ダイレクトブッキングMICE市場-世界の産業規模、シェア、動向、機会、予測、セグメント別、イベントタイプ別、サービスプロバイダー別、地域別、競合別、2020～2030年

ダイレクトブッキングMICEの世界市場規模は、2024年に3,008億9,000万米ドルとなり、2030年には5,196億2,000万米ドルに達すると予測され、予測期間中のCAGRは9.37%で成長すると予測されています。

この市場セグメントは、ミーティング、インセンティブ、会議、展示会などの専門的な集まりを、仲介業者を介さずに主催者とサービスプロバイダーの間で直接管理・促進することを専門としています。これらのイベントは、ビジネス開発、知識交換、ブランド促進、国際協力の推進において重要な役割を果たしています。ダイレクトブッキングMICE市場は世界の経済活動に不可欠であり、会場予約、宿泊、交通、オーディオビジュアル統合、ケータリング、ロジスティクスなど、さまざまなサポートサービスにわたって需要を生み出しています。

企業のグローバリゼーション、没入型ブランド体験への需要の高まり、プランニングの効率化と参加者のエンゲージメントを高めるデジタルツールの普及により、MICE市場は力強い勢いを見せています。企業が戦略的エンゲージメントを重視し、顧客や従業員に合わせた体験を提供する中、柔軟性、コスト管理、合理化されたプランニングにより、MICEの直接予約が好まれるアプローチになりつつあります。

市場促進要因

ビジネスイベントやカンファレンスへの企業投資の増加

主要市場課題

従来型MICE産業に対する技術的破壊とバーチャルイベントの影響

主要市場動向

ダイレクトブッキングMICE市場におけるデジタルトランスフォーメーションとハイブリッドイベントの統合

目次

第1章 概要

第2章 調査手法

第3章 エグゼクティブサマリー

第4章 顧客の声

第5章 世界のダイレクトブッキングMICE市場展望

• 市場規模・予測
  • 金額別
• 市場シェア・予測
  • イベントタイプ別（会議、報奨・研修旅行、カンファレンス）
  • サービスプロバイダー別（イベントプランナー、会場オーナー、ケータリングサービス、旅行・ホスピタリティプロバイダー、技術プロバイダー）
  • 地域別
• 企業別（2024年）
• 市場マップ

第6章 北米のダイレクトブッキングMICE市場展望

• 市場規模・予測
• 市場シェア・予測
• 北米：国別分析
  • 米国
  • カナダ
  • メキシコ

第7章 欧州のダイレクトブッキングMICE市場展望

• 市場規模・予測
• 市場シェア・予測
• 欧州：国別分析
  • ドイツ
  • 英国
  • イタリア
  • フランス
  • スペイン

第8章 アジア太平洋のダイレクトブッキングMICE市場展望

• 市場規模・予測
• 市場シェア・予測
• アジア太平洋：国別分析
  • 中国
  • インド
  • 日本
  • 韓国
  • オーストラリア

第9章 南米のダイレクトブッキングMICE市場展望

• 市場規模・予測
• 市場シェア・予測
• 南米：国別分析
  • ブラジル
  • アルゼンチン
  • コロンビア

第10章 中東・アフリカのダイレクトブッキングMICE市場展望

• 市場規模・予測
• 市場シェア・予測
• 中東・アフリカ：国別分析
  • 南アフリカ
  • サウジアラビア
  • アラブ首長国連邦
  • クウェート
  • トルコ

第11章 市場力学

• 促進要因
• 課題

第12章 市場動向と発展

• 合併と買収
• 製品上市

第13章 企業プロファイル

• Cvent, Inc.
• Maritz Holdings, Inc.
• Informa plc
• Reed Exhibitions Limited
• MCI Group SA
• BCD Travel B.V.（BCD Meetings & Events）
• American Express Global Business Travel Limited
• Testronics International Limited
• GL Events SA
• Freeman Company

第14章 戦略的提言

第15章 調査会社について・免責事項

The Global Direct Booking MICE Market was valued at USD 300.89 Billion in 2024 and is projected to reach USD 519.62 Billion by 2030, growing at a CAGR of 9.37% during the forecast period. This market segment specializes in managing and facilitating professional gatherings such as meetings, incentives, conferences, and exhibitions directly between organizers and service providers, bypassing intermediaries. These events play a critical role in driving business development, knowledge exchange, brand promotion, and international collaboration. The Direct Booking MICE Market is integral to global economic activity, generating demand across various support services including venue booking, accommodation, transportation, audiovisual integration, catering, and logistics.

The market is experiencing strong momentum due to corporate globalization, increasing demand for immersive brand experiences, and the widespread implementation of digital tools that enhance planning efficiency and audience engagement. As companies emphasize strategic engagement and tailored experiences for clients and employees, direct MICE bookings are becoming a preferred approach due to their flexibility, cost control, and streamlined planning.

Key Market Drivers

Increasing Corporate Investments in Business Events and Conferences

Corporations are placing growing importance on in-person events to strengthen client relationships, unveil new products, and foster internal engagement, fueling increased investments in the MICE segment. The globalization of business, along with the necessity for cross-border collaborations and face-to-face interactions, is intensifying demand for meetings, conferences, and trade events.

This trend is particularly evident in sectors like pharmaceuticals, IT, finance, and manufacturing, where product demonstrations, global summits, and incentive travel are essential for competitive differentiation. Moreover, incentive programs that reward employees with travel experiences are gaining popularity as tools to enhance performance and morale.

The adoption of hybrid event formats is also driving this growth, allowing organizations to maximize participation and ROI through flexible, scalable engagement models. As corporate event spending continues to rise, the direct booking model is gaining traction for its efficiency and transparency.

Key Market Challenges

Impact of Technological Disruption and Virtual Events on Traditional MICE Industry

The emergence and widespread adoption of virtual communication platforms have disrupted traditional MICE structures. Digital tools now allow organizations to host full-scale events virtually-often with lower costs and fewer logistical constraints-posing a challenge to in-person formats.

The COVID-19 pandemic significantly accelerated this shift, forcing rapid adaptation to virtual and hybrid environments. While these formats enhance accessibility and continuity, they also reduce demand for physical venues, travel, and related services-core revenue components for traditional MICE stakeholders.

This disruption has created a paradigm shift where event organizers must balance virtual convenience with the value of face-to-face networking, requiring a strategic reassessment of event formats, audience engagement, and ROI metrics.

Key Market Trends

Digital Transformation and Hybrid Event Integration in the Direct Booking MICE Market

The MICE industry is undergoing a digital transformation with hybrid event formats at the forefront. Combining in-person gatherings with virtual participation, hybrid events are reshaping attendee engagement and accessibility.

The adoption of AI-based networking, immersive virtual reality experiences, real-time analytics, and virtual exhibitor spaces is becoming increasingly common. These innovations enable highly personalized attendee journeys and offer measurable insights for organizers. Additionally, they extend event lifecycles through on-demand content and post-event interactions, creating new value streams.

Hybrid models also align with sustainability goals by minimizing travel-related emissions, further driving their adoption. However, the success of this transformation hinges on overcoming challenges such as digital fatigue, cybersecurity risks, and seamless technical integration between physical and virtual components.

Organizers are responding by investing in integrated digital platforms, staff training, and creative engagement strategies to maintain the impact of hybrid events while delivering measurable results.

Key Market Players

• Cvent, Inc.
• Maritz Holdings, Inc.
• Informa plc
• Reed Exhibitions Limited
• MCI Group SA
• BCD Travel B.V. (BCD Meetings & Events)
• American Express Global Business Travel Limited
• Testronics International Limited
• GL Events SA
• Freeman Company

Report Scope:

In this report, the Global Direct Booking MICE Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Direct Booking MICE Market, By Event Type:

• Meeting
• Incentives
• Conferences

Direct Booking MICE Market, By Service Provider:

• Venue Owners
• Catering Services
• Travel & Hospitality Providers
• Technology Providers

Direct Booking MICE Market, By Region:

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• Asia-Pacific
  • China
  • India
  • Japan
  • Australia
  • South Korea
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
  • Kuwait
  • Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Direct Booking MICE Market.

Available Customizations:

Global Direct Booking MICE Market report with the given Market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional Market players (up to five).

Table of Contents

1. Product Overview

• 1.1. Market Definition
• 1.2. Scope of the Market
  • 1.2.1. Markets Covered
  • 1.2.2. Years Considered for Study
• 1.3. Key Market Segmentations

2. Research Methodology

• 2.1. Objective of the Study
• 2.2. Baseline Methodology
• 2.3. Formulation of the Scope
• 2.4. Assumptions and Limitations
• 2.5. Sources of Research
  • 2.5.1. Secondary Research
  • 2.5.2. Primary Research
• 2.6. Approach for the Market Study
  • 2.6.1. The Bottom-Up Approach
  • 2.6.2. The Top-Down Approach
• 2.7. Methodology Followed for Calculation of Market Size & Market Shares
• 2.8. Forecasting Methodology
  • 2.8.1. Data Triangulation & Validation

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions/Countries
• 3.5. Overview of Market Drivers, Challenges, and Trends

4. Voice of Customer

5. Global Direct Booking MICE Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Event Type (Meeting, Incentives, Conferences)
  • 5.2.2. By Service Provider (Event Planners, Venue Owners, Catering Services, Travel & Hospitality Providers, Technology Providers)
  • 5.2.3. By Region
• 5.3. By Company (2024)
• 5.4. Market Map

6. North America Direct Booking MICE Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Event Type
  • 6.2.2. By Service Provider
  • 6.2.3. By Country
• 6.3. North America: Country Analysis
  • 6.3.1. United States Direct Booking MICE Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Event Type
      • 6.3.1.2.2. By Service Provider
  • 6.3.2. Canada Direct Booking MICE Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Event Type
      • 6.3.2.2.2. By Service Provider
  • 6.3.3. Mexico Direct Booking MICE Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Event Type
      • 6.3.3.2.2. By Service Provider

7. Europe Direct Booking MICE Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Event Type
  • 7.2.2. By Service Provider
  • 7.2.3. By Country
• 7.3. Europe: Country Analysis
  • 7.3.1. Germany Direct Booking MICE Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Event Type
      • 7.3.1.2.2. By Service Provider
  • 7.3.2. United Kingdom Direct Booking MICE Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Event Type
      • 7.3.2.2.2. By Service Provider
  • 7.3.3. Italy Direct Booking MICE Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Event Type
      • 7.3.3.2.2. By Service Provider
  • 7.3.4. France Direct Booking MICE Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Event Type
      • 7.3.4.2.2. By Service Provider
  • 7.3.5. Spain Direct Booking MICE Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Event Type
      • 7.3.5.2.2. By Service Provider

8. Asia-Pacific Direct Booking MICE Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Event Type
  • 8.2.2. By Service Provider
  • 8.2.3. By Country
• 8.3. Asia-Pacific: Country Analysis
  • 8.3.1. China Direct Booking MICE Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Event Type
      • 8.3.1.2.2. By Service Provider
  • 8.3.2. India Direct Booking MICE Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Event Type
      • 8.3.2.2.2. By Service Provider
  • 8.3.3. Japan Direct Booking MICE Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Event Type
      • 8.3.3.2.2. By Service Provider
  • 8.3.4. South Korea Direct Booking MICE Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Event Type
      • 8.3.4.2.2. By Service Provider
  • 8.3.5. Australia Direct Booking MICE Market Outlook
    • 8.3.5.1. Market Size & Forecast
      • 8.3.5.1.1. By Value
    • 8.3.5.2. Market Share & Forecast
      • 8.3.5.2.1. By Event Type
      • 8.3.5.2.2. By Service Provider

9. South America Direct Booking MICE Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Event Type
  • 9.2.2. By Service Provider
  • 9.2.3. By Country
• 9.3. South America: Country Analysis
  • 9.3.1. Brazil Direct Booking MICE Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Event Type
      • 9.3.1.2.2. By Service Provider
  • 9.3.2. Argentina Direct Booking MICE Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Event Type
      • 9.3.2.2.2. By Service Provider
  • 9.3.3. Colombia Direct Booking MICE Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Event Type
      • 9.3.3.2.2. By Service Provider

10. Middle East and Africa Direct Booking MICE Market Outlook

• 10.1. Market Size & Forecast
  • 10.1.1. By Value
• 10.2. Market Share & Forecast
  • 10.2.1. By Event Type
  • 10.2.2. By Service Provider
  • 10.2.3. By Country
• 10.3. Middle East and Africa: Country Analysis
  • 10.3.1. South Africa Direct Booking MICE Market Outlook
    • 10.3.1.1. Market Size & Forecast
      • 10.3.1.1.1. By Value
    • 10.3.1.2. Market Share & Forecast
      • 10.3.1.2.1. By Event Type
      • 10.3.1.2.2. By Service Provider
  • 10.3.2. Saudi Arabia Direct Booking MICE Market Outlook
    • 10.3.2.1. Market Size & Forecast
      • 10.3.2.1.1. By Value
    • 10.3.2.2. Market Share & Forecast
      • 10.3.2.2.1. By Event Type
      • 10.3.2.2.2. By Service Provider
  • 10.3.3. UAE Direct Booking MICE Market Outlook
    • 10.3.3.1. Market Size & Forecast
      • 10.3.3.1.1. By Value
    • 10.3.3.2. Market Share & Forecast
      • 10.3.3.2.1. By Event Type
      • 10.3.3.2.2. By Service Provider
  • 10.3.4. Kuwait Direct Booking MICE Market Outlook
    • 10.3.4.1. Market Size & Forecast
      • 10.3.4.1.1. By Value
    • 10.3.4.2. Market Share & Forecast
      • 10.3.4.2.1. By Event Type
      • 10.3.4.2.2. By Service Provider
  • 10.3.5. Turkey Direct Booking MICE Market Outlook
    • 10.3.5.1. Market Size & Forecast
      • 10.3.5.1.1. By Value
    • 10.3.5.2. Market Share & Forecast
      • 10.3.5.2.1. By Event Type
      • 10.3.5.2.2. By Service Provider

11. Market Dynamics

• 11.1. Drivers
• 11.2. Challenges

12. Market Trends & Developments

• 12.1. Merger & Acquisition (If Any)
• 12.2. Product Launches (If Any)
• 12.3. Recent Developments

13. Company Profiles

• 13.1. Cvent, Inc.
  • 13.1.1. Business Overview
  • 13.1.2. Key Revenue and Financials
  • 13.1.3. Recent Developments
  • 13.1.4. Key Personnel/Key Contact Person
  • 13.1.5. Key Product/Services Offered
• 13.2. Maritz Holdings, Inc.
• 13.3. Informa plc
• 13.4. Reed Exhibitions Limited
• 13.5. MCI Group SA
• 13.6. BCD Travel B.V. (BCD Meetings & Events)
• 13.7. American Express Global Business Travel Limited
• 13.8. Testronics International Limited
• 13.9. GL Events SA
• 13.10. Freeman Company

14. Strategic Recommendations

15. About Us & Disclaimer