Chaos engulfs the corporate world.
The world of MICE (Meetings, Incentives, Conferences, and Exhibitions) events is experiencing a significant shift in 2025, with a strong focus on the Asia-Pacific region and luxury resort destinations.
According to data from business travel agencies and event industry showcases, the Maldives, Singapore, India, and major Asian destinations such as China, Japan, South Korea, Hong Kong, and Taiwan are the most popular countries for international MICE events this year.
The Maldives, with its idyllic resorts like Equator Village, Meeru Maldives Resort Island, Sun Siyam Olhuveli, Bandos Maldives, and SAii Lagoon Maldives, has emerged as a top MICE destination in 2025. Singapore, on the other hand, continues to be a major hub in Asia for MICE, as evidenced by the strong presence and exhibition demand at ITB Asia in Marina Bay Sands.
India’s MICE map is expanding beyond traditional hubs like Delhi, Mumbai, and Bangalore to emerging cities such as Varanasi, Kochi, Bhubaneswar, and Khajuraho, thanks to improved infrastructure and tourism initiatives that offer diverse experiences at competitive costs.
Other prominent Asian countries, including China, Japan, Macau, South Korea, and Taiwan, are actively promoting MICE events at major trade shows like the International Travel Expo ITE 2025 in Hong Kong.
While top MICE agencies are noted in Tunisia and other regions, the Asia-Pacific region seems to be the centre of attention for international MICE events in 2025.
In Russia, the MICE market is also witnessing a cautious growth. According to business travel agency Continent Express, MICE event demand, including corporate segment events, increased by 35% year-on-year in the first half of 2025. The cost of MICE event participation, excluding logistics, averages 30,000 rubles per person in Russia, with more expensive costs in post-Soviet countries and distant foreign countries.
The business travel market in 2025 is forecasted to reach 1.21 trillion rubles, according to the Union of Business Travel Agencies. With businesses viewing corporate events as a means to increase sales and boost employee motivation, it seems that the MICE industry is set to continue its growth trajectory in the coming months.
References: [1] Business Traveler [2] TTG Asia [4] Business Standard [5] South China Morning Post
- As Asia-Pacific destinations become more popular for MICE events, the finance sector is projected to invest heavily in the business travel market, expecting a return through increased sales and employee motivation.
- In 2025, luxury resort destinations like the Maldives and Singapore are attracting top MICE agencies, transforming the meetings, incentives, conferences, and exhibitions industry landscape in the Asia-Pacific region.
- The growth of the MICE industry and the business travel market this year are not limited to the Asia-Pacific region alone; countries like India, China, Japan, South Korea, and Taiwan are also actively promoting their destinations for luxury travel and high-end business events.
