Emerging Destinations Accelerate Investments in Infrastructure to Capture Growing MICE Tourism Opportunities

While established leaders like the United States, Germany, Spain, Italy, United Kingdom, France, Singapore, Dubai, Canada, Belgium, Sydney (Australia), China, Russia, Saudi Arabia, South Africa, Japan, Thailand, Netherlands, and South Korea continue to dominate global MICE rankings – with Europe holding over 50% market share and Asia-Pacific growing fastest – a new wave of lesser-known destinations is investing heavily in infrastructure to capture high-value business events.

These underrated spots offer fresh venues, competitive costs, and unique cultural experiences, allowing tourism boards to challenge traditional hubs through targeted expansions.

Kigali, Rwanda – Africa’s Rising MICE Star

The Rwanda Convention Bureau drives Kigali’s ambition with the iconic Kigali Convention Centre (2,600-seat auditorium) and BK Arena (10,000 capacity). Plans aim to double MICE revenue to $224 million by 2028 via new luxury hotels and enhanced air connectivity. Visa-on-arrival policies and a safety reputation attract planners seeking efficient, innovative alternatives.

Muscat, Oman – Sustainable MICE on the Arabian Peninsula

Oman’s Ministry of Heritage and Tourism transforms Muscat around the LEED Gold-certified Oman Convention & Exhibition Centre (OCEC), which hosted 1.8 million visitors in 2024. Developments include Wi-Fi 7 upgrades at Muscat Airport and digital event tools under Vision 2040. Visa-free entry for many nationalities positions Oman as an exotic, eco-focused option.

Astana (Nur-Sultan), Kazakhstan – Central Asia’s Modern Hub

Kazakh Tourism promotes Astana’s futuristic facilities, including the Congress Center Astana near the EXPO-2017 site. MICE ambassadors actively bid for events, supported by high-speed rail expansions and new hotels. Visa-free access for numerous countries, combined with steppe adventures, appeals to incentive planners.

Porto, Portugal – Europe’s Authentic Alternative

Turismo de Portugal and the Porto Convention Bureau disperse MICE from Lisbon, highlighting Alfândega Congress Centre and Exponor. Investments tie into national sustainability goals, with incentives for northern events. Schengen access and rising direct flights make Porto a cost-effective, charming rival to bigger cities.

Other Rising Contenders

• Kuala Lumpur and Penang, Malaysia: Tourism Malaysia and MyCEB are accelerating MICE growth with the Kuala Lumpur Convention Centre, MITEC, and new Penang Waterfront Convention Centre (opening 2025), leveraging VM2026 campaigns for cost-effective, multicultural events.
• Athens and Thessaloniki, Greece: The Greek National Tourism Organization is revitalizing MICE through major upgrades – Athens’ Metropolitan Expo expansion and new convention facilities, while Thessaloniki’s Helexpo and TIF developments target regional conferences with heritage incentives.
• Vancouver and Montréal, Canada: Nature-meets-urban venues with convention centre expansions and sustainability focus.
• Antwerp and Ghent, Belgium: Historic charm paired with modern facilities and central European connectivity.
• Sydney, Australia: Harbourfront excellence with ongoing ICC Sydney upgrades and strong Asia-Pacific links.
• Zimbabwe: 2026 budget funds new convention centers, focusing on Victoria Falls for nature-infused events.
• Botswana: Hosting AviaDev Africa 2026, with arena upgrades and air improvements targeting 10% arrival growth.
• Northeast India (e.g., Guwahati): Government schemes finance infrastructure for cultural MICE in emerging hubs.

As MICE demand surges – projected to exceed $1.4 trillion globally by 2030 – these destinations leverage lower costs, authenticity, and proactive boards to carve niches. They provide planners fresh options beyond saturated leaders, blending business efficiency with memorable experiences.