Kerala is emerging as the fastest-growing destination in India in the MICE tourism sector, which includes meetings, incentives, conferences and exhibitions. Experts in the sector say that if opportunities are utilised and advanced, Kerala could rise to the status of an international MICE tourism hub and open up for new business sectors.
Kerala’s potential in the traditional tourism sector, along with international-standard hotels and convention centres, will accelerate the state’s growth in MICE tourism. Four international airports and national highway development give Kerala a strategic advantage in this sector.
The state tourism department has intensified its efforts to advance MICE tourism. Kerala has now become the state with the highest number of five-star hotels in the country. Alongside the increase in MICE tourism potential, income in various sectors is expected to grow.
Hotels and local businesses will play a major role, as guests usually book accommodation close to conference venues. Additionally, visitors are likely to go back only after exploring other tourist attractions. MICE tourists spend more than double the amount spent by regular tourists, boosting the income of local sectors, including hotels, restaurants and taxis.
The state exchequer will also benefit. A large conference lasting two to four days alone can cost between Rs 3 crore and Rs 10 crore, and when accommodation, travel and other transactions are included, the total expenditure rises further.
Promoting MICE tourism will therefore help increase the state’s foreign exchange earnings. Tourism experts say Kerala is currently ranked third in MICE tourism in the country. With proactive measures, the state could improve its position globally.
