Road Map for MICE Tourism

The third annual convention of India Convention Promotion Bureau highlighted the realisation and the willingness of the government and the industry to aggressively promote MICE tourism in the country reports Jyoti Koul.

Rajeev Talwar, ADG, Ministry of Tourism and Chairman, ICPB

The urgent need to tap the huge Meetings Incentives Conventions and Exhibitions (MICE) potential rang out loud and clear, at the third annual convention of India Convention Promotion Bureau (ICPB) called `Conventions India' held in New Delhi recently. The two-day event was jointly organised by ICPB, the country's apex body for MICE tourism and the Ministry of Tourism (MoT) and other key players in the industry. At the deliberations during the open forum of the convention, the government of India urged ICPB to provide the tourism ministry with a road map in order to integrate and develop the necessary infrastructure for MICE tourism in the country. The government also expressed a desire to declare ICPB as a body for single window clearance of MICE events in the country. ICPB was also requested by the government to chalk out a separate set of recommendations for both state and central government to successfully promote MICE tourism.

While addressing the high powered gathering at the convention, A K Mishra, secretary tourism, government of India said, "MICE is a potential business segment that will generate greater number of tourists and higher revenue for the country in the years to come." He further added, "India is the fastest growing democratic economy in the world and similarly on the tourism front India is being recognised as a major potential destination in the global market. The government has realised that MICE is an equally important segment and has already announced plans to build convention centres in many cities across the country in partnership with the state governments. Mishra also informed that the ministry is extending its financial support to the industry by the way of viability gap funding, which is now also available to the convention centres.

Renuka Chowdhury, Minister for Tourism-independent charge, Government of India addressing the gathering

In her reply to the question about inadequate infrastructure, Renuka Chowdhury, Minister for Tourism-independent charge, Government of India said, "India is in transition and it is an interesting phase. We are at a stage where we are reinventing ourselves. We are in the process of developing infrastructure and therefore there are certain areas that have been developed and many others, which are still in the process of being developed at this point of time. But we are positively marching towards a successful future." About the conclave she remarked that Conventions India would certainly help to strengthen the brand, 'Incredible India.'

Rajiv Kohli, secretary and treasurer, ICPB while defining the role of ICPB said, "ICPB is meant to be a catalyst, to provide support to Conference planners, organisations, associations and other trade bodies, during the bidding process for international conferences as well as to undertake marketing activities overseas. An additional objective of the bureau includes creating better awareness of the role and the benefits of the conferences and the conventions in the context of national objectives. However, the main purpose of organising this conclave is to propagate India's ability to hold conventions and conferences of all shapes and sizes. Through this conclave we want to highlight India's facilities and ability to hold large conventions.

At the same time we want to create awareness about the economic benefits of such conventions among the various stakeholders of tourism industry."

`Conventions India' conclave attended by over 300 participants also provided an insight into the India's MICE tourism products. It was an effort to strengthen the brand positioning of 'Incredible India' as a MICE destination. The point, which was highlighted consistently during the conclave was that India is fully geared up to welcome a huge volume of MICE planners and organisers as the country offers unique ways to host such events and provides 'true value for money.' Rajeev Talwar, additional director general, ministry of tourism, maintained that ministry of tourism is putting all its efforts to make this sector the largest foreign exchange earner in the years to come. He said, "there is a silent revolution that is taking place and we are already witnessing the changes through the increased interest and tourist arrivals."

According to Capt. Swadesh Kumar, vice chairman, ICPB, there is a need for joint initiatives between the government and the industry to put India on the global MICE market. In this context, ICPB is aggressively marketing India as an international convention destination overseas. The conclave also had some interesting sessions like successful bidding, financial management of the conference and marketing the event. Apart from these there were four mini-presentations and a buyer seller meet. Summing up the convention Kumar said, "We wanted to achieve a few objectives through this conclave. Firstly, provide a platform to showcase the products and the country as a perfect MICE destination; secondly, to create an option or a forum for the industry to network with our international guests. But most importantly we intended to sharpen our skills in order to be a best MICE destination."