UNLEASHING INDIA'S MICE POTENTIAL

The coming up of convention centres at Pragati Maidan and YashoBhoomi in the capital signals India's intent to be taken seriously in conferences and exhibitions segment

- Meha Mathur

India, with its rich cultural heritage, diverse landscapes, and historical significance, has long been poised to become a significant player in the Meetings, Incentives, Conferences, and Exhibitions (MICE) industry. However, despite its natural and cultural advantages, the nation’s share in the global MICE business remained less than one per cent.

As per data, India occupied the 28th position in the International Congress and Convention Association (ICCA) rankings for 2019, while the United States, Germany, and France consistently held the top positions. Similarly, the seven Indian cities that feature in the city rankings of ICCA also rank low – Delhi at 75th rank, Hyderabad at 159th rank, Bengaluru and Mumbai at 203th, Chennai at 201th, Goa at 307th and Ahmedabad at 424th rank. Nevertheless, the story is changing, and India is emerging as a compelling destination for MICE events.

India’s MICE Transformation

Over the past few years, India has embarked on a journey to unlock its MICE potential. This transformation has been marked by significant investments in event facilities, improved connectivity, and an enhanced hospitality infrastructure. One pivotal moment that catalysed this shift was the G20 Presidency held in India. It served as a platform to showcase the nation’s capabilities on the global stage and acted as a catalyst for change in the MICE landscape.