❖ Cox and Kings MICE

The travel com­pany fo­cuses on sec­tors like in­sur­ance, pharma com­pa­nies, cell phone man­u­fac­tur­ers for MICE in In­dia:

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The MICE mar­ket is on a growth tra­jec­tory in In­dia, it pri­mar­ily re­volves around con­fer­ences and in­cen­tives. The im­prove­ment in tourism and busi­ness in­fra­struc­ture has paved the way for large domestic MICE events tak­ing place in des­ti­na­tions such as Ker­ala, Goa and Ra­jasthan.

The cities such as Mum­bai, Delhi and Ban­ga­lore are also mag­nets for MICE busi­ness. Most of the ex­hi­bi­tions take place in the metro cities of In­dia and peo­ple from tier 2-3 cities par­tic­i­pate in it.


MICE is for the B2B busi­ness, and ma­jor­ity of its cus­tomers are from the metro cities of In­dia. It be­gins from small pro­pri­etary firms to SMES to large busi­ness houses. All of them, at some point or the other, need to in­cen­tivize their top per­form­ers to stay ahead of the race. The de­mand from SMES far out­strips the de­mand from large cor­po­rates.

Karan Anand, Head of Re­la­tion­ships at Cox & Kings, com­mented on the co-re­la­tion be­tween busi­ness con­fi­dence and MICE: “At present, busi­ness con­fi­dence is at all­time high as cor­po­rates sees up­take in the busi­ness en­vi­ron­ment. We be­lieve that the num­ber of in­cen­tives will con­tinue to grow. New des­ti­na­tions will be our key fo­cus, and there will be con­tin­u­ous rise in spends by the com­pa­nies. The in­crease in flight seat ca­pac­ity in the domestic sec­tor will boost MICE busi­ness in In­dia.”


The size of the MICE busi­ness is few thou­sand crores in In­dia. Nightlife and tasty food cui­sine are the main at­trac­tions among the MICE cus­tomers. Karan Anand re­veals the deaths about the bud­get per clients: “The bud­get range works around `30,000 per client. The beauty of MICE busi­ness is that it is not sea­sonal. In fact, to­day it is a year-round busi­ness.”


The top des­ti­na­tions for MICE in In­dia are Hyderabad, Delhi, Goa, Mum­bai, Cochin, Agra, Jaipur, Pune Chennai and Kolkata.

The ma­jor at­trac­tion in Hyderabad is the Hyderabad In­ter­na­tional Con­ven­tion Cen­tre (HICC). Spread over 15 acres of land­scape area, the cen­tre meets the re­quire­ment of 5000 peo­ple. It has a pil­lar free hall of 6400 sq. mt. which can be par­ti­tioned into 6 halls. The cap­i­tal city of In­dia, Delhi, has world class in­fra­struc­ture, an­cient mon­u­ments and ex­cel­lent shop­ping cen­tres. Mum­bai has vi­brant nightlife, shop­ping and theme parks.

Karan Anand re­veals that beau­ti­ful beaches and his­tor­i­cal mon­u­ments are the main at­trac­tions for MICE: “While tourism hub of the coun­try, Goa, has pris­tine beaches, its scenic blue ocean, syl­van forests, palm-swathed hills, mes­mer­iz­ing is­lands, beau­ti­ful rivers and Indo-por­tuguese ar­chi­tec­ture are the key at­trac­tions. Cochin is pop­u­lar for back­wa­ters; Ayurveda re­mains a ma­jor at­trac­tions for busi­ness del­e­gates. Agra has splen­dorous Mughal ar­chi­tec­ture and Taj Ma­hal, which gives an ex­cel­lent chance to turn the busi­ness tour to an ideal her­itage tour. Jaipur pro­vides world class fa­cil­i­ties and con­fer­ence venues such as ITC Ra­jputana and B.M. Birla Science Cen­tre for con­duct­ing var­i­ous busi­ness events.”

Pune has dif­fer­ent ac­tiv­i­ties like trekking, camp­ing and wa­ter sports. Lavasa, si­t­u­ated in the western ghats of Pune, is also pick­ing up as MICE des­ti­na­tion be­cause of its en­chant­ing panorama. Chennai has num­ber of up­scale ho­tels in­clud­ing ITC Grand Chola, The Leela Palace, Park Hy­att, JW Mar­riott and Westin. Kolkata mul­ti­ple venue op­tions, su­pe­rior con­fer­ence and meet­ing fa­cil­i­ties avail­able at sat­is­fac­tory rates.


Thai­land, Dubai, Singapore, Malaysia, Ma­cau, Aus­tralia are the pop­u­lar in­ter­na­tional MICE des­ti­na­tions. Thai­land has lively nightlife, un­lim­ited shop­ping op­tions, rich his­tory, and an un­par­al­leled va­ri­ety of ac­tiv­i­ties and at­trac­tions. Dubai has plethora of world class ho­tels and re­sorts. One can choose

Karan Anand fore­sees a grow­ing mar­ket for MICE in North East In­dia

from pri­vate yachts to out­door ter­races, land­scaped gar­dens, pri­vate beaches and grand ball room and con­ven­tion cen­tres.

Singapore is range of world-class venues, num­ber of culi­nary hotspots and nightlife burst­ing with choices. Malaysia has an award-win­ning con­ven­tion cen­tres, unique cul­tural ex­pe­ri­ences amal­ga­mated from Asia’s old­est civ­i­liza­tions.

Malaysia has a dis­tinct ge­og­ra­phy com­pris­ing a penin­sula and an is­land di­vided by the South China Sea, which adds ex­otic in­trigue. Ma­cau has shop­ping malls, his­toric walk­ing ar­eas, vi­brant nightlife. Aus­tralia has pris­tine beaches and trop­i­cal rain­forests, di­verse ser­vices and venues to ac­com­mo­date all busi­ness trav­ellers.


Cox & Kings part­ners with coun­tries that want to broad base their prod­uct of­fer­ing to the MICE mar­ket. Karan Anand shared the ex­am­ple about the Cha­monix in France and pro­mo­tion of it as a new MICE des­ti­na­tion: “Cha­monix in France was an un­known des­ti­na­tion till a few years ago. Cox & Kings and At­tout France in­vested time and money and de­vel­oped the des­ti­na­tion. It is the ski cap­i­tal of the world and to­day it is a key MICE des­ti­na­tion for In­dian cor­po­rate, es­pe­cially for their high­end traf­fic.”


North East al­ways finds a men­tion on a tourism bucket list. There are wild des­ti­na­tions to wit­ness 3600 hap­pi­ness. But there is trans­porta­tion bot­tle­neck in the en­tire north east­ern states. Na­tional high­ways of north east carry strate­gic in­ter­est for this fron­tier land. Improvements of these roads will bring sea change in their tourism in­dus­try. The his­toric Ledo-still­well Road is re­quired to open for South Asia con­nec­tiv­ity.

The In­dia-myan­mar-thai­land (IMT) road cor­ri­dor of the Trans-asian High­way net­work will greet com­muters very soon. PM Naren­dra Modi is very keen to make north­east (Asta­lak­shmi) re­gion to a tourist hub. Rail­ways are com­ing up Bhalukpung to Tawang, Murkongse­lek to Pasighat in Arunachal and Si­la­p­athar.

There is a po­ten­tial op­por­tu­nity for the rise in MICE tourism in North-east In­dia, to cap­i­tal­ize the op­por­tu­nity Cox & Kings is ex­clu­sively pro­mot­ing North­east for MICE. Karan Anand added: “We are pro­mot­ing North East, and some ex­clu­sive re­sorts across the coun­try that can ac­com­mo­date at least 50 peo­ple.”

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