Trove has launched its fourth edition of its annual MICE Guide - the 2025 Edition.

This The Meetings, Incentives, Conferences, and Events (MICE) industry in 2025 is experiencing a robust resurgence and expansion. Global market valuations and forecasts paint an optimistic picture: the events industry was valued at $736.8 billion in 2021 and is projected to reach $2.5 trillion by 2035, growing at a CAGR of 6.8%. Between 2024 and 2025 alone, the market is expected to grow by 8.7%, as in-person attendance rebounds and demand for meaningful, flexible event formats surges.

By mid-decade, the MICE sector is on track to surpass $1 trillion in annual global revenue, indicating that it has not only recovered from the pandemic disruptions but is poised for sustained growth. This growth is evident in rising in-person attendance and increased event planning activity—nearly 49% of late-2024 meetings saw attendance exceed pre-2020 levels​, and requests for proposals (RFPs) for events have climbed steadily (with a 12% YoY increase in RFP volume and 21% growth in booked room nights in Q2 2024 compared to the prior year.

MICE is now one of the most dynamic and high-yield segments in tourism, driving off-peak travel, extended stays, and significantly higher visitor spend. Destinations that understand this shift—and act on it—have a unique opportunity to elevate their global visibility and economic impact.

This white paper explores the trends shaping MICE travel today and presents Trove’s integrated marketing and sales approach, designed to help destinations turn visibility into planner engagement, qualified leads, and confirmed bookings.

Trove aims to equip destination marketing organizations, convention bureaus, and tourism authorities with a forward-thinking, results-driven framework that bridges the gap between brand awareness and confirmed MICE business. Our goal is to align marketing efforts with real sales outcomes by offering clear strategy, practical tools, and proven tactics tailored to the evolving needs of today's planners.

This guide is built for: DMO marketing directors, convention bureau executives, trade development managers, and tourism stakeholders focused on growing MICE.

Request a copy of the Guide, below.

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