What is the outlook for the MICE sector in 2025? What trends are emerging?
Véronique Holveck - MICE market growth in 2025 has been moderate compared to 2024, but has been consistently positive quarter-on-quarter throughout 2025. In the final quarter of 2025, 64% of our international MPI barometer respondents rated MICE business as positive, an increase of 14% on the previous quarter. 2025 has highlighted marked changes in practices, a growing interest in events that are more experiential, more immersive and above all with increased personalisation, facilitated by AI. The rise in responsible criteria seen over the last few years has been confirmed, and all of this under severe budgetary constraints. In the French market, our respondents are telling us that there has been a significant increase in the number of study days, mainly to fit into the budget for a seminar or event.
A year ago you called for " managing the post-Olympic turning point "Mission accomplished?
Véronique Holveck - All the organisations involved in the Olympic Games confirm an increase in visitors to France of between 3% and 5% in 2024 compared with a "normal" year. Last year, tourist numbers were higher than in 2023. In 2025, in the cities that hosted the Games, visitors wanted to come to the places where the athletes had been and to visit the Olympic sites. The organisation of the Olympic Games in France was generally praised, and yes, I think that France was able to maintain the legacy of the Olympic and Paralympic Games. The French market has not been deserted in 2025, on the contrary. Finally, the success of the Olympic Games in a country cannot be measured in numbers alone. The 2024 Olympics were a real success in terms of image and as a lever of attractiveness for the years to come, and in any case it will take time to assess the legacy of the event.
Is the national and international context still pushing for budgets to be frozen?
Véronique Holveck - In the last quarter of 2025, 54% of our respondents noted that the budgets allocated to events had increased (+7%) compared to the 3rd quarter. These figures could be seen as encouraging, but they should be treated with caution. At the same time, inflation is still having an impact. As mentioned above, one of the MICE trends in France is the significant increase in the number of study days, to the detriment of residential seminars, which are more revenue-generating. In Europe in general, for residential seminars, MICE organisers favour nearby, border destinations, allowing participants to use the train as a means of transport. This supports their company's CSR strategy while limiting transport costs. International instability also has an impact on rapid decision-making when it comes to validating event budgets.
What influence does US governance have on the MICE sector among event organisers around the world?
Véronique Holveck - The quarterly barometer from MPI, the American association, consolidates global data from 15,000 members in 75 countries. 60% of our members are based in the USA and at the beginning of the year, 62% of MPI's global members felt that US governance was negative for the MICE sector. At the end of the year, the same international members still believe this to be the case, but only 51%. Be that as it may, US governance influences MICE in a number of ways, notably through the impact of specialised institutions such as the IMF and the World Bank. The US is also a major player in international politics, involved in numerous conflicts and diplomatic negotiations. It goes without saying that the events sector is heavily influenced by the geopolitical situation.
How do you see 2026? What advice would you give companies for the year ahead? What are the issues to watch out for in particular?
Véronique Holveck - Like the many MICE organisers I meet, I'm fairly optimistic about the events sector in 2026. Our respondents tell us that they have more demand for events that are more sustainable and interactive. The trend in 2026 is already towards events that are mainly face-to-face, with formats that offer socialising activities via inclusive programmes. In my opinion, and based on the initial data I've been able to study, cost control will be the main challenge facing companies. The turbulent times of 2025 have brought many challenges. But our industry has proved time and again in the past just how resilient it is. It is precisely in these moments of tension that our sector has always been able to reinvent itself.
What role can a player like MPI play in helping MICE players to deal with these issues?
Véronique Holveck - Thanks to its international community of over 60,000 contacts, MPI encourages business and networking opportunities between members. Thanks to the many tools offered by this professional association, our members can get a "sneak preview" of event trends to better prepare their action plans. Through our MPI Academy, our members can also take part in training courses designed to keep pace with developments in the MICE sector. Being an MPI member allows you to explore new ideas through our workshops, global conferences and seminars.
