Kochi: 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 new business avenues.

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.

Hotel chains should come to Malabar

In Kerala, major conferences and meetings are mainly held in Kochi. The presence of large hotels, the metro and proximity to major tourist centres are key factors behind this. More four- and five-star hotels should be developed in major tourism destinations in Malabar. Recently, Kochi hosted the global conference ‘Keraleeyam’ of ‘41 International’, with representatives from 40 countries, some visiting Kerala for the first time. Paul Varghese, secretary of the organising committee of 41 International Keraleeyam, said that more people could be attracted to Kerala through MICE tourism.

A tourism-friendly liquor policy should come

Kerala Travel Mart Society President Jose Pradeep said that as MICE tourism grows, a liquor policy conducive to the tourism industry should be introduced.

Endless possibilities

"There are endless possibilities for MICE tourism in Kerala. The state benefits from factors such as air connectivity from around the world, affordable hotel properties, and world-class human resources. MICE has also been a key focus for Kerala Tourism in its post-COVID recovery. The ‘International MICE Conclave’ organised by Kerala Tourism in Kochi this year was an important step in this direction", said PA Mohammed Riyas, Minister for Public Works Department and Tourism, Government of Kerala