Global Analysis of Trends, Demand, and Buyer Behaviour in the MICE & Tourism Industry
EVINTRA, with a network of over 240,000 industry professionals, 55,000 qualified buyers, and presence in more than 185 countries, presents its 2025 Annual Market Report.
This analysis is based on hundreds of thousands of search requests within the EVINTRA directory, combined with behavioural patterns observed from both buyers and suppliers throughout the year.
EVINTRA, with a network of over 240,000 industry professionals, 55,000 qualified buyers, and presence in more than 185 countries, presents its 2025 Annual Market Report.
This analysis is based on hundreds of thousands of search requests within the EVINTRA directory, combined with behavioural patterns observed from both buyers and suppliers throughout the year.
The EVINTRA platform generates more than 500,000 monthly search requests and operates in synergy with 60 international trade shows, providing a highly reliable overview of global demand, market evolution, and destination performance.
1. Highest-Growth Destinations in 2025 (Top Global Winners)
1. United Arab Emirates (UAE): Sustained momentum driven by corporate demand in Dubai and Abu Dhabi.
Significant growth in searches for premium venues, specialized DMCs, and incentive programs.
Significant growth in searches for premium venues, specialized DMCs, and incentive programs.
2. Türkiye: Strong recovery across the MICE sector.
Istanbul and Antalya stand out for increased demand for conferences and large-scale corporate events.
Istanbul and Antalya stand out for increased demand for conferences and large-scale corporate events.
3. India: Rapid expansion of the corporate and technology-driven event segments.
Notable rise in interest for DMCs and business-oriented hotels.
Notable rise in interest for DMCs and business-oriented hotels.
4. Mexico: Growth driven by Mexico City, Riviera Maya, and Guadalajara.
High demand for incentive travel and international corporate groups.
High demand for incentive travel and international corporate groups.
5. Spain: Barcelona and Madrid remain leaders in Europe.
Post-IBTM traffic contributed to an increase in overall visibility within EVINTRA.
Post-IBTM traffic contributed to an increase in overall visibility within EVINTRA.
2. Destinations with the Largest Decline in 2025 (Top Global Losers)
1. Russia: Significant decrease due to geopolitical factors and international restrictions.
2. China (outbound market): Recovery slower than expected.
Reduced participation in international trade shows and lower sourcing activity.
Reduced participation in international trade shows and lower sourcing activity.
3. South Africa: Decrease in international corporate demand affecting overall sourcing levels.
4. Brazil (corporate segment): Stable in leisure, but noticeable decline in MICE activity.
5. France (Q2–Q3): Temporary decrease attributed to saturation caused by major events during mid-year.
3. Top 50 Countries by Search Demand in 2025
These results reflect actual buyer behaviour within EVINTRA, based on more than 500,000 monthly searches from global professionals.
✔1–10: UAE, United States, Spain, Italy, Germany, India, United Kingdom, Türkiye, Brazil, France
✔1–10: UAE, United States, Spain, Italy, Germany, India, United Kingdom, Türkiye, Brazil, France
✔11–20: Mexico, Colombia, Thailand, Indonesia, Saudi Arabia, South Korea, Japan, South Africa, Qatar, Portugal
✔21–30: Greece, Egypt, Morocco, Argentina, Chile, Netherlands, Poland, Czech Republic, Austria, Switzerland
✔31–40: Vietnam, Philippines, Singapore, Malaysia, Peru, Costa Rica, Croatia, Serbia, Georgia, Jordan
✔41–50: Dominican Republic, Kenya, Tanzania, Israel, Iceland, Australia, New Zealand, Slovenia, Panama, other emerging Gulf destinations
4. Most Requested Supplier Categories in 2025
1. DMCs and Destination Experts: The highest-volume category across the entire EVINTRA platform.
2. Venues and Corporate Hotels: High demand for premium spaces, convention centres, and unique locations.
3. Event Technology Providers: Fastest-growing supplier segment.
4. Incentive Travel and High-Value Experiences: Particularly strong in Latin America, the Caribbean, and the Middle East.
5. Production, AV and Branding Services: Stable demand with significant peaks following major industry shows.
5. Key Trends of the Year
✔Professionalisation of Global Sourcing: EVINTRA enables buyers to manage projects in more than three countries per year, strengthening its role as a central platform in global MICE sourcing.
✔Consolidation of the APAC Region: India, Thailand, and Southeast Asia demonstrate sustained, above-average growth.
✔Preference for Transparent, Commission-Free Models: EVINTRA’s core value proposition reinforces its competitive advantage among buyers and suppliers.
✔Integration of Directory, Hosted Buyer Programs and Live Trade Shows: With more than 60 yearly events, EVINTRA’s presence directly impacts sourcing behaviour and visibility patterns across the industry.
Conclusion
The year 2025 marked a significant acceleration in the global MICE and Tourism industry.
The combination of market recovery, digitalisation, and a growing international mindset among buyers has strengthened EVINTRA’s role as the central connection point for sourcing and business development.
The combination of market recovery, digitalisation, and a growing international mindset among buyers has strengthened EVINTRA’s role as the central connection point for sourcing and business development.
Trends indicate that 2026 will show continued growth, driven by emerging markets, technological advancements, and an increasingly professionalised global buyer community.
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