As the MICE and wedding industry evolves, leaders pinpointed key growth drivers in 2024 and preparing for the challenges and opportunities of 2025.
Janice Alyosius
As we are approaching the end of 2024, leaders in the MICE and wedding industries reflected on the key drivers behind their success, the lessons they have learnt, and the strategies that are going to shape the future of these dynamic sectors in the year ahead.
Key drivers of growth in 2024
Underscoring that the integration of emerging technologies have played a pivotal role in driving growth, Naveen Kukreti, Associate Vice President, Head of Sales MICE-West, SOTC Travel, said, “AI-based visa submissions and dedicated applications have expanded flexible options for clients, making processes smoother and faster, while breaking down time-bound barriers. MICE clients are increasingly seeking personalised, tailored experiences, which has shifted our focus from large events to more intimate and meaningful engagements.”
Identifying strategic growth as a key factor in 2024’s s success, Bindeshwari Prasad, Executive Director, Axplore Travelplus, affirmed, “We have experienced a 40 per cent growth in our MICE business compared to 2023. This was possible due to better air connectivity, new airports, and expanding hotel capacities. Emerging destinations such as Southeast Asia and Taiwan are now central to our offerings.” He illuminated, “Indian corporates are increasingly looking beyond traditional venues, and there is growing interest in destinations offering adventure and luxury.”
Meanwhile, Harpreet Singh Grover, Director, Destinations Unlimited, believed, “Post-pandemic, business events have bounced back with a vengeance, and companies are eager to reconnect in person,” which has played a pivotal role in driving the business. He pointed out that demand for hybrid events is booming, offering both in-person and virtual solutions that cater to diverse audience needs, subsequently, leading to multifarious growth opportunities.
Reflecting on the hotel industry, Rajat Sethi, General Manager, Fairmont Jaipur, highlighted the growth in the MICE and weddings sectors. “We have seen a significant uptick in the number of weddings and corporate events at our hotel,” Sethi revealed. “In 2024, we have hosted six additional weddings compared to last year, bringing our total to 94 weddings, contributing an additional revenue of nearly `15 crore. Tailored packages and enhanced marketing strategies have been key to this growth,” he added.
Echoing a similar perspective on MICE growth, Prithvi Anand, Director, Sales & Marketing, Novotel Hyderabad Convention Centre & HICC, shared, “This year has been a milestone one for us, with the MICE segment experiencing a 35 per cent increase in revenue and a 25 per cent rise in ADR for group rooms. The growing demand for hybrid and sustainable events have shaped our strategies, and we are keen to expand these offerings in 2025.” While highlighting that this year, Madhya Pradesh has seen significant growth in MICE business, Sheo Shekhar Shukla, Principal Secretary, Government of Madhya Pradesh and MD, Madhya Pradesh Tourism Board, said, “MP’s MICE business has been driven by world-class infra and successful hosting of international events such as G-20.”
Key lessons from 2024
For Kukreti, adaptability has been one of the most important lessons learned. “Flexibility in planning and execution has been essential. We have learned to anticipate and react to changes quickly,” he averred. He stressed, “Technology also played a huge role in improving the attendee experience, and we will continue to focus on optimising technology for seamless management.”
Echoing similar sentiments, Prasad emphasised that a client-centric approach has been vital. “Being able to offer customised, tech-enabled solutions has helped us build long-term relationships with clients. In 2025, we plan to further integrate these solutions to enhance our service offerings,” he revealed.
However, for Sethi, flexibility in MICE and weddings is crucial. He asserted, “We have learned that personalised, flexible offerings are in high demand. While, in MICE, hybrid events are here to stay, our focus has shifted to making these events as seamless and interactive as possible.”
Reflecting on the 25 per cent growth of the wedding segment in 2024, Rajeev Jain, Director & Founder, Rashi Entertainment, said, “Destination weddings have been a major driver, with a 30 per cent increase in demand this year. To sustain this growth, we have been working on expanding unique destination options and collaborating with vendors to meet high expectations. Meanwhile, for MICE, experiential corporate events and hybrid retreats are the key growth areas.”
Strategies for 2025
As the industry looks forward to 2025, sustainability emerges as a common theme for the experts. Sethi is particularly excited about the growing demand for eco-conscious practices. “Sustainability is no longer optional; it is a must-have. This will be a core part of our strategy as we move into 2025. We are focusing on offering greener and more eco-friendly options for MICE and wedding events, from sustainable menus to waste reduction,” he added. Prasad is also enthusiastic about the sustainability trend. “Our clients are becoming more eco-conscious, and we are responding by incorporating sustainable practices into our offerings. We aim to reduce the carbon footprint of our events and weddings by focusing on green venues and local sourcing,” he said.
Grover is particularly optimistic about the growing interest in wellness-focused events. “Wellness retreats and mindfulness workshops are gaining popularity in both MICE and weddings. These trends are here to stay, and we are excited to innovate in this space to offer experiences that promote health and well-being,” he revealed.
For Sethi, along with the thriving trend of hybrid events investing in technology is a priority. He said, “We are investing in cutting-edge technology to seamlessly integrate virtual and in-person experiences, making the events more accessible and flexible for customers.”
In the year ahead, Jain saw immense potential in luxury and niche markets. He elaborated, “For weddings, we are expanding our destination options, particularly government properties that offer personalised themes. For MICE, experiential corporate events will continue to drive growth. We are also excited about the rise of green venues and eco-friendly materials, which will shape both segments moving forward.”
Technological advancements
In 2024, advancement in technology has been significant in transforming the MICE and wedding sectors across the country. Sethi noted, “Advanced audiovisual setups have allowed us to offer seamless hybrid experiences for corporate clients and wedding couples. We are also leveraging immersive technologies such as virtual tours for weddings, which allow couples to visualise their big day from the ease of their homes without physically visiting the venue.”
Reflecting on how AI, AR/VR, and digital tools are reshaping the wedding industry, Jain highlighted, “These technologies are changing the way we plan events, from predictive tools to immersive experiences that allow clients to virtually explore their venues before making decisions. By 2025, we expect these tools to become even more sophisticated, offering more personalised and efficient planning experiences.”
Resonating Jain’s view that AI-driven solutions are enhancing the overall event experience, Prasad anticipated that these technologies will continue to evolve and play a key role in shaping the future of MICE and weddings. Moving ahead, Anand too mentioned they are investing in these technologies to make their MICE offerings even more seamless and innovative.
Sustainability initiatives
Revealing the various eco-friendly initiatives being implemented by the industry stakeholders, the experts highlighted that sustainability is going to be in demand in the upcoming year. Sethi’s hotel has already implemented several sustainability initiatives, including smart kitchens and waste-reduction systems. “We have partnered with Orbisk, a system that helps reduce plate waste by 30 per cent,” he said. “We also focus on responsible sourcing and minimising food waste through data-driven menus and live cooking stations that allow us to reduce overproduction,” he added. However, in the wedding sector, Jain said, “We have introduced reusable décor, waste management, and carbon offsetting initiatives. In the next year, we plan to focus more on green venues and materials, as well as digital solutions to minimise our carbon footprint.”
Highlighting Madhya Pradesh’s commitment to sustainability and innovation in MICE tourism, Shukla pointed out, “Madhya Pradesh Tourism Board is also dedicated to sustainable practices, from waste management to eco-friendly venues. Our emphasis is on creating exciting MICE events that are not only memorable but also environmentally responsible experiences.”
The MICE and wedding sectors are poised for continued growth, driven by technological advancements, sustainability initiatives, and personalised experiences. Industry leaders are shaping the future of these sectors by embracing innovation, focusing on client needs, and prioritising sustainability. As the New Year is approaching, the laser focus will remain on offering more tailored, eco-friendly, and immersive experiences that meet the evolving demands of clients in both sectors.
Offering both in-person and virtual solutions that cater to diverse audience needs is leading to multifarous growth
As the industry looks forward to 2025, sustainability emerges as a common theme with the growing demand for eco-conscious practices
Digital technologies are changing the way events are planned, from predictive tools to immersive experiences allow clients to virtually explore venues
Key learnings from 2024
- AI and tech-driven solutions enhance client experiences, efficiency, and improve seamless planning
- Focus on personalised, lasting client relationships, expanding niche markets, and experiential offerings
- Growing demand for flexible, eco-friendly MICE and weddings, with a focus on green venues and responsible sourcing
- Shift towards interactive, immersive experiences, and increased interest in experiential corporate events
- Hybrid events offering in-person and virtual elements will continue to thrive
