The MICE (Meetings, Incentives, Conferences, and Exhibitions) industry is rapidly adapting to shifting expectations around budgets, digital efficiencies, and time-pressured attendees, according to the inaugural Global Trends Report delivered by FCM Meetings & Events.
The report, produced in partnership with Cvent and powered by fellow Flight Centre Travel Group business FCM Consulting, showcased that corporate events have experienced year-over-year growth globally since 2022. “Professional services leads the charge when hosting events at 50 per cent, with more in-house planners than any other sector, likely because of event volume, audience, and cost management considerations,” said Simone Seiler, Global General Manager of FCM Meetings & Events.
Driving Connections That Lead to Innovation
“We found that 80 per cent of respondents say that engagement is the heartbeat of their corporate meetings, driving connections that lead to innovation – it’s the secret ingredient that transforms gatherings into extraordinary experiences,” Seiler continued. The report highlighted that Europe, the Middle East, and Africa (EMEA) are scaling up to add people, frequency, and dollars, suggesting live events are being used strategically to build brands, connect with stakeholders, and strengthen internal culture.
Online Sourcing Grows in Importance
“Event planners today are embracing technology to boost efficiency and flexibility. As time and budget limitations often hinder traditional site visits, there’s a notable rise in the use of online sourcing,” said Will Kataria, Senior Director and Country Head of Cvent Singapore. Across EMEA, 35 per cent of planners are putting their budget into bigger events, with 28 per cent expecting to spend more on events in 2025.
Focus on People Engagement
The report found that 56 per cent of respondents say meetings are primarily for people engagement, highlighting the role of connectivity in driving success. “In industries where customer experience is everything and competition is fierce, the emphasis on human connection is dialled up. The real estate, travel, and financial industries are leading in this space, with 60 per cent or more of meetings and events focusing on engagement,” Seiler noted.
Think Different, Think Creative
Despite budget uncertainties, the report showed cautious optimism, with 43 per cent of respondents saying they’re upping their investment by 10 per cent or more, and 39 per cent planning to keep things steady. “Big, small, or the unknown, one thing’s clear: when the budget’s blurry, planners need to get even sharper,” Seiler said. “That means thinking creatively, leaning on strong supplier relationships, and prioritising the stuff that actually moves the needle, like experiences, impact, and memories, over glitz and gimmicks.”
APAC Takes the Lead
The report found that globally, around 47 per cent of companies invested in medium-to-large-scale events with between 50 to 150+ attendees. “Although the worldwide picture isn’t uniform, Asia-Pacific (APAC) took the lead in 2024, with 47 per cent of planners putting their budget into bigger events,” said Frits de Kok, EMEA General Manager of FCM Meetings & Events. “The Americas weren’t far behind at 42 per cent, while Europe, the Middle East, and Africa (EMEA) trailed at 35 per cent.”
Unique and Personalized Service for Events
Looking ahead, the report suggests that the industry’s future growth will be defined by how well providers deliver unique and personalized service, enable and encourage responsible travel choices, and design events that are accessible and engaging on every level. “For senior leaders looking to improve company culture, boost performance, retain talent, and create strong teams, including an incentive travel program in their overall strategy is a good place to start,” de Kok said.
The FCM Meetings & Events 2025 Trends Report tapped into the minds of planners across 28 countries and 22 industries.
