The MICE market in France : stabilisation despite budgetary pressures

Against a backdrop of economic and political tension, the corporate events market in France is showing signs of stabilisation, according to the 33rd annual MICE study carried out by Coach Omnium in partnership with the 1001 Salles Group and IDEAL Meetings & Events. This study, the longest-running of its kind in France, surveyed more than 310 companies, revealing the sector’s current dynamics.

Although 66 per cent of companies reduced their events budgets in 2025, they continue to organise business events, albeit with a different approach. Companies are now favouring shorter, more targeted and higher-quality formats, seeking to maximise the impact of each event. This trend reflects a growing desire to strengthen team cohesion, encourage interaction and leave a lasting impression.

Seminars and study days remain the most popular event formats, accounting for 85 per cent of companies’ choices. However, since the Covid-19 pandemic, corporate evenings, cocktail receptions and team-building activities have grown in popularity. This shift highlights a move towards more memorable and engaging events.

In their search for more diverse and original venues, companies are looking to “change their setting”. Although hotels remain a favoured option, companies are also turning to castles, period houses, restaurants, bars, and even more unusual venues such as hangars or yachts. This diversification of venues reflects a growing supply that is driving demand, as event organisers are keen to discover new options.

Faced with budgetary pressures, 80 per cent of companies report organising events in-house, compared with just 50 per cent before the health crisis. This trend can be explained by the optimisation of property assets and a desire for better cost control.

The sector’s digital transformation is gathering pace, with more than half of companies using artificial intelligence to organise their events. Although only 4 per cent use it systematically, these tools enable certain tasks to be automated, budgets to be optimised and messages to be personalised, gradually establishing themselves as indispensable allies.

Finally, the role of intermediaries in sourcing venues and service providers is growing. Companies are increasingly turning to specialist intermediaries to simplify the organisation process, professionalise the market and better align supply and demand.

Despite economic and geopolitical uncertainties, businesses expect the MICE market to remain stable in 2026. This outlook confirms the strategic role of events within organisations, which will continue to strike a balance between cost control, the pursuit of memorable experiences and the digital transformation of events.

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