India should position weddings, MICE as niche tourism segment: Govt official

Kochi, Aug 15 (PTI) India should focus on promoting weddings and MICE (Meetings, Incentives, Conferences, Exhibitions) as a niche tourism segment rather than grouping it under general tourism development, a senior Union Tourism Ministry official said here on Friday.

Delivering the keynote address at what was claimed to be the country’s first Wedding and MICE conclave, Additional Secretary and Director General of Tourism Suman Billa said Kerala had strong potential to emerge as a leading venue in this category, according to a government release.

He suggested that the wedding and MICE segment should ideally have separate microsites on the country’s leading tourism portals to bring its immense scope into sharper focus, the release said.

The three-day conclave, which began here on Thursday evening, is being organised by the Kerala Travel Mart (KTM) Society in association with the state tourism department.

Billa said Kerala stood to benefit greatly from the sector’s growth due to its inherent advantages.

“The state has excellent ambience and infrastructure, and the need of the hour is convergence by linking the dots to usher in a synergy,” he was quoted as saying.

He claimed Kerala had a potential business opportunity worth Rs 1 lakh crore in wedding and MICE tourism.

Billa also praised the state government’s decision to go beyond conventional tourism strategies and diversify into wedding and MICE.

Kerala’s green-friendly policies and its widely acclaimed Responsible Tourism model have helped the state renew its reputation as a global destination, he said.

He further said the recent US imposition of steeper tariffs on India was unlikely to affect its status as the world’s fastest-growing major economy.

The summit has attracted over 675 buyers, including 65 from abroad, representing countries such as the UAE, UK, USA, Germany, Australia, and Brazil.

Seventy-five exhibition stalls have been set up for sellers. PTI HMP SSK