Friday, December 1, 2023
The Government of India’s Ministry of Tourism took a significant step towards bolstering India’s global presence in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector by hosting an industry roundtable on November 30, 2023. This gathering, held at Bharat Mandapam in New Delhi, brought together CEOs and senior leaders from the industry to discuss and shape the future trajectory of India as a top-tier MICE destination.
This initiative, spearheaded jointly by the Ministry and the MICE industry, was a direct response to the heightened global interest generated during India’s G20 Presidency. The roundtable aimed to leverage the successes of the G20 summit, which spotlighted India’s advanced MICE infrastructure and rich cultural heritage.
Smt. V Vidyavathi, Secretary of Tourism, highlighted three crucial agendas—Enabling Environment, Policy Regime, and Sustainability—in her opening remarks. She urged global agencies and industry leaders to assess their contributions to the tourism ecosystem and explore ways in which the Ministry could enhance this sector. She emphasized the importance of building upon the momentum generated by India’s G20 Presidency.
Following this, Sh. Rakesh Kumar Verma, Additional Secretary, Ministry of Tourism, delivered a comprehensive presentation on the National Strategy for the MICE Industry. This presentation detailed the vision, mission, goals, and key strategic pillars essential for nurturing and promoting the MICE industry in India.
A brand agency representing the Ministry showcased the ‘Meet in India’ Campaign, the ‘I Do’ campaign for wedding tourism, and the ‘Travel for LiFE’ initiative. The presentation outlined a 360° integrated model for promotion, emphasizing how sustainability can be integrated into the narrative of the MICE industry.
The roundtable witnessed substantial contributions from CXOs and senior leaders across the MICE industry spectrum, including hotel chains, Professional Conference Organizers (PCOs), and key players in inbound MICE business such as Accor Group, Marriott Hotel Group, The Leela Palaces, Hotels and Resorts, Jio World Centre, YashoBhoomi (Kinexin), Alpcord Network Travel & Conferences Management Company, Radisson Hotel Group South Asia, ICE Incentive Conference & Event Management, India Exposition Mart Ltd., and others.
The diverse feedback highlighted India’s cultural and natural diversity as a significant attraction for MICE tourism, while also pointing out the untapped potential within the domestic market. Industry representatives acknowledged India’s status as a knowledge hub and envisioned its capacity to attract various MICE events across different sectors. Anticipation for the upcoming Incredible MICE (iMICE) event was palpable, expected to further enhance India’s profile as a MICE destination. Calls were made for the strategic classification of MICE hotels to streamline the sector, and recognition was given to India’s substantial development in MICE infrastructure, with a strong recommendation for its continued expansion and enhancement.
The session concluded with a summary from the Secretary of Tourism, expressing gratitude to the participants for their invaluable inputs. Key action points, such as database management, digital asset sharing, and focused efforts on structure, branding, marketing, and regulations for the MICE industry, were highlighted.
This roundtable underscored the Ministry’s commitment to promoting MICE tourism in India and marked a pivotal effort in developing India as a sought-after MICE destination. The Ministry extended its gratitude to all attendees for their engagement and looks forward to continued collaboration in realizing India’s MICE potential.
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