India’s Meetings, Incentive, Conferences, and Exhibitions sector (MICE) is experiencing a remarkable growth, with a rate of expansion of approximately 8 per year. It is currently valued at around INR25,000 crore. MICE benefits from a return to pre-pandemic corporate travel levels as well as an increase in demand for in person events, cutting-edge technology innovations, and sustainability efforts.
Andrew Baturin (Chief Marketing Officer, Tumodo), a leading business-travel platform, highlighted India as a destination that is gaining in popularity for MICE. “We see an immense growth potential for India’s MICE industry, driven by an increasing number of conventions and international meetings that are held in India. India’s position in the International Congress and Convention Association ranking continues to improve. It has further established its position as a center for global conferences and event,” Baturin explained.
India’s MICE industry benefits from its extensive infrastructure. It includes more than 1300 hotels in the star-category and over 70 convention centres that can host international exhibitions and summits. Delhi, Mumbai Bangalore, Hyderabad and Chennai are becoming more popular for their high-quality facilities and government support in promoting MICE tourism.
The Indian government, at both the central and state level, invests heavily in promoting MICE Tourism. India’s strategic location and this, combined with the government’s investment in MICE tourism, will help the country become a major MICE destination within the Asia-Pacific area,” Baturin concluded. Notably, Hyderabad is emerging as a key MICE city, providing an alternative venue to traditional hubs Delhi and Mumbai.
After the pandemic, the adoption of hybrid and digital event formats has become a key driver of growth for the MICE sector. Baturin said that many conferences are now incorporating cutting-edge technologies, such as augmented or virtual reality (AR), mobile apps and gamification, to enhance the engagement of attendees.
“Post-pandemic businesses are eager to reconnect physically, but they’re also leveraging technology in order to create a seamless event for remote participants.” MICE is embracing tools like end-to-end platform, mobile apps to facilitate networking, and digital showcasing.
MICE Sustainability: A key focus
In India, sustainability has become a major theme. Eco-friendly practices are increasingly important in event management. This includes everything, from waste reduction and responsible procurement to energy-efficient facilities and green certifications.
YashoBhoomi is one of India’s newer convention centres and a shining example of sustainability within the MICE industry. The venue has features such as wastewater treatment systems, solar panels on the roof, and rainwater harvesting. It also earned the Green Cities Platinum Certification from the Indian Green Building Council. These initiatives reflect a growing demand for environmentally-conscious and responsible tourism.
Personalisation & emerging destinations
As corporate travellers look for more memorable and customised experiences, personalisation is becoming a major aspect of MICE. Baturin said that MICE organizers are increasingly creating bespoke itinerary and exploring unconventional destinations which offer unique experiences.
Northeastern India has gained attention as a promising MICE location, offering a mix of cultural and natural attraction. MICE tourism in destinations like Vietnam and Peru, which offer a mix of culture and modernity, is also growing.
“We are seeing an increased interest in lesser known regions and more adventurous locations.”
This demand for unique experience is driving the MICE industry to explore non-traditional destinations,” Baturin said.
Tumodo, as a major player in corporate travel, is adapting to MICE’s growing demand by dedicating resources for specialized MICE needs.
“We have created a dedicated MICE team to manage the growing MICE requirements in line with our business strategy. As India continues its promotion as a business-friendly location, through campaigns such ‘Incredible India.’, we are confident the MICE sector is going to grow even further,” Baturin concluded.
