Overall, the MICE industry is embracing a future that values intentionality, resilience, and sustainability while balancing the transformative potential of technology with the irreplaceable power of human connection. As planners navigate these trends, the focus will remain on creating meaningful, forward-thinking events.
1/ Planners Demand More Diverse Destinations
Beyond the traditional destinations, planners are seeking new destinations for their programs. The demand for secondary destinations as well as exotic destinations such as in Asia, Africa and Latin America has increased [among US-based planners].
Furthermore, overtourism is pushing destinations to promote lesser-known regions. For example, Portugal is spotlighting areas beyond Lisbon, offering unique opportunities for MICE groups to explore untapped locales while reducing strain on overvisited cities. This approach aligns with sustainability goals and offers planners fresh options to engage attendees.
2/ Supply Chain Constraints Shape Pricing and Accessibility
Hotels, airlines, and audiovisual providers face ongoing supply challenges. Attendees and planners should not expect price reductions as demand continues to outpace supply. Longer flight routes to avoid risky regions are further impacting logistics and costs.
To combat this, planners are increasingly opting for 4-star over 5-star properties. This shift reflects a growing focus on attendee preferences, as groups prioritise immersive destination experiences over time spent in their accommodation. By selecting premium yet less extravagant lodging options, planners can allocate budgets more effectively while still providing comfortable and high-quality accommodations that meet attendee expectations.
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3/ Geopolitical Uncertainty Impacts Planning
International tensions and economic pressures are driving last-minute decision-making. Event planners are monitoring global stability closely to avoid cancellations, with flexibility becoming a top priority.
4/ Expanding Seasonality
Regions once considered off-season are becoming viable year-round destinations. As an example, Boston’s now milder February and March months are seen as less risky for events, and expanded seasonality helps planners avoid peak pricing while still offering desirable experiences.
5/ Sustainability: More than a Buzzword
MICE events are becoming key drivers of sustainable tourism. Planners are focusing on reducing waste, incorporating locally sourced food and beverage and offering experiences that positively contribute to local economies and communities. Destinations view high-value MICE business as an essential tool for sustainable growth and cultural appreciation.
6/ Personalisation through AI and Creativity
Artificial intelligence is transforming the event experience, from personalised itineraries to creative engagement tools. 2025 will see a strong focus on educating planners and attendees on leveraging these tools effectively, ensuring that technology adds to – rather than replaces –the human role. Many of these new technological tools can positively impact the attendees’ experience as well as improve the ROI of events.
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7/ Face-to-Face Interaction Remains Paramount
Despite advances in AI and virtual tools, the enduring value of face-to-face networking remains the cornerstone of the MICE industry, especially with cost concerns of hybrid events. Companies recognise the importance of in-person connections for building relationships, fostering creativity, and driving innovation. An exception to this is the pharmaceutical industry where virtual meetings are still prevalent due to the last-minute nature of programs.
8/ Catering to Diverse and Multigenerational Attendees
Planners are incorporating different facets of meetings to accommodate diverse audiences and their needs and preferences, such as flexible seating arrangements, free time and self-guided activities, closed captioning and virtual options.
9/ Beyond Wellness: Extreme Recovery and Elevated Living
Wellness is moving beyond massages and yoga retreats. Attendees are seeking programs that prioritise high-performance living. Inspired by athlete recovery techniques, 2025’s events will offer medicalised wellness experiences such as advanced diagnostics, tailored recovery programs, and cutting-edge self-care practices designed to boost physical and mental vitality.
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10/ Extending the Self-care Trend
The rise of athleisure wear in events has resulted in many attendees wearing comfortable yet stylish attire, such as company-branded, fashionable sports shoes. Individuals and companies are expressing themselves through their fashion choices in a new and authentic way rather than conforming to previously accepted business attire.
– As the meetings and events industry faces unprecedented complexities, DMCs have become indispensable partners for planners navigating the road ahead. From managing geopolitical risks to uncovering secondary destinations and crafting bespoke, sustainable experiences, DMCs bring local expertise, creative solutions, and logistical precision to every event.
In 2025, planners should lean on DMCs to ensure seamless execution, unlock hidden gems, and deliver experiences that resonate deeply with attendees while respecting the unique challenges of each destination.
Catherine Chaulet is president and CEO of Global DMC Partners
