한글목차

세계의 다이렉트 부킹 MICE 시장 규모는 2024년에 3,008억 9,000만 달러에 달하며, 2030년에는 5,196억 2,000만 달러에 달할 것으로 예측되며, 예측 기간 중 CAGR은 9.37%로 성장할 것으로 예측됩니다.

이 시장 부문은 회의, 인센티브, 컨퍼런스, 전시회와 같은 전문적 모임을 주최자와 서비스 프로바이더가 중개자를 거치지 않고 직접 관리하고 촉진하는 것을 전문으로 합니다. 이러한 행사는 비즈니스 개발, 지식 교환, 브랜드 홍보, 국제 협력 촉진에 중요한 역할을 하고 있습니다. 직접 부킹 MICE 시장은 전 세계 경제 활동에 필수적이며, 행사장 예약, 숙박, 교통, 시청각 통합, 케이터링, 물류 등 다양한 지원 서비스에 대한 수요를 창출하고 있습니다.

기업의 세계화, 몰입형 브랜드 경험에 대한 수요 증가, 기획의 효율성과 참가자의 참여를 높이는 디지털 툴의 보급으로 MICE 시장은 강력한 추진력을 보이고 있습니다. 기업이 전략적 참여를 중시하고 고객 및 직원들에게 맞춤형 경험을 제공하고자 하는 가운데, 유연성, 비용 관리 및 간소화된 계획으로 인해 MICE 직접 예약이 선호되는 접근 방식이 되고 있습니다.

시장 성장 촉진요인

비즈니스 이벤트 및 컨퍼런스에 대한 기업 투자 증가

주요 시장 과제

기술 파괴와 가상 이벤트가 기존 MICE 산업에 미치는 영향력

주요 시장 동향

직접 부킹 MICE 시장의 디지털 전환과 하이브리드 이벤트의 통합에 대한 자료입니다.

목차

제1장 개요

제2장 조사 방법

제3장 개요

제4장 고객의 소리

제5장 세계의 다이렉트 부킹 MICE 시장 전망

• 시장 규모·예측
  • 금액별
• 시장 점유율·예측
  • 이벤트 유형별(회의, 인센티브, 컨퍼런스)
  • 서비스 프로바이더별(이벤트 플래너, 회장 오너, 케이터링 서비스, 여행·접객(Hoapitality) 프로바이더, 기술 프로바이더)
  • 지역별
• 기업별(2024년)
• 시장 맵

제6장 북미의 다이렉트 부킹 MICE 시장 전망

• 시장 규모·예측
• 시장 점유율·예측
• 북미 : 국가별 분석
  • 미국
  • 캐나다
  • 멕시코

제7장 유럽의 다이렉트 부킹 MICE 시장 전망

• 시장 규모·예측
• 시장 점유율·예측
• 유럽 : 국가별 분석
  • 독일
  • 영국
  • 이탈리아
  • 프랑스
  • 스페인

제8장 아시아태평양의 다이렉트 부킹 MICE 시장 전망

• 시장 규모·예측
• 시장 점유율·예측
• 아시아태평양 : 국가별 분석
  • 중국
  • 인도
  • 일본
  • 한국
  • 호주

제9장 남미의 다이렉트 부킹 MICE 시장 전망

• 시장 규모·예측
• 시장 점유율·예측
• 남미 : 국가별 분석
  • 브라질
  • 아르헨티나
  • 콜롬비아

제10장 중동 및 아프리카의 다이렉트 부킹 MICE 시장 전망

• 시장 규모·예측
• 시장 점유율·예측
• 중동 및 아프리카 : 국가별 분석
  • 남아프리카공화국
  • 사우디아라비아
  • 아랍에미리트
  • 쿠웨이트
  • 튀르키예

제11장 시장 역학

• 촉진요인
• 과제

제12장 시장 동향과 발전

• 합병과 인수
• 제품 출시

제13장 기업 개요

• 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

제14장 전략적 제안

제15장 조사회사 소개·면책사항

영문목차

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.

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