ITDC and ICPB Road Show at The Ashok promoting MICE segment


India Tourism Development Corporation (ITDC) – the public sector undertaking under the aegis of Ministry of Tourism, Government of India – hosted a Road Show in collaboration with India Convention Promotion Bureau (ICPB) at The Ashok of the luckydraw with the team of ITDC and ICPB-indianbureaucracy

The Road Show provided an excellent opportunity for stakeholders in networking and interacting with professional suppliers from the MICE industry, including conference organisers, destination management companies, travel agents, fabricators, etc. In turn, buyers met organisers as well as conference planners from the medical, education, corporate and other sectors. Participating companies included IRCTC, Thomas Cook (India), Cox & Kings, Tourism Corporation of Gujarat, RMB Events, M.P. Tourism, The Leela, Wizard Events, Stic Travels and The Taj Group, among many others.

Distinguished guests included Mr Piyush Tiwari, Officiating Chairman & MD & Director (Commercial & Marketing), ITDC; Mr Chander Mansharamani, Vice Chairman, ICPB; Mr Amaresh Tiwari, Honorary Secretary, ICPB; Mr Vijay Dutt, General Manager, The Ashok; Mr Rajiv Anand, General Manager, Corporate Marketing & Sales, ITDC and other esteemed dignitaries from ITDC and ICPB.

Addressing the gathering, Mr Piyush Tiwari, Officiating Chairman & MD & Director (Commercial & Marketing), ITDC, said, “India is working at both macro and micro levels towards significantly increasing market share of the Global Conventions business by 2025, from its current share of less than 1%, as per ICCA statistics. Needless to say, ITDC properties will contribute their might in augmenting the numbers. Only through collective efforts can we propel India into emerging as the most preferred MICE destination globally. Hotel the Ashok is best suited for MICE segment as it has its genesis in UNESCO conference in New Delhi in 50s and was designed keeping in mind big conferences, said Mr Tiwari. I thank ICPB for joining hands with ITDC in bringing exhibitors and service providers, buyers and sellers on a single platform. ITDC will continue being at the forefront in providing facilities to help build India into a top MICE destination,” He further added.

Speaking on the occasion, Mr Amaresh Tiwari, Honorary Secretary, ICPB, said: “It is a pleasure to be partnering the ITDC in today’s Road Show. ICPB initiatives in promoting India as a convention destination have been acknowledged in the industry. We are getting members on board from different sectors that will help them gain exposure and exclusive benefits from being an ICPB member. We are pleased that State Tourism Boards are joining as lifetime members of ICPB to promote the Convention in their respective states.”

Presently, India is one of the fastest-growing destinations for conventions and meetings of all sizes and hues. Keeping in mind the MICE scenario, the event was an exclusive, participative platform open to associations and interested consumers who are decision-makers in their respective domains. The Road Show was aimed at promoting MICE events in the Industry to enhance the traction of conventions and corporate events in driving industrial growth.

About The Ashok

Sprawling across 25 acres, The Ashok Hotel houses a mini-polis that bustles with international cross currents of meetings, conferences, seminar and weddings. As the capital’s most magnificent banquet venue it caters to every mood and style – from an intimate sit-down dinner for 20 to a gathering of 3,000 persons. The Hotel has a wide range of venues from the Convention Hall to a formal Boardroom as well as a Banquet Hall, Party Room, Swimming Pool Lawns and landscaped gardens. It also has one of its kind Amphitheatre within its premises.

The Ashok also offers the most extensive and impeccable convention services, including state-of-the-art audiovisual equipment and multilingual translation facilities. The Hotel presents wonderful options for weddings, conference packages, state functions or themed events, with its elaborate multi-cuisine buffets laden with the choicest regional Indian menus and international cuisines from across continents.

About India Tourism Development Corporation

ITDC was incorporated in 1966 with a mandate to develop and expand tourism infrastructure in the country. The Corporation has been moving ahead with consistent efforts on development, growth and world-class services and amenities to its guests. Apart from running Hotels, the ITDC has diversified into non-hotel sectors like Ticketing, Tours and Travels, Event Management, Duty-Free Shopping, Publicity & Printing Consultancy, Engineering Consultancy, mounting Sound & Light Shows, Hospitality education and skill development– all under one roof.

What is MICE Segment: Meetings, Incentives, Conferences and Exhibitions, or Meetings, Incentives, Conferences, and Events (MICE) is a type of tourism in which large groups, usually planned well in advance, are brought together for a particular purpose. Recently, there has been an industry trend towards using the term ‘meetings industry’ to avoid confusion from the acronym.Other industry educators are recommending the use of “events industry” to be an umbrella term for the vast scope of the meeting and events profession.

Most components of MICE are well understood, perhaps with the exception of incentives. Incentive tourism is usually undertaken as a type of employee reward by a company or institution for targets met or exceeded, or a job well done. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or education purposes.MICE events are usually centered on a theme or topic and are aimed at a professional, school, academic or trade organization or other special interest group.

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