Spotlight

In search of the unique

Estimated to be worth at least US$ 270 billion, the global MICE market is evolving and its evidence is reflected in the maturing incentive segment in India. By Andrea Lopez

With increasing realisation that manpower is probably the most valuable asset, companies are expanding their budget for incentives provided to their employees. There's pull from the other side of the fence as well with more and more national tourist offices wooing the Indian companies for not just incentives but for MICE.

According to Sushil Wadhwa, MD and CEO of Platinum Incentives & Events, the annual growth in the overall MICE sector globally has been nothing shy of 25 to 30 per cent, with India witnessing a similar pattern of growth in the past few years. Wadhwa, whose company specialises in organising MICE events including weddings, says, "Many events under MICE attract both tourists and non-tourists, but it is the potential to attract out-of-town and international visitors that drives much of the policy and marketing interests in MICE."

Unique experiences

Anurag Arora

Paul Roll

Sushil Wadhwa

The corporate sector has taken to incentives in a big way and the key words are `unique experiences'. Companies are no longer content with mundane itineraries, which include the usual sightseeing and gala dinners. From conferences atop snow-capped mountains, to ice castles, and events in seemingly bizarre locations, companies are increasingly looking at experiences that have a perception of `money can't buy' so that the audience remains motivated and charged up to achieve their targets. "Floating in zero gravity, rafting the rapids in Malaysia, bungee jumping in New Zealand, zipping through Italy in a Ferrari - these are a few of the unique experiences that are increasingly replacing the run-of-the-mill itineraries of incentive trips for the corporate sector in India," says Wadhwa.

The demand, he adds, is an out-of-the-world experience and companies are willing to spend top dollar on incentives that can incorporate the 'wow' factor. "Indian business travellers are getting increasingly experimental. Companies want to try offbeat locations for MICE like Kota Kinabalu (Malaysia), Prague, Budapest and Scandinavian countries like Finland, Sweden, Norway and Denmark. They want their employees to experience a night in the Ice Hotel, dine on a frozen lake with the Nordic Lights (Aurora Borealis) providing special effects, ride a quad bike in the wilderness of Finland, or drive a Ferrari in the Tuscan countryside of Italy. Some even like to go on an icebreaker ship and take a dip in a dry suit in the freezing waters."

Thailand, Singapore, Malaysia, Dubai, Sri Lanka, Mauritius and Egypt remain the most commonly frequented MICE destinations, due to their proximity and good value for money. Europe, Australia, South Africa are popular long-haul destinations for premium MICE and China's popularity too is increasing. USA, Canada and South American countries are not frequented because of the distance. In short, the Far East continues to remain a hub for Indian MICE.

Paul Roll, MD of France Visitor's & Convention Bureau, has claimed that France has been witnessing an increasing number of Indian business traffic into Paris and neighbouring areas. The country is looking at achieving a target of one million Indian visitors, that includes MICE travellers, by 2020. The number one outbound destination for India - Singapore - too has been sprucing up its MICE facilities. Resorts World, an integrated resort being developed by Genting International, is looking at targeting India's growing MICE market. To be officially opened in early 2010, the resort, spanning 49 hectares will have Southeast Asia's only Universal Studios, in addition to six premium hotels, an oceanarium, including a water theme park and a maritime museum. It is looking to target 15 million visitors, of which 45 per cent will be Indians. The resort can accommodate upto 22,000 delegates at any given time and the six hotels offer an 18,000-room capacity.

Using cruise liners for MICE delegations is another option. However, Wadhwa feels that they come with their own constraints. "The opportunity to be creative and explore new ideas is easier with hotels. In hotels, one can get private spaces and one always has the option to do offsite events as well. Unless the cruise ship is booked, it is difficult to get an exclusive feel for smaller groups," he says.

MICE facilities in India

Interestingly, even India is opening up as a MICE destination. Anurag Arora, general manager of GeTS, is of the opinion that India has tremendous potential in developing this segment. In 2007, his company hosted nearly 11,000 delegates in India, of which 35 per cent were from other countries. "India has a lot of potential for medical conferences," he says.Nevertheless, the MICE market in India still hasn't matured, primarily due to stunted infrastructure development. However, the last few years have seen convention centres spring up; Hyderabad International Convention Centre (HICC), The Ashok in New Delhi, Le Meridien in Kochi and the Chennai Convention Centre (CCC) set up by the government of Tamil Nadu are a few of them.