Four Indications the MICE Market is Ready for a Comeback

In 2025, MICE stakeholders are celebrating the industry’s steady rebound. According to the PCMA Convene November 2024 Forecast, attendance at nearly 49% of in-person meetings exceeded pre-pandemic levels​. The Cvent Source September 2024 Snapshot reported a 12% increase in RFP volume and a 21% growth in room nights for Q2 2024 compared to the same period in 2023​. 

All of this good news, however, needs some analysis. DCI sifted through research reports over the past few months to pull out the four things that MICE stakeholders need to know and what they need to do as the industry prepares for its comeback.

1. MICE Sector Pulse Check is Promising

Research shows a growing confidence in the industry. Nearly 40% of planners expect to host more meetings in 2025 compared to 2024, as highlighted in the Northstar/Cvent Pulse Survey. Destinations are also seeing shorter lead times according to the report. An increase in short-lead bookings demonstrates adaptability among MICE stakeholders​.

Budget allocations are also signaling positivity. The 2025 CWT GBTA Global Business Travel Forecast notes that over 60% of planners anticipate higher budgets to meet rising costs and attendee expectations​. 

This is a prime opportunity for destinations to engage in storytelling to emphasize everything that makes them stand out, from local heritage and community involvement to diverse supplier networks and transformative experiences.

2. Changing Corporate and Attendee Sentiment

Planners are celebrating relaxed travel restrictions. Remember those? The American Express Meetings & Events 2025 Forecast states that 44% of corporate travel managers have eased internal restrictions​. Hybrid models are persisting, however, and The BizBash Tech Trends Survey found that 72% of planners will continue using hybrid formats in 2025​.

Attendees, however, still want to know that a trip is worth it. The Skift Meetings Megatrends 2025 report reveals that 58% of attendees prioritize ROI-focused opportunities, such as networking and interactive sessions​. Convention bureaus need to ensure they are delivering that something extra and making it clear why it’s worth planning—and attending—an upcoming event in their destination.

It’s time to partner with leading tech solutions to bolster event capabilities and enhance digital attendee engagement. This will ensure meaningful connections between in-person and remote participants. Any strategy that moves a destination forward must also include an investment in technology that personalizes and improves attendee engagement​.

3. Core Values: Sustainability, Wellness, and DEI

MICE stakeholders haven’t abandoned their ethics and values. Sustainability initiatives are still front and center. The ICCA & Destination Canada International Sustainability Report notes that 60% of planners now include sustainability criteria in RFPs​. They are increasingly nonnegotiable in today’s MICE industry.

According to the Skift Meetings Megatrends 2025 report, 53% of planners have incorporated wellness-focused spaces into their events​. The PCMA Convene Forecast reports that 66% of respondents prioritize diversity, equity, and inclusion efforts​. All of this good news indicates the comeback will also be a glow up in terms of the industry’s values.

MICE stakeholders need to leverage the data to create marketing campaigns that highlight their destination’s unique cultural offerings, sustainability initiatives, and safe event environments. That means putting ESG certifications and sustainability measures front and center. 

By the same token, prioritize DEI and local culture, because attendees and planners alike are seeking it. Destinations need to implement diverse supplier partnerships and inclusive event designs as highlighted by PCMA Convene​.

4. Challenges to Recovery Persist

Economic and geopolitical concerns are one of the biggest concerns in 2025. The 2025 CWT GBTA Global Business Travel Forecast identifies inflation and geopolitical instability as major barriers​. 

COVID-19 health and safety protocols may have been lifted, but their impact continues. The Northstar/Cvent Pulse Survey indicates that 35% of planners continue to integrate health measures like enhanced sanitation to reassure attendees​—whether it’s bird flu, MERS, or any host of spiking contagions.

The PCMA Convene Survey suggests that staffing levels are 12% below pre-pandemic benchmarks, causing operational strain​. A shortage of resources continues to challenge full recovery.

Being flexible for contract terms, shorter lead times, and hybrid-ready spaces will help overcome these challenges. Transparent, real-time communication through social media, newsletters, and other direct channels will build trust around health protocols, sustainability efforts, and DEI initiatives, reassuring clients and attendees that the destination is committed to fulfilling those priorities.

Together, all of these steps elevate a destination’s MICE profile even higher. It’s 2025—and that means it’s time to raise the bar.

Reach out to Pamela Laite at pamela.laite@aboutdci.com to learn more about tapping into our agency’s 65 years of marketing experience. Avoid what meeting planners don’t want and instead make your destination the most desirable destination this year with a fresh approach.