Research Summary
MICE, an acronym for Meetings, Incentives, Conferences, and Exhibitions/Events, refers to the various types of corporate events and gatherings organized to facilitate business interactions, knowledge sharing, and networking opportunities. MICE events are commonly used to strengthen relationships between businesses, clients, employees, and other stakeholders.
Brand activation, on the other hand, involves creating engaging experiences and interactions that bring a brand to life and promote consumer engagement. It is a marketing strategy aimed at increasing brand awareness, affinity, and loyalty by creating memorable and interactive experiences. Brand activations often incorporate elements that stimulate the senses, such as experiential marketing events, product demonstrations, pop-up shops, guerrilla marketing campaigns, and social media engagement. The goal of brand activation is to establish a strong emotional connection between consumers and the brand, fostering positive associations and driving consumer action.
According to DIResearch's in-depth investigation and research, the global MICE and Brand Activation market size was valued at XX Million USD in 2024 and is projected to reach XX Million USD by 2032, with a CAGR of XX% (2025-2032). Notably, the China market has changed rapidly in the past few years. By 2024, China's market size is expected to be XX Million USD, representing approximately XX% of the global market share. By 2032, it is anticipated to grow further to XX Million USD, contributing XX% to the worldwide market share.
The major global manufacturers of MICE and Brand Activation include Questex, Carlson Wagonlit Travel, BCD Group, Capita Travel and Events, Cievents, IPG, ATPI, Pico, Uniplan, Conference Care, Freeman, MCI etc. The global players competition landscape in this report is divided into three tiers. The first tier comprises global leading enterprises that command a substantial market share, hold a dominant industry position, possess strong competitiveness and influence, and generate significant revenue. The second tier includes companies with a notable market presence and reputation; these firms actively follow industry leaders in product, service, or technological innovation and maintain a moderate revenue scale. The third tier consists of smaller companies with limited market share and lower brand recognition, primarily focused on local markets and generating comparatively lower revenue.
This report studies the market size, price trends and future development prospects of MICE and Brand Activation. Focus on analysing the market share, product portfolio, prices, sales, revenue and gross profit margin of global major manufacturers, as well as the market status and trends of different product types and applications in the global MICE and Brand Activation market. The report data covers historical data from 2020 to 2024, based year in 2025 and forecast data from 2026 to 2032.
The regions and countries in the report include North America, Europe, China, APAC (excl. China), Latin America and Middle East and Africa, covering the MICE and Brand Activation market conditions and future development trends of key regions and countries, combined with industry-related policies and the latest technological developments, analyze the development characteristics of MICE and Brand Activation industries in various regions and countries, help companies understand the development characteristics of each region, help companies formulate business strategies, and achieve the ultimate goal of the company's global development strategy.
The data sources of this report mainly include the National Bureau of Statistics, customs databases, industry associations, corporate financial reports, third-party databases, etc. Among them, macroeconomic data mainly comes from the National Bureau of Statistics, International Economic Research Organization; industry statistical data mainly come from industry associations; company data mainly comes from interviews, public information collection, third-party reliable databases, and price data mainly comes from various markets monitoring database.
Global Key Manufacturers of MICE and Brand Activation Include:
Questex
Carlson Wagonlit Travel
BCD Group
Capita Travel and Events
Cievents
IPG
ATPI
Pico
Uniplan
Conference Care
Freeman
MCI
MICE and Brand Activation Product Segment Include:
Meetings
Conventions
Exhibitions
Incentives
MICE and Brand Activation Product Application Include:
SME
Large Enterprise
Chapter Scope
Chapter 1: Product Research Range, Product Types and Applications, Market Overview, Market Situation and Trends
Chapter 2: Global MICE and Brand Activation Industry PESTEL Analysis
Chapter 3: Global MICE and Brand Activation Industry Porter’s Five Forces Analysis
Chapter 4: Global MICE and Brand Activation Major Regional Market Size and Forecast Analysis
Chapter 5: Global MICE and Brand Activation Market Size and Forecast by Type and Application Analysis
Chapter 6: North America Passenger MICE and Brand Activation Competitive Analysis (Market Size, Key Players and Market Share, Product Type and Application Segment Analysis, Countries Analysis)
Chapter 7: Europe MICE and Brand Activation Competitive Analysis (Market Size, Key Players and Market Share, Product Type and Application Segment Analysis, Countries Analysis)
Chapter 8: China MICE and Brand Activation Competitive Analysis (Market Size, Key Players and Market Share, Product Type and Application Segment Analysis, Countries Analysis)
Chapter 9: APAC (Excl. China) MICE and Brand Activation Competitive Analysis (Market Size, Key Players and Market Share, Product Type and Application Segment Analysis, Countries Analysis)
Chapter 10: Latin America MICE and Brand Activation Competitive Analysis (Market Size, Key Players and Market Share, Product Type and Application Segment Analysis, Countries Analysis)
Chapter 11: Middle East and Africa MICE and Brand Activation Competitive Analysis (Market Size, Key Players and Market Share, Product Type and Application Segment Analysis, Countries Analysis)
Chapter 12: Global MICE and Brand Activation Competitive Analysis of Key Manufacturers (Revenue, Market Share, Regional Distribution and Industry Concentration)
Chapter 13: Key Company Profiles (Product Portfolio, Revenue and Gross Margin)
Chapter 14: Industrial Chain Analysis, Include Raw Material Suppliers, Distributors and Customers
Chapter 15: Research Findings and Conclusion
Chapter 16: Methodology and Data Sources
- 1 MICE and Brand Activation Market Overview
- 1.1 Product Definition and Statistical Scope
- 1.2 MICE and Brand Activation Product by Type
- 1.2.1 Meetings
- 1.2.2 Conventions
- 1.2.3 Exhibitions
- 1.2.4 Incentives
- 1.3 MICE and Brand Activation Product by Application
- 1.3.1 SME
- 1.3.2 Large Enterprise
- 1.4 Global MICE and Brand Activation Market Size Analysis (2020-2032)
- 1.5 MICE and Brand Activation Market Development Status and Trends
- 1.5.1 MICE and Brand Activation Industry Development Status Analysis
- 1.5.2 MICE and Brand Activation Industry Development Trends Analysis
- 2 MICE and Brand Activation Market PESTEL Analysis
- 2.1 Political Factors Analysis
- 2.2 Economic Factors Analysis
- 2.3 Social Factors Analysis
- 2.4 Technological Factors Analysis
- 2.5 Environmental Factors Analysis
- 2.6 Legal Factors Analysis
- 3 MICE and Brand Activation Market Porter's Five Forces Analysis
- 3.1 Competitive Rivalry
- 3.2 Threat of New Entrants
- 3.3 Bargaining Power of Suppliers
- 3.4 Bargaining Power of Buyers
- 3.5 Threat of Substitutes
- 4 Global MICE and Brand Activation Market Analysis by Regions
- 4.1 Global MICE and Brand Activation Overall Market: 2024 VS 2025 VS 2032
- 4.2 Global MICE and Brand Activation Revenue and Forecast Analysis (2020-2032)
- 4.2.1 Global MICE and Brand Activation Revenue and Market Share by Region (2020-2025)
- 4.2.2 Global MICE and Brand Activation Revenue Forecast by Region (2026-2032)
- 5 Global MICE and Brand Activation Market Size by Type and Application
- 5.1 Global MICE and Brand Activation Market Size by Type (2020-2032)
- 5.2 Global MICE and Brand Activation Market Size by Application (2020-2032)
- 6 North America
- 6.1 North America MICE and Brand Activation Market Size and Growth Rate Analysis (2020-2032)
- 6.2 North America Key Manufacturers Analysis
- 6.3 North America MICE and Brand Activation Market Size by Type
- 6.4 North America MICE and Brand Activation Market Size by Application
- 6.5 North America MICE and Brand Activation Market Size by Country
- 6.5.1 US
- 6.5.2 Canada
- 7 Europe
- 7.1 Europe MICE and Brand Activation Market Size and Growth Rate Analysis (2020-2032)
- 7.2 Europe Key Manufacturers Analysis
- 7.3 Europe MICE and Brand Activation Market Size by Type
- 7.4 Europe MICE and Brand Activation Market Size by Application
- 7.5 Europe MICE and Brand Activation Market Size by Country
- 7.5.1 Germany
- 7.5.2 France
- 7.5.3 United Kingdom
- 7.5.4 Italy
- 7.5.5 Spain
- 7.5.6 Benelux
- 8 China
- 8.1 China MICE and Brand Activation Market Size and Growth Rate Analysis (2020-2032)
- 8.2 China Key Manufacturers Analysis
- 8.3 China MICE and Brand Activation Market Size by Type
- 8.4 China MICE and Brand Activation Market Size by Application
- 9 APAC (excl. China)
- 9.1 APAC (excl. China) MICE and Brand Activation Market Size and Growth Rate Analysis (2020-2032)
- 9.2 APAC (excl. China) Key Manufacturers Analysis
- 9.3 APAC (excl. China) MICE and Brand Activation Market Size by Type
- 9.4 APAC (excl. China) MICE and Brand Activation Market Size by Application
- 9.5 APAC (excl. China) MICE and Brand Activation Market Size by Country
- 9.5.1 Japan
- 9.5.2 South Korea
- 9.5.3 India
- 9.5.4 Australia
- 9.5.5 Southeast Asia
- 10 Latin America
- 10.1 Latin America MICE and Brand Activation Market Size and Growth Rate Analysis (2020-2032)
- 10.2 Latin America Key Manufacturers Analysis
- 10.3 Latin America MICE and Brand Activation Market Size by Type
- 10.4 Latin America MICE and Brand Activation Market Size by Application
- 10.5 Latin America MICE and Brand Activation Market Size by Country
- 10.5.1 Mexico
- 10.5.2 Brazil
- 11 Middle East & Africa
- 11.1 Middle East & Africa MICE and Brand Activation Market Size and Growth Rate Analysis (2020-2032)
- 11.2 Middle East & Africa Key Manufacturers Analysis
- 11.3 Middle East & Africa MICE and Brand Activation Market Size by Type
- 11.4 Middle East & Africa MICE and Brand Activation Market Size by Application
- 11.5 Middle East & Africa MICE and Brand Activation Market Size by Country
- 11.5.1 Saudi Arabia
- 11.5.2 South Africa
- 12 Competition by Manufacturers
- 12.1 Global MICE and Brand Activation Market Revenue by Key Manufacturers (2021-2025)
- 12.2 MICE and Brand Activation Competitive Landscape Analysis and Market Dynamic
- 12.2.1 MICE and Brand Activation Competitive Landscape Analysis
- 12.2.2 Global Key Manufacturers Headquarter Location and Key Area Sales
- 12.2.3 Market Dynamic
- 13 Key Companies Analysis
- 13.1 Questex
- 13.1.1 Questex Basic Company Profile (Employees, Areas Service, Competitors and Contact Information)
- 13.1.2 Questex MICE and Brand Activation Product Portfolio
- 13.1.3 Questex MICE and Brand Activation Market Data Analysis (Revenue, Gross Margin and Market Share) (2021-2025)
- 13.2 Carlson Wagonlit Travel
- 13.2.1 Carlson Wagonlit Travel Basic Company Profile (Employees, Areas Service, Competitors and Contact Information)
- 13.2.2 Carlson Wagonlit Travel MICE and Brand Activation Product Portfolio
- 13.2.3 Carlson Wagonlit Travel MICE and Brand Activation Market Data Analysis (Revenue, Gross Margin and Market Share) (2021-2025)
- 13.3 BCD Group
- 13.3.1 BCD Group Basic Company Profile (Employees, Areas Service, Competitors and Contact Information)
- 13.3.2 BCD Group MICE and Brand Activation Product Portfolio
- 13.3.3 BCD Group MICE and Brand Activation Market Data Analysis (Revenue, Gross Margin and Market Share) (2021-2025)
- 13.4 Capita Travel and Events
- 13.4.1 Capita Travel and Events Basic Company Profile (Employees, Areas Service, Competitors and Contact Information)
- 13.4.2 Capita Travel and Events MICE and Brand Activation Product Portfolio
- 13.4.3 Capita Travel and Events MICE and Brand Activation Market Data Analysis (Revenue, Gross Margin and Market Share) (2021-2025)
- 13.5 Cievents
- 13.5.1 Cievents Basic Company Profile (Employees, Areas Service, Competitors and Contact Information)
- 13.5.2 Cievents MICE and Brand Activation Product Portfolio
- 13.5.3 Cievents MICE and Brand Activation Market Data Analysis (Revenue, Gross Margin and Market Share) (2021-2025)
- 13.6 IPG
- 13.6.1 IPG Basic Company Profile (Employees, Areas Service, Competitors and Contact Information)
- 13.6.2 IPG MICE and Brand Activation Product Portfolio
- 13.6.3 IPG MICE and Brand Activation Market Data Analysis (Revenue, Gross Margin and Market Share) (2021-2025)
- 13.7 ATPI
- 13.7.1 ATPI Basic Company Profile (Employees, Areas Service, Competitors and Contact Information)
- 13.7.2 ATPI MICE and Brand Activation Product Portfolio
- 13.7.3 ATPI MICE and Brand Activation Market Data Analysis (Revenue, Gross Margin and Market Share) (2021-2025)
- 13.8 Pico
- 13.8.1 Pico Basic Company Profile (Employees, Areas Service, Competitors and Contact Information)
- 13.8.2 Pico MICE and Brand Activation Product Portfolio
- 13.8.3 Pico MICE and Brand Activation Market Data Analysis (Revenue, Gross Margin and Market Share) (2021-2025)
- 13.9 Uniplan
- 13.9.1 Uniplan Basic Company Profile (Employees, Areas Service, Competitors and Contact Information)
- 13.9.2 Uniplan MICE and Brand Activation Product Portfolio
- 13.9.3 Uniplan MICE and Brand Activation Market Data Analysis (Revenue, Gross Margin and Market Share) (2021-2025)
- 13.10 Conference Care
- 13.10.1 Conference Care Basic Company Profile (Employees, Areas Service, Competitors and Contact Information)
- 13.10.2 Conference Care MICE and Brand Activation Product Portfolio
- 13.10.3 Conference Care MICE and Brand Activation Market Data Analysis (Revenue, Gross Margin and Market Share) (2021-2025)
- 13.11 Freeman
- 13.11.1 Freeman Basic Company Profile (Employees, Areas Service, Competitors and Contact Information)
- 13.11.2 Freeman MICE and Brand Activation Product Portfolio
- 13.11.3 Freeman MICE and Brand Activation Market Data Analysis (Revenue, Gross Margin and Market Share) (2021-2025)
- 13.12 MCI
- 13.12.1 MCI Basic Company Profile (Employees, Areas Service, Competitors and Contact Information)
- 13.12.2 MCI MICE and Brand Activation Product Portfolio
- 13.12.3 MCI MICE and Brand Activation Market Data Analysis (Revenue, Gross Margin and Market Share) (2021-2025)
- 14 Industry Chain Analysis
- 14.1 MICE and Brand Activation Industry Chain Analysis
- 14.2 MICE and Brand Activation Industry Raw Material and Suppliers Analysis
- 14.2.1 MICE and Brand Activation Key Raw Material Supply Analysis
- 14.2.2 Raw Material Suppliers and Contact Information
- 14.3 MICE and Brand Activation Typical Downstream Customers
- 14.4 MICE and Brand Activation Sales Channel Analysis
- 15 Research Findings and Conclusion
- 16 Methodology and Data Source
- 16.1 Methodology/Research Approach
- 16.2 Research Scope
- 16.3 Benchmarks and Assumptions
- 16.4 Date Source
- 16.4.1 Primary Sources
- 16.4.2 Secondary Sources
- 16.5 Data Cross Validation
- 16.6 Disclaimer
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