1. Project Objective

To analyze India’s potential to become a global leader in the MICE (Meetings, Incentives, Conferences, and Exhibitions) industry by addressing the reasons behind its underperformance relative to other countries, identifying actionable strategies to make India an attractive MICE destination, and determining the most important target groups. Students will also develop innovative MICE packages, including immersive experiences and tailored itineraries for both local and Western audiences. The project will culminate in a 5-year strategic plan to position India as a competitive MICE hub.

2. Partners

• India’s Premier Hotels.
• Indian University Students (Hospitality, Business, Marketing, and Infrastructure Design).
• Global Hospitality Students.

3. Key Activities and Deliverables

The student competition will be divided into three parts, each focusing on a critical component of India’s MICE development strategy:

Part 1: Understanding Disproportionality (Weeks 1–4)

Deliverable 1: Research and report on why India’s MICE sector holds a disproportionately low share of the global market compared to countries like Singapore, Thailand, and Dubai. This includes:

• Evaluating India’s economic growth trajectory and its impact on the MICE sector.
• Conducting a SWOT analysis of India’s current MICE industry.
• Identifying challenges such as infrastructure gaps, lack of government initiatives, or insufficient marketing strategies.
• Highlighting opportunities and areas where India’s unique cultural and economic strengths remain underutilized.

Part 2: Strategies for Attractiveness (Weeks 5–8)

Deliverable 2: Develop actionable strategies to make India an attractive MICE destination. Students will:

• Propose infrastructure upgrades, including meeting spaces, technology, and transportation connectivity.
• Design a marketing strategy targeting international corporations, associations, and event planners.
• Identify potential synergies between luxury hotels and other stakeholders to create a collaborative ecosystem.
• Recommend environmentally friendly practices to enhance sustainability and cost-effectiveness.

Part 3: Target Group Identification and Package Design (Weeks 9–12)

Deliverable 3: Identify key target groups and create tailored MICE packages that appeal to diverse demographics. Students will:

• Determine the most important target groups (e.g., local corporations, Western tourists, and international associations).
• Design innovative MICE packages, including:
  • Immersive cultural experiences highlighting India’s rich heritage.
  • Culinary tours featuring regional cuisines.
  • Specific itineraries for different groups, such as locals versus Western tourists.
• Assess how these packages can drive tourism, enhance guest satisfaction, and boost economic benefits for the MICE sector.

4. Project Timeline

Week	Activities
1	Orientation and kickoff. Define project goals and deliverables. Begin research on global MICE trends.
2-4	Research reasons for India’s disproportionate MICE share. Conduct SWOT analysis and identify challenges and opportunities. Submit Part 1 deliverable.
5-6	Develop actionable strategies for infrastructure, marketing, and sustainability. Design marketing campaigns targeting key stakeholders.
7-8	Collaborate with partners to refine strategies. Submit Part 2 deliverable.
9-10	Identify target groups and develop MICE packages. Explore specific itineraries and experiences for diverse demographics.
11-12	Finalize and present Part 3 deliverable. Prepare and submit the 5-year strategic plan.

5. Final Deliverables

1. Disproportionality Analysis: Detailed report on why India’s MICE sector lags behind competitors and what can be done to address these gaps.
2. Actionable Strategies: Recommendations for infrastructure upgrades, marketing initiatives, and collaborative opportunities to enhance India’s MICE appeal.
3. Target Group Framework and Packages: Creative MICE packages tailored for different audiences, with an emphasis on immersive experiences and unique selling points.
4. 5-Year Strategic Plan: Comprehensive roadmap to position India as a global MICE leader.

6. Student Team Involvement

• Hospitality Students: Evaluate hotel operations and propose MICE readiness improvements.
• Marketing Students: Design promotional campaigns and branding strategies.
• Business Students: Conduct financial analyses and assess ROI for MICE investments.
• Infrastructure Design Students: Propose venue upgrades and connectivity improvements.
• Global Hospitality Students: Share insights on international MICE trends and best practices.

7. Expected Outcomes

• A clear understanding of India’s challenges and opportunities in the MICE sector.
• Actionable strategies to enhance India’s attractiveness as a MICE destination.
• Creative, market-driven MICE packages tailored to target audiences.
• A robust 5-year strategic plan to elevate India’s standing in the global MICE landscape.

8. Sustainability and Future Expansion

• Partner with government bodies and international organizations for funding and support.
• Expand the project to include additional cities and stakeholders in India.
• Use findings to develop scalable frameworks for emerging markets worldwide.

9. Student Benefits

• Skill Development: Students acquire essential global workforce skills, including collaboration, communication, creativity, critical thinking, and project management.
• Networking Opportunities: Students gain access to a network of CEOs of luxury hotels, corporate mentors, and potential investors.
• Real-World Learning: Gain valuable, hands-on experience in solving industry challenges, preparing students for post-graduation employment.
• Resume Building: Presentations to industry leaders and contributions to high-profile projects enhance resumes and portfolios.
• Professional Recognition: Opportunities to showcase work in front of luxury hotel executives, corporate mentors, and investors provide visibility and recognition.

 

This competition encourages students to think innovatively and collaboratively, transforming India’s luxury hospitality sector into a global MICE powerhouse while leveraging its unique cultural and economic strengths for sustainable growth.