Global MICE and Brand Activation Market Size, Competition Landscape and Supply Chain Research Report 2025

Research Summary

MICE, an acronym for Meetings, Incentives, Conferences, and Exhibitions/Events, refers to the various types of corporate events and gatherings organized to facilitate business interactions, knowledge sharing, and networking opportunities. MICE events are commonly used to strengthen relationships between businesses, clients, employees, and other stakeholders. Brand activation, on the other hand, involves creating engaging experiences and interactions that bring a brand to life and promote consumer engagement. It is a marketing strategy aimed at increasing brand awareness, affinity, and loyalty by creating memorable and interactive experiences. Brand activations often incorporate elements that stimulate the senses, such as experiential marketing events, product demonstrations, pop-up shops, guerrilla marketing campaigns, and social media engagement. The goal of brand activation is to establish a strong emotional connection between consumers and the brand, fostering positive associations and driving consumer action.

According to WENKH research statistics, the global MICE and Brand Activation market sales revenue reached  Million USD in 2024 and is expected to reach  Million USD by 2032, with a compound annual growth rate (CAGR) of  % from 2025 to 2032. Among them, the Asia-Pacific MICE and Brand Activation market has experienced rapid changes in recent years, reaching  Million USD in 2024, accounting for approximately  % of the global market share. It is projected to reach  Million USD by 2032.

The global MICE and Brand Activation market is highly competitive, with key market players including Questex, Carlson Wagonlit Travel, BCD Group, Capita Travel and Events, Cievents, IPG, ATPI, Pico, Uniplan, Conference Care, Freeman, MCI, etc. This report categorizes the competitive landscape of the global MICE and Brand Activation market into three tiers based on annual revenue, with the top three market players holding approximately  % of the total market share.

This report provides an in-depth analysis of the global MICE and Brand Activation market, including market size, price trends, market status and future development prospects. It particularly focuses on the market share, product characteristics, pricing, sales revenue, and gross profit margin of major players in the global MICE and Brand Activation industry. Additionally, this report provides an in-depth analysis of the market status and future development trends of different product segments of MICE and Brand Activation and their downstream application fields.

In terms of data, this report includes a comprehensive time-series dataset. The historical data spans from 2020 to 2024, providing a solid foundation for analyzing past market trends. The year 2025 is used as a base year to accurately assess the current market landscape. Forecast data covers the period from 2026 to 2032, utilizing scientific analysis methods and models to offer forward-looking predictions and insights into the market's future development. This provides valuable reference information for industry participants and stakeholders.

The report covers regions and countries including North America, Europe, China, Asia Pacific (excluding China), Latin America, the Middle East, and Africa. It particularly focuses on the sales revenue of MICE and Brand Activation in these regions and countries, as well as the market share of key market players in each region. The report provides an in-depth analysis of the regional distribution and future development trends of the MICE and Brand Activation market. By considering local policies, this report evaluates the market prospects of MICE and Brand Activation in each region and country, aiming to help companies gain a comprehensive understanding of the industry characteristics and development potential in different regions, optimize regional business layout, and develop precise market strategies to achieve global development goals.

This report places a strong emphasis on data quality and reliability, utilizing diverse and extensive data sources to ensure the accuracy and validity of the information presented. Primary data collection involves multiple channels, including in-depth interviews with senior executives, industry experts, supply chain stakeholders, and end consumers. These interviews provide key insights into corporate strategic planning, industry policy interpretation, supply chain dynamics, and end-user experiences. Secondary data sources cover a wide range of authoritative statistics from government agencies, customs databases, industry associations, third-party paid databases, brokerage research reports, academic research findings, corporate annual reports, financial statements, real-time news updates, and relevant information from international organizations. These data sources serve as a solid foundation for verification and analysis.

Companies Covered

Questex

Carlson Wagonlit Travel

BCD Group

Capita Travel and Events

Cievents

IPG

ATPI

Pico

Uniplan

Conference Care

Freeman

MCI

Product Segment

Meetings

Conventions

Exhibitions

Incentives

Product Application

SME

Large Enterprise

Chapter Scope

Chapter 1: Product Statistical Scope, Product Segmentation Types and Downstream Applications, Overall Market Size, Current Status and Development Prospects

Chapter 2: Global MICE and Brand Activation Industry Chain Analysis

Chapter 3: Global MICE and Brand Activation Industry Environment Analysis and Porter's Five Forces Analysis

Chapter 4: Analysis of the Competitive Landscape of Major Companies in the Global MICE and Brand Activation Market (Market Share, Product Revenue Comparison, Tier Division, Corporate Expansion and M&A Trends)

Chapter 5: Analysis of Global Major Companies (Company Profiles, Product Features and Product Segment, Product Revenue, Product Average Price, Gross Profit Margin and Geographical Sales Share)

Chapter 6: Global MICE and Brand Activation Product Segment and Downstream Application Size Analysis and Major Regional Market Size Analysis

Chapter 7: North America MICE and Brand Activation Product Segment, Downstream Application, and Major Countries Market Size Analysis

Chapter 8: Europe MICE and Brand Activation Product Segment, Downstream Application, and Major Countries Market Size Analysis

Chapter 9: China MICE and Brand Activation Product Segment, Downstream Application, and Major Countries Market Size Analysis

Chapter 10: Asia Pacific (excluding China) MICE and Brand Activation Product Segment, Downstream Application, and Major Countries Market Size Analysis

Chapter 11: Latin America MICE and Brand Activation Product Segment, Downstream Application, and Major Countries Market Size Analysis

Chapter 12: Middle East and Africa MICE and Brand Activation Product Segment, Downstream Application, and Major Countries Market Size Analysis

Chapter 13: Research Conclusion

Chapter 14: Methodology and Data Source

Purpose and Value of the Report

Market Trend Insights: Analyze industry trends, market dynamics, and future growth potential to help companies forecast changes and develop strategic plans.

Competitive Landscape Analysis: Understand key players' revenue segmentation, strategies, market share, and business models to guide competitive decisions.

Investment Decision Support: Provide feasibility analysis through market size, growth rate, demand trends, and potential risks for informed investment decisions.

Target Customer and Demand Analysis: Examine consumer behavior, purchasing preferences, and pain points to optimize products and improve market penetration.

Policy and Regulatory Insights: Interpret relevant industry policies to ensure compliance and mitigate regulatory risks.

Business Model Optimization: Offer data-driven suggestions for enhancing business models and improving profitability.