SINGAPORE – By 2025, the once-silent convention halls of Southeast Asia are busy again. From Singapore’s waterfront expo centres to new airports rising on the outskirts of Phnom Penh, the region’s MICE industry — meetings, incentives, conferences and exhibitions — has largely shaken off the shock of COVID-19 and is back to chasing global market share.

A joint statement by ASEAN tourism ministers in January 2025 frames the moment as a pivot point: the bloc is moving from emergency recovery to long-term resilience, with tourism — including business events — central to its economic strategy. Yet the speed and strength of that rebound varies sharply from country to country.

Below is a snapshot ranking of the 10 ASEAN members by how far their MICE sectors have recovered and grown by late 2025, based on government data, regional trade bodies, and industry reporting.

Ranking ASEAN’s MICE Recovery, 2025

1. Singapore – International conventions & trade exhibitions

Singapore’s tourism authorities report record-high tourism receipts in 2024, with business events a major driver. Several large shows — from Asia Photonics Expo and SuperAI 2024 to the Global Sustainable Tourism Conference — debuted in the city in 2024, while stalwarts such as the Singapore Airshow and Food & Hotel Asia continued to grow. The Business Times reports that by 2025, MICE takings at key venues are above pre-Covid levels, with event pipelines stretching well into the next decade.

Why it bounced back fast:

• Early, well-signaled reopening and strict but predictable health protocols.
• Deep air connectivity and visa-friendly policies for business travellers.
• Heavy investment in sustainable, tech-enabled venues — Marina Bay Sands’ Sands Expo, for instance, holds top-tier Singapore MICE Sustainability Certification and markets itself as a fully offset, carbon-neutral venue.

Most successful MICE services:

• Large-scale international conventions and trade exhibitions in technology, finance, life sciences and aviation.
• High-end incentives and corporate meetings bundling luxury hospitality with “bleisure” (business-leisure) experiences.

2. Thailand – Incentives, regional congresses & trade shows

Thailand’s MICE sector grew more than 40% in 2024 compared with the previous year, according to the Thailand Convention and Exhibition Bureau (TCEB), which has set a 2025 target of 34 million MICE travellers generating about 200 billion baht in revenue. New strategies focus on “digital and future industries” and on 3S schemes — “Stay Longer, Spend More, See You Again” — that encourage longer, higher-spending visits.

Why it bounced back fast:

• Strong domestic corporate and association demand.
• Established reputation for value-for-money incentives in Bangkok, Phuket, Chiang Mai and emerging regional cities such as Khon Kaen, which hosted the Isan MICE Expo 2025.
• Aggressive government promotion positioning Thailand as “Asia’s Leading MICE Hub.”

Most successful MICE services:

• Incentive travel and corporate rewards, especially from East Asia and intra-ASEAN.
• Regional association congresses and industry expos in automotive, agriculture, and creative industries.

 

3. Malaysia – Association meetings & niche business events

Malaysia’s business events scene surpassed its 2019 performance as early as 2023, with hotels and major venues reporting that MICE income had not only matched but exceeded pre-pandemic levels. In ICCA’s 2024 statistics, Malaysia climbed to 28th place globally for international association meetings, up from 33rd. MyCEB, the national convention bureau, highlights 2024 as a “landmark year,” anchored by Malaysia Business Events Week and strong growth in Penang, which hosted a record 604 events in 2023.

Why it bounced back fast:

• Long-standing public-private collaboration via MyCEB and state-level bureaus.
• Competitive pricing and good connectivity to Singapore, China and the Middle East.
• Growing reputation of second-tier cities like Penang, Sabah and Sarawak, which offer strong venues and nature-based extensions.

Most successful MICE services:

• International association conferences in medicine, science and professional services.
• Specialised trade shows and regional corporate meetings, supported by robust infrastructure and bilingual talent.

4. Vietnam – Fastest-growing business tourism segment

Vietnam’s tourism sector welcomed about 127.5 million visitors in 2024, contributing roughly US$33 billion to the economy, with business tourism singled out as a “promising renaissance” for 2024–25. Vietnam News reports that between 2023 and 2024, MICE was the fastest-recovering tourism segment, and industry insiders are now urging a dedicated national MICE strategy.

Why it bounced back fast:

• Strong post-pandemic domestic market and rapid return of Korean, Japanese and regional corporate travellers.
• New convention-grade hotels in Hanoi, Ho Chi Minh City and coastal destinations such as Danang and Nha Trang.

Most successful MICE services:

• Incentive programs along the central coast, pairing resorts with golf and wellness.
• Corporate meetings and product launches in major cities, often using hybrid formats.

5. Indonesia – Mega-venues & regional forums

Indonesia positions itself as a heavyweight through Jakarta’s Indonesia Convention Exhibition (ICE) and large-scale trade fairs such as Travel Meet Asia.The Ministry of Tourism and Creative Economy hosts the Southeast Asia Business Events Forum (SEABEF), which in 2024 gathered regional leaders to discuss MICE trends and challenges; by late 2025, SEABEF has evolved into a key platform for Indonesia’s own MICE targets, according to TTGmice.

Why it’s mid-pack:

• Huge domestic market and improving infrastructure, but uneven service standards outside Jakarta and Bali.
• Strong government interest, though policy execution remains patchy in some provinces.

Most successful MICE services:

• Trade exhibitions and government-backed conferences in Jakarta and Surabaya.
• Incentive and corporate events in Bali and emerging destinations like Labuan Bajo.

6. Philippines – Big ambitions, slower delivery

The Philippines retains the “MICE” label in policy — the Philippine MICE Roadmap 2018–2030 remains the main strategic framework — and destinations like Cebu, Iloilo and Boracay are repositioning themselves as sustainable, legacy-focused business event hubs. But local commentary in 2025 notes that a crucial Strategic Action Plan for the MICE Roadmap has yet to be finalised, slowing large-scale recovery.

Why it’s lagging leaders:

• Policy delays have created uncertainty for investors and international organisers.
• Infrastructure gaps and congestion in Manila remain a deterrent for some large conventions.

Most successful MICE services:

• Incentive programmes and smaller corporate meetings, often bundled with beach or dive experiences.
• Niche conferences in creative industries, outsourcing, and sustainability, promoted by the Tourism Promotions Board.

7. Cambodia – Betting on new airports and emerging cities

Industry analyses describe Cambodia’s MICE outlook for 2024–25 as “extremely promising,” citing sustained economic growth and improving infrastructure.  A new US$1.5 billion Techo International Airport near Phnom Penh, due to open in July 2025, follows the 2023 opening of Siem Reap–Angkor International Airport and is expected to further fuel tourism, a key pillar of Cambodia’s economy.

Why it’s catching up:

• Government-backed airport and road projects, plus new hotels in Phnom Penh and Siem Reap.
• Competitive costs for mid-scale corporate groups.

Most successful MICE services:

• Incentive travel and regional corporate retreats, especially around Angkor and coastal areas.
• Small to mid-scale conferences tied to manufacturing, agriculture, and development sectors.

8. Laos – Boutique meetings, big growth rates

Laos is emerging as a “little-known MICE destination with great potential,” emphasising small, high-value groups rather than mega-congresses.  Vientiane is seeing a wave of new international hotel brands — more than 550 new chain rooms in 2024 and hundreds more due in 2025 — while Laos as a whole ranked 13th among the world’s fastest-growing tourism destinations in 2024, with a 25.3% jump in international arrivals.

Why it’s still emerging:

• Limited air links and venue capacity compared with neighbours.
• Focused tourism plan through 2025 that prioritises sustainable, community-based development over high volumes.

Most successful MICE services:

• Boutique meetings and incentives in Vientiane and Luang Prabang, often marketed as eco- or culture-centric corporate retreats.

9. Brunei – Niche conferences in a small market

Brunei leans on a handful of key venues, notably the International Convention Centre with more than 3,000 square metres of plenary space. The government-supported Brunei Mid-Year Conference and Exhibition, now extended into 2025, aims to boost knowledge-sharing and business networking among local and overseas experts.

Why it remains small:

• Narrow economic base and limited air connectivity.
• Strategy focused on specialised conferences (for example in Islamic finance, energy and education) rather than broad-based trade fairs.

Most successful MICE services:

• Sector-specific conferences and seminars, often linked to government priorities and regional cooperation.

10. Myanmar – Resilient operators in a constrained environment

Myanmar’s political and security situation continues to constrain large-scale international MICE activity, and most business events are either domestic or outbound. Still, local firms are trying to maintain standards: World MICE Awards continues to name a “Myanmar’s Best MICE Organiser,” with companies such as Momentum Plus and Myanmar Event Management Company highlighted in recent years. Myanmar businesspeople are expected at regional MICE fairs, such as the FTCCI MICE Fair 2025 in India, suggesting ongoing demand for outbound corporate travel.

Most successful MICE services:

• Domestic corporate events and outbound incentive travel, handled by a small pool of experienced DMCs and event agencies.

A Region Rewired: Tech, Sustainability and “Bleisure”

Across ASEAN, journalists and analysts note that the post-pandemic rebound is not a simple return to 2019. TTGmice describes Asia-Pacific business events entering a new era where technology — from AI-supported matchmaking to hybrid meeting platforms — is an enabler of “intentional, inclusive and impact-driven experiences,” rather than a flashy add-on. Global trend pieces on 2024 MICE strategies point to hybrid formats, eco-responsibility and hyper-personalisation as now standard expectations, not experiments.

Sustainability, once a niche talking point, is now a competitive differentiator. Singapore’s MICE Sustainability Roadmap and venue-level certifications in Marina Bay Sands show how environmental credentials are being woven into bids for global congresses. The Philippines and Malaysia are also branding new or upgraded venues around energy efficiency and waste reduction, especially where national roadmaps explicitly link tourism growth with green standards.

At the same time, regional tourism forums underscore the deep interdependence between ASEAN and key partners such as South Korea and China, with ministers at roundtables in 2025 noting that these two-way flows are vital not only for leisure but also for business events.

For now, Singapore, Thailand and Malaysia form the region’s front row, drawing the biggest and most complex events. But Vietnam and Indonesia are closing the gap, while Cambodia and Laos quietly build infrastructure and narratives aimed at higher-yield, smaller-scale groups. Brunei and Myanmar occupy the margins, yet even there, specialists and small agencies keep the lights on, betting that the long MICE cycle — with its multiyear planning horizons — will eventually work in their favour.

What is clear across the bloc is that the age of simply filling hotel rooms is over. The ASEAN MICE industry that has re-emerged by 2025 is more digital, more sustainability-conscious and more intent on leaving a legacy — not just a bill — in the cities that host it. (hz)