News & Updates

Business Events: the Middle East conflict could change the game

For the seventh year, Interface MICE has just published its survey dedicated to business tourism in France. Titled "The French MICE Market: 2026 Trends, Key Figures & Projections," it is based on the participation of 90 industry professionals: MICE and communication agency managers, buyers, meeting planners, associations, etc.

Six years after Covid, the study reveals more than ever the desire for reconnection among professionals, whether through seminars, parties, trade shows, conferences, or incentives. In 2025, in-person events dominated, representing 93%of events according to respondents. Hybrid (10%) and purely virtual (2%) events are now less popular. The operations carried out were aimed at strengthening team cohesion (at 75%) and conveying messages (at 65%).

Agencies report benefiting from the loyalty of their partner companies (at 75%) while signing new clients (41%) and responding to calls for tenders (40%). " Agencies are increasingly retaining their clients. This enables the establishment of long-term relationships. ", estimates Tahina Randriamandranto, director of the MICE department at the public relations agency Hopscotch Tourism France (formerly Interface Tourism), which conducted this study. And this morning presented the results to an audience of national and international destination representatives."

A geopolitical context that makes Europe preferable

Although the survey was carried out in January, before the outbreak of war in the Middle East, its results show that professionals are increasingly favouring secure destinations. EU countries, in particular (at 81%), are the most sought-after for organising events, with France leading the way (at 75%) ahead of Spain, Italy, Morocco, Portugal, and even the United States. The USA has maintained its position in 2025, with operations often booked before or at the start of Donald Trump's second term.

Interest in Europe has strengthened since the start of the conflict between the United States, Israel and Iran, which first led to the postponement and then the cancellation of operations scheduled in the near future in the countries of the region (Qatar, United Arab Emirates, Saudi Arabia...). A war that also impacts travel between several parts of the world, and particularly operations planned in Asia with participants transported by Gulf carriers. The soaring cost of air travel could see far-flung destinations fall out of favour this year in favour of Europe., estimates Tahina Randriamandranto. It's also an opportunity for other destinations, with buyers looking for newness. Air route openings are playing their full part here.

CSR at the heart of companies' MICE operations

La responsabilité sociétale des entreprises (RSE) étant devenue la norme pour les entreprises, la question de la durabilité est au cœur du montage des opérations que cela soit dans les déplacements, le choix des hébergements ou des prestataires à destination. Ainsi, les responsables Mice estiment que 53% des évènements sont « officials » with a priority choice of train over plane for travel (at 58%) and a selection of impactful and community-focused activities for the host region of the event.

The current crisis should reinforce the choice of a destination accessible by train, in France or in Europe (Great Britain, Spain, Italy, Belgium, Germany, Netherlands, Switzerland...). CSR has become key to proposing a destination. It is a mandatory part of the proposal if the destination is to be considered by a company. It is up to the agency to find the right arguments to make the difference. », he insists. As if to highlight the labels and certifications obtained by the destination, the chosen accommodation provider and the service providers (activities, caterers, venues…).

Budgets are being kept under control

However, these CSR-related choices must not lead to a surge in costs according to the replies. Budgets have indeed remained stable for 40%of professionals surveyed in 2025, or even slightly down (for 31% ). For 47% of respondents, these were between €300 and €500 per day per person, excluding transport, for 28% between €500 and €700, and for 21% between €100 and €300. " It all depends on the destination, the length of the stay, the itinerary and the purpose of the trip. ", assures Tahina Randriamandranto.

Group sizes are also rather on the decline, with the core market bringing together groups of 30 to 70 people (39%). Average durations have not changed, at 3 days/2 nights (61%) or 2 days/1 night (32%). While organisers favour 4-star establishments for accommodation, unusual accommodations are on the rise in order to offer a more original experience at the destination. Unsurprisingly, the chosen accommodation mostly has a Mice space (62%) and is characterised by its accessibility (40%) and its environmental commitments (37%).

Prioritise local professionals

Organisers overwhelmingly use Destination Management Companies (DMCs), tourist and convention offices, or dedicated convention bureaus (at 82%) to save time, but also to find the best offers and activities thanks to reliable service providers, and to adhere to environmental and financial constraints. « Besides the classic organisation, they bring advice, inspiration and experiences. This use of local partners is desired by agencies when the destination is still little-known on the market, which is not the case for Marrakech or Cyprus.

" The agencies have narrowed down their proposals to two destinations (at 57%) compared to 3 or 4 previouslyhe analyses. A more qualified brief upstream allows for fewer destinations to be proposed. This also saves the agency time. The study's lead notes that between two destinations, the choice will fall on the one that offers a subsidy for the hosting and organisation of the event. These financial aids granted by a tourist office or a convention bureau are decisive in a period when budgets are constrained. ".

The educational tour remains the preferred method for agencies to discover a destination (74%) ahead of presentation evenings or lunches, trade shows, workshops, and newsletters. The educational tour ensures the best ROI for a destination or accommodation., highlights Tahina Randriamandranto, who notes a boom in familiarisation trips involving financial participation from the agency (from €200 to several thousand euros depending on the destination and duration of the trip). Asking for this participation does not impact attendance and helps avoid no-shows. It also guarantees greater engagement from agencies that are genuinely interested in the educational tour. ".

Ultimately, while some domestic and European destinations currently showing increased demand from agencies are noted, any potential postponements are not yet identified. Long-haul destinations are hoping that direct flights from France will help limit the anticipated downturn in activity. The key decision-making factors remain budget, accessibility, and CSR. Finally, the calendar is looking full of unforeseen events this year. Whereas bookings were usually made 6 to 12 months in advance, lead times are expected to shorten significantly, in connection with postponed events originally scheduled for the Middle East or further afield.

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