Kerala Urged to Focus on Wedding and MICE Tourism Growth

Speedy Summary

• Event: India’s first Wedding and MICE (Meetings, Incentives, conferences, Exhibitions) tourism conclave took place in Kochi.
• Keynote Speaker: Suman Billa, additional Secretary and Director General, Ministry of Tourism.
• Proposal: Mr. Billa urged for a specialised focus on Wedding and MICE tourism including creating separate microsites on India’s tourism portals.
• Kerala Advantages:

– Potential ₹1 lakh crore business opportunity in this segment.
– Strong infrastructure with global air connectivity and green-amiable policies.
– Local enterprises like florists and caterers could also benefit from the growth of this segment.

• Global Inspiration: East Asian countries such as Singapore, Malaysia, and Thailand have successfully harnessed their MICE sectors; Kerala should follow suit by establishing a dedicated MICE promotion bureau.
• Technology Use: Advocated leveraging AI to provide quick access to data on venues and infrastructure for the segment.
• Conclave Details:

– Organized by Kerala travel Mart (KTM Society) with Kerala Tourism support.- Attended by over 675 buyers from domestic/international markets along with exhibitors at 75 stalls.

Indian Opinion Analysis

The targeted advancement of India’s Wedding and MICE tourism sector could be a significant step toward diversifying the country’s broader travel economy.By distinguishing it as a separate category beyond general tourism initiatives, there is an opportunity for better resource allocation tailored specifically toward its unique needs. Learning from leading destinations such as Singapore or Malaysia can definately help shape strategies that enhance efficiency and competitiveness in global markets.

kerala’s established reputation as an eco-friendly destination combined with reliable infrastructure places it in an advantageous position-both locally through increased revenues for small businesses like caterers or florists and globally by attracting high-spending tourists while minimizing environmental impact. Introducing microsites on official platforms alongside technological enhancements like AI tools may improve organization within the sector.

Though, realizing this potential will require consistent policy directions coupled with private-sector involvement to ensure that Kerala-and indeed othre Indian states-fully capitalize on what appears to be an untapped niche market worth exploring further.

Read more at: The Hindu