Bharat as Global MICE destination – DekhoBharatDesh

The Meetings, Incentives, Conferences, and Exhibitions (MICE) industry is a booming business worldwide. Many countries actively promote themselves as MICE destinations, curating unique intellectual properties (IPs) around their cities to attract events.

Here are some established MICE powerhouses:

• Cannes
• Davos
• Dubai
• Malaysia
• Düsseldorf
• Chicago
• Cape Town
• Durban
• Bangkok
• Vietnam

These cities, and many others, have thrived by building entire ecosystems around MICE tourism. Business delegations, trade meetings, industry gatherings, knowledge-sharing programs, and industrial exhibitions all fuel the MICE engine. 

A thriving MICE industry creates a ripple effect, generating significant opportunities for airlines, hotels, tourist destinations, local communities, artisans, fashion designers, shopping centers, artists, and cultural events.

India (Bharat) has been diligently investing in world-class convention infrastructure across its diverse cities. These cities boast rich cultures and vibrant energy, extending far beyond the typical tourist hotspots like Goa.

It’s time for India to strategically position itself within global MICE networks, targeting:

• Corporations with offices in India: Encourage them to hold their annual meetings in India.
• International companies: Attract them to host investor meetings, dealer conferences, customer events, and product launches in India, leveraging the country’s stunning historical and natural backdrops and venues.

AAOBHARATDEKHO 

DEKHOBHARATDESH

“Dekho Bharat Desh” (Visit India) and “Aa Bharat Dekho” (Come, See India) are powerful campaigns that capture the essence of the Indian experience.

India offers a kaleidoscope of diversity – in food, languages, cultures, religions, businesses, ideas, music, dance, and technology. It’s a place where visitors can rediscover their humanity and connect with something deeper.

Unlike some countries that rely heavily on MICE to bolster their tourism industry, India enjoys a robust flow of conventional tourists. Its captivating culture, diverse destinations, distinct seasons, unique rituals, massive population, and vast geographical expanse ensure that traditional tourist hotspots are often bustling throughout the year.

However, to cater specifically to the MICE segment, India needs to develop dedicated resort destinations. While attempts like Aamby Valley and Lavasa haven’t fully succeeded, the concept holds promise. These havens should be meticulously designed to cater to tourists, especially large business groups.

It’s time for Bharat to look at exporting these amazing services aggressively to mass consumers at the global level. By strategically promoting its world-class infrastructure, cultural richness, and diverse offerings, India can become a leading player in the global MICE market.