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The tourism industry plays a vital role in supporting the economy of a country and MICE has emerged as a new spectacle to aid to the thriving tourism industry. Contributing 9.8 per cent of global GDP and represents 7 per cent of the world’s total exports, MICE tourism has become a leading economic sector. As we all aware that MICE is an acronym for Meetings, Incentives, Conferences, and Exhibitions.
It is actually the subset of the business travel or tourism industry, and with the objective of bringing professionals together, sector basically encourage amongst the communities to form long lasting connections, and promote new ideas to accelerate business growth.
According to an ICCA report, India is ranked 28th with 158 meetings in 2019. Although pandemic has had a severe impact on MICE tourism in India. Specifically, as a result of the pandemic-related lockdown, the tourist influx in India plunged for the year 2020 which severely affected numerous tourism-related industries including MICE tourism.
Speaking about the opportunities to rebuild MICE (meetings, incentives, conferences, exhibitions) segment in India, the industry veterans suggest the need to set up state and city MICE Bureaus. Offering a high degree of service quality arising from skill development, getting into real time effective overseas branding, institutional support for MICE, improving air connectivity, promotion of the country under ‘Meet in India’ banner and more.
With the roll-out of the vaccination drive, the number of physical exhibitions and conventions has been steadily rising since 2021; as a result, massive build-up of product launches and business conferences that had been pending for nearly two years due to the outbreak of the pandemic are now exploring avenues for a greater start. Subsequently, the mutual impact of pent-up demand, fewer restrictions and the reopening of India’s regular flights has boosted an increase in demand in the MICE market. As we all are well aware, that India is a major tourist destination in the world; government and corporate efforts to develop MICE Tourism could certainly yield better fruits. Indian MICE Tourism market has immense potential that could be rather is being harnessed with strategic coordination, properly framed MICE policies, government efforts and exponential infrastructural development.
India as the regional leader is on the verge of a big breakthrough, as the Asia-Pacific region globally garners attention as a major tourist destination. With infrastructural amenities capable of hosting world-class meetings, conventions, and exhibitions, India is increasingly being the preferred destination for the MICE events.
As of 2021, there are more than 1300 star-category hotels capable of being excellent venue for mice along with the 70+ convention centres, each having the possibility of hosting the world-class events. According to Ministry of Tourism, India’s MICE tourism has the potential to grow, however, as on 2022 Indian attracts approximately 1 per cent of the total international MICE market.
MICE is growing at a rate of nearly 20 per cent per year, and with inflow of investments from leading tourism agencies in coordination with Indian companies and global brands, Indian is poised to grow and shine as a leading MICE destination the coming years.
A large number of convention centres are available in India with a seating capacity of up to 1700 persons. The Government of India has recognised the emerging importance of MICE, and has announced several schemes to increase the capacity of existing infrastructure, in addition to setting up four new world class mega convention centres in New Delhi, Mumbai, Jaipur and Goa.
India is globally connected to a network of over 50 international airlines and several domestic airlines which provide convenient connectivity within India. With the expansion in the network of airlines operations, better surface transport system including the Indian Railways, new centres of information technology, many new convention centres, hotels and meeting facilities; India is now a crucial part of MICE destinations.
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