Introduction to the Meetings, Incentives, Conventions, and Exhibitions (MICE) Industry
The Meetings, Incentives, Conventions, and Exhibitions (MICE) industry encompasses professional or corporate travel for events such as conferences, conventions, exhibitions, and incentive trips. Unlike leisure travel, the primary purpose of these trips is to attend an event, generating economic impact involving hospitality, transportation, setup, production, gastronomy, technology, and over 25 specialized services.
In Mexico, this segment is rapidly growing. According to RX México data, exhibitions organized by the company generated USD 4.2 billion in 2023. Moreover, a MICE attendee spends an average of USD 850 to 2,200 per event, more than double the USD 400 to 500 spent by a traditional tourist.
Impact and Expectations of IBTM Americas 2025
IBTM Americas 2025, set to take place in August in Mexico City, will gather over 400 buyers from America, Europe, and Asia, boosting Mexico’s meetings and events tourism and strengthening various service sectors.
Our role is to connect the supply and demand of the MICE industry across the continent. Face-to-face contact remains crucial for sealing deals and strengthening relationships,” said Eleonora García.
In addition to business meetings, IBTM Americas will feature thematic conferences:
- Sports
- Weddings
- Sustainability
- Event Development
- Pharma
Key challenges, according to Eleonora García, include attendees’ availability for in-person participation compared to virtual negotiations. However, she highlighted that direct interaction and networking offer advantages unmatched by online platforms.
Key Questions and Answers
- What is the MICE industry? The Meetings, Incentives, Conventions, and Exhibitions (MICE) industry involves professional or corporate travel for events such as conferences, conventions, exhibitions, and incentive trips.
- Why is Mexico’s MICE segment growing? The MICE industry in Mexico is rapidly expanding, generating significant economic impact with exhibitions producing USD 4.2 billion in 2023 and attendees spending more than traditional tourists.
- What is IBTM Americas 2025? IBTM Americas 2025 is an event in Mexico City bringing together over 400 buyers from America, Europe, and Asia to boost Mexico’s meetings and events tourism and strengthen various service sectors.
- What are the thematic conferences at IBTM Americas 2025? The event will feature thematic conferences on Sports, Weddings, Sustainability, Event Development, and Pharma.
- What challenges does the MICE industry face? Key challenges include attendees’ availability for in-person participation compared to virtual negotiations, though direct interaction and networking offer unique advantages.
