M!CE gaining momentum in India
In a paradigm shift after the pandemic, MICE industry is more inclined towards the domestic market. Industry players say the segment has a lot of potential, as hotels in mega cities gear up to host big weddings and MICE events. Unexplored and less popular destinations also have a huge potential that needs to be tapped.
MICE industry is gaining momentum in India. With the shift in focus from Europe to Asia-Pacific in the aftermath of the pandemic, the country, with its infrastructure facilities becoming on par with that of developed countries, is poised to become a preferred destination for MICE events.
“A lot has changed in the MICE industry over the past two years. In 2020, the MICE industry was worth US$215 billion worldwide. And Indians mainly used to organise MICE events and weddings outside India. But this year, in 2022 after COVID-19, people have started to organise MICE events and weddings in India due to the difficulty of obtaining European visas and high airfares, which is a positive change for the Indian market,” shared Shubhash Goyal, Chairman, STIC Travel Group.
The MICE industry has opened up after almost two years and there is a lot of potential. Visa for many source markets for India is difficult to avail, the Indian domestic market is in advantage of this fact. Those who used to choose international destinations for hosting MICE, weddings and other events are now exploring Indian destinations, which is giving boost to the India’s MICE industry and the economy. “Everyone is exploring new destinations. Those who never wanted to travel to India, they are now ready to travel because only a few destinations are open abroad. This is giving the domestic market an opportunity to grow their business,” said Gajesh Girdhar, Chairman, Emeritus.
Another point to emphasize is the enhancement of destinations. There are so many places that are unexplored and have the potential to host MICE and weddings better than doing it abroad. The downside is that people don't know about these places yet. Therefore, proper presentation and promotion of the unexplored and unpopular destination is essential to leverage the potential of the domestic market in the MICE segment. “Destination showcasing is very important. When we talk about a place for example Rajasthan, most of the people just know Jaipur, Udaipur, Jodhpur, Jaisalmer, the famous places. But there are some not so famous yet places with huge potential. So, destination presentation is a very important aspect. we need to present the destination and their potential to the corporates,” said Girdhar.
India has a lot to offer in itself. Big international players, tourism boards are targeting Indian cities to promote themselves and incentivise the corporates to host MICE events abroad. Due to the difficulty in visa facilities and other restrictions hosting MICE abroad is a little tough at the moment, though some have already started. But this is a boon for the India's domestic market. There is a healthy competition between each state to gain opportunities for this segment. Hotels are ramping up their spaces and creating facilities to host MICE events and weddings.
Speaking on the parallel lines Goyal said, “States in India are competing with each other and many new MICE sites are popping up. Pragati Maidan is ready, Noida Convention Centre is ready, Hyderabad Convention Centre is doing great in Rajasthan. In addition, there is a conference centre in Gujarat. There are many convention opportunities in Kerala. So, we have great opportunity to organise MICE events in India. If we compare it to pre-pandemic levels, a lot has changed for the MICE industry, as each state has its own unique beauty, unique culture and unique cuisine. I think there is a lot to offer the MICE sector in India.”
Due to difficulty in obtaining European visas and high airfares, MICE events have shifted to India
Those who never wanted to travel to India, they are now ready, as only a few destinations are open abroad