MICE Tourism and Vive MICE Cancún 2025: A Key Platform for Yucatán and the Mexican Caribbean
- Vanessa Mariscal
- Jul 7
- 2 min read
Updated: Jul 15
What is MICE Tourism?
MICE tourism is a specialized segment that encompasses travel related to Meetings, Incentives, Conferences, and Exhibitions. This type of tourism has a high economic impact, attracting visitors with strong purchasing power, strengthening sectors such as hospitality, transportation, gastronomy, and entertainment, and driving professionalization within the tourism industry.
In destinations like the Mexican Caribbean, MICE has become a strategic engine for sustainable development, job creation, and attracting investment.
Vive MICE Cancún 2025: A High-Level Gathering
From August 31 to September 3, 2025, the Mexican Caribbean will host the fifth edition of Vive MICE Cancún, an event that brings together leading players from the meetings industry across Mexico and Latin America.
Organized by the MPI Mexican Caribbean Chapter, in collaboration with the Tourism Promotion Council of Quintana Roo (CPTQ) and the Trust for the Development of Meetings Tourism in Yucatán (FIDETURE), Vive MICE aims to:
Strengthen strategic alliances between destinations, planners, and suppliers.
Promote sustainable and culturally meaningful experiences.
Advance industry professionalization through networking and training.
This year, the guest state is Yucatán, a region that has gained momentum in the MICE sector thanks to its modern infrastructure, strong connectivity, and cultural richness.
Yucatán and the “Maya Renaissance”: Leadership in Meetings Tourism
Under the vision of the “Maya Renaissance”, driven by Governor Joaquín Díaz Mena, Yucatán is embracing a meetings tourism model that is sustainable, competitive, and culturally rooted.
Key facts about MICE growth in Yucatán:
115 events are projected in 2025, with an estimated economic impact exceeding 1.3 billion pesos.
Over 60,000 visitors are expected through the MICE segment.
Participation in Vive MICE Cancún will serve as an international showcase for its infrastructure (including the International Congress Center and the Yucatán Siglo XXI Convention Center) and its cultural offerings.
During the event, Yucatán will offer buyers and attendees:
Familiarization trips (fam trips) for planners and DMCs.
Culinary showcases featuring traditional cooks.
Immersive cultural activities reflecting Maya heritage.
Importance for the Mexican Caribbean and the MICE Sector
The fifth edition of Vive MICE Cancún 2025 represents more than just an event: it is a platform to reposition the Mexican Caribbean and Yucatán as regional leaders in the global meetings industry.
At a time when tourism demands more meaning, sustainability, and local connection, events like this open the door to new ways of doing business, building community, and generating long-term value for host destinations.
Conclusion: Vive MICE Cancún 2025 is an opportunity to strengthen alliances, attract talent, showcase the richness of southeastern Mexico, and lay the foundation for a more conscious, inclusive, and resilient MICE tourism model.
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