The MICE segment is experiencing notable growth this fall – a 10% advance for corporate events, incentive programs, and team buildings. Companies allocate up to 3,500 euros per employee for such projects

After a first semester marked by uncertainties, the MICE (Meetings, Incentives, Conferences, Events) market is recording a visible growth in the second half of the year, with a 10% advance compared to the same period in 2024. More and more companies – from multinationals to local SMEs – are planning corporate events in Romania, both in established destinations in the center of the country and on board cruise ships or in exclusive locations such as Saint-Tropez or Dubai. Allocated budgets reach up to 3,500 euros per employee, according to data from Aerotravel, one of the most important Romanian companies providing solutions for business travel and MICE projects.

“MICE remains an extremely dynamic segment, as companies are constantly looking to strengthen united, motivated, and, at the same time, relaxed teams. This constant need for connection and performance is supported by the events delivered by the Aerotravel MICE team, which responds to the challenge of offering clients the optimal balance between objectives, expectations, and budget. Through creativity, adaptability, and flexible solutions, Aerotravel manages to transform each project into a valuable experience.

Thus, despite the uncertain context in the first part of the year, Aerotravel recorded an increase of over 10% in the MICE projects segment, compared to the same period in 2024. This particularity of the beginning of the year created the premises for a notable difference for the autumn, when a strong return of event organization decisions is observed. Many of these had previously been postponed, awaiting a clearer and more predictable political-economic framework, which now stimulates the resumption of plans and investments in corporate events”, declares Antonio Nițu, General Manager of the Aerotravel Group.

The MICE segment in Romania is growing, but there are many steps to be taken to reach the level of consolidated markets in the region, such as Greece, Croatia or Hungary, recognized as reference destinations due to the quality of services and the attractiveness of the locations. The market is in the process of maturing and, despite the economic adjustments Romania has periodically undergone, the signs are increasingly encouraging, Aerotravel also shows.

More and more tourism service providers, along with public authorities, are becoming aware of the positive impact that MICE generates not only for companies, but also for the community and the economy as a whole.

Where are most corporate events or incentive programs organized: from “classic destinations” to cruises and exclusive destinations

In recent years, SMEs have begun to invest more and more in corporate events, joining multinationals and thus highlighting the growing potential of the MICE market. The most sought-after types of projects are incentive programs, sales conferences, team buildings and Christmas parties, all tailor-made to meet the expectations of each company.

A typical event brings together between 100 and 150 participants and has an average duration of two days, with three nights of accommodation. This format has proven effective for most companies, offering an optimal balance between business objectives and relaxation or networking components. At the same time, there are frequent requests for events with fewer than 100 participants, which may require additional creativity and flexibility from the travel agency in order to meet customer expectations in the context of limited resources. On the other hand, Aerotravel, together with its partners, also organizes large-scale projects, with over 4,500 participants, which involve complex logistics and coordination.

“Most corporate events are organized in Romania, with destinations in the center of the country remaining at the top of the preferences due to easy access from most parts of the country and quality services. However, we are seeing a growing openness towards lesser-known, but extremely attractive European destinations, such as Bologna, Ljubljana, or Reykjavík, which offer exceptional facilities and memorable cultural and gastronomic experiences.”

Of course, Mediterranean cruises remain among the most appreciated options for organizing such projects due to their accessibility, excellent value for money, entertainment programs on board the ship, as well as the opportunity to visit several spectacular destinations in Italy, Greece, Spain, or France in a single voyage.

It should also be mentioned that a well-defined segment of exclusive clients who choose top destinations, such as those on the Côte d’Azur or the United Arab Emirates, runs incentive programs or small business meetings.

But, regardless of where we organize them, our philosophy relies on creativity and flexibility: we offer unique solutions, adapted to the objectives and specifics of each company, without starting from preconceptions related to budget, destination, or number of participants, ” adds Antonio Nițu, General Manager of the Aerotravel Group.

The budget allocated to an event depends on numerous variables, which influence the final calculation: destination, duration, type of transportation, accommodation, project theme, as well as particular requirements.

Thus, for a Christmas party – one of the most requested events during this period – costs start at 50 euros per person and can reach several hundred euros, depending on the location and the services included: concept, entertainment, activities, audio-video equipment, gifts, marketing materials and transportation.

Aerotravel’s 2025 events reflect both the diversity and growth dynamics of the MICE segment. The agency’s largest project took place in the spring in Romania, bringing together over 1,000 participants for an FMCG client. At the premium end, Aerotravel delivered an incentive program on a luxury cruise ship, with a limited number of participants. The event included a 7-night stay, full board both on board and in the destinations visited, as well as optional shore excursions, which offered participants authentic experiences and the opportunity to discover local culture.

What types of events are trending in 2025?

Depending on the type of event, the destination and concept can vary significantly. In recent years, Aerotravel specialists have noticed that team buildings are often leaving established locations, increasingly “retreating” to unconventional areas, in the middle of nature. The intention is for participants to experience for a few days a total disconnection from the fast pace of the city or the industrial facility where they work, to find their inner peace and restore authentic connections with colleagues.

On the other hand, it is found that, often, when organizing management meetings, clients want to personalize the event and give it a stronger meaning. This is reflected, for example, in the choice of speakers, who must be relevant not only to the industry and the company, but also to the participants present, adding value and inspiration.

How much work and coordination does a corporate event involve? Example: the event on board a cruise ship

The Aerotravel MICE team treats each event as a unique project, which must meet the objectives and expectations of the client company. Therefore, unlike standard tourism services, MICE projects are much more complex, requiring considerable effort, as well as the experience and professionalism of dedicated consultants.

For example, for an incentive program planned for early October, the first exploratory discussions took place as early as November of last year. During this time, offers from two cruise lines were evaluated, multiple itineraries, onboard service packages, and various shore excursion options were analyzed. Each project has its own dynamics, shaped by the client’s expectations, the experience they want to offer their employees, the available budget, and the implementation schedule.

Beyond the services included on board – accommodation and meals, daily activity programs, access to fitness facilities, and a gala evening with a festive dinner – organizing an event on board a cruise ship involves complex logistical aspects: air transport of participants from the country’s major cities, connecting flights and transfers, as well as the perfect coordination of all suppliers. To enrich the experience, the project also included a night’s accommodation in Barcelona, offering participants a memorable cultural and culinary excursion.

Furthermore, even though every detail on board the ship is meticulously planned, the presence of the Aerotravel team is essential. Our representatives accompany the group throughout the cruise to ensure that each stage is carried out according to expectations and that the experience remains impeccable.