As the first half of 2025 wraps, June offered valuable signals about how the global MICE market is recalibrating midyear. Shifts in segment performance, evolving demand patterns, and a return to stability in some regions point to a market steadying itself for a more active late summer and fall.
In the U.S., associations took the spotlight with larger, more complex events, while corporate business continued to anchor overall performance. In APAC, consulting-led growth and larger corporate events hinted at a rising tide, with momentum expected to build through August. Meanwhile, the Middle East market navigated the aftershocks of regional tension with resilience in education and real estate events.
These insights are powered by Knowland by Cendyn’s June 2025 data, providing a view of the market for hoteliers planning for the season ahead.
United States: Associations signal a shift in meeting size
June 2025 closed out the year’s first half on solid footing for the U.S. MICE market. Association-driven growth, continued strength in corporate bookings, and steady demand for larger event spaces all contributed to healthy performance.
Meeting size expansion: Average meeting space for associations grew to 12,835 sq ft, up from 11,900 sq ft in June 2024. This 7.8% increase in space use and steady event counts signal a return to larger, more impactful gatherings. It’s a trend hoteliers should watch closely, especially as associations often book far in advance and require multipurpose venues.
Sector performance context: Overall, association-related meetings saw a slight year-over-year dip in volume (-1.3%), yet their increased size offsets the decline, showing that when associations do meet, they’re doing so at scale. In contrast, industries like education and non-profits declined more steeply, while sectors like technology (+10.1%) and consulting (+7.9%) fueled broader market growth.
Spotlight: Sports drive entertainment bookings during NBA Finals
June wasn’t just a big month for corporate meetings; it also brought a wave of Sports & Entertainment events, especially in cities spotlighted by major sporting events.
Indianapolis, IN, which hosted part of the NBA Finals, saw a 53% spike in Sports & Entertainment bookings. However, total meeting volume was down 13.7% year-over-year, suggesting the sports boost wasn’t quite enough to offset declines in other segments.
Meanwhile, Oklahoma City, OK, stole the show. With both the NBA Finals and the NCAA Women’s College World Series, the market saw a staggering 1,733% year-over-year increase in Sports & Entertainment meetings. Overall meeting volume rose 17.8%, though Association bookings dipped 45%, possibly displaced by demand for more high-profile entertainment and sports-driven gatherings.
While these shifts may not drastically alter the national picture, they highlight how significant cultural moments can influence local trends and present unique opportunities for hoteliers to capitalize on event-driven demand.
U.S outlook: Strong June, softer summer ahead
As hoteliers look toward the year’s second half, some seasonal shifts are worth noting. Historically, July tends to experience a natural slowdown in group demand, and 2025 is expected to follow that pattern. Early indicators suggest a dip in meeting volume this month, partly due to summer holidays and travel season distractions. However, activity tends to rebound modestly in August, though likely still falling short of June’s higher benchmarks.
APAC: A mixed market with bright spots in consulting and corporate events
June 2025 painted a nuanced picture for the APAC MICE market. While overall meeting volumes were steady, specific segments stood out as bright spots, signaling selective recovery and evolving regional priorities.
Sector standouts: Consulting meetings increased by 34.3% year-over-year, marking the strongest growth across all regional industries. Oil/Gas/Energy (+14.8%) and Manufacturing (+10.8%) also experienced modest growth. Sectors like Financial/Banking and Technology declined year-over-year in June but remained the top three sectors by volume.
Event size shifts by market segment: Weddings were a clear driver of space demand, with average estimated group size increasing by 154% and 143% in average square footage. Corporate and Government group sizes also increased by 29% and 26% respectively. These shifts suggest a rising appetite for larger, professionally organized events in private, public, and social segments.
Spotlight: APAC market movers
Despite leading in total event volume, Bangkok has been gradually declining compared to 2024. After a modest 13.3% increase in April, the market dipped -5.3% in May and -5% in June. A similar trend is visible in Kuala Lumpur, where performance has tapered since April.
In contrast, Singapore stood out as the strongest growth market with a 61.9% year-over-year increase in June. The city’s recovery across the Financial/Banking and Technology sectors has boosted confidence in its MICE potential. Hong Kong followed with 27.5% growth, demonstrating strength in industries such as Training/Education and Consulting.
Meanwhile, Sydney (+16.2%) and Melbourne (+11.9%) continue to show consistent year-over-year gains, reaffirming their status as dependable regional performers.
These patterns offer both caution and opportunity for hoteliers: staying agile in markets like Bangkok and Kuala Lumpur will be key. At the same time, Hong Kong and Singapore represent high-potential hubs worth prioritizing for sales and marketing investment.
APAC outlook: Momentum likely to build in July and August
Following a steady June, the APAC MICE market is poised for renewed acceleration in the coming months. Historic indicators point to consistent growth in July, with even stronger performance typically seen by August, presenting a timely opportunity for hoteliers to lean into high-demand segments.
Both corporate and government meetings consistently rise through July and August, driven by resumed planning cycles, fiscal calendar milestones, and increased regional stability in several markets. This aligns with June trends that showed a growing appetite for larger, well-organized gatherings across key cities like Singapore, Sydney, and Hong Kong.
Middle East: Travel and international government industries react to regional tension
June brought complexity to the Middle East MICE market as geopolitical tensions heightened. While tensions in parts of the region added uncertainty for some sectors, particularly travel and international government, others leaned into in-person engagement, driving growth in association and education events.
Sector highlights: Training and education meetings increased 31.8% year-over-year, as organizations doubled down on workforce development despite external pressures. Real estate held strong with a 75% year-over-year increase. However, International Government (-17.6%) and Travel (-34.7%) industry gatherings saw marked declines, likely tied to heightened caution amid regional unrest.
Event size and space vary: Weddings experienced a significant 39% increase in average estimated group size, while corporate events saw a 9.6% growth; other segments, however, declined. In terms of average square footage, weddings also grew by 39%, reaching 12,094 square feet on average.
Corporate meeting spaces increased by 7.8% to 5,593 square feet, and despite a decline in group size, associations reported a 13% growth in meeting space size, reaching 4,631 square feet.
Spotlight: Key cities hold steady in market share
Key markets like Dubai (+9.6%) and Doha (+19.1%) increased their market share year-over-year, thanks to multi-day events. These cities continue to draw a steady pipeline of meetings thanks to their infrastructure, connectivity, and appeal to both domestic and international planners.
Middle East outlook: Stability returns, but growth may be uneven
After a complex June shaped partly by geopolitical uncertainty, the Middle East MICE market is entering a period of cautious optimism. Meeting activity tends to pick up in July, but historical data suggests a potential dip in August. This anticipated cooling follows a similar pattern from 2024 and could reflect seasonal behavior and planning hesitancy tied to macroeconomic and regional developments.
Corporate meetings, which simmered through August last year, are still on watch. Interestingly, the segment rebounded in August 2023, offering a hopeful benchmark should current conditions remain stable. SMERF events, which typically show strength later in the summer, are expected to regain momentum in August.
Conclusion
June’s data offers a valuable checkpoint in the 2025 MICE calendar, highlighting emerging patterns across regions, evolving segment behavior, and the impact of planned events and external forces.
For hoteliers, acting on those signals means more than simply watching the numbers:
- Unlock local calendars. June showed how major sporting and cultural events, like the NBA Finals in the U.S. and regional conferences in the Middle East, drove short-term demand. Aligning sales strategy with citywide calendars and local moments can uncover unexpected opportunities.
- Think beyond square footage. As event sizes grow, planners are prioritizing flow, flexibility, and experience. Offering modular layouts, creative breakouts, and space customizations can be as compelling as raw capacity.
- Turn hindsight into hospitality intelligence. Use event type, industry mix, and space utilization data from June to refine targeting. This is not just for forecasting but also to tailor offers, re-engage planners, and fine-tune packages that reflect what is actually trending.
With half the year in view, now is the time to use what we know, not just to react, but to reframe how we compete for MICE business. June’s insights may be in the past, but their value lies in how we apply them. To dig deeper into these trends or tailor a strategy for your property, get in touch with the Knowland by Cendyn team.
