Rakesh Kumar Verma, Joint Secretary -Tourism and Chairman, India Convention Promotion Bureau, has said that the Ministry of Tourism wants to make the bureau a central single window command centre for MICE tourism in the country. Verma said this, while speaking at the 13th Convention India Conclave (CIC), the biennial conference of the ICPB. Verma said that the new world, post-Covid, demands an integrated planning and management of tourism in the country.
With ICPB at the centre, a number of state and city specific MICE tourism bureaus can be built subsequently, he said.
India, as a destination, has huge potential for MICE Tourism, which directly and indirectly can support various other economic activities. In order to unlock that potential, right branding and marketing is needed, said Verma. ICPB as a central agency can play a key role not only in bringing international events into India but also making sure that they are managed in an organised fashion.
Verma said that while the focus needs to be on tapping domestic MICE Tourism, encouraging Indian corporates to hold events and conferences in India, international MICE Tourism cannot be ignored completely. When it comes to domestic MICE, Verma said that the industry should try to explore the potential of destinations beyond metro cities.
As a stakeholder in India’s Tourism story, Verma said that the Ministry of Tourism will try to work closely with various other ministries and departments of the government and bring more international events to India.
Earlier speaking on the importance of MICE and its multiplier effect, Girish Kwatra, Secretary, ICPB, said that MICE as an economic activity has a multi-sectoral impact, therefore revival of MICE could unlock many other sectors and economic activities. He said that it is high time the industry stakeholders deliberated how we revive MICE in the new normal. He said that India desperately needs an apt sub-branding for MICE to rightly communicate our advantage as an international MICE destination.