From tailored incentives to immersive cultural experiences, global tourism boards are stepping up their game to attract Indian MICE groups.
By Janice Alyosius
As Indian outbound MICE travel continues to gain momentum, several national tourism boards from South Korea, Spain, South Africa and Israel are stepping up efforts to attract corporate groups and business events from India. From monetary support and curated experiences to visa facilitation and infrastructure upgrades, leading destinations are rolling out multifarious strategies to draw more Indian MICE planners and travellers.
South Korea MICE strategy
India has emerged as a key long-haul MICE market for South Korea and the Korea Tourism Organization (KTO) is leaving no stone unturned to position the country as a preferred destination for Indian corporates. Myong Kil Yun, Regional Director, India & SAARC, Korea Tourism Organization, shared, “Our support includes assistance for site inspections (airfare and visa for up to five members) and tier-based benefits for confirmed groups starting from just 10 participants.” Indian groups automatically receive a one-tier upgrade, granting access to higher benefits for smaller group sizes.
Indian MICE travellers benefit from per-person subsidies ranging from KRW 20,000 to KRW 30,000 (approx. US$15-22) and value additions such as venue support, official dinners, welcome events and curated cultural experiences. Special provisions also exist for cruise-based incentive groups staying over two days in Korean waters. KTO facilitates itinerary customisation while aligning with eligible support framework. “Groups are free to choose from iconic or niche attractions. We will coordinate everything,” he noted.
On the infrastructure front, Korea has significantly expanded its MICE capabilities. “Venues like COEX in Seoul, KINTEX in Goyang, BEXCO in Busan and the newly launched INSPIRE Entertainment Resort are redefining the business events landscape,” Yun shared. KTO’s ‘Korea Unique Venue’ portfolio now features over 50 unconventional options including hanok villages, performance halls, cruise ships as well as modern art spaces.
Korea is making a strong case as a MICE destination of choice for Indian corporates. “India is not just a priority market; it is a partner in Korea’s future MICE journey. In 2024 alone, we supported over 240,000 corporate MICE participants globally. Sectors like pharmaceuticals, IT and financial services are showing strong outbound MICE movement, typically between 100 to 1,000 participants,” Yun confirmed. One standout was an incentive group from a leading Indian bank that brought 3,200 delegates to Korea in October 2023.
Spain targets Indian events
Spain remains a top choice for Indian MICE groups. While the National Tourism Office of Spain in India does not offer direct financial incentives for MICE groups, Elena Orland, Director, Tourism Office of Spain in India, highlighted the significant organisational support provided through the Spain Convention Bureau. “Through its expertise and extensive network, Spain offers a variety of support for all organisational needs — be it congresses, trade fairs or incentive trips. With the most extensive high-speed rail network in Europe, globally recognised hotel chains and unmatched cultural and geographic diversity, Spain acts as an irresistible draw for MICE groups.”
Spain has been actively aligning its infrastructure and services based on Indian preferences. “Indian corporates value the blend of luxury, culture and leisure Spain offers. They enjoy scenic destinations, luxury experiences and vibrant shopping and entertainment options,” Orland noted.
She especially recommended the Paradores de Turismo–a network of over 90 upscale hotels located in historic castles and monasteries across Spain. “Paradores are ideal for MICE tourism. They not only provide unique venues with historic charm but also prioritise sustainability and community involvement,” she said.
Culinary preferences are also being considered. “Gastronomy in Spain is evolving to accommodate Indian tastes, with top hotels now offering vegetarian and Indian menu options to make Indian travellers feel at home,” she added.
The Indian MICE market’s interest in Spain is evident in recent trends. “Business travellers from India now make up 30-40 per cent of our total Indian arrivals. We have also seen a significant uptick in incentive travel, with many corporates choosing Spain to reward top-performing employees,” she shared.
South Africa’s offerings
Unlike a standardised incentive scheme, South African Tourism offers bespoke support to Indian MICE groups depending on the group’s size, purpose and potential. “We work closely with corporate planners, MICE operators and industry stakeholders to extend tailored support including assistance in curating customised itineraries, facilitating introductions to local suppliers and DMCs and supporting marketing collateral to promote the event,” said Mitalee Karmarkar, Marketing and Communications Manager, MEISEA, South African Tourism.
South African Tourism also coordinates with consulates and government organisations to ease visa processes and planning. Their support may include site recce hosting, venue recommendations and promotional resources to boost delegate engagement.
Two major reforms — the Trusted Tour Operator Scheme (TTOS) and the Electronic Travel Authorization (ETA), launched in early 2025, are expected to simplify group travel from India. TTOS accelerates group visa approvals, while the ETA enhances the travel experience by reducing documentation and delays. In 2024, business and MICE travellers contributed to 49.6 per cent of Indian arrivals to South Africa, with MICE accounting for 20.2 per cent and business travellers 29.4 per cent
From the iconic Cape Town International Convention Centre (CTICC), offering six hectares of central conferencing space, to Johannesburg’s Sandton Convention Centre and Durban’s ICC, South Africa’s venues are primed to handle large-scale MICE events. Durban’s ICC alone can host up to 10,000 delegates. Complementing this infrastructure are more than 3,000 adventure activities, making South Africa ideal for bleisure travel. “We see high interest from Indian corporates who reward top-performing employees with trips that blend business with extraordinary experiences,” Karmarkar explained.
To tap into regional potential, South African Tourism has conducted roadshows in Delhi, Mumbai and Chennai. “These platforms introduced new MICE product lines, from adventure-based retreats to sustainable incentive modules tailored to Indian preferences,” said Karmarkar.
Their initiatives also reveal key insights, over 30 per cent of Indian MICE delegates extend their trip for leisure and around 40 per cent bring family along, turning incentive trips into full-fledged holidays.
Industries driving MICE traffic include IT, finance, pharma, beauty, mining, insurance, entertainment and sports. Karmarkar shared examples, including a recent incentive by a cement manufacturer and another by a consumer electricals company. “These large-format movements underscore South Africa’s capability to manage scale with efficiency and sophistication,” she noted.
How Israel is courting India
Despite a lull in Indian MICE movements to Israel in the last two years, the country is gearing up to attract corporate groups from India through a mix of financial incentives, new hotel infrastructure and dedicated trade engagement programmes. Amruta Bangera, Director of Marketing, India, Israel Ministry of Tourism, said, “Tel Aviv offers an incentive of 75 NIS (approx. US$20) per MICE participant who stays in the city for at least 2-3 nights. This amount is paid directly to local service providers like audiovisual companies and caterers.”
The scheme applies to groups of 100–300 international participants and requires coordination with the Tel Aviv Convention Bureau at least a year in advance. However, Bangera noted that the board is currently more flexible given the ongoing situation in the country. While no Indian groups have availed this in the past two years, the city is keen to collaborate and encourages early planning.
Jerusalem, on the other hand, offers significantly higher financial support to qualifying events. “For international conventions with a minimum of 300 participants and three-day duration, support ranges from NIS 75,000 (US$20,250) to NIS 1,000,000.(US$ 270,000). Incentive trips of 100 participants staying three nights with at least two full activity days are eligible for NIS 50,000 (US$13,500) to NIS 1,200,000 (US$324,000),” he added.
Though Indian participation is yet to resume, past large-scale groups hosted in Israel include 6,000 delegates from World System Builders in 2019 and 1,600 participants from Optical Center in 2021.
Sharing details of upcoming infrastructure to serve the MICE market, Bangera said that the InterContinental Jerusalem, set to open in 2026, will feature 237 rooms, a rooftop bar, spa and business facilities. “It blends modern design with Jerusalem’s historic charm,” she noted.
The Isrotel chain is also expanding aggressively, with seven new hotels planned by 2027. One of its flagship projects in Zion Square, Jerusalem, will include a skybridge linking heritage buildings and offering city views.
Israel is also investing in outreach initiatives. “Tel Aviv Global & Tourism will soon launch a Travel Agent Specialist Program in collaboration with Northstar, which aims to educate Indian agents on Tel Aviv’s offerings through structured content and interactive learning,” she shared.
While the past two years saw no MICE or business groups from India due to regional challenges, Bangera remains confident, “It is just a matter of time before we see great numbers from India. Our destination is promising and the support systems are in place.”
Bleisure remains key trend
Tourism boards are witnessing clear shifts in how Indian corporates travel. The destinations are adapting to the latest MICE trends as per the Indian market.
Culture-driven trips
According to Yun, “Indian MICE groups are looking beyond just conference halls.They want a mix of culture, wellness and engagement.”
While Seoul continues to attract large corporate groups, destinations such as Busan, Jeju and Gyeonggi-do are rising in popularity due to their scenic appeal and upgraded MICE infrastructure. These cities offer new backdrops to Indian groups for team bonding, creativity and executive retreats.
Experiential activities are driving the shift. “We have seen growing interest in hanbok try-ons, K-pop performances, Korean cooking, wellness spas and traditional tea ceremonies. These immersive experiences turn a formal meeting into a memorable cultural encounter,” Yun added claiming, “Indian MICE travellers are evolving and Korea is fully aligned with that evolution.”
Expanding beyond classics
For Orland, destinations such as Madrid, Barcelona and Valencia remain at the top of the MICE charts for Indian corporates. However, she was quick to point out, “We are observing a growing interest in destinations such as Seville, Granada, Málaga and San Sebastián. These cities offer outstanding MICE infrastructure at competitive pricing, combined with rich local heritage and charm.”
On the experiential front, traditional favourites such as flamenco performances and visits to UNESCO World Heritage sites still hold a valuable slot in itineraries. However, there is a noted surge in requests for outdoor activities, such as exploring natural parks and even adventure sports like skydiving.
She further averred, “Many Indian MICE travellers are combining business trips with their personal holidays, while extending the stay to enjoy Spain’s diverse regions.”
Incentives with Impact
Karmarkar shared that group structures are becoming more segmented. “While demand for large incentive groups of over 120 participants is still strong, we have observed a rise in smaller, high-impact leadership offsites and strategic meetings involving 10–20 delegates. These focused gatherings deliver value for companies looking to engage top talent or reward leadership.”
Cape Town remains the clear favourite for Indian MICE groups due to its picturesque settings, event-ready venues and leisure activities. However, itineraries are featuring Sun City, Knysna and even Durban. Johannesburg continues to attract business-driven delegations owing to its connectivity and professional infrastructure.
Experiences are getting more personalised and immersive. “There is a visible shift from standard gala dinners to private game drives, wine estate tours with Indian food pairings, CSR engagements with local communities and adventure-based team building activities like ziplining and sandboarding. Indian corporates are clearly looking to deliver once-in-a-lifetime incentives that blend nature, culture and a sense of exclusivity and South Africa can deliver on all these fronts,” Karmarkar explained.
Diversity in group sizes
Bangera, observed strong and consistent demand for MICE travel to Israel, with Jerusalem and Tel Aviv being the most preferred cities. “We have seen group sizes ranging from 30 to 300 pax, demonstrating Israel’s versatility in hosting both intimate and large-scale events with precision.”
From historical significance to modern innovation, Israel offers a powerful backdrop for Indian companies seeking substance and connection during their incentive travel programmes.
“Our support includes assistance for site inspections and tier-based benefits for confirmed groups.” – Myong Kil Yun, Regional Director, India & SAARC, Korea Tourism Organization
“Through its (Spain Convention Bureau) expertise and extensive network, Spain offers a variety of support for all organisational needs — be it congresses, trade fairs or incentive trips.” – Elena Orland, Director, Tourism Office of Spain in India
“We work closely with corporate planners, MICE operators and industry stakeholders to extend tailored support including assistance in curating customised itineraries, facilitating introductions to local suppliers and DMCs.” – Mitalee Karmarkar, Marketing and Communications Manager, MEISEA, South African Tourism
“Tel Aviv offers an incentive of 75 NIS (approx. US$20) per MICE participant who stays in the city for at least 2-3 nights.” – Amruta Bangera, Director of Marketing, India, Israel Ministry of Tourism
