India’s gradual ascent to being a MICE destination

India has always enticed tourists and business honchos alike. Adorned with the choicest of treasures, it is hard to paint India’s varied culture and tradition in broad strokes. India is a land that nurtures the best of both traditional and modern worlds and has emerged to be a melting pot for investors from across the world.


India is currently witnessing a boom of entrepreneurship, which sees it being host to a lot of MICE activities. A recent global Destination Index revealed that the top MICE (Meetings, Incentives, Conferences, and Events) destinations for meetings and incentives were in Asia, Europe, the Middle East, and the United States. Along with their scenic and architectural beauty, Indian hotels have been upping their game with state-of-the art conference rooms, meeting halls, exhibition centres and more. India has now risen to become one of the top MICE destinations within Asia, which is the second largest preferred MICE destination globally.

The fastest growing section in the international sector, MICE typically relates to the international industry that has evolved to plan and organise the hosting, management and promotion of networking of tourism businesses with other businesses (B2B) and of tourism businesses with consumers (B2C). It enhances and transforms a mundane all-work-no-play event into a fun and memorable experience for the individuals participating. Exhibitions are growing to become grander and more impressive than before with the introduction of experiential events into the scenario. Additionally, MICE tourism also contributes significantly to the development of a tourism destination.

India understands the requirements of an ideal event and has grown to offer state-of-art conference venue options, seamless connectivity, cutting-edge technology, exceptional accommodation and dining options, and fantastic sightseeing choices among professional services that aim to elevate experiences beyond expectations. However merely the provision of these basic amenities does not satisfy the average MICE traveller. There is a growing emphasis on enhancing the over-all experience of the event. Enriching incidents and providing experiential activities are becoming the need of the hour and are considered more important than just the functionality of accommodations and dining options. Not just amenities, the fact that India is one of the largest English-speaking countries, also makes it ideal for people of all nationalities to communicate here.

Experiential activations are executed with a purpose of developing a physical and emotional engagement with the brand in concern. They additionally endeavour to create opportunities to grow relationships with the participants beyond a physical experience via digital interactions. Often integrated with digital activations, experiential activations aspiringly try to build brand affinity and develop an emotional connection between the brand and participant. The quality of the activation is highly dependent on the amount of engagement generated. However brands must rely on offering experiences that are extraordinary and bold in nature to effectively engage a larger group of participants. Being culturally diverse, technologically adept and spiritually inclined, India is able to blend a variety of these elements to churn out exotic and enticing experiences that captivate participants and leave them enthralled.

Being well connected via road, air, and rail, India is accessible to every country world over. At the peak of its infrastructural development, it allows an exploration of a rich mix of heritage and culture that complements various recently erected hotels and structures.

Amid the numerous ways that India is glorified as a tourist paradise, there are multiple avenues for business opportunities that are no less than business standards. With every factor included, India is slowly but surely ascending into the limelight as a preferred destination for MICE events in Asia.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house

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mazhar nadiadwala

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