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India as a MICE Destination

  • 03 Jan 2024
  • 3 min read

Source: PIB

Why in News?

The Ministry of Commerce & Industry is promoting India as a global MICE (Meetings, Incentives, Conferences, and Exhibitions) destination.

  • The objective is to showcase India's MSME sector, traditional handicrafts, artisanal offerings, weavers, and manufacturing prowess internationally.
  • The Ministry also unveils India’s ambitious Mega Events line-up for the coming months; Aatmanirbhar Bharat Utsav, Indus Food, Bharat Mobility Global Expo 2024 and Bharat Tex.

What is MICE (Meetings, Incentives, Conferences and Exhibitions)?

  • About:
    • MICE is a term used in the tourism and events industry to categorize and represent a segment related to business and corporate tourism.
      • MICE tourism involves organizing and hosting events, meetings, conferences, exhibitions, and incentives for companies and groups.
      • These activities aim to facilitate networking, knowledge exchange, business collaborations, and the showcasing of products and services within a professional or business context.
    • The main purpose is to create a networking platform for business, industry, government and Academic Community and engage in meaningful conversations.
  • Scope in India:
    • Core MICE infrastructure amenities are at par with most developed countries.
    • India has consistently improved its rank in World Bank Ease of Doing Business and WEF Travel and Tourism Competitiveness Rank (54th in 2021).
    • Growing Economic Strength of India.
    • India has progressed rapidly in the areas like Information Technology, and Scientific Research.
  • Global Scenario and India:
    • The International Congress and Convention Association (ICCA) brings out the ranking of countries and cities based on the international association meetings tracked by ICCA.
      • As per ICCA Country and City Rankings 2019, USA remained as number 1 country with 934 meetings out of a total 13,254 meetings followed by Germany, France.
    • India:
      • Indian MICE has less than 1% share in the estimated global MICE business despite the natural & cultural advantages of India and being one of the highest growing economies.
      • India is ranked 28th with 158 meetings in the 2019 ICCA ranking of countries.
  • Major Strategy:
    • “Meet in India” Brand for promoting MICE Industry.
    • Providing Infrastructure status for financing of MICE infrastructure.
    • Skill development for the MICE industry.
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