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India to aggressively tap the MICE market

The Union Tourism Secretary, S Banerjee, yesterday at a tourism programme in Kolkata, said that India is aggressively tapping the MICE (meetings, incentives, conferences and exhibitions) tourism market with enquiries increasing over 50 per cent last year. According to estimates, the total world market for MICE tourism was in excess of USD 280 billion. Of this, the share of Asia-Pacific region alone was USD 60 billion and India accounted for USD 4.8 billion which was less than two per cent of the world market.

According to Banerjee, Hyderabad has positioned itself in the forefront in this effort and will host the prestigious PATA Travel Mart in September this year. Promotion of MICE tourism is more advantageous as each business traveller spends, on an average 2.5 to four times more than the leisure traveller. He added that there was scope for existing hotels and resorts to position themselves effectively as MICE destinations.

The Ministry of Tourism (MoT) has initiated the development of mega destinations and circuits with investment of Rs 25 crore for each mega destination and Rs 50 crore for circuits. Surveys, footfalls and projected trends play an important role in the identification of mega destination and circuits. Currently, 22 mega projects are identified, of which ten are mega circuits, including the Ganga Heritage Circuits in West Bengal under which the entire stretch of the banks of the river Ganga will be developed.

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