Source: PIB

Why in News?

The Ministry of Commerce & Industry is promoting India as a global MICE (Meetings, Incentives, Conferences, and Exhibitions) destination.

• The Main objective behind is to showcase India’s MSME sector, traditional handicrafts, artisanal offerings, weavers, and manufacturing prowess internationally.
• The Ministry also unveils India’s ambitious Mega Events line-up for the coming months; Aatmanirbhar Bharat Utsav, Indus Food, Bharat Mobility Global Expo 2024 and Bharat Tex.

What is MICE (Meetings, Incentives, Conferences and Exhibitions)?

• About:
  • MICE is a term used in the tourism and events industry to categorize and represent a segment related to business and corporate tourism.
    • It involves organizing and hosting events, meetings, conferences, exhibitions, and incentives for companies and groups.
    • These activities help with networking, sharing knowledge, forming business partnerships, and showing off products and services in a professional or business setting.
  • The main goal is to create a platform where people from businesses, industries, government, and academic communities can connect and have important conversations.
• Scope of MICE in India:
  • India has really good facilities for MICE events, similar to many developed countries. Recent Example is G20 Hosted by India at Bharat Mandapam
  • Rank of Bharat in World Bank Ease of Doing Business and WEF Travel and Tourism Competitiveness Rank (54^th in 2021).
  • Growing Economic Strength of India, especially in areas like Information Technology and Scientific Research.
  • India is Rich with Cultural and Historical Heritage Sites.
• Global Scenario and India:
  • The International Congress and Convention Association (ICCA) ranks countries and cities based on international association meetings
    • As per ICCA Country and City Rankings 2019, USA remained as number 1 country with 934 meetings out of a total 13,254 meetings followed by Germany, France.
  • India:
    • India, despite having natural and cultural advantages and being one of the fastest-growing economies, has less than 1% share in the estimated global MICE business. In the 2019 ICCA ranking of countries, India was 28th with 158 meetings.
• Major Strategy:
  • India is working on a strategy called “Meet in India” to promote the MICE industry
  • They are also giving MICE infrastructure a special status for financing.
  • Skill development for the MICE industry.

Major Challenges

• Infrastructure Limitations : Inconsistent quality and capacity of MICE-related infrastructure, like conference venues, exhibition halls, and accommodation, can hinder the seamless organization of events.
• Bureaucratic Processes: Cumbersome bureaucratic processes and red tape can slow down the planning and execution of events.
• Competitive Global Market: other countries investing heavily in infrastructure, technology, and marketing. India sometimes faces challenges in marketing itself as a prime MICE destination.
• Limited Air Connectivity: Some regions in India may have limited international air connectivity,
• Skill Development: The MICE industry requires a skilled workforce
• Sustainability Concerns: sustainability and environmental concerns poses a challenge
• Security Considerations: Ensuring the safety and security of participants is paramount

MAINS : Discuss the scope and limitations of MICE and also give suggestion to tackle this challenges.