MICE: Companies Cut Budgets, But Professionalize Their Events
The 32nd edition of the "MICE Demand Trends" study (Coach Omnium & Groupe 1001Salles, January-February 2025, 315 companies surveyed) offers a snapshot of corporate MICE activity for 2024.
Meetings and seminars lead the way
The most common event types are meetings/seminars (71%, multiple choice), followed by social evenings (56%), residential seminars (51%), study days (47%) and incentives/team building (45%).
Short, compact formats
Most corporate events gather 50 participants or fewer, over 1-2 days. Venue choice is driven primarily by capacity and accessibility, then price. 98% of events take place in France, and 70% in hotels.
CSR and engagement now standard
92% of events now include activities or entertainment, mostly recreational but also cultural. On the environmental front, 75% of commissioning companies factor in their events' environmental impact (always or depending on context), with rising CSR requirements for suppliers.
The underlying trend: smaller budgets, more in-house, more AI
Over three years, commissioning companies report shrinking MICE budgets, alongside fewer events and shorter durations. Two levers are growing to offset reduced resources: in-house events and the use of AI tools.
These findings echo UNIMEV's broader Event Data Book data on corporate events hosted at dedicated venues, which shows an opposite trend — larger-scale formats (251-1,000 participants) growing between 2022 and 2024. This may point to a market splitting in two: lighter in-house formats on one side, larger flagship events concentrating volume on the other.
Article written with the assistance of AI. Source: Coach Omnium & Groupe 1001Salles Study 2025; 2025 Event Data Book, UNIMEV