The MICE industry is rapidly growing in India, fuelled by government support, expanding infrastructure, and global outreach. With a focused approach, some key states have transformed their game on infra development to attract international events and boost the local economy.
BY MT Bureau
The MICE industry has been a crucial driver of the nation’s economic growth. It offers considerable economic benefits through income generation and substantial employment opportunities across various sectors, including accommodation, food and beverage services, convention facilities, transportation, tourism, and entertainment. The industry’s growth underscores its pivotal role in boosting economic development and generating jobs globally.
According to a report by the Research and Markets, the global MICE industry reached a valuation of approximately US$783.70 billion in 2023. This market is expected to experience robust growth, driven by the increased globalisation of businesses, and the rise of virtual platforms. The report projects a Compound Annual Growth Rate (CAGR) of 6.7 per cent from 2024 to 2032, with the market anticipated to soar to US$1407.45 billion by the end of this forecast period.
In parallel, Grand View Research highlights that the Asia Pacific region commanded a substantial 22.86 per cent of global MICE revenue in 2023. Notably, the Indian MICE market is set to grow at an impressive CAGR of over 13 per cent from 2024 to 2030. This rapid expansion is fuelled by significant support from both central and state governments, which are actively enhancing MICE destinations throughout the country.
Sheo Shekhar Shukla, Principal Secretary, Government of Madhya Pradesh, Department of Tourism and Culture and Managing Director, Madhya Pradesh Tourism Board, emphasised the state’s strategic position in the MICE sector. “It is a gateway to showcasing our infrastructure, rich cultural legacy, adventure tourism, wildlife sanctuaries, and historical sites.”The recent IATO annual convention in Madhya Pradesh, which attracted over 1,200 participants, underscored the state’s growing capabilities to host large-scale events and its commitment to becoming a leading MICE destination.
The Madhya Pradesh Tourism Board is actively expanding its offerings—converting heritage sites into luxury accommodations and enlarging its hotel network. Shukla noted, “By expanding our hotel infrastructure and enhancing connectivity, we aim to offer a seamless and enriching experience for visitors. Our goal is to make Madhya Pradesh a top choice for both domestic and international travellers for both MICE and tourism.”
The state boasts modern convention facilities such as the Maharaja Chhatrasal Convention Centre in Khajuraho and the Brilliant Convention Centre in Indore,and the Khushabhau Thakre Convention Hall in Bhopal, which provide latest amenities complemented by state’s stunning landscapes and rich cultural heritage. “Our modern convention facilities with latest amenities, combined with our rich cultural backdrop, create an unparalleled setting for MICE events. We are committed to providing a unique blend of business and leisure that ensures a memorable experience for delegates, making the state an attractive destination for large-scale international conferences and exclusive corporate retreats” Shukla added.
To enhance its tourism profile, the Madhya Pradesh Tourism Board is engaging with travel agents and MICE planners through incentive programmes, training sessions, and workshops. Collaborations with travel platforms such as MakeMyTrip and RedBus, aim to diversify promotional efforts and include homestays in the tourism mix.
Highlighting the Kerala’s growth and readiness to position itself as a key player in the MICE sector, PB Nooh, Director, Kerala Tourism, shared insights into Kerala’s increasing prominence as a MICE destination. “Kerala seamlessly hosted the G20 Sherpa meeting at a small village like Kumarakom, which is testament of the state’s preparedness to host more events,” Nooh remarked. The key strength of Kerala is its accommodation capacity. It has multiple luxurious hotel brands catering to a wide range of corporates. He further added, “However, we are not complacent with the present scenario. We are identifying the gaps related to other infrastructure development for bigger conferences, and we are trying to plug in those gaps.”
One of Kerala’s strategic initiatives includes promoting the state as a prime wedding destination by leveraging its picturesque locales and excellent connectivity. Nooh highlighted, “The government is committed to creating a conducive environment for destination weddings, attracting couples from around the world, and subsequently boosting tourism and local economy.” Kerala’s scenic offerings ranging from serene backwaters and pristine beaches to charming hill stations—make it an enticing and mesmerising location for weddings and MICE.
To boost its domestic and global appeal, Kerala Tourism has been actively organising campaigns to showcase its latest facilities and tourism products. Nooh emphasised, “Kerala’s USP is its partnership with other stakeholders of the industry, consistently providing inputs for evolving products. We aim to enhance MICE events by addressing the dynamic needs of corporate clients for personalised experiences.” Kerala has been conducting B2B meetings, particularly in Europe, and is targeting emerging markets to attract foreign event organisers.
Regarding infrastructure development, Nooh noted, “There are certain gaps which we have identified in terms of infrastructure development, and we are working on it. Moreover, to achieve international standards, we require assistance from the private sector as well.” This proactive approach underscores Kerala’s commitment to advancing its MICE capabilities and maintaining its competitive edge in the global market.
Mohamed Farouk, Director, Ministry of Tourism, GoI, Bengaluru Office, expressed that Karnataka is a rising star in the MICE industry. He said, “When it comes to MICE, Karnataka has a lot of potential. You name any IT company, and you will find that in Bengaluru or in any part of Karnataka.” This tech hub, with its dominance in IT and other industries, is primed to become a top destination for business travellers and international events. “Similarly, industry-wise, whether it is automobiles or manufacturing, you will find all the important big corporate names in Karnataka. So, in terms of MICE, there are a lot of business travellers who come to Karnataka,” Farouk emphasised, pointing to the state’s established corporate presence as a key driver for MICE growth.
The state government is keen to harness this potential by establishing the Karnataka International Travel Bureau, modelled after the India Convention Promotion Bureau (ICPB), which operates under the Ministry of Tourism. Farouk stressed on the significant impact such an initiative could have on the state’s MICE landscape. “The formation of such a bureau will be a big boost for the MICE industry, which will bring a lot of international conferences, conventions, incentives, and tour programmes to Karnataka,” he added.
He urged that the state government must actively participate in prominent international MICE events to attract global business such as IMEX across the world, underscoring the need for global outreach to position Karnataka as a premier destination on the international MICE map.
Highlighting the shifting focus of Rajasthan tourism, specifically towards the MICE and wedding sectors, Anand K Tripathi, Assistant Director General, Ministry of Tourism, Government of India, said, “Traditionally, we have been known for our heritage—forts, palaces, havelis, temples, sand dunes, and the Palace on Wheels.” He stressed that while heritage tourism remains a core aspect of India’s tourism identity, new opportunities have emerged. “MICE and wedding tourism are the new emerging areas where we want to focus more. Our royal heritage gives us an immense advantage in terms of wedding tourism. People want to relive that royal era and feel a sense of grandeur in their weddings,” he remarked.
In recent years, India has made significant strides in promoting royal wedding tourism, offering venues that allow couples to celebrate their wedding in palaces. Tripathi explained, “We are promoting royal wedding tourism. We organised the first wedding expo in association with the Ministry of Tourism in May during the Great India Travel Bazaar.” This event provided a platform to connect foreign tour operators with India’s luxury wedding venues, boosting the country’s unique offerings. “We bring them here from across the countries and showcase our properties along with other states,” Tripathi added.
Additionally, Rajasthan, in particular, is refining its investment strategies to support tourism-related activities, including hotels, restaurants, and other properties. “We have a very well-thought-out investment policy, in which we give various sorts of incentives and concessions to those who want to invest in the state’s tourism sector,” Tripathi asserted. He also mentioned that the state government is in the process of updating these policies to make Rajasthan an even more attractive destination for investors.
On the horizon is the ‘Rising Rajasthan Investment’ event, which will spotlight investment opportunities across various sectors, with a focus on tourism. “It is a very opportune time for us to come up with the new policy so that investors feel assured and confident to put in their money in the state,” Tripathi affirmed, noting that a pre-event focusing on tourism investment would take place in October 2024, ahead of the main event scheduled for December 2024. As Indian governement has launched initiatives such as ‘Meet in India’ to bring in more global conferences and meetings to the country, Indian states have also buckled up to do their part. This is a carte blanche moment for Indian states, when they can strike like a pioneer and show the world how meetings are done.
Karnataka is keen to establish the International Travel Bureau
Rajasthan government will be updating policies to attract investments
“To promote royal wedding tourism, we organised the first wedding expo in association with the Ministry of Tourism in May.” – Anand K Tripathi, Assistant Director General, Rajasthan Tourism.
