In tourism, there are two major peak seasons: summer and New Year's Eve. In addition, there are other shorter seasons such as Easter and Spring Break, celebrated in some countries. This seasonality encourages travelers and economically activates the chain of tourist services. However, there is a key segment that is helping to reduce dependence on these seasons, promoting travel throughout the year: MICE tourism (Meetings, Incentives, Conferences, and Exhibitions). Corporate travel not only de-seasonalizes tourism, but also generates a significant economic impact and diversifies the tourist offer.
According to the latest World Travel & Tourism Council (WTTC) Economic Impact Trends Report 2024, global corporate travel spending, including MICE, is projected at US$1.5 trillion. This represents a 6.2% growth from pre-pandemic levels in 2019, consolidating MICE as a key driver in the revival and expansion of global tourism.
MICE (Meetings, Incentives, Conferences and Exhibitions) tourism in Argentina has shown remarkable growth in recent years, consolidating itself as a fundamental pillar for the national economy. In 2024, this segment reached an all-time high, with more than 110,000 visitors and 2,000 exhibiting brands participating in various business events in sectors such as gastronomy, transportation and recreational activities.
As part of the boom in business tourism, trends in the way we travel are beginning to emerge, one of which is "bleisure" travel, which is the combination of a business trip with an extension of the stay to carry out leisure activities and enjoy the destination. Although this term is more than a decade old, it was only after the pandemic that it began to gain strength and position itself among travelers.
According to the 50 Leisure and Leisure Travel Statistics for 2025 published by research platform Hotel Tech Report, 78% of millennials extend their business trips to include vacation time. 70% of bleisure trips last two to three nights, 12% of travelers decide to stay only one night, and 17% take the option of extending the trip to four nights or more. In addition, the platform highlights that bleisure travelers spend $1,566 per trip, more than leisure travelers.
Whether it is a business trip or an extension that turns it into a bleisure experience, hotels play a fundamental role. For organizers, it is more strategic to plan the agenda and accommodate guests in the same place. This requires the hotel sector to have quality spaces, with the necessary technological adaptations, in addition to the infrastructure and human capital ideal for creating and personalizing the various activities and experiences that the development of a conference and/or convention demands.
Currently, more than 40% of corporate travelers in Argentina extend their stay to enjoy tourism activities, favoring a more constant flow of income throughout the year. For Antonio Fungairino, Head of Development, Americas at Hyatt Inclusive Collection: “It is important to listen to the market and focus hotel development on the design of spaces that adapt to the type of trip and traveler. Currently, the list to create a new project is much broader than 10 years ago, infrastructures that include comfort, luxury, technology, but it must also have a strategic location so that visitors can easily move around, enjoy the destination and get to know its culture.”
This is a segment that Hyatt Inclusive Collection is also betting on with its hotels located in 13 countries in the Caribbean, Central America, South America and Europe, of which Spain, Portugal, Mexico, Colombia and Costa Rica stand out in the ICCA global ranking, among the countries that host the most business events. Regarding this issue, Antonio Fungairino concludes: “It is evident that the MICE sector has consolidated in recent years and will continue to grow. Therefore, it is essential that the needs of the business traveler are considered from the initial planning of tourism projects, adapting the services and infrastructure for this segment not only improves their experience, but also guarantees a more balanced and sustained economic impact throughout the year. Flexibility is key to maximizing the contribution of MICE tourism to the comprehensive development of the hotel sector.”
Source: Hyatt Inclusive Collection.