Bhagat: Partnering local bodies key to grow MICE business
Collaborating with different state-based associations is going to be an integral part of Network of Indian MICE Agents (NIMA’s) strategy to grow MICE business in the country. The body has been proactively engaging with the national and international tourism boards and various suppliers to help create more opportunities for the MICE market.
“The potential vested in the Indian MICE market has not been properly tapped by destinations and we believe that working in tandem with local state bodies and suppliers like hotels can be critical for the growth of the segment. Our focus moving ahead will be on associating with like-minded associations in different states instead of opening our own state chapters,” said Jagdeep Bhagat, National Coordinator of NIMA.
In the past, NIMA has reached out to secondary markets like Vishakhapatnam (Vizag) and Raipur which has played an instrumental role in helping these cities to draw more MICE business. In order to create confidence in the market in the wake of coronavirus pandemic, the association plans to conduct educational events in a number of Indian states.
“We are in talks with a number of tourism departments and will be visiting a few destinations in a group of 15-20 delegates. The idea is to highlight to trade and consumers that Indian states are ready to welcome MICE groups. The world believes that Asia is going to be the region that will emerge stronger as a tourism hub in the post-pandemic world. We want India to lead this growth and come-up as a strong and safe destination for international MICE events,” said Bhagat.
NIMA celebrated its 6th foundation day last month. Going forward, the body will be focusing on the education and training of its members. It has nominated Seldon Tenzing, Founder, ZingReps Tourism Marketing as its Coordinator – Education & Training.
“We are looking to offer a certification programme for travel agencies. We will be creating an audit team for the process and expect to roll out the programme in a year from now,” added Bhagat.
Formed in 2014, NIMA is an association of MICE specializing operators represented from various parts of the country. The association has a pan India presence with close to half of the membership strength coming from non-metro cities.