ISRAEL MEETINGS, INCENTIVES, CONFERENCES AND EXHIBITIONS MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2023 - 2030)

Israel Meetings, Incentives, Conferences and Exhibitions Market Size and Trends

The Israel meetings, incentives, conferences and exhibitions market is estimated to be valued at USD 2.05 Bn in 2024 and is expected to reach USD 3.25 Bn by 2031, growing at a compound annual growth rate (CAGR) of 6.8% from 2024 to 2031.

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The adoption of digital technologies by event organizers to engage participants virtually and offer hybrid event options is expected to boost the market potential. Rapid integration of artificial intelligence solutions for automating routine tasks and personalizing event experiences will further augment the demand. Additionally, focus of local governments and tourism boards to promote Israel as a MICE destination through various campaigns and initiatives will aid in the market expansion. However, threat of substitutes such as virtual/online organized events may hamper the growth of the physical MICE industry to some extent in the coming years.

 Growing tourism industry

The tourism industry in Israel has experienced strong growth over the past decade, attracting a record high of over 4 million visitors in 2019. This growth has been supported by various government initiatives and investments to promote the country as a unique MICE destination. Israel offers a perfect mix of historical, religious and cultural sites alongside modern attractions. Places like Jerusalem, Nazareth, and the Dead Sea hold great religious significance and cultural importance for the three major monotheistic religions. At the same time, cities like Tel Aviv offer a vibrant cosmopolitan experience with a thriving nightlife and culinary scene. The diversity of experiences has made Israel an emerging hotspot for religious, heritage, and urban tourism. As visitor arrivals continue to rise, the demand for meetings, conferences and exhibitions showcasing Israel's offerings to domestic and international audiences has also increased significantly. Many industry events focus on areas such as technology, innovation, archaeology, and geopolitics - capitalizing on Israel's strengths. This rising influx of tourists provides a strong underlying driver of the growth for the MICE sector.

Market Concentration and Competitive Landscape

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The Israel government has undertaken several initiatives in recent years to develop world-class infrastructure for hosting major corporate and association events. This includes the expansion of convention centers in key cities, upgrade of airports and improvement of transportation links. For example, the new India Exhibition & Convention Center located in the commercial hub of Herzliya is one of the largest purpose-built MICE facilities in the country. Spread over 35 acres, it features 75,000 square meters of flexible indoor and outdoor space well-equipped to host exhibitions, product launches, and conferences of all sizes. Similarly, Ben Gurion International Airport near Tel Aviv recently completed an extensive expansion project adding new terminals, hotel, and office towers. It now has the capacity to welcome thousands of delegates arriving for international congresses and tradeshows. Furthermore, the government is focusing on developing niche event venues that showcase local heritage sites and culture. For instance, unique outdoor venues surrounded by vineyards provide memorable backdrops for incentive travel activities and corporate off-sites. This strategic push to enhance infrastructure greatly strengthens Israel's ability to attract and host major MICE events from around the world on a consistent basis. It ensures sustainable growth of the sector by addressing capacity constraints of the past.

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Challenge: Political instability in the region

Political instability in the region has been one of the major restraints for the growth of the Israel Meetings, Incentives, Conferences and Exhibitions (MICE) market. The ongoing geopolitical tensions and security issues have made the region risky and unpredictable for business events and travel. Various conflicts and security threats posed by militant groups in the neighboring countries like Palestine, Syria, and Lebanon have raised apprehensions among corporate and event organizers to hold meetings, conferences or exhibitions in Israel. The recurrent escalations along the Israel-Gaza border and Israel-Lebanon border have disrupted the travel and tourism industry significantly in the recent past. For instance, according to the reports from World Bank, the 11-day conflict between Israel and Hamas in May 2021 led to direct economic losses of around USD 300 million for Israel's tourism industry due to cancelled bookings and halted operations. The constant fear of missile attacks and security lockdowns during such conflicts make Israel a less attractive destination for corporate events from overseas. This risk factor casts a long shadow over the growth of the MICE business which requires continuous investments from companies in the long-run.

 Opportunity: Leveraging emerging technologies

Leveraging emerging technologies could unlock tremendous opportunities for Israel's dynamic Meetings, Incentives, Conferences and Exhibitions (MICE) market. Technologies like virtual and augmented reality are allowing event organizers to reimagine how conferences and exhibitions are delivered. Through virtual platforms, attendees can experience keynote speeches, networking sessions, and product showcases without the limitations of physical location. This addresses a major pain point as many professionals have busy schedules that prevent international travel. By offering a virtual option, the Israel MICE market can significantly expand its reach to global audiences eager to participate from any location. Advanced technologies are also enhancing the on-site experience for in-person events. For example, organizers are now able to integrate beacon technology with mobile apps to deliver hyper-local information to attendees based on their indoor location (UNWTO, 2022). This allows for contactless navigation of event spaces, personalized recommendations, and gamified scavenger hunt style activities. Exhibitions are leveraging 3D scanning and printing to produce detailed, interactive virtual models of display areas. This offers attendees a glimpse into the event even before they arrive while providing vendors valuable analytics on visitor engagement patterns. Interactive kiosks with touchscreens and gestures are replacing traditional static displays as well to capture the attention of digital natives.

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In terms of event type, conferences is expected to contribute 32.3% share of the market in 2024, owing to the growing emphasis on continuous learning and networking. Conferences provide an ideal platform for professionals from diverse industries to come together, gain specialized knowledge in their domains, and explore new ideas through insightful discussions. In the dynamic business environment of Israel, conferences play a critical role in helping organizations and individuals stay aware of the latest trends, innovations, and developments. The conference segment is predominantly driven by the knowledge-intensive industries like IT, healthcare, and education where staying updated with advancing technologies and research is crucial. Leading universities, research institutions, and professional associations regularly host conferences bringing researchers, academics, and industry experts on a common stage. These events facilitate sharing of new findings and collaborations among practitioners. Various technical, medical, and scientific conferences held annually in Israel have established the country as a favored MICE destination in the region for learning purposes. Moreover, conferences enable forging new partnerships and exploring business opportunities. The business leaders seek networking avenues to expand their professional networks, find potential partners/investors and identify new markets through face-to-face interactions. Israel's thriving startup ecosystem further augments the demand. Various industry-specific and multi-sectoral conferences attract multitude of local and international delegates in search of investments, customers or outsourcing collaborations. The government support through Israel NewTech has made the country an innovation hub recognized worldwide, necessitating more platform events. 

Insights, by Enterprise Size: Empowering Large Businesses

In terms of enterprise size, large enterprises are expected to contribute 37.8% share to the Israel MICE market in 2024, owing to their substantial resources and wider operational scope. Large Israel-based and multinational corporations have significant investments in research & development, manufacturing, trading and service sectors in the country. Given their complex business operations involving large workforce, it becomes imperative for them to leverage MICE activities effectively. Large enterprises rely heavily on meetings and incentives programs to motivate employees, introduce new products/services, brainstorm ideas and strategize future growth plans. Various internal conferences, offsites, product launches, and annual leadership conventions organized by large corporates require substantial logistical arrangements and budget. Their international presence adds to the scale of such events. Moreover, many large Israel-based companies have overseas subsidiaries/clients and use incentives trips to strengthen relationships and drive performance. Additionally, large enterprises are influential players in many industry consortiums and trade chambers that regularly host exhibitions, conferences, and seminars attended by thousands. Corporates seize these opportunities to showcase latest offerings, network with potential partners and track market trends. Various B2B exhibitions held in Israel witness strong participation of large businesses showcasing latest machinery, technology solutions, etc. The defense, oil & gas, engineering, and manufacturing sectors dominated by large firms in Israel substantially rely on such platform events. Overall, large enterprises have been at the forefront in fueling the Israel's MICE industry development over the last few decades through their capacity to invest heavily and scale up events. This makes them a strategically critical segment supporting the key pillars of innovation, exports, and job creation in the broader economy.

Insights, by Industry: Connecting People through Technology

In terms of industry segments, IT & telecom is expected to contribute 35.7% share to the MICE market in 2024, due to Israel’s strong positioning as a global technology hub. The numerous tech conferences, seminars, and exhibitions held in the country effectively address the networking and skill enhancement needs of this industry. Israel is home to a large number of tech giants as well as fast emerging startups specializing in areas like cyber security, artificial intelligence, fintech, etc. Constantly evolving technologies and business models necessitate networking platforms for the collaboration and sharing of ideas among practitioners. Various tech focused conferences organized by industry bodies like IATI enhance professional networking and learning. Additionally, tech corporations leverage internal summits, leadership meetings, and incentives programs to inspire innovation, devise strategies, and reward performances. Furthermore, massive B2B exhibitions like Cybertech help connect the broad tech community comprising of global buyers, solution providers, investors, etc. Various exhibitors from cyber security, IoT, and data analytics domains seize these avenues to effectively launch new solutions, demonstrate capabilities, and scout for partners. The government initiatives promoting technological exports have further amplified industry engagement in MICE activities. Overall, the large-scale tech talents pool, supportive innovation ecosystem, and global leadership in select domains have allowed Israel’s IT & telecom industry to blossom over the years. This growth, coupled with the industry’s learning and networking needs have made it the dominant segment driving the MICE market. The potential in emerging domains like artificial intelligence ensures continued rise of tech-focused events catering to the segment going forward.

Market Report Scope

Israel Meetings, Incentives, Conferences and Exhibitions Industry News

• In April 2024, IAEE, MPI and SITE to relaunch Global MICE Collaborative
• In January 2024, Israeli government approves transformative stimulus package to boost high-tech industry
• In 2023, Foreign Minister of Israel launches Wow to collaborate with HP

*Definition: The Israel Meetings, Incentives, Conferences and Exhibitions (MICE) Market includes companies that organize and facilitate meetings, conferences, trade exhibitions, incentive travel programs, and other business events in Israel. It caters to local and international companies looking to conduct seminars, product launches, sales meetings, team building activities, and other events in Israel.

Market Segmentation

• Event Type Insights (Revenue, USD Bn, 2019 - 2031)
• • Meetings
  • Incentives
  • Conferences
  • Exhibitions
  • Others
• Enterprise Size Insights (Revenue, USD Bn, 2019 - 2031)
• • Small Enterprises
  • Medium Enterprises
  • Large Enterprises
•  Industry Insights (Revenue, USD Bn, 2019 - 2031)
• • Pharmaceuticals
  • IT & Telecom
  • Banking, Financial Services, and Insurance
  • Others
• Key Players Insights
• • Kenes Group
  • RMC
  • Kuoni DMC
  • ISSTA
  • Diesenhaus Unitours
  • Talent
  • SMG
  • BCD Travel
  • CWT
  • Access Israel
  • Debbie Nussbaum
  • Orchideventsisrael
  • Danny Marx