New Year 2024 | 5 emerging international MICE - meetings, incentives, conferences, and exhibitions - destinations for Indian corporates

Glass Pyramid in Antalya. There are direct flights from Mumbai and Delhi to this coastal city in Turkey. (Photo by Onur via Wikimedia Commons)

As we welcome 2024, the landscape of international business travel is evolving, driven by shifting geopolitical realities and the persistent logistical challenges that some regions continue to grapple with since the pandemic. Case in point: the Indian Premier League auction at Dubai's Coca-Cola Arena on December 19, 2023.

MICE (meetings, incentives, conferences, and exhibitions) travel is integral to corporate life, and while destinations such as Dubai, Singapore and Thailand have traditionally been top draws for business events, new countries that offer a harmonious blend of work and leisure are cementing their positions as serious contenders for the Indian outbound MICE market.

1. Turkey

Turkey’s unique position at the crossroads of Asian and European culture and history adds a captivating dimension to MICE gatherings. Istanbul, Cappadocia and Antalya stand out as hotspots for large Indian groups.

Istanbul’s strategic geographical location as a dual continent city offers architectural marvels such as The Blue Mosque and the Byzantine-era Hagia Sophia along with excellent shopping opportunities at the Grand Bazaar and vibrant dining and nightlife at Taksim Square.

The Bosphorus Bridge area, that separates Europe and Asia, is teeming with a multitude of properties that are ideal for meetings and conventions.

Furthermore, Istanbul enjoys extensive connectivity with full service direct flights such as Turkish Airlines, as well as numerous single-stop alternatives via the Middle East, providing seamless access for Indian travellers.

Says Anil Gunecha, manager, procurement at Tech Mahindra, “We plan trips for several groups within our company in any given year. Larger MICE groups demand financial prudence, and Istanbul stands out as a cost-effective yet exciting Eurasian destination with universal appeal. Price points of hotel inventory is an important factor as is air travel flexibility, which represents a substantial portion of the total budget.”

“If full-service flights are cost-prohibitive, the strategic selection of budget carriers, such as Jazeera Airways, enables us to enhance fiscal efficiency. The visa process for Turkey is also relatively simpler compared to parts of Western Europe,” Gunecha adds.

Cappadocia, renowned for its picturesque landscapes and volcanic rock formations, serves as the perfect backdrop for the city’s world-famous hot air balloon rides. The destination is also home to numerous cave style hotels that are attractions by themselves and ideal for mid-sized groups of 100-150 people. Team bonding exercises such as hiking, quad biking, pottery making and river rafting are popular in this region.

Antalya, the idyllic seaside city with quaint cobbled pathways on the southwestern Mediterranean coast of Turkey, is tailor-made for large MICE events. An array of luxury resort style properties that offer all-inclusive pricing make budgeting relatively easy. It also boasts several top-notch exhibition centres, the striking ‘Glass Pyramid’ being a preferred choice for numerous events. Direct flights from Mumbai and Delhi provide seamless connectivity to Antalya, adding to the appeal of this coastal city for business gatherings.

Cappadocia in Turkey offers hot-air balloon rides and cave hotels that can host mid-sized groups of 100-150 people. (Photo by Francesco Ungaro via Pexels)

2. Australia

Australia, with its diverse landscapes and year-round favourable weather conditions, offers Indian travellers a plethora of experiences and is a desirable destination for MICE events. Cities like Sydney, Perth, Melbourne, Cairns, Brisbane, and the Gold Coast are top choices, complemented by hidden gems like Whitsundays, Uluru, and the Sunshine Coast for distinctive settings.

Robert Mack, general manager, commercial and business events, Tourism Australia, says recognising the growing importance of the Indian outbound MICE market, “the Australian High Commission in Delhi has streamlined its visa process for incentive groups, ensuring hassle-free entry for Indian travellers with a 100 percent online application, eliminating the need for biometrics, personal interviews, or physical passport submissions.”

“Moreover, there has been a significant boost in flight options, with Air India and Qantas tripling direct aviation capacity from India to Australia. The introduction of three non-stop Mumbai to Melbourne flights per week by Air India starting December 15, 2023, further enhances accessibility,” he adds.

Post-pandemic, Australia has seen a surge in hospitality infrastructure, with over 100 newly renovated hotels and 70 tourism attractions catering to MICE travellers. Iconic sporting venues like the Adelaide Oval and Optus Stadium in Perth add creativity to gatherings.

Australia’s focus on indigenous experiences, showcasing ancient Aboriginal culture and numerous Corporate Social Responsibility (CSR) initiatives, such as the Cairns Convention Centre's partnership with Reforest, allowing business groups to purchase trees for rainforest revegetation projects further enhance the country’s appeal.

3. Qatar

Tucked in the heart of the Middle East, Qatar is swiftly ascending as a convenient destination for MICE travellers from India, offering a fusion of cultural richness and modern amenities. Qatar's Hamad International Airport was hailed as the Best Airport in the World in 2022, offering smooth connectivity as well as visa on arrival for Indian citizens.

In terms of hosting business events, Qatar's purpose-built venues like the Qatar National Convention Centre and the Doha Cultural and Exhibition Centre exemplify world-class facilities. With over 185 hotels to choose from and 50 more on the horizon, most of which have relaxed alcohol norms for visitors, Qatar is now more appealing for larger groups and corporates considering it for incentive trips and business events.

Beyond business, Qatar presents a wide array of traditional experiences including museums, galleries, and cultural centres. The labyrinthine alleys of Souq Waqif in Doha offer an immersive glimpse into the nation's past, with its textile, spice, and handicraft markets. For exhibitions and conferences, Katara Cultural Village, featuring open-air spaces and an amphitheatre, stands as an engaging venue.

Qatar also offers a wide spectrum of sporting activities, from individuals mangrove kayaking in Al Thakira to camel racing. The newly constructed FIFA stadiums with their state-of-the-art facilities add to the country's allure as a sports destination.

For exhibitions and conferences, Qatar's Katara Cultural Village features open-air spaces and an amphitheatre. (Photo by Visit Qatar via Pexels)

4. Vietnam

A budget-friendly country with modern infrastructure, scenic landscapes and a safe environment, Vietnam is emerging as another go-to destination for MICE travellers.

Ho Chi Minh City and Hanoi top the list as the most sought-after destinations on the Indian MICE radar. Access to Vietnam is reinforced by non-stop flights offered by various airlines, including Indigo, Vietnam Airlines, and VietJet.

Ho Chi Minh City, a modern and dynamic metropolis, boasts large commercial centres, entertainment areas, and architectural landmarks. Visitors can explore a rich tapestry of cultural, historical, and scenic attractions, including the bustling Ben Thanh Market, the historic Independence Palace, the Ho Chi Minh City Museum of Fine Arts, and the iconic Notre Dame Cathedral.

Hanoi, the cultural and political hub of Vietnam, offers all the essential elements of an ideal MICE destination. Visitors to Hanoi can explore renowned attractions like the historic Old Quarter, the Ho Chi Minh Mausoleum, the picturesque Hoan Kiem Lake, the iconic Long Bien Bridge, and the venerable Temple of Literature. These sites provide a unique setting for business affairs as well as cultural and historical exploration.

Says Rajeev Kale, president & country head – holidays, MICE, Visa at Thomas Cook (India) Limited, “Post-pandemic, Indian corporates are keen on newer experiential destinations that offer an excellent value proposition at attractive price points. Vietnam ticks all those boxes and hence it is increasingly preferred over other South-East Asian destinations.”

5. Azerbaijan: The Caspian Gateway

Azerbaijan's strategic location, nestled between the Caspian Sea and the Caucasus Mountains, makes it an appealing choice for MICE travellers. This modern nation seamlessly combines its rich history and diverse culture with contemporary amenities, making it a compelling destination for business events.

Azerbaijan positions itself as a regional hub for business events and conventions, with state-of-the-art hotels, restaurants, and venues. Notable venues include the Flame Towers, Baku Convention Centre, and the Heydar Aliyev Centre, offering ideal spaces for events of all sizes.

Baku boasts a vibrant cultural scene with art galleries, theatres, and music venues, enhancing the overall experience for MICE travellers. Over the last decade, the city has successfully hosted international trade fairs, conferences, and mega events, including the Eurovision Song Contest and the Formula 1 Azerbaijan Grand Prix.

“One can also opt for a day trip to Gebele and experience adventure activities like clay shooting and quad biking,” Kale suggests. During the winter season, some groups could also enjoy ski lessons at Shahdag Mountain Resort.”

“The connectivity from India is hassle free, with direct flights from Mumbai and Delhi as well as single transit point flights from most metro cities in India to Azerbaijan,” he adds. Furthermore, visa processing takes not more than 4-5 working days, making it a preferred choice for MICE travel,” he signs off.