❖ Cox and Kings MICE
The travel company focuses on sectors like insurance, pharma companies, cell phone manufacturers for MICE in India:
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.
BUSINESS CONFIDENCE & MICE
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.”
SIZE, BUDGET & YEAR-ROUND BUSINESS
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.”
DOMESTIC MICE DESTINATIONS
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.
PROMOTING NEW DESTINATIONS
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.”
LESSER KNOWN DESTINATIONS
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.”