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1764110

直接預訂 MICE 市場 - 全球行業規模、佔有率、趨勢、機會和預測（細分、按活動類型、按服務提供者、按地區、按競爭，2020-2030 年預測）

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個工作天內

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簡介目錄

2024年，全球直接預訂MICE市場規模達3,008.9億美元，預估至2030年將達5,196.2億美元，預測期間內複合年成長率為9.37%。此細分市場專注於管理和促進專業活動，例如會議、獎勵旅遊、大型會議和展覽，直接在組織者和服務提供者之間進行，繞過中間商。這些活動在推動業務發展、知識交流、品牌推廣和國際合作方面發揮關鍵作用。直接預訂MICE市場是全球經濟活動不可或缺的一部分，它催生了場地預訂、住宿、交通、視聽整合、餐飲和物流等各種支援服務的需求。

市場概覽
預測期 2026-2030
2024年市場規模 3008.9億美元
2030年市場規模 5196.2億美元
2025-2030 年複合年成長率 9.37%
成長最快的領域 激勵措施
最大的市場 北美洲

由於企業全球化、沉浸式品牌體驗需求的不斷成長，以及提升規劃效率和受眾參與度的數位化工具的廣泛應用，MICE市場正呈現強勁成長動能。隨著企業重視策略參與以及為客戶和員工量身定做的體驗，直接預訂MICE因其靈活性、成本控制和精簡的規劃方式而成為首選。

關鍵市場促進因素

增加企業對商務活動和會議的投資

主要市場挑戰

科技顛覆與虛擬活動對傳統會展業的影響

主要市場趨勢

直接預訂MICE市場的數位轉型和混合活動整合

目錄

第 1 章：產品概述

第2章：研究方法

第3章：執行摘要

第4章：顧客之聲

第5章：全球直接預訂MICE市場展望

  • 市場規模和預測
    • 按價值
  • 市場佔有率和預測
    • 按活動類型（會議、獎勵旅遊、研討會）
    • 按服務提供者（活動策劃者、場地所有者、餐飲服務、旅遊和酒店服務提供者、技術提供者）
    • 按地區
  • 按公司分類（2024）
  • 市場地圖

第6章：北美直接預訂MICE市場展望

  • 市場規模和預測
  • 市場佔有率和預測
  • 北美：國家分析
    • 美國
    • 加拿大
    • 墨西哥

第7章：歐洲直接預訂MICE市場展望

  • 市場規模和預測
  • 市場佔有率和預測
  • 歐洲：國家分析
    • 德國
    • 英國
    • 義大利
    • 法國
    • 西班牙

第8章：亞太地區直接預訂MICE市場展望

  • 市場規模和預測
  • 市場佔有率和預測
  • 亞太地區：國家分析
    • 中國
    • 印度
    • 日本
    • 韓國
    • 澳洲

第9章：南美洲直接預訂MICE市場展望

  • 市場規模和預測
  • 市場佔有率和預測
  • 南美洲：國家分析
    • 巴西
    • 阿根廷
    • 哥倫比亞

第10章：中東和非洲直接預訂MICE市場展望

  • 市場規模和預測
  • 市場佔有率和預測
  • 中東和非洲：國家分析
    • 南非
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 科威特
    • 土耳其

第 11 章：市場動態

  • 驅動程式
  • 挑戰

第 12 章：市場趨勢與發展

  • 合併與收購（如有）
  • 產品發布（如有）
  • 最新動態

第13章：公司簡介

  • 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：策略建議

第15章調查會社について,免責事項

簡介目錄
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