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Final Report on MICE Market in India and the Role of ICPB in Promoting MICE Tourism Products

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Final Report on MICE Market in India and the Role of ICPB in Promoting MICE Tourism Products Final Report On MICE Market In India And The Role Of ICPB In Promoting MICE Tourism Products Submitted By: Majestic Market Research Support Service Ltd. New Delhi June, 2019 Acknowledgement MICE Tourism is one of the key revenue spinners of travel and tourism economy in modern times. UNWTO recognizes the inherent strength of MICE industry and has been instrumental in identifying and popularizing MICE destinations across the world. As per ICCA rankings, India has improved its position substantially in the recent times, when it hosted 175 meetings in 2017 compared to 143 for the previous year, thus leaping and improving its position by seven positions from 31 in last year. This report is based on the basis of extensive secondary research along with interviewing more than 700 stakeholders spread across 12 MICE destinations. We, Majestic MRSS Ltd are expressing sincere gratitude to Shri Yogendra Tripathi, IAS, Secretary (Tourism) Ministry of Tourism, Government of India & Shri Suman Billa, IAS, Joint Secretary (Tourism) Ministry of Tourism, Government of India for entrusting this prestigious study. This study has been immensely benefitted from the technical inputs from Shri Vikas Rustagi, Joint Director General, Smt. Madhu Dubey, Executive Director, ICPB, Shri Chander Mansharamani, Vice Chairman, ICPB and A.S.Saxena, Asst. Director General & Smt. Smt. Mini Prasanna Kumar, Director (MR) without their active participation the study could not be accomplished as per the research mandate & unable to achieve true insight towards MICE Tourism in India. Also, we are grateful to Shri P.C. Cyriac, Addl. Director General (MR) for extending all possible support and co-operation during the execution of the assignment. We would also like to thank Ms. Asqa Ilahi (Dy. Director) & Shri S.K. Mohanta for providing us necessary guidance and support always. Last but not the least; Majestic MRSS Ltd. is thankful all respondents interviewed during the execution of this assignment, foreign tourism board, industry associations etc. for continuous co-operation and support. Study on MICE Market and role of ICPB in promoting MICE Tourism 2: Table of Contents Executive Summary Contents Executive Summary ....................................................................................................................................... 7 1) Introduction ........................................................................................................................................ 10 a) Terms of Reference ........................................................................................................................ 11 b) Scope of Work ................................................................................................................................ 12 c) Methodology Adopted ................................................................................................................... 13 i) Overview of activities undertaken ................................................................................................ 13 Table 1.1: Detailed Activities of the Evaluation Stage .............................................................................. 13 (2) Interaction .................................................................................................................................. 14 (3) Interpretation ............................................................................................................................. 14 ii) Estimation ....................................................................................................................................... 15 iii) Estimation Process Adopted for International Inbound MICE Tourism ................................... 16 iv) Primary Survey ........................................................................................................................... 17 (1) The Mandate .............................................................................................................................. 17 (2) The Hitch ..................................................................................................................................... 17 (3) The Process followed ................................................................................................................. 17 2) The MICE World – Global ................................................................................................................... 20 a) The Concept, Inception and Evolution .......................................................................................... 20 b) MICE events across the world ........................................................................................................ 25 c) Industry Segments investing in MICE ............................................................................................ 28 d) Leading MICE Associations – Comparative evaluation of success stories .................................... 29 e) Leading Convention Promotion Bureau – Comparative Assessment ........................................... 38 g. Assistance provided by selected leading Convention Promotion Bureau ...................................... 44 3) The Future of MICE ............................................................................................................................. 47 4) A snapshot on the primary findings................................................................................................... 49 a) Feedback from Hosts/ Venues ....................................................................................................... 49 b) Genre of Events .............................................................................................................................. 49 c) Preferred city for Events ................................................................................................................ 50 d) Future of MICE ................................................................................................................................ 50 5) MICE Tourism in India ........................................................................................................................ 51 Study on MICE Market and role of ICPB in promoting MICE Tourism 3: a) Evolution of the concept in India ................................................................................................... 51 b) India’s relative positioning over last few years ............................................................................. 51 c) Overview of Infrastructural amenity ............................................................................................. 51 d) Opportunities for MICE tourism in India ....................................................................................... 53 e) Major Destinations ......................................................................................................................... 53 f) Segmentation of States in India based on MICE Tourism potential ............................................. 55 g) ICPB and it’s role in evolution of MICE in India ............................................................................. 56 6) Estimation of Market Size of MICE .................................................................................................... 57 a) Global .............................................................................................................................................. 57 b) India ................................................................................................................................................ 57 c) Economic Impact of Indian MICE Tourism ..................................................................................... 62 d) Market Size of other tourism products in India ............................................................................ 62 i) SWOT of India as a MICE destination ............................................................................................ 63 7) Structure of MICE Convention Bureaus in other countries .............................................................. 64 Singapore Exhibition & Convention Bureau (SECB) ................................................................................ 69 8) Critical Evaluation of ICPB’s role in developing India as a MICE destination ................................... 70 a) Current Structure of ICPB ............................................................................................................... 70 b) Major Strength s and Weakness of the current structure and function ...................................... 72 c) Some feedback from the ICPB Board members ............................................................................ 72 d) Issues and Impediments faced ....................................................................................................... 75 e) Issues to address and focus upon .................................................................................................. 76 f) Ways and means to address the issues ......................................................................................... 76 g) Proposed Transformation of ICPB ................................................................................................. 77 h) The New Role .................................................................................................................................. 78 i) The proposed
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