RT initiatives have given fillip to Kerala’s MICE sector: Tourism official
Mr Venkatesan D, Tourism Regional Head, South India, speaks at Wedding & MICE conclave
Kochi / August 15, 2025
Kochi, Aug. 15: Kerala's initiatives, such as Responsible Tourism (RT) and sustainable tourism activities, have significantly boosted the MICE sector.
Mr Venkatesan D., Tourism Regional Head for South India, Ministry of Tourism, Government of India, stated that it has positioned the state as a leading example in the industry for the entire country.
He was speaking at a seminar session on ‘Scope of MICE in Kerala’ at the three-day Wedding and MICE conclave here today. The August 14-16 event is being organised by Kerala Travel Mart (KTM) Society in collaboration with the State Tourism Department.
He highlighted that Kerala has exotic locations beyond cities for the MICE (meetings, incentives, conferences and exhibitions) sector.
Stressing that Kerala has a huge advantage in the MICE sector, Mr Venkatesan called for infrastructure diversification and capacity building to buttress it further.
He noted that RT and sustainable activities are significant advantages, resulting from an equal contribution from the government and stakeholders. “We need specialised people in the sector where MICE-related training has to be strengthened,” he said. “There are amazing venues in Kerala, and instead of only focusing on big events, 50 or 100-plus events can be done in small places.”
He cited exotic locations in districts like Palakkad, Wayanad and Kasaragod suitable for small events to be promoted as MICE destinations.
Mr Venkatesan observed that the warm and cordial people, who understand the importance of MICE tourism, are an advantage for the state.
Holding that the availability of information is crucial for event planners, the official added that it makes decision-making easy.
Noting that Kerala has unique facets in the MICE sector, Mr Mukesh Makhijiani, Founder & Director, Stimulus Hospitality, said the state does not need to imitate other destinations; instead, it can rebrand itself as ‘business purpose with nature.’
“Build a theme and structures which can be propagated to agencies so that there can be a baseline understanding of what can be done,” Mr Makhijiani pointed out. “The problem is knowledge gathering and curating it. Agencies should be given a proper and quality structure regarding MICE to work on.”
Mr Sagar Pingali, Executive Vice President, Event Management Association, said that with its natural beauty, Kerala can leverage boat race, wellness, art and culture in multiple ways to build the experiences.
“Kerala has robust event companies, but the state has to constantly build on marketing its under-marketed destinations in the MICE sector,” Mr Pingali said.
Mr Mufaddal Dahodwala, Founder, Incentives Conferences and Events, suggested that instead of focusing on metro alone, other destinations like Kochi, Kumarakom and Kovalam, besides national wildlife parks, are well-suited.
Mr Dahodwala opined that a compilation of RT elements and promotion of areas like handicrafts could be part of the marketing strategies.
Commenting that logistically, there are hardly any challenges in Kerala, Mr Balaram Babu, President, Telangana Chamber of Events Industry, said the constant unveiling of an advanced event calendar in hotels and airports is vital as it invariably attracts 20-30 per cent of direct searches.
According to Mr Babu, by displaying the event calendar in every hotel, “we are not only promoting the event directly but also encouraging the MICE sector.”
Ms Tanuja Pandey, Founder & Director of MICE Online, was the moderator.
KTM's former president, Shri Riyaz Ahmed, who is also Chairman of the Seminar Committee, and Ms Nirmala Lilly, Vice Chairman, Seminar Committee, were also present.
Ends
