Govt, stakeholders and corporate entities strive to make India a favoured M!CE destination. Its abundance of offerings should be marketed well internationally.
Janice Alyosius
Collaboration, marketing efforts, and simplified visa processes are seen as factors for improving India’s M!CE image. With a diverse range of experiential destinations and captivating experiences, the country aims to attract travellers. As it invests in infrastructure, India’s rise as a global M!CE destination offers abundant opportunities for growth and success. Expressing optimism, Barun Gupta, President, SITE India Chapter, said, “This year is promising for the M!CE sector, with ample opportunities for both domestic and international travellers.”
Meeting buyer expectations
Nitin Sachdeva, Member, International Board of Directors, SITE Global, said, “When it comes to meeting buyer expectations, safety and security are paramount for M!CE destinations. To enhance India’s image, we need to focus on perception that outweighs performance. Public relations activities, conducted by government offices and tourism boards, can play a vital role in shaping this perception. The government and stakeholders are planning to introduce i-M!CE, which is a step in the right direction. Through joint efforts between corporate entities, the government, all stakeholders in India could establish itself as a favoured M!CE destination.”
Sachdeva shared, “The outbound travel market has witnessed expansion, particularly in terms of group sizes. Previously, we had 2,500 groups, but now we are seeing groups of 10,000 to 12,000 travellers, indicating a massive growth trend. Incentive travel has gained traction for employees and sellers of various firms. Post pandemic, people have developed a stronger desire to travel and seek new experiences. This shift in mindset has led to a surge in domestic travel in the Indian market, resulting in demand for flights, trade, and hotel pricing.”
He said, “The government’s investment in the M!CE industry, particularly with its involvement in G20, is encouraging. This commitment demonstrates its recognition of the M!CE industry and its growth potential. If this momentum continues, there is potential for the M!CE business to thrive in India.”
Promoting India
Manpreet Bindra, Vice President, M!CE, FCM Travel Solutions India, stressed the need to promote India as an attractive destination for inbound and corporate M!CE events. Highlighting the government’s efforts to invest in infrastructure and improve the perception of India as a tourist destination, he said, “Organizations must collaborate with the government and motivate people to choose India as a destination for M!CE events.” He said the importance of simplifying visa processes is a must—attracting travellers from Australia and Singapore.
Creating capsules
To enhance India’s appeal as a M!CE destination, Bindra suggested creating capsules for cities where business travellers can feel comfortable during their stay here. “These capsules must offer interesting attractions and experiences, thereby encouraging travellers to return to India.” He believes the government must lead the way in creating such capsules.
Highlighting the motivational aspect of incentive trips and the positive return on investment offered to corporations, Bindra said, “FCM Travel Solutions India experienced remarkable growth this year—52 per cent as compared to 2019. While last year, there was a surge in group bookings, exceeding 1,000 passengers, the current market reflects a decrease in the number of queries. It is worth noting that the size of the queries range between 250-300 like those in 2019. Such positive M!CE trends indicate the continued popularity and effectiveness of incentive trips and the industry’s resilience and potential for growth.”
India a M!CE destination
Naveen Kundu, Managing Director, EbixCash, said the macro-economic indicators, ongoing infra development, and the government’s vision will position India as an ideal M!CE destination soon. Kundu added, “India is an emerging market and is on way to become the favoured destination in Asia-Pacific region.” He averred India’s ability to offer short-haul and long-haul M!CE experiences thereby attracting visitors from Asian countries, as well as European and American nations.
Aggressive marketing
Kundu stressed the need to market India as a M!CE destination and spoke of the changes that have taken place in India’s convention sector in the past five years, with several convention centres in the pipeline. He said, “Within the next decade, India will have large and medium-scale convention centres in 30 cities, providing ample supply for global events, conferences, meetings, and incentive travel. Pointing out to India’s thriving exhibition market, he said, “The market is experiencing a growth, attracting exhibitors from across the world. The large population has become a consuming force, making India an ideal market for a range of products.”
Marketing campaigns
Kundu said global buyers assess the appeal and potential rewards of a destination before making their choices. He shared, “As India focuses on marketing drives to promote its products and experiences globally through government initiatives and private sector efforts, more M!CE events will be take place in India. The country has something to offer for everyone. The nation’s abundance of offerings should be communicated to the global market.” Expressing confidence in the government’s plans, Kundu believed they will achieve the desired outcomes.
Kundu called upon professionals to be optimistic about India’s potential as a M!CE destination. “Rather than focusing on challenges, our focus should be to recognize the opportunities that lie ahead. With a united effort to market the country aggressively, collaborate across sectors, and dispel misconceptions, India can position itself as a premier destination for M!CE,” he said.
Gaining popularity
Jyothi Varma, Advisory Consultant, Travel & Hospitality, said India has everything needed to be an M!CE destination. Recognizing the market perception needed improvement, she said there is need to spread awareness about India’s offerings and collaboration to unlock India’s brilliance in the M!CE industry. She said, “Currently, stakeholders working in isolation, hinder India’s progress.By working together and leveraging a unified platform, India can reach greater heights and become a much sought-after M!CE market. While smaller M!CE events can still be successful, greater support from the hotels and the airlines is also needed, support from hotels and airlines are needed to make incentives viable.”
