MICE in India
It’s actually incorrect to state that the MICE sector in India has had an overall growth. In 2024,
India doesn’t figure in ANY list of top international MICE destinations for International
business. Yes, there is a very large growth in the Indian domestic MICE business, which is a
natural progression due to many underlying factors including economic growth, infrastructure
development, technological advancements and changes to corporate trends in travel. India has
not even reached 1% of its potential to become a global player in the MICE industry. Aside from
China which is obvious, many of India’s neighbours have built tourism economies on the back of
global MICE movements into their countries.
Top Performing & Potential MICE Cities
Most of the MICE business is still centred around the major cities in India, i.e., New Delhi,
Mumbai, Bengaluru, Ahmedabad, Hyderabad and Chennai. This is due to the fact that most of
the meetings and events infrastructure has been created in and around these cities.
However, the cities that could potentially become MICE hubs include Goa, Cochin, Pune, Jaipur,
Kolkata and Chandigarh. These cities have some unique characteristics, and with the right
investments in infrastructure, marketing, and industry collaboration, they could potentially
become major destinations in India’s MICE landscape.
Unique advantages India offers as a MICE Destination
India has it all – history, heritage, accessibility, enhanced infrastructure, and availability of large-
scale professional services are all fantastic factors that would appeal to the world as a destination
for MICE. What’s missing is the political will to promote India to the world.
What we lack
Today India has regressed in its marketing efforts. The country doesn’t stand anywhere in a
global preference for global professional events. The only global events performing well are the
ones supported or backed by the Government. India is slow in leveraging its distinctive
advantages. With so much happening and the way infrastructure has grown in the country, India
can very easily solidify its position as a global choice for hosting the world.
Role of Emerging Technologies
India is today at the forefront of technology and advancement. Leveraging technologies like AI
or VR or AR, events in India can become even more immersive, interactive, and personalized.
Opportunities to create globally accessible conferences and events in hybrid formats is unlimited.
India can reach beyond its physical boundaries and create a whole different experience for those
who can't visit for a variety of reasons, and create a huge destination recall for the future.
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