A description of the various prospects of MICE tourism in India.

1. BY
ASISH,
PINKY,
PERSIS,
GEDION,
SANJAY,
PHEIDARISHA,
SIMANTA
Ys are

2. Introduction
 MICE stands for Meetings, Incentives, Conferences and Exhibitions. This is therefore a
business-oriented segment, involving obligatory (or non-discretionary) travel.
 The Incentives part of MICE is the odd one out – though it is related to business, as it is
usually provided to employees or dealers/distributors as a reward, it tends to be leisure
based.
 MICE is usually used to refer to a particular type of tourism in which usually large
groups planned well in advance are brought together for some particular purpose.
 MICE industry has been developed in Europe and America for over a century.
 Data revealed by International Congress and Convention Association (ICCA)
indicated that every year, there are a total of 400,000 conferences and exhibitions
held at the world at the total outlays of US$ 280 Billion.
 The Global Association Of the Exhibition Industry (UFI) pointed out that MICE industry
would yield as high as US$ 1.16 trillion annual output value including US$ 400 Billion for
conferences and US$760 Billion in Exhibitions.

4. THE MAJOR PLAYERS IN THE CONVENTION CENTERS ARE:
 Convention and Visitors Bureaus(CVBs)
 Meeting Planners and their Clients
 Convention Centers
 Specialized Services
 Exhibitions

5. CONVENTION AND VISITORS BUREAUS(CVB):
 Convention and visitors bureaus are major participants in the meeting
convention and expositions market.
CVB comprises a number of visitor industry organizations representing the
various industry sectors:
1. Transportation
2. Hotels and Motels
3.Restaurants
4. Attractions
5. Suppliers
A bureau has 5 primary responsibilities :
 To enhance the image of tourism in the local /city area.
 To market the area and encourage people to visit and stay longer.
 To target and encourage selected associations and others to hold
meetings, conventions and expositions in the city.
 To assist associations and others with convention preparations and to give
support during the conventions.
 To encourage tourist to partake of the historic, cultural and recreational
opportunities the city or area has to offer.

6. Destinations Management Companies(DMC)
A DMC is a service organization within the visitor industry that offers a host of programs and
services to meet client’s needs.
Sales manager associated with DMCs obtain leads, which are potential clients, from the following
sources:
 Hotels
 Trade Shows
 Convention and visitors Bureau
 Cold Calls
 Incentive Houses
 Meeting Planners
Its sales manager has a staff or team that would include the following people :
Special events manager, who will have expertise in sound ,lighting, staging, etc.
Accounts managers who is assistant to the sales manager.
A theme-events creative director.
Audiovisual specialist.
Operations manager, who coordinates everything, specially on-site arrangements, to ensure
that what is sold actually happens.

7. MEETING PLANNERS :
Meeting Planners may be independent contractors who contract out their services to both
associations and corporations as the need arises, or they may be full time employees of
corporations or associations.
The meeting planner’s role varies from meeting to meeting, but may include some or all of the
following activity.
Pre-Meeting Activities:
 Estimate attendance
 Plan meeting agenda
 Establish meeting objectives
 Set meeting budget
 Select city location and hotel/convention site
 Negotiate contracts
 Plan exhibition
 Prepare exhibitor correspondence and packet
 Create marketing plan
 Plan travel to and fro from site
 Arrange ground transportation
 Organize shipping
 Organize audio visual needs
On-Site Activities:
 Contact pre-events briefings
 Prepare VIP plan
 Facilitate people movement
 Approve expenditures
Post-meeting Activities :
 Debrief
 Evaluate
Give recognition and
appreciations
 plan for next year

8. Service Contractor:
 Service Contractors are responsible for providing all of the services needed to run the facilities
for a trade show.
 The service contractor is hired by the exposition show manager or association meeting
planner.
 Today most of the service companies that can take reservations, prepare lists, and provide all
kind of services via the Internet for meeting planners.
ASSOCIATIONS:
Associations are groups that held annual meetings and conventions with speeches,
entertainment, an educational program, and social events.
TYPES OF ASSOCIATIONS:
An association is an organized body that exhibits some variety of volunteer leadership structure
and that may concern an activity or purpose that members share in common. The association
is generally organized to promote and enhance that common interest, activity or purpose.

9. THE VARIOUS TYPES OF ASSOCIATION:
 Trade Associations
 Professional Associations
 Medical and Scientific Associations
 Religious Organizations
 Government Organizations
TYPES OF MEETINGS, CONVENTIONS AND EXPOSITIONS:
Meetings:
Meetings are conferences, workshops, seminars, or other events designed to bring
people together for the purpose of exchanging information.

10. ON THE BASIS OF FORMAT MEETINGS CAN TAKE ANY ONE OF THE FOLLOWING
FORMATS:
 Clinic: A workshop type educational experience in which attendees learn by doing.
 Forum: Usually experts in a given field take opposite sides of an issue in a panel discussion, with
liberal opportunity for audience participation.
 Seminar: A lecture and a dialogue that allow participants to share experiences in a particular
field. Guided by an expert usually attended by 30 or less
 Symposium: An event at which a particular subject is discussed by experts and opinions are
gathered.
 Workshop: A small group led by a facilitator or trainer generally includes experiences to
enhance skills or develop knowledge in a specific topic.

11. TYPES OF MEETINGS ON THE PURPOSE OF MEETINGS:
 Annual Meetings: Held by corporations or associations to inform their members of previous and
future activities.
 Board Meetings, Committee Meetings, Seminars and Workshops, Professional and Technical
Meetings: Board
 Corporate Meetings, Convention and Expositions
 SMERF
 Incentive Meetings
 Association Meetings

12. CONVENTION AND EXPOSITION :
Conventions are generally larger meetings with some forms of
exposition or trade show included. This convention raise a large
part of association’s budget.
Convention are not always held in convention centres ; in fact
the majority are held in large hotels over a three to five days
period.
Exposition are events that bring together sellers of product
and services at a location (usually at convention centre) where
they can show their product and services to a group of
attendees at a convention or a trade show.

13. PLANNING MEETING
• Meeting planning includes, the planning ,the setting of proper
arrangement of a meeting and also evaluation of postmeeting.
Under meeting planning we have needs analysis this is done to
analysis or to determine the purpose and the desired outcome of a
meeting.
• The key to a productive meeting is the meeting agenda. The
meeting agenda provides the framework for making meeting
objective.

14.  Budget are planned for different activities and it fluctuates for different sites.
Request for proposal and site inspection and selection:
it is very important that clear meeting specification are developed in the form of written
request/quotes rather than calling up hotels to get a quote.
Negotiation with the convention center or hotels:
this is normally dealing and negotiating with the rates of hotel rooms, caterers, banquet and
conference department.
Contract:
once the meeting planner and the hotel or converence facility have agreed on all the
requirements and costs, a contract is prepared and signed by the planner, the organization
and the hotel or convention center. the components that make up an enforceable contract
include the following :
 an offer
 consideration
 acceptance

15.  Organizing and pre conference meeting :
This procedure takes about three to six months ,however large meetings
takes longer and are booked an year in advance.
Conference Event Order:
A conference event Order has all the information necessary for all the
department employees to be able to refer to for details of the set up
and the conference itself. For Eg. Arrival, departure, food and beverage
and the cost of items so that the billing can be done.
POST EVENT MEETING:
A post event meeting is held to evaluate the event- What went well and
what could be improved for the next time.
Larger conference have staff from the hotel or convention center where
the event will be held the following year, so that they can better
prepare for the event when it is held at their facility.

17. CITY CENTRES
 Convenient to reach by air and transportation
 Plenty of action in a major city centre: attractions range from cultural
to scenic beauty
 Most cities have a convention centre and several hotels to
accommodate guests
 E.g.- Marina Bay Sands
The Sands Expo and Convention Centre is not only Singapore's largest
and most flexible exhibition and meeting venue, but features the
island's largest hotel as well.
Marina Bay Sands has been crowned as Asia's Best MICE Hotel and
second place for Asia' s Best Convention and Exhibition Centre

18. Contd…
 Marina Bay Sands is an integrated resort fronting Marin Bay in Singapore.
Developed by Las Vegas Sands, it is billed as the world's most expensive
standalone casino property at S$8 billion, including cost of the prime land
 With the casino complete, the resort features a
 2,561-room hotel,
 1,300,000-square-foot (120,000 m2
) convention-exhibition centre,
 the 800,000-square-foot (74,000 m2
) The Shoppes at Marina Bay
Sands mall, a museum, two large theatres, seven "celebrity chef"
restaurants, two floating Crystal Pavilions, an ice skating rink, and the
world's largest atrium casino with 500 tables and 1,600 slot machines.
 The complex is topped by a 340m-long SkyPark with a capacity of
3,900 people and a 150m infinity swimming pool, set on top of the
world's largest public cantilevered platform, which overhangs the
north tower by 67m.

19. MARINA BAY SAND HOTEL

20. CONVENTION CENTRES
 Host the largest exhibitions, which can be responsible for adding several million
dollars in revenue to the local economy
 Huge facilities with parking, information services, business centers, and food
and beverage facilities included in the centers
 Corporations owned by a country, city, or state governments
 Operated by a board of appointed representatives from the various groups
having a vested interest in the successful operation of the centre

21. CONVENTION CENTRES
 In addition to the mega convention centers, a number of prominent centers
also contribute to the local, state, and national economies.
 E.g. – The Rhode Island Convention center.
The $82 million center, representing the second largest public works
project in the state history , is located in the heart of downtown
Providence, adjacent to the 14,500- seat Providence seat center. The
365,000- square foot center offers a:
 100,000-sq-foot main exhibit hall
 20,000- sq-foot ballroom
 18 meeting rooms, and a
 Full-service kitchen than can produce 5000 meals per day.

22. CONVENTION CENTRES
 The exhibit hall divides into four (4) separate halls, and the facility
features its own telephone system, allowing individual billing
 A special rotunda function room at the front of the building features
glass walls that offer a panoramic view of downtown Providence for
receptions of up to 365 people
 Extensive use of glass on the façade of the center provides ample
natural light throughout the entrance and pre function areas.

23. Rhode Island Convention center

24. CONFERENCE CENTERS
 Specially designed learning environment dedicated to hosting and
supporting small- to medium- sized meetings, typically, including
between 20-50 people
 They are designed to encourage sharing of information in an inviting,
comfortable atmosphere and to focus sharply on meetings and what
makes them effective
 Although the groups that hold meetings in conference centers are
typically small in terms of attendees, there are thousands of small
meetings held every month
 E.g.- Kolkata Convention Center

25. KOLKATA CONVENTION CENTER

26. HOTELS AND RESORTS
 Offer a variety of locations from city center to destination resorts
 Many hotels have ball rooms and other meeting rooms designed to
accommodate groups of various sizes
 They all have websites and offer the services of meeting planners to
help with the planning and organizing of conferences and meetings
 There is plenty of competition among hotels to get the business,
once a meeting planner is seeking a venue for a conference

27. CRUISE SHIPS
 A cruise ship meeting is uniquely different from the regular meeting
setting .
 It offers a number of advantages to the attendees such as
discounts, complimentary meals, less outside distraction while at
sea, entertainment, and visiting more than one destination while
unpacking only once
 E.g.- Alaska, the Caribbean, Hawaii and Mexican Riviera

28. ALASKA CRUISE SHIP

29. COLLEGES and UNIVERSITIES
 Colleges, universities, and their campuses are being used as
alternative venues for meeting places.
 The paramount consideration in contemplating use of campus-
based facilities is to know the nature of the target audience
 The relative cost of campus-based meetings is most of the time
less expensive than a medium-priced hotel

30. Major Requirements of A MICE Industry

31. MICE industry is characterized by 3 highs, 3 larges and 3
Excellences.
The 3 HIGHS:
 High Potential Of Growth
 High Added Values
 High Innovative Effectiveness
The 3 Larges:
 Large output
 Large chances for employment
 Large industrial association
The 3 Excellences:
 Excellent Advantage for human resources
 Excellent Advantage in Technology and Know how
 Excellent advantage in utilization of asset utilization

32. MICE is Used Normally by
 Corporate companies
 Associations
 Educational Institutions
 Sporting Organizing
 Event Organization
 Trainers / Speakers / Facilitators
 Exhibition Organizers
 Special Events
 Educational Courses
 Product Launches
 Award Functions
 Graduation Balls
 Etc …….

33. Brief Profile of consumers:
Main Source Market:
 Varies considerably –
although is slightly skewed
towards the 30-45 age
group, and around 65%
male.
 United States
 Germany
 United Kingdom
 France
 Italy
 Spain
 Scandinavia

34. Emerging Markets: (BRIC)
• Russia
• India
• China
• Brazil
Main Competing Destinations:
Destinations for MICE tourists are Influenced by safety and security. However,
there is also a desire to find new destinations, although they need to be deemed
politically safe to travel to.
Some of the most popular MICE destinations include:
• Vienna, Austria
• Paris, France
• Singapore
• Barcelona, Spain
• Berlin, Germany
• New York, United States
For the incentives segment, however, up-market resort locations in areas such as
Asia and the Indian Ocean are popular.

35. Key Tour Operators:
World Incentives : United States
Maritz Incentives : United States
Capital Incentives : United Kingdom
World Events : United Kingdom and United States

36. Websites are important - a survey found that 50% of meetings/incentives planners
consulted a website for a source of information. 20% of meetings and incentives
planners in the United States consulted national tourism organizations for
information.
Industry specific MICE magazines aimed at companies that participate in the MICE
industry include:
 United States: Incentive Magazine
United States: Corporate Meetings Magazine
United Kingdom: Incentive Travel and Corporate Meetings Magazine
Germany: TW Tagungs-Wirtschaft (circulation around 22,500 – bilingual)
Germany: Event Partner (circulation around 20,000)
Key Points for Marketing and Distribution:

37. Benefits Of MICE to The Local Community:
 Direct and immediate economic benefit derived from delegate
expenditure:
 Creating direct and indirect employment
 Income and profit for business
 Taxes for government
 Cultural and professional exchanges
 Showcasing new research
 Capacity building through access to international and national industry
leaders
 Providing education and professional development and finally
strengthening the positioning for the city, industry or country.

38. Additional Business Events Leads to repeat many leisure tourism with
many delegates returning to the destination at a latter time for
holiday or bringing with them their family and friends.

39. Direct income/expenditure :
Direct expenditure contributes directly to a
variety of goods and services in the community
including hotels, convention centres,
restaurants, transport, printers, food and
beverage suppliers, florists, audio visual and
touring activities.
 Leisure tourism products and services such as
tour operators, local attractions, spas and shops
may also benefit from delegates partners and‟
families.
 Delegate expenditure also has a flow-on
effect through the economy to the truck drivers
that deliver the food, to the farmers that grow
the fruit and vegetables and herd the cattle. It
doesnot stop with the hotels and convention
centres. In fact, it is generally accepted that
stand alone convention centres only attract
between 5-10% of this expenditure.

40. Community Infrastructure
 The financial benefit of business events also encourages infrastructure
development within the city or destination. For example, the local ACT
Government in Canberra understands the value of business events and
has recently reinvested $30M to refurbish the National Convention
Centre.
 There has been a huge injection of investment in the business events
industry through the development of large hotels and convention
centres. Singapore is another stand out example of a city that is using
the attraction of business events to grow high potential industries.
 For example attracting the World Monetary Fund Conference to grow
the financial services sector and strengthen the role of Singapore as a
financial epi-centre of Asia. 12 new office blocks are planned to house
the headquarters of financial services firms in the city, with the WMF
business event an integral component of the growth strategy and
infrastructure expansion.

41. Networking & Industry knowledge exchange
 Organizations and individuals share a
fundamental need to meet in person
to interact, make connections and
maintain relationships, through
conferences and other business
events.
 networking and educational
opportunities promote the exchange
of information in industry best
practice, latest technologies and
leading research.
 It is widely recognized that this
exchange can only partly be
achieved through less „rich forms of‟
communication like email or
telecommunication.
 It is generally accepted by the
industry that the benefits of a business
event are maximized in the host
destination.
Tradeshow at National Convection Centre
CSIRO Black Fountain Laboratary

42. Collaboration & industry platform
 Canberra is renowned for the abundance of research and learning
institutions for example the Australian National University and CSIRO .
 Business events in Canberra also make a positive contribution to industry
development.
 By conferencing in Canberra local industry professionals and students
have the opportunity to gain further knowledge and industry expertise
from international and national experts and discipline leaders.
 For example, the Australian Seed Federation Conference being held in
Canberra in November 2009 provides a unique opportunity for the
leading researchers at CSIRO s division of Plant Industry to present their‟
findings and share ideas on wheat breeding and sustainable agriculture
with a captive audience.

43. Influence
 Business events provide an opportunity
for local delegates to network and
interact with industry colleagues from
other destinations and countries, experts
and government officials and build vital
business networks for trade.
 Canberra, the home of Australian Federal
Government, offers an enviable
opportunity to leverage government
officials and decision makers through
involvement in the conference program
and provides a platform to communicate
industry messages and challenges to
influence government policy.
 A prime example is the Early Childhood
Australia Conference, held in October
2008. A key note speaker at this
conference was the federal Minister for
Education, the Honorary Julia Gillard MP.
Ms Gillard demonstrated the
governments support and focus on
education and this occasion allowed
Early Childhood Australia to convey the
industrys position and future requirements
to the government.
Ms Julia Gillard & Mr Bill Shorten at Essendon Keilor College
Hospitality students setting up at the Restaurants at
Canberra Institute of Technology

44. Employment & social benefits
 The business events industry has sometimes been underestimated as a critical
success factor in high performing markets and vibrant and thriving cities.
 The significant employment that is generated for the tourism and hospitality
industries has both an economic and social dimension. The economic benefit
related to direct employment is obvious however, the social benefit is derived
from the fact that many employed in these industries are part time, casuals or
tertiary students, with the overwhelming majority of employment being in the 18
to 25 year age range.
 Additionally the products and services that rely on business event income also
contribute to the enjoyment of the local community residents and other visitors.
 “New money in the economy means a better quality of community amenity,‟
thus a better quality of life for residents.

45. The benefits to the local community
 Business events provide a forum for education, training, professional
advancement, trade and innovation which support the host city economy.
 There are a multitude of direct and indirect, tangible and intangible economic
and social benefits for the host community which include employment, a rich
and vibrant city amenity and the opportunity to collaborate with industry
professionals.
 In this highly competitive market and especially in the current economic climate,
Bureaux and destinations compete for business events in order to secure the
significant benefits for the entire community.
 By educating our communities on the plethora of economic and social benefits,
we will build powerful, influential and smarter individuals, organizations and
destinations.

46. MICE IN INDIA
 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.

47. Contd…
 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.

48. Conclusion
MICE industry is a highly sophisticated industry and
requires very high degree of coordination and specialized
expertise.
 The investment required to open up a conference hall is
very high and also to invite foreign delegates a lot of
official documents are required like visa etc, thus to reap
the benefits of this industry a public-private partnership
is required.
 With Indian economy raising with a GDP of 6-7 % India
has a huge potential of being a premier MICE destination

49. EXAMPLEMiCE exhebition.pptx