The Ministry of Commerce & Industry is stepping into the global arena to champion India as a prime destination for MICE (Meetings, Incentives, Conferences, and Exhibitions). The ambition springs from a desire to internationally showcase India’s Manufacturing prowess, traditional handicrafts, MSME sector, artisanal offerings, and the skill of its weavers. Also on the anvil are mega events like the Aatmanirbhar Bharat Utsav, Indus Food, Bharat Mobility Global Expo 2024, and Bharat Tex slated for the coming months.
Understanding MICE
MICE isn’t just a group of rodents; it’s a buzzword in the tourism and events industry representing a significant business and corporate tourism segment. It involves arranging and hosting business group meetings, conferences, exhibitions, and event-based incentives. This platform serves to facilitate networking, promote knowledge exchange, foster business collaborations, and showcase products and services within a business or professional setting.
The Indian Landscape for MICE
When it comes to core MICE infrastructure amenities, India stands toe-to-toe with the world’s most developed countries. Consistent improvements in World Bank Ease of Doing Business and WEF Travel and Tourism Competitiveness Rank (54th in 2021) are testament to this fact. India is rapidly progressing in sectors like Information Technology and Scientific Research, further strengthening its economic standing.
India Versus the Global MICE Scenario
According to the International Congress and Convention Association (ICCA), every year, they rank countries and cities based on the international association meetings they track. The ICCA Country and City Rankings 2019 placed the USA at number one with 934 meetings out of 13,254 meetings, with Germany and France trailing behind. In contrast, despite its natural and cultural advantages and soaring economy, India’s MICE contribution is less than 1% of the estimated global MICE business. It ranks 28th with 158 meetings in the 2019 ICCA ranking of countries.
India’s Strategy to Boost MICE
India is launching a major campaign to promote the MICE industry, dubbed “Meet in India.” It also includes provisions for infrastructure status for financing of MICE infrastructure and skill development specific to the MICE industry.
Last Modified: February 23, 2024