India’s Outbound MICE Market Takes Centre Stage

NTOs Reshaping the MICE Landscape: How Korea, Malaysia & Kenya Are Winning India’s Business Tourism

In an era where borders blur and industries converge, Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism has emerged as a strategic lever for economic growth. National tourist organisations (NTOs) are now architects of business tourism ecosystems — investing in infrastructure, public–private partnerships, and culturally attuned experiences that turn destinations into global boardrooms.

Prativa Viadya Bhalla

Published by TTJ — Feature | MICE | Global Business Tourism

MICE: From Niche to Multi-Billion Movement

No longer a niche within the travel sector, MICE now commands nearly seven percent of the global tourism market. India 's outbound MICE market size is expected to reach US$13.4 billion by 2031. Across the globe, NTOs are investing in world-class infrastructure, forging public–private partnerships, and curating experiences that blend commerce with culture, turning destinations into international boardrooms and incentive playgrounds.

India’s Outbound MICE Momentum

India is going global with gusto. Indian corporations increasingly choose international destinations for MICE activities — driven by rising disposable incomes, global expansion, and the desire to reward teams with memorable experiences.

Korea — A blend of infrastructure & culture

Myong Kil Yun, Regional Director, India & SAARC Countries, Korea Tourism Organization (KTO), notes a clear uptick in Indian MICE activity. “We are seeing steady movements not only in incentives, but also in corporate meetings and large-scale conferences,” he says. Indian IT, pharma, and banking sectors are especially active, with groups of 100–1,000 participants blending business with cultural or leisure experiences.

Kenya — City, beach & bush

June Chepkemei, CEO, Kenya Tourism Board (KTB), India, says Kenya is emerging as a dynamic MICE destination, blending world-class infrastructure with leisure — all within a short flight from India. Popular options pair Nairobi conferences with iconic safaris or coastal escapes, with groups ranging from 50 to over 1,000 delegates.

Malaysia — Incentives & inventory

Noriah Jaafar, Director Tourism Malaysia, Mumbai, notes consistent year-on-year increases in MICE traffic from India. Malaysia’s competitive edge includes a wide selection of four- and five-star properties, strong infrastructure, and attractive incentive programmes that appeal to Indian planners.

How NTOs Woo India’s MICE Market

NTOs are deploying targeted B2B engagement, roadshows, tailored itineraries, and familiarisation trips. Kenya partners with airlines, DMCs, and trade to create pitch-ready itineraries; Malaysia promotes tiered incentive schemes; and Korea runs content-driven campaigns highlighting unique venues and structured financial support.

Competitive Differentiators

Malaysia’s MyCEB MyTriple-E 2.0 incentive offers tiered benefits like cash incentives, gala sponsorships, and sightseeing discounts. Korea pairs modern convention centres with unique venue options — palaces, hanok villages, and floating convention centres — backed by tier-based support programmes. Kenya’s mix of city conferences with safari or coastal add-ons creates unmatched business-leisure combinations.

Overcoming Challenges

Seasonality, visas, and cultural preferences are addressed via streamlined group visas, ETA systems, shoulder-season promotions, and culturally tailored F&B and entertainment offerings to meet Indian needs.

Policy & Infrastructure Investments

Korea’s KINTEX and BEXCO expansions, Kenya’s upgraded KICC and coastal capacity, and Malaysia’s strong air connectivity and room inventories reflect national investments that make large-scale events feasible and attractive.

As India’s outbound MICE market accelerates, destinations like Korea, Malaysia, and Kenya are stepping up with bold strategies, world-class infrastructure, and culturally attuned experiences. What was once a niche is now a multi-billion-dollar movement as India’s MICE goes global.