The global economy is evolving, with services becoming increasingly central due to technological advancements and changing consumer preferences. This shift has amplified the importance of tourism and, particularly, MICE (Meetings, Incentives, Conferences, and Exhibitions), which has emerged as a significant economic driver. Recognising this, governments worldwide are prioritising MICE through dedicated agencies, strategic policies, infrastructure development, and strategic marketing. The sector’s ability to stimulate business, investment, knowledge sharing, and technology attracts high-spending visitors, benefiting local economies. Despite the pandemic’s disruptions, the MICE industry has demonstrated remarkable resilience.
In India, MICE tourism is increasingly recognised for its potential to create jobs and promote equitable economic growth. The nation’s expanding economy is driving both domestic and international MICE activities. Significant progress has been made in building MICE infrastructure, especially in major cities. Given India’s significant potential in the MICE sector, a panel discussion on ‘India’s MICE Market: Prospects & Potential’ was held at the recently concluded SATTE in New Delhi. Moderated by Mugdha Sinha, Director General of Tourism for the Government of India, the discussion brought together key stakeholders to explore strategies for maximising India’s MICE potential.
The discussion began with Sinha inviting Hyung Phil Chung, CEO (BoD member) of KINTEX Convention Management, Yashobhoomi (IICC) Operating Company, to discuss his strategies. Chung emphasised Yashobhoomi’s focus on attracting major global trade shows and conventions, leveraging the network of KINTEX, South Korea’s leading exhibition centre. He stated, “We are prioritising large-scale conventions over smaller events,” adding, “Over the past two years, we have worked diligently to bring world-renowned global brand trade shows and conventions to Yashobhoomi, utilising the extensive network of KINTEX.” Chung continued, “We have successfully attracted numerous trade shows by strategically targeting key sectors. We identified key trade shows and conventions within each sector.
For example, if the most prominent event in a specific sector is held in the UK or Germany, we actively pursue bringing it to India. This process of attracting leading international events is ongoing.” Citing an instance, he said that Yashobhoomi is working to bring the Rotary International Convention to India. “This convention, which we previously hosted in South Korea in 2016, could attract 50,000 delegates from 130 countries, making it a significant event for India. We are actively pursuing this and similar opportunities in other sectors,” he said, emphasising that the primary goal is to elevate India’s position in the global MICE market.
Shifting the focus to marketing, Chander Mansharamani, Managing Director, Alpcord Network Travel & Conferences, and Vice Chairman of the India Convention Promotion Bureau (ICPB), highlighted the need for a robust international marketing strategy. He stated, “Firstly, a well-funded, centralised marketing agency for MICE should be established at the national level, potentially in collaboration with ICPB, to actively promote India as a premier MICE destination.” He added, “Secondly, incentive schemes designed to attract international business events should be implemented after a detailed study of the incentives given by competitor countries.” According to him, such a comparative analysis would also come in handy for strengthening India’s competitiveness as a MICE destination.
Highlighting the government’s increased focus on MICE, Sinha then turned to Yogesh Mudras, Managing Director of Informa Markets, India, to discuss this momentum. Sinha asked Mudras how the MICE sector is growing in India, particularly in light of the recent budget, which specifically mentioned the MICE sector after many years, and how the industry could capitalise on renewed government attention. Mudras responded, appreciating the government’s recognition of the power of exhibitions. He stated that there has been a complete shift in the outlook towards MICE, with significant momentum building.
Highlighting the robust growth of the exhibition industry in India, Mudras noted that India’s exhibition industry is growing at an annual growth rate of 15-16 %, significantly higher than the global average, which is about 7-8 %. He underscored the crucial role of exhibitions in attracting international players and driving the Indian economy. Mudras took the occasion to stress the need for infrastructure development beyond major cities and government support for venue development.
Sinha, during the dialogue, also underscored the MICE economy’s contribution to India’s GDP and employment and the crucial role of the hospitality sector. She highlighted the role of exhibitions in supporting the gig economy and the critical role of hotels in providing accommodations and event venues. Then she tuned to KB Kachru, Chairman – South Asia, Radisson Group of Hotels, and President, the Hotel Association of India (HAI).
Kachru emphasised the interconnectedness of MICE and hospitality, advocating for effective marketing to position India as a premier MICE destination. Highlighting the current hotel room shortage, Kachru stated, “At present, India as a whole has fewer branded hotel rooms than a single state in the US, highlighting a significant shortfall in the face of substantial demand.”
He also noted the growing trend of attendees extending their stays, advocating for a holistic approach to the MICE sector. Kachru further said, “It is really important that India has a long-term plan for the MICE sector, with clear goals and strategies to realise them over the next 10, 20, or even 30 years.” He added that the government and private companies need to collaborate to build MICE centres across India, including in smaller cities, and suggested utilising unique venues and establishing a consistent annual event calendar. Kachru stated that India currently has limited iconic locations for large-scale events and emphasised the importance of developing 10 to 12 dedicated MICE destinations from the 50 tourism locations.
Advocating for private sector involvement, Mohammad Ali, Director of Global Sales – India, Accor, stated, “We can’t always rely on the government to solve every problem. Today, infrastructure is not a significant issue. We have state-of-the-art convention centres in Delhi, Mumbai, Hyderabad, Jaipur, and other locations. We, as industry partners, must collaborate to find solutions to our challenges.” He recalled Accor’s experience in establishing India’s first convention centre in Hyderabad, emphasising the need for an integrated approach involving infrastructure, hospitality, and channel agencies, a point echoed by the DG Tourism and Kachru.