In an engaging panel discussion ‘Events building a strong case for tourism’ held at the 1st edition of ET MICE & Wedding Tourism Summit & Awards, moderated by Roshan Abbas, Creative Entrepreneur, Event Manager, Host & Actor, a group of industry experts delved into the potential of events and the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry in India. The speakers shared insights and ideas on how India can leverage its rich cultural heritage, advanced infrastructure, and policy interventions to boost tourism through events.The Impact of events on tourism
“Events indeed have a great impact,” shared Lalit Gattani, CEO, Showcraft Productions Pvt.Ltd. after kicking off the conversation on opportunity and potential of events for tourism.
He shared examples such as the Kashi Tamil Sangamam, a massive event that attracted people from all over the country, and the Rashtriya Sanskritik Mahotsav in Mumbai, which showcased diverse cultural elements.
Gattani, whose company has been excelling in event managing space across all the Indian states, emphasised Uttar Pradesh’s focus on building its image through events and highlighted the tourism promotion aspect of G20 meetings happening across various Indian cities.
“There is always a tourism promotion angle to G20 meetings happening in India, given the fact that footfalls are poised to increase in the destinations where the meetings are happening,” he shared.
Echoing his thoughts, Sanjoy Roy, MD, Teamwork Arts stated that the marvelous part about India’s G20 presidency is that it unlocks every state, allowing everyone to showcase their food, culture, and crafts. “We need to concentrate on doing more of that. G20 will not be successful unless we continue this message, where every state captures these photographs, messages, and experiences, and everyone who has come becomes an ambassador for our country,” he added.
Roy, whose company Teamwork Arts organises the globally renowned Jaipur Literature Festival every year, said that there has been an evolution in how cities respond to these events.
“The reason why JLF has been travelling the world now is the fact that cities now understand the impact that these events will bring along; they understand the cultural project which will enhance tourism and related opportunities,” shared Roy.
The JLF, which was started 16 years ago in the Indian city of Jaipur, now features its International editions in the US, UK, Canada, Australia, the Maldives and now Spain, attracting thousands of eminent speakers and visitors each year.
Power of perception & effective marketing
Also speaking on the panel, Chander Mansharamani, Co-Chairman of the ICC Tourism Expert Committee, emphasised the need to create a positive perception of India as a MICE destination and stressed the need for a comprehensive MICE policy and effective marketing strategies.
He also shed light on his committee’s efforts to propose policies and interventions that facilitate conferences and meetings in India. He informed that a recent corpus fund of INR 66 crores has been initiated by the Ministry of Tourism, which supports bids for international conferences, with the state governments contributing 50 per cent of the cost.
Mansharamani also stressed the importance of financial support for bidding processes and providing incentives to MICE organisers to choose India as their destination.
“India possesses a commendable infrastructure when it comes to hosting conferences and meetings. With the MICE policy finally in place, our primary concern lies in effectively promoting India as a MICE destination,” he said.
“Surprisingly, despite my extensive industry experience, I have remained unaware of the existence of over 700 convention centers across our country. This knowledge gap underscores the dire need for robust marketing efforts to showcase this segment’s potential. It is imperative that we dedicate ourselves to enhancing the marketing strategies in order to maximise the benefits of India’s MICE industry,” he added.
Despite the MICE policy already in place, further implementation and enhancements are needed, Mansharamani said.
He recommended organising roadshows worldwide, conducting site visits for convention organisers, participating in international trade fairs, and focusing on skill development to cater to international delegates. “Looking at the lack of professionals catering to the outbound MICE traffic in India, we have initiated a request with the Ministry of Tourism to come up with a skill development policy.”
Reiterating the significance of changing perceptions about India, Mansharamani cited an example where visitors from Canada were amazed by the beauty and richness of the places they visited, dispelling their previous misconceptions about India. Here, he pitched the need for a ‘centralised/ national body supported by the government to promote India’s convention offerings globally’.
Adding to this, Roy stressed the need to focus on providing efficient services, showcasing India’s diverse offerings, and addressing any perception gaps.
“Why is it that destinations like Ras Al Khaimah, Dubai, or Singapore attract a significant influx of MICE traffic? It’s because as soon as you arrive, you are assured of efficient handling and a seamless experience. In India, regrettably, we fall short in this aspect. We need to present a uniform standard, ensuring visitors a minimum level of comfort and easy accessibility,” he said.
“When we invite people to come to India, we must focus on showcasing our safety, cleanliness, environmental consciousness, efficiency, and world-class hospitality and cuisine. These attributes are undeniably true, and it is crucial that we spread this message far and wide,” Roy added.
The ambassadors from countries including Turkey, Jamaica, Azerbaijan, Costa Rica and Spain, came together at the 1st edition of the Economic Times MICE & Wedding Tourism Summit and Awards, organised by ETTravelWorld. With each ambassador showcasing their country’s unique offerings, the immense potential of MICE and wedding tourism were brought to light as lucrative sectors for global travellers.
The Call for Collaboration
Recalling the collaborative efforts during the Covid-19 pandemic, where agencies, MICE organisations and associations like EEMA and industry professionals came together to promote India, Roy emphasised the importance of unity among various stakeholders in the industry.
“Unfortunately, ever since the onset of Covid, we haven’t had the opportunity to hold our meetings. However, it is crucial that we make such gatherings a regular feature. Our focus should not solely be on the advertising agencies and selling the exotic. The world is already familiar with India to varying degrees. What truly demands our attention is the existence of 700 convention centers and hotels that we previously mentioned.”
“We need to place ownership at the forefront. We need to collectively talk more about everything—our heritage, identity, our history—in terms of what’s happening here and now. It’s not just a nostalgic or exotic experience, but a transformative one. It may make for a brief social media experience, but it’s important for us to do much more of that across the board,” stated Roy.
Gattani echoed his sentiments, urging a positive and proactive approach to marketing India. He recommended that the initiatives can only be carried forward effectively with an active collaboration between the hotel industry, events industry, and the government to promote India’s strengths, such as its rich heritage and cultural offerings.
Gattani asserted that instead of waiting for everything to be perfect, “India should focus on projecting its strengths and building partnerships to promote the country effectively.”
The panel also explored the role of technology in promoting India as an event venue. Gattani revealed plans of one of the ministries for creating 360-degree films on lesser-known and unheard destinations in India, showcasing the country’s unique attractions.
“Led by a proactive government, supported by innovative technology, and driven by collaboration, India is poised to emerge as a coveted MICE destination on the global map,” the panel concluded with a common vision.
