India is one of the fastest growing economies in South Asia. With its growing size of economy and increasing international trade, India's participation in global meetings, conventions and exhibitions (MICE) will increase across sectors, a recent study said.

Indian companies are now conducting MICE trips as a part of rewards and incentives under employee engagement and talent recognition programme. Innovative experiences and events like gala dinners, wellness spa, white water rafting is also forming integral part of itineraries for MICE providers.

Challenges

Outbound MICE market in India is highly fragmented, say travel industry experts. Except, in case of few organised travel operators, supply side also face the challenge of low levels of response from the destination management companies (DMCs). Most of the Indian corporate face the constraint of budgets, while organising outbound MICE trips abroad. Delay in issuance of VISA is also a constraint for outbound MICE trips, generally in case of Western Europe and North American countries. In case of dealer incentive trips, availability of Indian food is a deciding factor while choosing a destination.

Focussed strategy

With India being the second fastest growing global economy, its increasing dominance in international trade have compelled many foreign tourism boards to have a focused strategy for the Indian-outbound MICE segment, the study conducted by Synovate Business Consulting said.

Countries such as Austria, Dubai, Jordan, Singapore, Indonesia, Mauritius, Turkey and Bhutan are offering discounted offers to woo large size groups from the Indian MICE market. New entrants such as Czech Republic, Spain, South Africa are formulating Indian centric policy to tap the growing potential of Indian MICE market. Czech Tourist Authority opened their office in Delhi in 2010, with a special focus on Indian outbound MICE and Bollywood industry. They also conducted road-shows in February 2011 for introducing Czech DMCs (destination management companies) and hotels to Indian travel operators as well as few of the corporate.

In 2011, South African tourist board launched an advertising campaign “Chalo South Africa” for Indian leisure and incentive trip organisers.

In order to promote the MICE segment, the Hong Kong Tourism Board and its partners have teamed up to offer a host of specially devised events and offers for MICE travellers. Privilege programmes are offered to groups of 20 or more staying for a minimum of two consecutive nights in Hong Kong. An added bonus for choosing Hong Kong as the next incentive or a corporate meeting destination is that Indian passport holders do not require a visa to visit Hong Kong for a 14-day trip.

Hong Kong Tourist Board is also planning to organise workshops for the incentive planners in key Indian cities in line with their marketing theme “Festive HongKong”. With a focus to expand their operations in Asia Pacific, online travel portal, Makemytrip.com acquired Singapore-based Luxury Tours and Travel Pte Ltd specialised in hotel reservations, excursion tours and related services.

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