The international dimension of Naboo is expanding. After setting up offices in the United States and Canada last year to conquer America, the MICE booking technology platform is turning its attention to the East by launching its operations in Singapore and Australia.
While Arkema, Veolia and AXA are the clients of the «scale-up», this expansion is driven by their desire to cover all their events worldwide, and therefore their needs in these two countries, and more broadly in Asia. But, in parallel, Naboo also has views on the demand from local companies and regional headquarters of global groups established in these dynamic markets; MICE has seen growth of +35 % in 2025 in Singapore, to a volume of €1.6 billion, while it stands at nearly €10 billion in Australia.
On the one hand, a mature market, Australia, with strong domestic activity and demand for seminars, incentives and employee events; and on the other hand, a market with few specialized players in Meeting & Events, Naboo has found a favorable terrain for its development. Not without having to adapt its offering to local specifics, whether it be the ecosystems of providers, purchasing habits or the typology of events.
" We had to start from scratch: understand the markets, meet the local actors, build our network, and above all learn to adapt the way we work to these countries., described Maximilien Delcourt, Region Manager APAC at Naboo. The first few months were very intense, but today we are seeing a real momentum, both with our existing customers and with companies that are discovering us locally. ".
With this expansion, Naboo is evolving its model towards a «global software, local approach» logic. And this is all the easier to achieve, the company explains, because it is “AI native”, with automation of operations related to research, booking, and the management of events.« AI thus allows the model to evolve on an international scale without multiplying resources in the same proportion. », the company emphasizes in its press release. Supported by the American fund Lightspeed, Naboo now aims to reach a monthly turnover of 500 to 700 K€ by the end of the year.
