Brand activation, as an application scenario for MICE services, is any campaign, event, or experience that enables your brand to engage directly with consumers and build a loyal brand community around your product or service.
The market size of MICE
was 13987.35 M USD in 2018 and is expected to reach 20150.68 M USD in 2025, growing at a CAGR of 5.35% from 2018 to 2025. Overall, the MICE & Brand Activation products performance is positive with the current environment status.
MICE have wide two applications, for SME (Small & Medium Enterprises) and for Large Enterprise according to users. MICE for Large Enterprise was the most widely used area which took up about 65.42% of the Europe market in 2018.
MICE is mainly classified into the following types: Meetings, Conventions, Exhibitions and Incentives. Meetings is the most widely used type which takes up about 61.27% of the total in 2018 in the Europe market.
In Europe market, revenue of MICE in UK will increase to be 5024.56 M USD in 2025 from 3240.12 M USD in 2018, took about 23.16% market share in 2018, which is the biggest region in current market pattern. France ranks the second largest region, with revenue and market share of 2841.69 M USD and 20.32% in 2018.
As an application scenario for MICE services, Brand Activation service valued 3080.88 M USD in 2018, and is estimated to reach 4417.65 M USD in 2025, with a CAGR of 5.28% from 2018. Exhibitions is the most common seen type of Brand Activation, taking up about 58.96% in 2018.
Due to the development of tourism, the increase of international business travel and the government's active support for the MICE industry and the development of SMEs, and the lower entry barriers of the industry, the competition in the MICE market will become increasingly fierce.
The MICE industry relies on site facilities, has limited market capacity, and is unable to move to areas with low labor costs. With the entry of new players, it is not difficult to foresee that the gross margin will be lower and lower.
The MICE industry relies on the development of relevant industries such as infrastructure, tourism services, catering, business services, and financial services. The development level of tourism resources and financial industry has the greatest impact on the industry.