INDIA: Interest in India builds up

India’s rich culture, history and people lure meetings and events’ organisers.


The platform to promote India as a meetings and events destination came at the inaugural IT&CM India 2012 show where some 800 global delegates participated. Held across a 3456 square metre hall at the India Expo Centre & Mart in Greater Noida, Delhi NCR, IT&CM India 2012 successfully promoted India to the world and vice versa.
With a well-received Incredible India commercial campaign to boot, the interest on India as a MICE destination is understandable. The country is home to some of the oldest relics and monuments, rich culture, interesting tradition and diversity in language and climatic environs.
In his keynote address, International Congress and Convention Association (ICCA) CEO, Martin Sirk, remarked that while “India has an emotional and dramatic campaign in Incredible India and is the most impactful of destination campaigns,” the country needs to drive MICE business objectives and not just focus on tourism/leisure for business considerations.
With many of the global attendees visiting India for the first time, buyers were noticeably interested and had structured business appointments throughout the three-day event. India exhibitors were pleased with the buyers’ turnout. One exhibitor from India, shared, “The turnout of buyers was very good and there were many serious buyers. From the 60 appointments I had, 90 per cent were international buyers and 10 per cent were local buyers. Last time, people think of India for sightseeing; now they think of India for international conferences with 60-70 per cent of travel agencies focusing on meetings and incentive travels.”
In a study released by the Indian Institute of Management, Bangalore, for the Ministry of Tourism Government of India, the need for the country’s infrastructure to cope with handling large conferences has been highlighted. It is good to witness that efforts have started to roll out and address this concern. Jaypee Greens Golf & Spa Resort, venue for many of the conferences and luncheons during IT&CM India, is one of those venues in the country that can accommodate up to 1000 guests. Situated in a lush greenery space in Greater Noida, Jaypee Greens is a good example of an efficient conferencing facility that can lure more meetings and events planners to consider India as their next destination.