Despite India’s inbound leisure tourism market being slower to recover post-lockdown than other countries, demand for business events has already surpassed pre-pandemic years.
“India’s appeal as a MICE destination has been strong in 2023. In fact, demand this year has surpassed pre-pandemic levels. This resurgence indicates that India’s MICE industry is making strides toward becoming a sought-after global destination,” said Ramanpreet Singh, vice president, growth & strategy, SKIL Events.
India’s G20 presidency role will thrust the country’s business events capabilities into the global spotlight, and showcase its ability to host global business events.
International business events which took place in India in 2023 include the India International Garment Fair 2023, World Startup Convention 2023, Global Natural Farming Expo 2023, India Med Expo 2023, and India International Jewellery Show 2023. These events attracted delegates from across the globe, including key markets like the US, the UK, Australia, the Middle East, Turkey, Singapore, Malaysia and Vietnam.
Jude D’souza, associate vice president, FCM Meetings & Events India, said: “The year 2023 is looking optimistic. FCM Consulting’s 1Q Report shows that face-to-face meetings are the number one reason for business travel. FCM Meetings & Events India has exceeded pre-Covid performance by more than 50 per cent as businesses enjoy the return of in-person meetings, catch-ups, and events.”
“There is still a backlog of product launches and conferences to come, hence the significant uptick in the MICE industry,” D’souza added.
Metro cities like Mumbai, New Delhi, Bengaluru, Kolkata, Chennai and Hyderabad are leading the demand for international business events.
Meera Charnalia, executive vice president and head – MICE, Thomas Cook (India), told TTGmice that the company has managed multiple domestic events across the country, as well as numerous inbound groups. This includes a group of 400 delegates travelling to the Delhi National Capital Region; another group of 300 delegates from 32 countries arriving in Delhi for an event, and a whopping 6,000 delegates from 130 countries gathering in Mumbai.
“Our pipeline for the year looks robust,” stated Charnalia.
Demand for incentive trips to India has also soared.
“Traditionally, India’s MICE industry has been centred around conferences, exhibitions, and meetings, with limited incentive demand. However, in 2023, the landscape has evolved. The year has seen a noticeable increase in the demand for incentive-driven events,” added Singh.
Despite these positive signs, industry stakeholders pointed out that India has yet to realise its true potential in the global business events landscape. Further infrastructure development and an aggressive marketing campaign are needed.
“India’s MICE industry has a high growth potential, (but it) requires sustained support from the government towards policy/regulations, (improved business events) infrastructure, and better connectivity and marketing,” opined Charnalia.
D’souza agreed: “Stronger marketing campaigns are required to showcase India’s diverse culture, attractions, unique experiences, and culinary offerings that delegates can enjoy.”
