Winning backing from friends in high places is crucial to the success of any campaign. In the international MICE industry, nowhere is the need for recognition and support more clear than in India. Favourable estimates put the country’s annual economic growth at around 8.9 per cent. It has a young economy, its middle class is expanding and improved public spending power means the people will certainly benefit from conventions and trade fairs.
But two facts stand out. The first is this: the relatively tiny island state of Singapore, a country with three truly world class international convention venues, claims 40 million tourists every year. By contrast, tourist traffic in India last year was less than six million.
The second is that China, the country perhaps most commonly compared with India in terms of size, growth and international potential, has almost four million square metres of convention space now and, as a result, a conventions and exhibitions industry more than 10 times larger than India‘s.
India, very much in the nascent stage, remains unable to capitalise on the potential its international events industry presents.
But the times, they are a changing. India’s MICE industry is currently spearheading a new campaign to provide newfound friends in India’s Government with the ammunition they need to win the recognition that the Indian industry deserves.
“As India prepares itself for becoming and economic superpower it must expedite socio-economic reforms and take steps to overcome the institutional and infrastructure bottlenecks in the system,” says Indian Exhibition Industry Association (IEIA) chairman Indra Mohan, “And today, steps are being made to improve the pace of the development.”
Procedural issues
Industrial initiatives are in place to support sectors including telecoms, roads and highways, boats and civil aviation, some of which are already yielding results. But what is needed is to simplify procedures and relax entry barriers for business activities. “There is a need for higher foreign investment in the form of foreign direct investment; this invites investments and public-private participation, which leads to the speedy development of infrastructure,” Mohan said.
“If you want to get Government support you must socially, politically, justify your sector and then we will succeed,” India’s union minister of tourism Subodh Kant Sahai told attendees at the recent IEIA 2011 Open Seminar. “The Government always has differing priorities, but I have a vision to take care of this matter.
“I would request that you, too, go on the campaign road – to teach our politicians something as well as the bureaucrats who can realise your goals. The task falls on us to give better job opportunities to our younger generations; the Government must recognise the MICE sector as a job provider.” With a convincing case, he claimed, the Indian Government would consider making the changes necessary for the Indian MICE industry’s growth.
Recognising the industry’s potential for Indian industry himself, Sahai said that, as well as investment, it is crucial the industry convinces the Government of the implications for employment and municipal regeneration. “Land is a big issue,” says Sahai. “But we are looking into how we are developing almost 70 cities including Bombay, Delhi and Calcutta.”
India’s MICE industry must be able to represent every company in every major city, and speak with a single strong voice. Rather than working out how best to divide the pie, it must focus on making the pie much, much bigger.
And with the ear of an ally at Government level, the international audience will be watching its progress very closely indeed.
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