Outbound MICE (meetings, incentives, conferencing, exhibitions) activity in India is expected to witness strong growth going forward with increase in FDI inflows and the Indian businesses growing transnational.
In 2011, Indian outbound MICE market is estimated to be around $ 550-600 million. Around 1.5-1.8 million passengers travelled outbound due to MICE, according to a recent study done by Synovate Business Consulting, India.
Pharmaceutical, cement, FMCG, IT and financial services were the major industry verticals contributing to outbound MICE sector.
In 2011, many of the foreign national tourism boards recorded a double digit growth in Indian tourist arrivals under MICE segment. The arrival figures grew by 12 per cent in Hong Kong, 15 per cent in Malaysia, 30 per cent in Thailand and 40 per cent in Czech Republic.
Focussed strategy
With India being the third fastest growing global economy and its increasing dominance in international trade have compelled many foreign tourism boards to have a focused strategy for the Indian outbound MICE segment, the study said.
Countries such as Austria, Dubai, Jordan, Singapore, Indonesia, Mauritius, Turkey and Bhutan are offering discounted offers to woo large size groups from the Indian MICE market. New entrants such as Czech Republic, Spain, South Africa are formulating India-centric policy to tap the growing potential of Indian MICE market.
Czech Tourist Authority opened their office in Delhi in 2010, with a special focus on Indian outbound MICE and Bollywood industry. They also conducted roadshows in February 2011 for introducing Czech DMCs (destination management companies) and hotels to Indian travel operators as well as few of the corporate.
In 2011, South African tourist board launched an advertising campaign “Chalo South Africa” for Indian leisure and incentive trip organisers. In line with their marketing theme “Festive Hong Kong”, Hong Kong Tourist Board is planning to organise workshops for the incentive planners in key Indian cities.