Fragmented and unmanaged corporate M&E programmes have started to adopt a more structured approach, and this is a trend we expect to accelerate into next year; specifically we're seeing a much broader customer base for services like managed meetings & full strategic programmes in this space as buyers look to achieve full visibility of their event spend & improve the meetings they're offering to stakeholders. Consolidation of business travel and M&E experience will also mean heightened expectations on visibility, risk management, compliance and a contracted supply chain which will be a massive benefit to buyers.

Personalised event experiences and innovative methods to track engagement beyond traditional metrics are essential to staying ahead. This includes fostering active participation in events and meeting the growing demand for tech-enhanced experiences. Additionally, employee wellness and productivity will remain key drivers of the increasing demand for incentive trips.

Environmental, Social, and Governance (ESG) will become a preferred choice for buyers and service providers in the MICE industry. The progress of the ‘Belt and Road’ strategy and the surge in China’s foreign investments are bound to escalate the demand for international business travel and MICE services.