estate and Property
Hospitality Sector
Other End Users
By Geography*** North America United States
Canada
Europe Germany
United Kingdom
France
Asia-Pacific China
Japan
India
South Korea
Australia and New Zealand
Latin America
Middle East and Africa
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MICE (Meetings, Incentives, Conferences, and Exhibitions) Industry Research FAQs

How big is the Events And Exhibition Market?

The Events And Exhibition Market size is expected to reach USD 57.17 billion in 2025 and grow at a CAGR of 5.29% to reach USD 73.98 billion by 2030.

What is the current Events And Exhibition Market size?

In 2025, the Events And Exhibition Market size is expected to reach USD 57.17 billion.

Who are the key players in Events And Exhibition Market?

Fiera Milano SpA, Deutsche Messe AG, Messe Frankfurt GmbH, MCH Group AG and GL Events are the major companies operating in the Events And Exhibition Market.

Which is the fastest growing region in Events And Exhibition Market?

Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2025-2030).

Which region has the biggest share in Events And Exhibition Market?

In 2025, the Europe accounts for the largest market share in Events And Exhibition Market.

What years does this Events And Exhibition Market cover, and what was the market size in 2024?

In 2024, the Events And Exhibition Market size was estimated at USD 54.15 billion. The report covers the Events And Exhibition Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Events And Exhibition Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

MICE (Meetings, Incentives, Conferences, and Exhibitions) Industry Research

Mordor Intelligence delivers comprehensive insights into the event and exhibition market through detailed industry analysis and market forecasts. Our research encompasses the entire spectrum of the MICE industry, including corporate events, trade shows, conferences, and exhibitions, providing stakeholders with actionable market data and industry statistics. The report covers emerging trends, growth drivers, and market challenges, offering a thorough understanding of market segmentation and competitive dynamics. All these valuable insights are available in an easy-to-read report PDF format, enabling quick access to critical information for decision-makers in the exhibition industry.
Beyond market research, our consulting expertise helps businesses navigate the complexities of the MICE market. We provide strategic support through customer need analysis, event technology assessment, and comprehensive competition assessment. Our team assists in developing go-to-market strategies specifically tailored for event management and exhibition services, while also offering expertise in B2B surveys and customer satisfaction analysis. We help identify and assess potential partners and vendors in the event planning industry, analyze exhibition industry trends, and provide data-driven insights for optimizing event operations and maximizing ROI in the rapidly evolving business events industry.