MICE Is Back — Bigger, Bolder, and Booming

There is uncertainty in the global MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. Worldwide, the COVID-19 pandemic stopped corporate travel, hotels were empty, and flights were halted. For those of us in the business, the future looked not just bleak but potentially extinct. Conversations in boardrooms shifted from growth projections to survival plans. There was an overwhelming concern that face-to-face gatherings may be permanently replaced by virtual meetings.

But here we are in 2025 — in the midst of an economic resurgence — and the story has flipped entirely. Not only has the MICE industry bounced back, but it has accelerated at a pace that none of us could have imagined during the pandemic years. The boom in global and Indian economies has reignited the value of physical engagement, and the MICE sector has become one of the most powerful tools in a company’s arsenal for motivation, recognition, and engagement. Today, the question is no longer if companies should invest in incentive travel and events — it’s how much more they can do to delight, motivate, and retain both their employees and customers.

In particular, incentive travel has discovered its sweet spot. Organizations have collectively realized that no monetary bonus or certificate can replicate the power of an unforgettable travel experience. A meticulously planned holiday, with personalized moments and shared experiences, has become the gold standard for employee rewards and customer loyalty programs. FMCG and BFSI companies have long understood this — their incentive programs were always ahead of the curve — but now we are seeing IT, manufacturing, pharma, and even tech startups stepping in with full force.

Another interesting trend we’re seeing is a renewed focus on luxury domestic destinations. While international travel continues to hold its aspirational charm, many companies are choosing to explore premium domestic experiences that rival — and sometimes even exceed — the cost of going abroad. From palace stays in Rajasthan to curated luxury escapes in Kerala, Uttarakhand, or the Andamans, India’s own high-end offerings are being reimagined for the corporate traveller. These destinations allow companies to combine the wow factor with logistical ease, supporting local tourism in the process.

As volumes grow, economies of scale are in full effect. Large movements of people to incredible destinations are now more feasible and efficient. The opportunity lies with tourism boards and destinations to position themselves strategically — to ask, “What are we doing to attract incentive travel from India?” Because the demand is not just back; it’s exploding.

Yet, Today’s businesses stand out for their capacity to create memorable experiences. Provide flawless throughout its entirety service management, and innovate. Every touchpoint counts, from pre-event involvement to ground-level magic and post-trip communication. With this demand comes the responsibility of delivering excellence. Price remains a conversation point, but it is not the differentiator. Service is king, and experience is queen.

India, as a source market for MICE, is witnessing unprecedented growth. The volume, quality, and frequency of movement are all rising. Indian corporates are thinking global — they want the best, and they want it now.

At Zenith, we are proud to be at the forefront of this transformation. From humble beginnings, we’ve built ourselves into a $1 billion powerhouse. With MICE being one of our most dynamic and prestigious verticals. Unwavering attention to excellence, creativity, and trust has won that loyalty.

As we look to the future, one thing is clear — the MICE industry is not just alive; it is thriving. And for those of us who stayed resilient during the storm, the rewards are nothing short of extraordinary.