The China Outbound Meetings, Incentives, Conferences, Exhibitions (MICE) Tourism to Europe Market is estimated to be valued at USD 115.5 billion in 2025 and is projected to reach USD 206.9 billion by 2035, registering a compound annual growth rate (CAGR) of 6.0% over the forecast period.
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| Metric | Value |
|---|---|
| China Outbound Meetings, Incentives, Conferences, Exhibitions (MICE) Tourism to Europe Market Estimated Value in (2025 E) | USD 115.5 billion |
| China Outbound Meetings, Incentives, Conferences, Exhibitions (MICE) Tourism to Europe Market Forecast Value in (2035 F) | USD 206.9 billion |
| Forecast CAGR (2025 to 2035) | 6.0% |
The China outbound MICE tourism market to Europe is witnessing steady growth, fueled by expanding trade partnerships, corporate globalization strategies, and the repositioning of Europe as a high-value destination for knowledge exchange and professional networking. Chinese enterprises are increasingly integrating international MICE events into their brand strategy and business development agendas, especially in major European cities offering cultural prestige, modern infrastructure, and access to sector-specific thought leadership.
Government support through relaxed visa norms and bilateral tourism promotion agreements has further facilitated group travel coordination. Moreover, the adoption of virtual hybrid platforms is complementing physical participation, rather than replacing it, enhancing engagement and attendance rates.
As more Chinese organizations pursue overseas business expansion and recognition, outbound MICE tourism to Europe is expected to deepen, particularly within the business field, meetings, and digitally enabled booking formats.
The market is segmented by Application Type, Event Channel, Booking Channel, Tourist Type, Tour Type, and Consumer Orientation and region. By Application Type, the market is divided into Business Field, Academic Field, Political Field, and Exhibitions, Others. In terms of Event Channel, the market is classified into Meetings, Incentives, Conferences, and Exhibitions. Based on Booking Channel, the market is segmented into Online Booking, Phone Booking, and In-Person Booking. By Tourist Type, the market is divided into International and Domestic. By Tour Type, the market is segmented into Tour Group, Independent Traveller, and Package Traveller. By Consumer Orientation, the market is segmented into Men and Women. Regionally, the market is classified into North America, Latin America, Western Europe, Eastern Europe, Balkan & Baltic Countries, Russia & Belarus, Central Asia, East Asia, South Asia & Pacific, and the Middle East & Africa.
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Business field applications are projected to generate 37.0% of the market revenue in 2025, making them the dominant application type within China’s outbound MICE tourism to Europe. This leadership is being shaped by the growing volume of international collaborations, cross-border investments, and strategic alliances involving Chinese firms.
MICE travel in the business domain is being prioritized for strengthening global presence, hosting investor meets, and conducting product launches at international trade expos. European cities, with their reputation for hosting sectoral forums and exhibitions, continue to attract Chinese corporates seeking industry recognition.
Demand has been amplified by the presence of bilingual venues, turnkey MICE services, and regulatory facilitation for foreign business gatherings. With China’s private sector undergoing rapid innovation and market expansion, outbound business travel for MICE events has remained a strategic imperative.
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Meetings are forecast to account for 34.0% of the market revenue in 2025, making them the leading event channel. This segment has remained dominant due to the critical importance of face-to-face interaction in relationship-driven business cultures.
For Chinese companies and government delegations, meetings continue to be a preferred method to solidify partnerships, negotiate deals, and align with international stakeholders. European destinations offer premium meeting venues equipped with advanced AV setups, multilingual support, and diplomatic neutrality—making them attractive for both public and private sector collaborations.
Frequent scheduling of annual summits, bilateral committees, and regional cooperation forums in Europe is also contributing to sustained outbound demand. The cultural value placed on formal engagement and protocol adherence further reinforces meetings as the central pillar of outbound MICE tourism.
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Online booking is expected to capture 41.0% of the revenue share in 2025, emerging as the primary booking channel. This growth has been supported by the rapid digitization of China's travel ecosystem, the ubiquity of mobile-first platforms, and the demand for real-time itinerary customization.
Online channels provide enterprise users and travel administrators with transparent pricing, centralized documentation, and integration with corporate expense management systems. The rise of B2B travel portals and APIs connecting directly to European event operators has further streamlined the booking process.
Trust in online payment platforms and digital authentication tools has enabled large-volume group travel arrangements with minimal friction. With post-pandemic emphasis on travel safety, flexibility, and instant communication, the shift to online booking in outbound MICE travel has become both strategic and structural.
Outbound thinking Mice tourism has risen as a result of economic changes and globalization. People have congregated in meetings from the beginning of time. MICE (meetings, incentives, conventions, and exhibits) tourism's target demographic is the vast number of people who travel nowadays for specific professional goals. B2B and B2C events, which still serve as the initiatives' main funding sources, are responsible for the majority of them. But today's government agencies, non-governmental organizations, and improvement organizations all play a big part in enabling such gatherings. The growing business sector on the international market and the developing economies are two major factors driving the growth of the outbound MICE industry.
Meetings, incentives, conventions, and exhibitions (MICE) are regarded to be the tourist industry that is growing the fastest. MICE strengthens local economies, generates foreign exchange, fosters trade, and investment, and advertises destinations.
Hybrid occurrences have traditionally drawn a lot of curiosity, and the pandemic has further increased that interest. More hybrid events than ever before have taken place in recent months, and this trend is increasing as more individuals use this format. Combining conventional face-to-face events with digital technologies is always a good option when a wider reach is needed and new target groups need to be recruited or included. For formats like conferences and congresses, there is space for expansion in this sector because it might result in the inclusion of customer groups that weren't previously convertible.
The fast economic expansion brought on by globalization is having an impact on the MICE sector globally. For instance, businesses like Adidas, Wal-Mart stores, and Toyota Motor Corporation have swiftly expanded their operations abroad in order to boost economic potential. It is believed that rapid globalization is what is driving the demand for MICE events. For instance, organizations from all over the world are prepared to spend more money to go to new places and hold events that offer uncommon chances and raise the value of travel. The liberalization of market entrance strategies in countries like Saudi Arabia, China, and India encourages companies to grow their operations in order to boost their market presence. As a result, these businesses actively compete
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Traditionally-held perceptions of Europe, the USA and Australia in China are that Europe is rich in cultural heritage, tradition and luxury, The USA represents wealth, modernity and popular culture, and Australia offers a natural environment and a relaxed lifestyle, The top two choices for travellers who have never travelled abroad are Europe and the USA, while all three locations may provide a variety of attractions and activities to satisfy the needs of more seasoned travellers searching for destinations and activities outside of the typical tourist routes, There are comprehensive Chinese language programmes at all three locations. both in China's marketing strategies and the execution of tourism products and services offered there. The Chinese view the USA favourably because it is more sensitive to their needs and the needs of travellers.
The first-time traveller segment of the Chinese leisure market is made up of those who are drawn by the following factors: doing a lot of things quickly, shopping for international brands, getting good value for their money, finding familiar foods and mingling with Chinese communities, the prestige of seeing famous landmarks and getting their picture taken in front of them, and a safe environment.
The more seasoned traveller is still drawn to many of these features, but they are also looking to travel as a way to express their growing individualism and self-confidence also look for an emotional connection with the destination through authenticity, clear skies and clean air, access to the arts and culture, etc.
The levelling of birth rates, extensive urbanisation, and the rapidly ageing population are key demographic factors that have an impact on travel and tourism 38.
The age bracket of 60 to 64 will make up the majority of the Chinese population by 2035. International travel will increase as the population ages and more retirees have the means to travel. Increased leisure time, outside of the designated Golden Weeks, will also promote travel.
Meetings are the most preferred Application type in China Outbound Meetings, Incentives, Conferences, Exhibitions (MICE) Tourism to Europe Market
In spite of the fact that technology may be bringing us closer together every day, face-to-face interaction is still the most effective way to communicate. If you've traveled thousands of miles to attend or host a conference in China, you shouldn't have to worry about the setup's logistics or minor issues. The China Guide's rigorous planning and efficient communication will help you to relax. Board meetings, meetings with management, shareholder meetings, training sessions, gatherings with clients, partners, or suppliers, product launches, and strategic planning are some examples of the meetings that the China Guide can cover.
Online booking channels lead the booking channel segmentation
The results show that when it comes to booking channels, the online travel sector holds a sizable market share. Internet use has increased dramatically worldwide during the last few years. Customers may easily learn more about a number of industries. The service provider thinks there is a lot of potential for marketing and promotion on the internet because booking is so simple and convenient for the customer.
Packaged Traveler is the most prominent category
The majority of packaged visitors are those who book vacations that include particular locations. They are less likely to plan private tours, customize excursions, or buy specific travel packages. These clients can save money, time, and effort by buying goods in bulk and using packages designed by travel agencies, and they also find the tour package enticing. They currently account for the great majority of the hotel tour sector.
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MICE, in the context of travel, stands for meetings, incentives, conferences, and exhibits. The sector, which denotes a specialized area of group tourism devoted to planning, arranging, and conducting conferences, seminars, and other events, is the largest source of revenue for the travel industry. CTM, Egencia United Kingdom, Fello, and others are important players. Due to CTM's massive global purchasing power, hotels, airlines, and car rental providers receive significant discounts.
For Instance:
| Attribute | Details |
|---|---|
| Forecast Period | 2025 to 2035 |
| Historical Data Available for | 2020 to 2024 |
| Market Analysis | USD Billion for Value |
| Key Regions Covered | Europe; China |
| Key Countries Covered | Europe, China |
| Key Segments Covered | Application Type, Event Type, Booking Channel, Tourist Type, Tour Type, Consumer Orientation, Age Group, and Region |
| Key Companies Profiled | CTM; Egencia United Kingdom; Fello and others |
| Report Coverage | Market Forecast, Company Share Analysis, Competition Intelligence, Drivers, Restraints, Opportunities and Threats Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives |
| Customization & Pricing | Available upon Request |
The global china outbound meetings, incentives, conferences, exhibitions (mice) tourism to europe market is estimated to be valued at USD 115.5 billion in 2025.
The market size for the china outbound meetings, incentives, conferences, exhibitions (mice) tourism to europe market is projected to reach USD 206.9 billion by 2035.
The china outbound meetings, incentives, conferences, exhibitions (mice) tourism to europe market is expected to grow at a 6.0% CAGR between 2025 and 2035.
The key product types in china outbound meetings, incentives, conferences, exhibitions (mice) tourism to europe market are business field, academic field, political field and exhibitions, others.
In terms of event channel, meetings segment to command 34.0% share in the china outbound meetings, incentives, conferences, exhibitions (mice) tourism to europe market in 2025.
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China Outbound Meetings, Incentives, Conferences, Exhibitions (MICE) Tourism to Europe Market
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