Unleashing India's MICE Potential: A Journey Of Transformation
Unleashing India's MICE Potential: A Journey of Transformation
India, with its rich cultural heritage, diverse landscapes, and historical significance, has long been poised to become a significant player in the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. However, despite its natural and cultural advantages, the nation's share in the global MICE business remained less than one per cent.
As per data, India occupied the 28th position in the International Congress and Convention Association (ICCA) rankings for 2019, while the United States, Germany, and France consistently held the top positions.
Similarly, the seven Indian cities that feature in the city rankings of ICCA also rank low – Delhi at 75th rank, Hyderabad at 159th rank, Bengaluru and Mumbai at 203th, Chennai at 201th, Goa at 307th and Ahmedabad at 424th rank.
Nevertheless, the story is changing, and India is emerging as a compelling destination for MICE events.
A Glimpse of India's MICE Transformation
Over the past few years, India has embarked on a journey to unlock its MICE potential. This transformation has been marked by significant investments in event facilities, improved connectivity, and an enhanced hospitality infrastructure. One pivotal moment that catalysed this shift was the G20 Presidency held in India. It served as a platform to showcase the nation's capabilities on the global stage and acted as a catalyst for change in the MICE landscape.
“The G20 events, unlike their predecessors, were not confined to capital cities alone. These have been very well executed and received. And these opened up scope for new venues where future government or corporate meetings can happen,” says Vineet Mishra, Cluster General Manager, Hotel Pullman and Novotel, New Delhi Aerocity.
As Deepak Behl, Director of Sales and Marketing, Holiday Inn, New Delhi says, “We have been doing MICE events prior to G20 also, but the outlook has changed now. India is being taken as a very strong MICE destination. There is a surge in bookings that includes not just conference space but also room bookings.”
The impact of the G20 was particularly evident in Aerocity, New Delhi, where establishments like Holiday Inn experienced a surge in bookings for conference spaces and rooms. Government teams began reserving hotels for planning meetings and recces throughout the year, generating considerable post-event interest.
Expanding Horizons: Factors Driving MICE Growth
Several key factors have contributed to the burgeoning growth of India's MICE industry. The country's remarkable cultural and geographical diversity offers a multitude of opportunities for exploration and innovation. Furthermore, there has been a concerted effort to enhance road and air connectivity, thereby connecting even the remotest of locations. This expanded connectivity has unlocked the MICE and tourism potential in previously underserved regions.
India's MICE appeal has broadened significantly, with a more diverse array of sectors showing interest. This includes entities such as NGOs, which were traditionally less engaged in MICE activities. As Behl of Holiday Inn says, “The lines between business conferences and leisure travel have blurred, as many attendees now choose to extend their business trips into enjoyable weekend getaways with their families. This trend has added a unique dimension to the MICE experience in India.”
Moreover, the development of a robust hospitality sector, including a wide range of accommodation options, is crucial to cater to the diverse needs and preferences of event attendees. Many experts believe that by making these strategic infrastructure investments, India can position itself as a top choice for international events, fostering economic growth and global engagement.
The Road Ahead: Challenges and Solutions
Despite the notable progress, Naveen Kundu, Managing Director of EbixCash, advises a measured approach. While the G20 Summit laid the foundation, it is imperative to ensure that the positive changes translate to consumers in G20 countries — the end-users of India's tourism product. To further accelerate growth, Kundu proposes several strategic measures.
Firstly, Kundu suggests developing an extensive network of convention centres, including marquee facilities capable of accommodating 2,000 to 5,000 delegates. By involving small and medium entrepreneurs in these projects and providing financial support, India can broaden its MICE infrastructure significantly.
Additionally, recognising MICE as a priority sector and offering exemptions in the Goods and Services Tax (GST) could deter the outflow of foreign exchange on incentive tours. Kundu also underscores the importance of robust marketing and public relations efforts to showcase India's rich and diverse heritage to the world.
In conclusion, India's MICE transformation is a testament to its resilience and determination. With substantial investments, improved connectivity, and a diverse range of experiences to offer, India is ascending in the global MICE arena. However, addressing the remaining challenges and implementing strategic solutions will be crucial to realising India's full potential as a premier MICE destination on the global stage.
