Webuy enters the MICE market with AI-powered solutions for planners. Photo Credit: Webuy
Singapore-headquartered Webuy Global has launched a new artificial intelligence (AI)-enabled MICE division, reporting more than US$2 million in total transaction value within two months of operations.
The move marks the company’s latest move to expand beyond a consumer-facing travel and social commerce platform into a broader enterprise travel solutions provider, targeting higher-value corporate clients.
According to the company, the new unit – launched in February – offers end-to-end services for corporate retreats, incentive travel, conferences and exhibitions.
The solutions are supported by Webuy’s regional supplier network, alongside its operational and technology capabilities across Asia.
“The company has developed AI-enabled customer acquisition capabilities to identify, qualify, and engage high-intent corporate opportunities more efficiently, while also deploying AI-assisted solution design capabilities to tailor travel programmes to each client’s business objectives, destination requirements, group dynamics, service expectations, and budget parameters,” Webuy said in a statement.
The company claims early traction with clients in sectors such as banking and insurance, though specific contract details and client names were not disclosed.
Who is Webuy, and why MICE now?
Founded as a social commerce and group-buy platform, Webuy has since expanded into travel services across Southeast Asia.
Now positioned as a “technology-driven travel and lifestyle platform”, Webuy recently announced record NATAS Fair 2026 bookings of US$3.3 million in three days.
This year, the Nasdaq-listed company’s made a loud push into yet more travel verticals with a series of back-to-back announcements from an expanded deployment of smart travel guide devices in China through a partnership with CTG MICE, to the roll-out of a premium travel brand Altitude Travel offering what it says is the first full charter Antarctica cruise in the Singapore market.
Now with the launch of its dedicated AI-driven MICE division, CEO Bin Xue said early figures point to demand for more customised, tech-enabled corporate travel. “We are especially encouraged by the trust we have already earned from top-tier clients, including leading banks and insurance companies. We believe the future of corporate travel lies in intelligent customer acquisition, tailored solution design, and reliable end-to-end delivery, and Webuy is building these capabilities as part of a broader AI-enabled travel platform.”
Webuy said it plans to expand the division by growing enterprise partnerships, expanding destination coverage and deepening AI integration across workflows.
The company is positioning the unit as part of a broader integrated travel ecosystem spanning both consumer and corporate segments.
Disruption or noise?
While the US$2 million figure signals momentum, it is not yet a signal of scale or market share.
In the global MICE sector, a single large-scale incentive trip or conference can run into millions of dollars. The US$2 million in transaction value – as opposed to revenue – does not yet represent broad market penetration.
As it is in Asia, legacy MICE players are already combining technology platforms with their expertise in on-the-ground execution, while event technology providers are in more mature stages of market penetration.
For now, it remains to be seen whether Webuy’s pivot can deliver enough innovation and momentum for it to be a force to be reckoned with in the region’s MICE sector.