ON THE JOB TRAINING

REPORT ON
AN INTERNSHIP REPORT ON TRAVEL
AGENCY (MICE DEPARTMENT)
AT

SOTC FOR HOILDAY

Submitted in partial fulfilment of requirement for department of commerce
(Travel & Tourism) V semester, B.com tourism (Vocational) of
Bangalore University Submitted by:
VARSHA S
BABU REG NO:
17PFC42054
Under the
guidance MRS.
AISHWARYA.S
M.COM, NET,
PGDBA
Of

Department of commerce (Travel &

Tourism) ST. CLARET COLLEGE
P.O Box 1355, MES Ring Road,
Jalahalli, Bengaluru-
560013
Affiliated to Bangalore University, Bangalore
 DECLARATION

I hereby declare that this project report titled “STUDY ON MICE

OPERATIONS” submitted to the Department of Commerce – Travel and
Tourism, St. Claret College, Bangalore in partial fulfilment of the
requirement of 3rd years B.com Travel & Tourism (vocational) program to
Bangalore University, Bengaluru during the year 2019-2020 is based on the
original work done entirely by me and it is completely based on my own
observations and research. It hasn’t previously been formed the basis for
award of any other degree, diploma, fellowship or any other similar title.
The facts presented in this study are true to the best of my knowledge and
understanding.

PLACE: BENGALURU MS. VARSHA S

BABU
DATE: Reg. No.17PFC42054
 ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Bangalore University for

introducing this course and providing me an opportunity for compiling this
Internship Training report. I would like to express my gratitude to our
Principal, REV. DR. SABU GEORGE for giving me an opportunity to do
this On the Job Training Report. I would like to express my deepest and
heartfelt gratitude to my guide MRS. AISHWARYA S. She was always so
involved in the entire process, shared her knowledge and took time out to
hear, guide and keep me on the correct path. Also I would like to specially
thank my Coordinator Mr. PRASHANTH P who monitored my progress
and provided me all the facilities I required in the successful completion of
this report.

I am grateful to MRS. SUZALINA PALCHOUDHURY for having

provided me an opportunity to undertake this study and all the staff of
organization in helping me with information and guidance to understand
the organization clearly.
I would specially like to thank my parents for their efforts and help. This
project is respectfully dedicated to them. Last but not the least I thank all
my friends who
shared their valuable information and time that helpful in the successful

completion of this project.

PLACE: BENGALURU MS. VARSHA S BABU

DATE: Reg. No.17PFC42054

Name of the Organization: - SOTC Travel Services Pvt Ltd
Internship Profile: - M.I.C.E Department
Title of the Report: -
STUDY ON MICE OPERATION
Chapter 1:
1. Introduction
1.1 Evolving Practices in MICE Tourism
1.2 Current Trends and Practices of MICE Tourism
1.3 Perspectives of MICE Tourism
1.4 Need and Importance of MICE Tourism
1.5 Current Scenario of MICE Tourism

Chapter 2:
2. Literature review
2.1 National author
2.2 International author

Chapter 3:
3. Structure and method of study
3.1 Need for the study-why is the project important
3.2 Objectives of the study
3.3 Scope of the study
3.4 Limitations of the study
3.5 Research methodology
3.6 Data Collection
(Data collection for the study were from primary and secondary sources)
*the primary sources
*the secondary sources or tool that helped complete the study was
information gathered from referring articles and websites

Chapter 4:
4. Organizational profile
4.1 About SOTC
4.2 About SOTC (India) ltd (if any)
4.3 Awards
4.4 Branches
4.5 Products and services offered
4.6 Organisational structure
Chapter 5:
5. Project Data (SWOT Analysis)
5.1 Strength
5.2 Weakness
5.3 Opportunities
5.4 Threats

Chapter 6:
6. Findings, Suggestions, Conclusion
6.1 Findings
6.2 Suggestions
6.3 Conclusion
 CHAPTER 1
INTRODUCTIO
N
 CHAPTER
1
INTRODUCTI
ON

1. Introduction:
Meetings incentives are the integral parts of the hospitality industry
because meetings represent a very big business when that is done apart
from the usual working environment. They require sleeping rooms for
those who travel long distances and food and beverage services for those
attending them. In addition, the significant time and expenses incurred by
attendees require that the meeting be professionally planned and managed
to maximize their effectiveness. Business travel is bifurcated into two
broad categories, one being the individual business travel and the other
business tourism.

Out of 80 respondents 25% believe that India has attracted them because
of destinations offering various sites for conducting meetings and
conferences. The new era of tourist believes in work with pleasure, so if
the tourist has come to attend a meeting in a destination then surely after
completing his task he would try and explore the other attractions that are
available in that destination.

1.1 Evolving Practices in MICE Tourism:

Meetings in ancient time’s erwe discussions of communal interests. Cities
acted as focal points. Rome, for example, had its Roman Forum and In Latin,
conferential means “to bring together” while auditoriums means “a place to
listen.” In 1902, the first formal incentive travel programme was set up by
the National Cash Register (NCR), a U.S. company. By the 1960s, long-
distance incentive trips overseas came into view. Nowadays, incentives
evolved into events, commonly held overseas, specially designed to attract
people to achieve a specific goal. Sometimes, training activities would also
be included. Because of the expense involved, incentive activity is tied to
economic cycles. Companies who generate a lot of revenue during good
times can organize longer trips at more expensive resort hotels with higher-
priced meals. Countries and cities emphasize heavy investment in
infrastructure development to support industry development. National and
local convention bureaus were set up to actively promote their countries and
cities as travel destinations. There are also improved industry representation
and co-ordination with the set-up of organizations such as the Professional
Conference Management Association, Meeting Professionals International
and more.
Tourism Industry has emerged as a vital sector in the process of economic
development and most importantly after liberalisation that tourism industry
has undergone tremendous transformation in all aspects of its growth. There
has been a perceptible change of outlook in the concept, scope, nature and
dimension of tourism. The concept of MICE (Meetings, Incentives,
Conferencing and Exhibitions) tourism is the result of globalisation and
economic reforms in our country. People have been gathering in the form of
meetings since the beginning of time. Archaeologists have found primitive
ruins that were used for specific gathering places by ancient tribes to discuss
many topics including: hunting plans, war-time activities, crop harvesting,
or the planning of community celebrations.

Let us understand these terms as Meeting - general term indicating the

coming together of a number of people in one place, to confer or carry out a
particular activity. Frequency can be on an ad hoc basis or according to a set
pattern, as for instance annual general meetings, committee meetings, etc.
Incentive - meeting event as part of a programme which is offered to its
participants to reward a previous performance. Conference - participatory
meeting designed for discussion, fact-finding, problem solving and
consultation. As compared with a congress, a conference is normally smaller
in scale and more select in character - features which tend to facilitate the
exchange of information. Though not inherently limited in time, conferences
are usually of limited duration with specific objectives. Exhibition - Events
at which products and services are displayed. Tourism is the world’s largest
industry, responsible for more than one in ten jobs globally. In many
developing and transition economies, tourism has emerged as the dominant
tool for economic growth. There will be ten billion international travellers
by 2020, according to the World Tourism Organisation. Business travel
accounts for approximately 14% of all international travel. Some countries
rely heavily on the MICE segment - 40% of Singapore’s tourism revenue is
from MICE. Malaysia is specifically targeting the MICE market, running
schemes such as the ‘Meet and Experience campaign’. Mice planning and
management industry has an extremely positive future. In addition to the
usual corporate meetings, trade show, conferences, the event planning has
also gotten involved in the advertising and branding efforts of their clientele.
There is a desire to move away from the conventional, so as to bring a new
definition to business with pleasure which brings in lot of opportunities as
well as demand for the tourism industry.
1.2 Current Trends and Practices of MICE Tourism

1) Sustainability
The war on single-use plastic has been a hot topic this year and is set to
remain an important trend in the coming years.
Jane Long Hurst, chief executive of the Meetings Industry Association, says:
“We will be continuing to champion sustainable practices and will be calling
for the industry to join our pledge to turn the tide on single-use plastic and
reduce the sector’s reliance on it.”
2) AR and VR
Technology continues to advance at a rapid pace, and the events industry
needs to keep up.
Paul Martins, board member of Westminster Venue Collection and director
of sales at Cavendish Venues, says: “Virtual reality walk-through
presentations are already popular, but they will become even more of the
norm as clients find the convenience, accuracy and even the interactive
novelty appealing as an integral part of their decision-making process.
3) Personalization
There is an increasing trend for personalization and the ability to be flexible
to tailor and adapt to client needs and company values. Corporates are
looking for collaborative and bespoke experiences.
Richard Powell, general manager of New Place Hotel, Hampshire, says:
“Clients are looking for more from their time away from the office. Every
part of the day needs to be considered.
“There will be much more of a focus on food choice, and freshly prepared,
seasonal produce paying close attention to food allergies and foods to boost
energy and support concentration. There is also a growing trend towards
wellness and away days, with leadership development and experiential
learning.”
4) Delegate experience
Meetings are to become increasingly reliant on tech for all stages of the
delegate experience.
Naveen Leer, conference and events office manager at Whittle bury Hall,
says: ‘‘The biggest trend will undoubtedly be technology taking over
meetings. From using apps to coordinate their events, delegate lists and
bookings, to using phones
as keys to get into their rooms and using interactive boards for check-in and
wayfinding around the venue.
5) The Brexit factor
Brexit continues to loom on the horizon, with the deadline for leaving at the
end of March 2019.
Bradley Gommon, marketing manager at Luton Hoo Hotel, Golf & Spa,
says: ‘‘when it comes to big event bookings, I think 2019 will be decided by
how Brexit goes. Although we have some large corporate events booked in
for early 2019, I think a lot of companies are reluctant to commit to big
events until the final Brexit agreements have been reached.
“At the minute we’re in ‘the land of uncertainty’ where decisions are much
more last-minute, but hopefully this will settle in the latter half of next year.’’
6) Memorable events
Bigger, grander events which make a statement but are held less regularly is
a growing trend. Penny MacGregor, group marketing manager at Eventist
Group, says: “Budgets are being squeezed and we are seeing consolidation
of activities in these larger one-off bookings. In contrast we are also
receiving high level of requests for more intimate and high-end affairs,
usually being put on to seduce potential investors and top influencers within
our clients’ industry.
7) Wellness
Wellness and escape from the stresses of everyday life will be a sought after
addition for corporate travellers and delegates.
Louise Gee, director of sales at The Grand, York, says: “With increasing
levels of awareness about the concerns of stress in our work and lifestyles,
we have seen a shift with corporate travellers looking for additional
opportunities to enjoy a moment of peace and tranquillity while on business
trips.
“Relaxing and revitalizing has become a top priority, particularly for those
who commute across the country on a regular basis.”
8) Digital attendance
A greater number of events will look at how they can deliver and share their
content across continents and audiences.
Clare Davies, board member of Westminster Venue Collection and sales &
development manager at IET London Savoy Place, says: “There will be
greater
digital investment to encourage live streaming, social sharing and looping in
guest speakers from abroad for real-time conversation with guests.
“Not only is this a benefit to global MICE professionals, it’s also going to
have an environmental benefit, when you consider 500 delegates being able
to attend online conferences rather than flying around the world into one
destination.”
9) Meetings for millennials
An increasing number of millennials entering the MICE sphere has seen a
push to cater for the needs of this discerning demographic. Katie Dartnell,
business development manager at Holiday Inn London-Wembley, says: “As
the meetings industry becomes increasingly multigenerational with an influx
of millennials joining their established peers, consciousness of wellness and
ethics remains a key concern for planners.”
10) Zero food waste
With food waste a growing problem, the industry is beginning to respond to
the amount of leftovers generated by most events.
Charlotte Wright, corporate responsibility manager at Venuelior, says: ‘‘in
2019, catering teams will take more care and attention to engage with event
planners ahead of their events to learn of exact numbers of delegates. They’ll
analyse previous events to benchmark volume and use food redistribution
technology and apps.

1.3 Perspectives of MICE

Tourism MICE Industry
Market Overview:
The Asia-Pacific MICE industry generated revenue of $229.0 billion in 2017,
and
is expected to grow at a CAGR of 8.6% to reach $441.1 billion by 2025. The
term MICE in the context of travel is an acronym for meetings, incentives,
conferences, and exhibitions. It represents tourism that includes business
events and activities. The attendees of MICE are basically business travellers
engaged in business activities such as client meetings, brand promotions,
employee training activities, & others. These business travellers are
connected to different sectors of the tourism and hospitality industry through
their MICE activities. Substantial development of the travel & tourism sector
has fuelled the demand for MICE industry.
Asia-Pacific MICE industry is segmented based on event type and country.
Based on event type, the market is classified into meetings, incentives,
conventions, and exhibitions. By country, it is analysed across China, India,
Singapore, Thailand,
Indonesia, Australia, New Zealand, Japan, Malaysia, South Korea,
Vietnam, Hong Kong, and rest of Asia-Pacific.
In 2018, the meetings
segment dominated the
Asia-Pacific MICE
industry accounting for
$159.4 billion, and is
expected to grow at a
notable CAGR of 8.5%
during the forecast period.
This is attributed to positive
economic trends,
improvement in the
infrastructure, and
enhanced tourism
combined
with global expansion of Asian companies. Recent trends of organizing
hybrid meetings and use of social media and meeting apps are also expected
to boost market growth in the near
future.

1.4 Need and Importance of MICE

Tourism The Importance of Business

Tourism:

Business tourism offers many benefits to its participants; it stimulates the

economy, promotes local development, and through this touristic activity,
travellers to get to visit the most beautiful places. Imagine that you are an
employee in a pharmaceutical company, participating in a large convention
on the Costa Blanca, where you can meet the most renowned scientists and
the best professionals in the sector. In addition to great professional
knowledge, this business trip will also provide you with great personal
experiences upon visiting Costa Blanca, a place that charms travellers with
its extensive leisure activities and beautiful beaches. Business tourism
provides memorable experiences, and encourages MICE tourists to return to
the region they got to know through Corporate Events for personal travel.

The MICE sector is important, because:

* It directly benefits the entrepreneurs in the tourism sector.

* It boosts the local economy.

* It benefits the chosen city through economic growth, and also gives
greater touristic prominence to the city.

* It creates new jobs, such as the professionals hired to host the event.
* It benefits professionals such as taxi drivers, hoteliers, small business
owners, and boosts cultural tourism. Travellers visiting the city go to places
such as galleries, museums, shows, theatres, etc.

1.5 Current Scenario of MICE Tourism

The MICE industry is so extravagant, huge, and diverse that you cannot list
out all the stakeholders at one go! However, they can be broadly categorized
into the following 3 domains:

1. Infrastructural facilities
This includes the actual location or the venue in which the meetings, or
conferences, or the events are supposed to take place. The venue can be
Convention Centres, Hotels, etc.

2. Organizers
The second and the key stakeholders are the organizers. They are the ones
who manage things at the back end and make the front end look attractive.

3. Peripheral Subcontractors
Mega events like MICE aren’t about a day or two of the main event. The
field encompasses many other areas which need to be taken care of. There
are many services which need to be provided either for leisure or comfort of
the attendees. They are included in this domain. For example PR, Travel
Agencies, Caterers, Media, etc.

Impacts of MICE on a country’s economy

Though MICE is a lucrative deal for its stakeholders, why should a country’s
government support it? The answer to this question lies in the constructive
impact of MICE on a country’s economy:
● High revenue generation.

MICE events have direct implications on a country’s tourism. The

attendees of the events from other countries or maybe just other
states not only participate in the event but also indulge into tourism.
Through their stay in the country, they have to arrange
accommodation, leisure, food, travel, etc. This would lead to
increased revenue generation for the country.
● Increase the scope of employment.
To conduct a MICE scale event is a very big thing. It not only requires
a lot of resources but also a large workforce. There are tons of fields in
which employment is generated due to such a large scale event.

● An increase in Foreign Direct Investment.

Such large scale business events serve as a platform where the local
companies can exhibit their potential. And if done successfully, the lot
of Foreign Direct Investment can be secured for the national
companies.

● Storm of innovation.
MICE events are all about growth and development. That is impossible
without innovation. Hence, there is a lot of exchange of ideas and
knowledge which leads to the growth of companies and ultimately the
country.
CHAPTER

2
LITERATUR
E
REVIEW
 CHAPTER 2
LITERATURE
REVIEW

2. Literature review:
This chapter contains a review of the literature in the following areas:
MICE tourism, Sport Tourism, Golf Tourism as a form of active sport
tourism, Golf and MICE tourism, challenges to Golf Tourism, and the
role of the meeting planner in including golf in MICE. An overview of
sport tourism is provided in order to introduce active sport tourism and
golf tourism as a subcategory. General statistics on MICE tourism and
golf tourism are included to demonstrate the importance of the two
industries and how they can be combined to make a profound economic
impact on a destination/community, as well as increasing attendance at
meetings. Connecting these two tourism niches can also boost the
awareness of sport and its benefits to participants through a healthier
lifestyle and increased networking opportunities. Characteristics of
meeting planners and what influences their decision to include golf in
their planning are also introduced.

2.1 National author:

Manzoor Ahmad Khan…… Issued on April 2015

MICE is the buzzword for tourism development today. It is something

that every destination is trying to develop. Almost every country in the
world has recognised the importance of MICE monetarily as well as
impact wise. MICE generate a considerable amount of revenue that stands
more than ordinary tourism. It is also seen that comparatively MICE
leaves lesser impacts on the hosts and the host destination than an every
touristic activity. In this regard almost every country in the world is trying
to project itself as a destination that can give the business travellers the
best. More and more countries are trying to hold exhibitions and events
the year round to offset the seasonality of tourism. In this way MICE is
an activity that every country should try and develop in order to generate
revenue the year round and leave lesser impacts. India has a huge
potential for MICE tourism, the only thing is to promote and develop its
MICE destinations.
2.2 International author:

PARK Ri Sil…… Issued on September 2016

Through discussing and analyzing the situations of MICE tourism in

Japan with case studies from Kyushu, it could be shown that MICE
tourism has high potentials in destination development in Japan in
general, and Kyushu is particular but Japan has lack of comparative
advantages in some factors compared to other competitor countries.
Although Japan has been facing the decrease in market share, it is still
trying to keep the market position which was shown by the statistic that
it was ranked as No.1 city in number of hosting meetings in Asia Pacific
& Middle east region and 7th in world ranking. Interestingly, when the
data was compared per city, Tokyo was 6th in Asia Pacific ranking and
22nd in world ranking. But, it was able to figure out that Japan has the
most diversified cities from large cities to small cities while other
countries are still centralized only in metropolitan areas. For instance,
according to data published by ICCA in 2014, there are 15 Japanese cities
listed in the ranking of number of meetings per city in Asia Pacific &
Middle east region while other competitors such as China has 12 cities,
South Korea has 6 cities and Australia has 8 cities.

At the same time, Japan has lack of comparative advantages comparing

with neighboring countries. According to the research about critical
success factors of MICE and Event Management (Yusoff & Ismail &
Rahman 2015), there are six factors which were proved to be the most
significant success factors for MICE and Event management: clear
objectives, location of venue, financial resources, code of conduct,
marketing and promotion and sponsorship of event. However, through
this research about MICE industry in Japan, it could figure out that the
cities in Japan that are trying to enhance MICE tourism are still lack of
clear objectives and marketing and promotion comparing other
neighboring countries in Asia Pacific region. Overall, through this
research about MICE tourism development in Japan with case studies
from Kyushu, it was able to recognize how and why Japan has been
emphasizing the importance of MICE tourism as one of its national
tourism policies and its application to regional development as well.
Japan is expecting to use the multiplier effects of MICE tourism to
enhance the tourism industry in general especially by hosting Tokyo
Olympic in 2020.
CHAPTER 3
STRUCTURE
AND
METHO
D OF STUDY
 CHAPTER 3
STRUCTURE AND METHO OF
STUDY
3.1 Need for the study-why is the project important
An internship provides the opportunity for a student or young professional
to work alongside regular staff in a workplace, to gain some basic hands-on
experience and educational/professional insight into a career path.
Interns do not replace regular employees, but work under the supervision of
a mentor, supervisor, or other staff member.

Due to the educational context of an internship, which is focused on the

personal and professional development of the intern, internship positions are
often unpaid (especially if a student is completing an internship in order to
gain course credit).

Internships are important because they provide insight into real-world

employment settings which can help to define career goals. They also enable
students and young professionals to develop soft-skills which are essential
for employability. For example, good communication skills, professional
work ethics, initiative, and cultural intelligence (the ability to work well
across multi- cultural or global settings). Interns are excellent for resume
boosting, networking, and for setting yourself apart within a competitive job
market.

3.2 Objectives of the study

✓ Provide a high standard of services suitable for individuals seeking
relaxing, comfortable and memorable experiences in the hospitality and
tourism industry.
✓ Provide the tourist market with the quality personal required by the
tourism industry.
✓ Produce expeditions and memories that would satisfy each and
every single of the customers.
✓ Evaluate current cultural, economic, and social issues affecting the
tourism and travel industry.
✓ Participate in both local and regional community service by providing
general lectures, consultation, and training programs.
✓ Whether the persons income influence his choice of opting for a particular
holiday package.
✓ To understand the quality of services maintained by SOTC.
✓ To determine the effectiveness of promotional campaigns.
✓ To evaluate overall performance of SOTC.
3.3 Scope of the study
The scope of this study is to understand the needs of the travellers and make
travel houses competent with world class services. Purpose of Research
Travel and Tourism Industry provides employment and generate revenue for
many economies across the world. India is in the initial stage in this industry.
It has the potential to emerge as one of the top 10 favourite tourist
destinations of the world with in next 3 years. (Source, World Travel and
Tourism Council website) With this, there is rise in Travel Management
Organisations in recent years. With competition in mind, there is always a
race to attract more customers. This study was initiated to explore the various
dimensions of the market and identify new areas where SOTC Tours can
effectively position its services, based on consumer perceptions and needs.

3.4 Limitations of the study

✓ No research is without limitations, but their number can be reduced
to achieve accuracy. The survey conducted within the limited period, so
shortcomings may be expected.
✓ The respondent’s personal bias is uncontrollable. The finds of the survey
is strictly based on responses of the respondents.
✓ It is difficult to find the euthenics be true, so they are assumed to be true.
✓ It was difficult to find respondents as they were busy in their schedule,
and collection of data was very difficult. Therefore, the study had to be
carried out based on the availability of respondents.
✓ The respondents were not comfortable; they showed non-
cooperative approach and rude behaviour while revealing their information.
Some respondents responded half-heartedly and gave incomplete
information.

3.5 Research methodology

Research methodology is a careful investigation for inquiring in a
systematic method and finding solution of a problem. It comprises the
defining and redefining of problem formulation hypothesis, collecting
and evaluating data, making detection and reaching conclusion
 CHAPTER 4
ORGANISAIONA
L PROFILE
 CHAPTER 4
ORGANISATIONAL
PROFILE

4.1 About SOTC

SOTC Travel Limited (Formerly SOTC Travel Pvt. Ltd.) is a step-down
subsidiary of Fairfax Financial Holdings Group; held through its Indian
listed subsidiary, Thomas Cook (India) Limited (TCIL). SOTC India is a
leading travel and tourism company active across various travel segments
including Leisure Travel, Incentive Travel and Business Travel.

SOTC was established in 1949. Since then, it has escorted lakhs of

travelers across the globe for more than 70 years to various destinations
around the world. It is one of the leaders in segments, namely Escorted
Group Tours, Customised Holidays, Holidays of India and Incentive
Travel amongst others. SOTC’s customer focus, innovation and
operational excellence has not only tapped the existing market potential
but has also created new markets through innovative packages. Its vast
array of holiday services is taking holidaying to an entirely new level. A
new age innovative holiday maker, SOTC strives to make holidays a
priority for every Indian. Through investments in technology and with a
strong online presence the company serves its customers through an
Omni-channel play.

Leisure-Travel

SOTC has been the pioneer in the development of organized leisure travel
in the Outbound and Domestic division. Its leisure segment includes
offerings namely, Escorted Group Tours, Customised Holidays, Luxury
Holidays and Holidays of
India.

With its extensive and continuously expanding network of sales offices

across India, the leisure business has been undertaking path-breaking
initiatives to reach out to travelers through innovative products. It has
pioneered the concept of one day road shows named Holiday Bazaars that
promote international and domestic escorted and group tours in India that
endeavor to bring to life our customers dream holidays. Recognizing the
importance of language markets, SOTC also pioneered tours conducted
in Marathi and Gujarati under the SOTC brand extensions: SOTC
Brahman Mandal and SOTC Gurjar Vishwadarshan. SOTC Travel is the
pioneer in Indian travel space to enter the integrated spiritual + leisure
segment with the introduction of Spiritual Tours named Darshans. Perfect
Moments- Luxury Travel by SOTC seeks to redefine luxury travel cliches
for connoisseurs. Our exclusive
 collection of luxury experiences are curated and designed exclusively for
esteemed and discerning travellers across the world.
The company is an innovator in introducing the co-created initiative in
the Leisure Holiday Space. The co-created initiative is a platform which
invites customers to spell out their most important expectations from a
Holiday so as to enhance and deliver an enriching holiday experience.
SOTC also organises tours for Non Resident Indians (NRIs) in the US,
the UK, the Middle East and Africa.

Incentive-Travel

With a dedicated team of over 100 professionals across India who

specialize only in meetings, incentives, conferences and events, SOTC's
customer focused strategies and national reach have consistently ensured
our market leadership in the MICE segment of the outbound travel arena.

Business-Travel
Business Travel is India's leading travel management company. With
leading edge technology, user-oriented software applications and strong
focus on service and customer needs, it has firmly established itself as the
expert in the business travel sector. Many of India's top companies have
chosen Business Travel for its global capabilities and specialist local
expertise.

4.3 Awards
• SOTC Travel Limited awarded the 2018 MEHK Top MICE Agent Award
• SOTC Travel honoured the TMC Overachiever Award at the 2019 MILT
Excellence Awards
• 2019 Times Travel Award for Marketing Excellence
• SOTC Travel Limited honoured the Top Agent Award 2017-18 by
Singapore Airlines
• SOTC Travel wins the 2018 Zee Business Travel Award for Best Tour
Package Provider
• SOTC Travel wins 2018 PATA Gold Award for ‘Marketing Media’ -
Travel Advertisement Broadcast - “Holidays Bring You Closer”
• 2018 Times Travel Award for Best Business Travel Tour Operator
• 2018 Times Travel Award Best Domestic Tour Operator
• SOTC awarded the 2018 Outlook Traveller Award for ‘Best Outbound
Tour Operator’
• SOTC awarded the 2017 Champion Performer at the Meetings and
Exhibitions Hong Kong (MEHK) Awards
• SOTC Travel conferred the 2017 Today’s Traveller Award for ‘Best
Outbound Tour Operator’
• SOTC wins the Best Risk Management Award in the Travel & Hospitality
category in the ‘ICICI Lombard-CNBC TV18 India Risk Management
Awards 2017
• SOTC wins the Kamikaze Best Customer Experience Award of the year
• SOTC wins the 2016 PATA Gold Award for its Perfect Moments -
Luxury Travel Brochure
• Kuoni-SOTC wins the 2016 AIMIA 9th Loyalty Awards for the Best
Customer Centric Company of the Year
• Kuoni India wins Today's Traveller Award 2015 for Best Outbound Tour
Operator
• Kuoni India wins the 2015 India Emirates Award
• Kuoni India wins the 2015 OTM India's Top 100 Travel producers award
• MEHK Top Agents 2014 Award
• Kuoni India wins the 2014 PATA Gold Award for Marketing – Industry
• Kuoni Business Travel India awarded ISO 9001:2008 Quality
Management System Certification by BSI (British Standards Institution)
• Kuoni Business Travel India awarded best in Solution Automation across
Asia Pacific & Second largest Agent in India at
the Abacus Top Travel
Agency Award 2014.

• Kuoni Business Travel India awarded the Top Agents Award 2013-2014
by Singapore Airlines.
• Kuoni Business Travel India awarded The GoAchievers 2013-2014 by Go
Air.
• Kuoni India MD honoured with Most Influential Persons Award by
Outbound Travel Mart (OTM)
• Kuoni- SOTC wins the Best Foreign Tour Operator – South Asia 2012 &
2013 Award by Malaysian Tourism.
• Kuoni India wins TAAI Travel Awards 2013 for the Best Outbound Tour
Operator and the Best Domestic Tour Operator
• Kuoni India wins Today’s Traveller Award 2012 for Best Outbound Tour
Operator
• Lonely Planet Magazine India Travel Awards 2012 to Kuoni India for the
Best Tour Operator
• Travel + Leisure India & South Asia’s India’s Best Award for Best Tour
Operator India to Kuoni India
• TAAI Travel Awards 2011 for Most Outstanding Business Innovation
Award to Kuoni-SOTC
• Today’s Traveller Award for Best Outbound Tour Operator 2011 to Kuoni
India
• Award for Innovation in Operations (Travel/ Tour Operators) category at
the prestigious GMR Express Travel World Awards 2011 to Kuoni India
• Kuoni Business Travel India awarded ISO 9001:2008 Quality
Management System Certification by BSI (British Standards Institution)
• Kuoni Business Travel India awarded best in Solution Automation across
Asia Pacific & Second largest Agent in India at
the Abacus Top Travel
Agency Award 2014.

• Kuoni Business Travel India awarded the Top Agents Award 2013-2014
by Singapore Airlines.
• Kuoni Business Travel India awarded The GoAchievers 2013-2014 by Go
Air.
• Kuoni India wins the 2014 PATA Gold Award for Marketing - Industry
• Kuoni India wins the 2014 PATA Gold Award for Marketing Media -
Travel Advertisement Broadcast Media
• Kuoni-SOTC wins the Best Foreign Tour Operator – South Asia 2012 &
2013 Award by Malaysian Tourism
• Kuoni India MD honoured with Most Influential Persons Award by
Outbound Travel Mart (OTM)
• Kuoni India wins TAAI Travel Awards 2013 for the Best Domestic Tour
Operator
• Kuoni India wins TAAI Travel Awards 2013 for the Best Outbound Tour
Operator
• Kuoni India wins TAAI Travel Awards 2012 for the Best Outbound Tour
Operator and the Best Business Innovation for a Travel Company
• Kuoni India wins Today’s Traveller Award 2012 for Best Outbound Tour
Operator
• Lonely Planet Magazine India Travel Awards 2012 to Kuoni India for the
Best Tour Operator
• Travel + Leisure India & South Asia's India's Best Award for Best Tour
Operator India to Kuoni India
• 5th Loyalty Awards for Customer & Brand Loyalty in Travel &
Hospitality Sector to Kuoni Travel Group, India
• TAAI Travel Awards 2011 for Most Outstanding Business Innovation
Award to Kuoni-SOTC
• 7th Hospitality India and Explore the World Annual International Awards
2011 for 'The Best Travel Company for Customer Satisfaction'
• CNBC Awaaz Travel awards 2011 for 'Most Preferred Tour Operator for
Outbound Travel' to Kuoni & SOTC India
• Kuoni India wins Today’s Traveller Award for Best Outbound Tour
Operator 2011
• Award for Innovation in Operations (Travel/ Tour Operators) category at
the prestigious GMR Express TravelWorld Awards 2011
• Award of Excellence for the category Best International Tour Operator at
the Kuala Lumpur Mayor’s Tourism Award 2011
• PATA Gold Award for "Marketing – Industry" – won in 2011
• Kuoni Travel India Pvt. Ltd. as a Sentosa Star Preferred Partner Sep 2011
to Aug 2012
• Kuoni Travel (India) Pvt. Ltd. in appreciation of support for 2010-2011
by Star Cruise
• Ministry of Tourism Award- excellence in service and highest foreign
exchange earnings, 20 times till now
• Conde Nast Traveller Readers Travel Award 2010 as "Favourite Tour
Operator
/ Travel Agency"
• Avaya Global Connect Customer Responsiveness Award 2010 for
"India's Most
Customer Responsive Travel & Tourism Company" f
or
SOTC.

• TAAI Travel Award 2010 as "Outbound Tour Operator of the Year"

• Economic Times-TAAI Award for "Best Integrated Travel Company" –
presented in 2009
• PATA Gold Award for "Marketing – Industry" – won in 2010
• Ministry of Tourism citation in recognition of the "Outstanding
Contribution to the Growth of Tourism in India" – presented in 2009
• Tourism Malaysia's Award for "Best Foreign Tour Operator Award –
South Asia" – presented in 2010
• Abacus-TAFI Award for "Best Outbound Tour Operator" – presented in 2009
• TTG Asia Award for "Best Travel Agency – India" – presented in 2009
• PATWA Awards for "Best Tour Operator" presented at ITB Berlin in
2010, and for "India's Best Travel Company"
presented at ITB
Berlin in 2009

• Galileo ETW Award for Best Outbound Tour Operator – for the 5th
consecutive year
• Galileo Express TravelWorld Award for Best Inbound Tour Operator –
for the 6th consecutive year
• Asia's Best Employer Brand Award 2010 for "HR Leadership"
• PATA 2010 Gold Award for CSR Initiatives

4.4 Branches
Headquarters: Mumbai,
India North : Delhi,
South : Bangalore,
West : Goa
East : Assam
4.5 Products and services offered
SOTC offers customized holidays around the world. It also offers Corporate
Tours and provides packages for MICE (Meetings, Incentives, Conferences
and Events) related travel needs. SOTC Trade Fair Tours aims to
accommodate the needs of businessmen visiting or presenting in
International trade fairs. It claims to have pioneered the concept of designing
and promoting escorted tours to international travellers in India. SOTC has
created different avenues through tour packages namely ‘Bhraman Mandal’
committed to the Marathi speaking population and ‘Gurjar Vishwadarshan’
for the Gujarati speaking population. SOTC has recently launched religious
tour called 'Darshans' aimed at offering integrated spiritual and leisure
experience across the popular religious destinations in India.

SOTC Launches Exclusive Products

SOTC has curated two innovative products both for outbound as well as the
domestic Indian traveller- Great Rail Journeys & Self Drive Holidays. SOTC
has launched Great Rail Journeys in collaboration with “Great Rail
Journeys” of UK. The company has also launched Self-Drive holiday
packages for the domestic market in India. The unique product offerings
ensure a comfortable and hassle- free journey on wheels, for families,
couples and ad hoc groups of friends.
“Experiential Vacations is an upcoming trend with travellers today and to
cater to this demand we have introduced Great Rail Journeys and Self Drive
Holidays for our customers. With an increasing number of travellers valuing
the personalized experience over anything else in their travel itineraries,
SOTC offers an exceptional opportunity to visit some of the world’s most
incredible places through classic train journeys,” Amod Thatte, Head
Product, Contracting & Innovation, SOTC Travel said and added that
domestic Tourism is witnessing a strong resurgence and the launch of our
‘Self-drive Holidays’ intends to cater to this demand. “With the concept of
long weekend holidays serving as a mini escape, popular drive-down
locations are seeing strong interest. For today’s travel-hungry yet price
sensitive audience, our focus is on simple, easy to book, Self-Drive Holiday
Packages that offer the unbeatable quality assurance of the SOTC brand,
coupled with great value pricing,” he added.
The holiday offerings feature a number of 'hotel trains', like the Trans-
Siberian in Russia, The Canadian in Canada, The Ghan in Australia, The
Blue Train in South Africa etc.
4.6 Organisational structure

Structure of an event management team

The work involved in planning, organising and conducting a major event can
be sufficiently great to require the recruitment of a large team of people.
Members of the team may be involved on a full-time, part-time, contractor,
casual and voluntary basis. At the head of the team is the Event Director
whose job it is to keep everyone working together for a considerable period
of time.

Organisation Chart
The organisation chart below indicates the magnitude and diversity of the team
needed to run a major sporting event such as a National or State
Championships.

Smaller events will obviously require a much smaller team, and individuals in
the team may be able to take on more than one role.

Hover your mouse over key positions in the organisation chart to find out
more.

The example organisation chart above has "departments" for Programme,

Venue, Equipment, Promotions, Officials, Hospitality and Merchandising.
Furthermore, with small modifications, the same organisation structure
could be applicable to running a different type of event such as a conference.

Importance of Coordinators
An important aspect of the above model is that each department has a
coordinator. As exceptionally important people in the event management
team, they should be identified and recruited as early as possible.
Coordinators should be a part of the organising committee and collectively
they will share in decision making processes with the Event Director.

The selection of coordinators is usually on the basis of knowledge or

expertise and sometimes because only one person volunteers for the task.
Whether coordinators have expertise or not, Event Directors need to
appreciate that sport and recreation depends very considerably on the input
of voluntary persons. Therefore systems should be put in place to recognise
the contribution of volunteers and to provide non-monetary rewards.

Job Descriptions
In consultation and close co-operation with members of the Event Team, the
Event Director should develop and provide a job description for each
coordinator.
 CHAPTER 5
PROJECT
DATA
 CHAPTER 5
PROJECT
DATA

SWOT ANALYSIS:
Based on the findings from document analysis, in-depth interviews and
observations, the collected information was analyzed through SWOT
(Strength, Weakness, Opportunity, Threat) analysis since it is the most
common tool of analyzing the internal and external environments. Many
consider SWOT analysis to be one of the most effective tools in the analysis
of marketing data and information. Also, it is a simple, straightforward
framework that provides direction and serves as a catalyst for the
development of valuable marketing plans. Internally, the framework
addresses strengths and weaknesses while external factors assess the
opportunities and threats (Ferrell & Hartline, 2013). Through using SWOT
analysis for findings in this research, it was able to understand more deeply
about the internal and external environments of MICE tourism in Japan and
to find common characteristics of MICE tourism in Japan in general and in
Kyushu in particular. Thus, the Figure has been originally developed by the
author that shows SWOT analysis of MICE tourism in Japan in general and
some particular features only found in Kyushu.

5.1 Strengths
According to the data from Japan Tourism Agency (2014) and responds from
the interviewees, there were several common strengths of Japan as a MICE
destination. Firstly, Japan has developed various industries and already
achieved in fundamental systems of academic fields in terms of number of
professionals, research centers and any other research facilities. There also
various different kinds of leading Japanese companies worldwide that
already have high brand loyalty and positive reputation from customers. As
a result, Japan can host various kinds of different MICE events with the
cooperation from those corporations and institutions. Additionally, Japan has
high standard regarding the issue of security and service quality. The public
security is especially safe in Japan which 63 was proved by Global peace
index. Japan has been the safest countries in Asia according to the data and
it has ranked top 10 safest countries in the world. (Institute for Economics
and Peace, 2014) Considering service quality, Japan is popular for providing
the high quality of hospitality services, materials and foods. The term
“Omotenashi” refers to the art of selfless hospitality that is a cornerstone of
Japanese culture. To welcome someone into your home or establishment and
be able to anticipate their every need is seen as a privilege for the host, and
working in a service industry is regarded with the utmost seriousness and
respect. There are no menial tasks if the result ensures a
great experience for a guest (Spivock, 2015). Moreover, Japan has high level
educational systems which mean that they have more highly educated human
resources who can work in MICE industry and more desired workforces in
the future as well. Also, the time management in Japan is very strict and well-
organized thus, it can be definitely beneficial when organizing events and
managing the meetings with guests. Lastly, the transportation system in
Japan is highly developed and easily accessible to any places within Japan
with high quality of different transportation services including the airplanes,
trains, buses and cars. Moreover, Japan is authentic, attractive and unique in
terms of culture and tourism activities. Although the country is one of the
developed nations, the balance between of preservation and development
were kept well and especially the natural environment has been preserved
well. Also anywhere in Japan, the traditional culture or custom has been
preserved well such as its shrines, temples, food cultures, and Onsen (hot
springs). On the other side, the culture of animation and fashion has also been
developed and a lot of tourists enjoy using the products of Japanese brands.

5.2 Weaknesses
Firstly, the weakness of Japan as a MICE destination is the issue of
marketing and promotions activities. According to the responses from
interviewees, they commonly mentioned that they are less active in
promotional activities compared to other competitors such as Singapore,
South Korea and China. One of the reasons why they are less active is due
to language barriers. Still a lot of promotional websites and information
contain less amount of information in English and other languages. For
instance, in official websites, brochures, and pamphlets, they have very
helpful information written in Japanese but much less in English or even not
at all sometimes. Also, even people who are working in MICE industry lack
fluency in foreign languages compared to other Asia Pacific countries that
frequently use English as their first and second language. In addition,
although Japan has a highly developed in IT industry, it still has low quality
WiFi service which has become one of the necessary factors when hosting
MICE events. Although it is creating and increasingly spreading out WiFi
spots, there should be more systematically improved and the process of
accessing to WiFi network should be simpler than current methods. For
example, when trying to use smartphones, instead of simply accessing to free
WiFi networks, most current systems require downloading applications first.
Also the process of downloading those applications is complicated and
confusing especially for foreign visitors. Therefore, it should enlarge the free
WiFi spots where tourists can easily access from their smartphones and
laptops. Moreover, Japan has also its reputation of being expensive and
having high living costs. As a result, it might influence the consumption
patterns of visitors. For instance, when organizing
MICE events, since it might have higher cost than other 65 countries, it can
be lack of comparative advantage considering the cost of organizing the
events.

5.3 Opportunities
Besides the strengths, there are also some external opportunities for Japan as
a MICE destination. Generally development of MICE tourism in Asian
markets is increasing and enlarging thus, a lot of event organizers and
participants have started to put more attentions in Asian markets. Since Japan
is one of economically leading countries in Asia, it can promote its potentials
as a MICE destination with its existing strengths. Most importantly, as
mentioned in strengths of Japan, it has high attentions in cultures and
technologies from various countries. The brand loyalty of “Made in Japan”
can provide a more reliable image for visitors. It can also refer that Japan has
high potential of hosting MICE events that are related with technologies so
that it can spread out the networks more widely than now. Lastly, since Japan
is hosting Olympic Games in 2020, it is getting more attention from all over
the world. In fact, the target number of inbound tourists was 20 million by
2020 but it was almost achieved by 2015 and the government has set the new
goal to attract 40 million by 2020. This data can be the evidence as proving
the successful outcomes so far and more potentials for the future. Even after
hosting Olympic Games, Japan is expecting more of new visitors to come
and increasing the number of repeating visitors as well through MICE
tourism.

5.4 Threats
On the other hand, as MICE market in Asia Pacific region is getting more
competitive, it is fact that the market share of Japan is decreasing and
examples of major competitors are Singapore, South Korea, China and
Australia.

*Singapore: In the case of Singapore, it was able to be the leading MICE

destination among Asia Pacific countries since the central government has
planned the goal of being MICE destination to invite the private investment
from overseas. The promotion activities are active especially in the field of
finance, biomedical and healthcare, environment and energy industries as the
government has the strategical idea which expect to have industrial
development in those fields through hosting MICE. The Ministry of Trade
and Industry of Singapore and Singapore Tourism Board have the strong
connections to work for MICE industry which also leads to enough financial
support for it. Moreover, Singapore has high functional facilities for MICE
such as Suntec Singapore and Marina Bay Sands which also have easy
accessibility from the airport. Considering both soft and hard ware sides,
Singapore has high competitiveness to be MICE destination.
*South Korea: South Korea has the purpose in the strategical growth of the
convention field and under the national policy, “International Congress
Industry Development Basic Plan” was declared in 2006. In addition,
“Exhibition Industry
Development Law” was declared in 2008 which proved the fact that
government is strategically emphasizing the importance of MICE. As a
result, MICE has been used as the tool for the economic development plan
67 especially in Seoul City and it focuses more on MICE in renewable
energy and natural resources fields. In terms of facilities, KINTEX (Korea
International Exhibition Center) and COEX (Convention & Exhibition) are
the widely known places that can handle large sized events. In terms of
managing human resources in MICE industry, Convention Bureau consists
of various departments in charge of different kinds of MICE fields and trying
to be more professional when organizing the events.

*China: In China, the development of MICE industry has been increased

rapidly especially in Shanghai, Beijing, and Guangzhou and exhibition
business is mainly held among other MICE industries. The main purpose of
holding exhibition is to expand the business chances throughout China and
to invite more people from overseas. Since China is advantageous in terms
of enlarging the size of the event, Shanghai Motor Show was able to become
one of the largest automobile exhibitions in the world. In order to satisfy the
needs of the exhibition market, China is responding quickly and many other
new exhibition centers were built up. Shanghai New International Expo
Center (SNIEC) is one of the most well- known examples which has become
the No.1 in the world in 2014 with an over 70 percent occupancy rate. SNIEC
was built with the cooperation with three German Exhibition operating firms
who are Deutsche Messe, Messe Duesseldorf, and Messe Munchen and
governmental firm in Shanghai City (Shanghai New International Expo
Center Official Website, 2016).

*Australia: In 1995, “A National Strategy for the Meetings, Incentives,

Conventions and Exhibitions Industry” was arranged and “National Business
Events Strategy for Australia 2020” was set in 2008. Australian government
has been focusing on MICE industry from early stage and as a result, Sydney
and Melbourne have already got attentions as being global MICE
destinations. For Sydney, the main fields of MICE are about green
technology, tourism, and digital industry. The city also created the MICE
international network system named “Future Convention Cities Initiative”
with Seoul and London to share the information and know-how from each
other. Thus, it brings negative impacts to the destination image. Although it
has the reputation of being a safe country, the presence of frequent natural
disasters is threatening the visitor’s perceptions whether they decide to visit
or not.
 CHAPTER 6
FINDINGS,
SUGGESSTION
S AND
CONCLUSION
 CHAPTER 6

FINDINGS, SUGGESSTIONS AND

CONCLUSION

6.1 Findings:
The major objectives of the study are
(i) to analyse the world convention industry,
(ii) to assess the profile of Indian convention industry,
(iii) to evaluate the strengths, the weaknesses, the opportunities of
and the threats to the Indian convention industry,
(iv) to assess India’s competitive position in the global market,
(v) to examine the role of Indian convention operators and India
Convention Promotion Bureau and
(vi) to critically evaluate the standard of convention facilities
available in India.

The existing convention facilities, accommodation, transport and air

connectivity and other tourist attractions as well as supporting
infrastructure of the world convention destinations are analysed. Though
Singapore and Hong Kong are small dots in the world map, they stand a
role model for developing convention potential and business-cum-
convention activities.

Both Singapore and Hong Kong are currently on the top of the world
convention market as they managed to merge the best of both the worlds,
the meticulous planning of the western world with the hospitality of the
eastern world.

About 85 per cent of the respondents appreciated the forward looking

strategies adopted by Shanghai, Hong Kong and Kuala Lumpur for the
development of the convention industry. The respondents rated with high
appreciation as regards the existing infrastructure and the proposed
infrastructural developmental activities implemented by these cities to
meet future requirements. Regarding the effectiveness of public-private
partnership model, 69 per cent of the respondents have expressed their
opinion as ‘high’; and the remaining have rated and ranked as ‘moderate’
in cities like Singapore, Bangkok and Kuala Lumpur.

The researcher has identified the key success factors in the Asian and non-
Asian convention destinations. Most Asian destinations are primary
tourist destinations, which later developed into noted economic centres,
and the convention business is developed around this economic power
centres. Shanghai and Hong Kong have adopted European model of
convention
infrastructure and have developed at a substantial level. Singapore and
Bangkok have adopted the public-private partnership model which
helped them to strengthen aggressive marketing strategies. In all the
convention locations, local transportation is well developed with an
extensive network of trains, trams, buses or the subway systems which
are extremely convenient for the convention travellers and business
visitors.

In Vienna, the tax revenue share from the conventions is used for
promotional activities, and a high level of focus can be seen in terms of
developing infrastructure for conventions. Places like Brussels, Vienna
and Barcelona have proactive promotion bureaus and have entered into
tie-ups to work with prominent business schools to train their team of
professionals.

The researcher the location and political environment of Asian and non-
Asian convention destinations. Further, the study also throws light on
tourist attractions, accessibility, convention facilities, government policy,
recreational facilities and availability of affordable accommodation.
Based on the research, ranking is given as high, medium and poor.
Singapore, Frankfurt and Paris rank “high” in all aspects except tourist
attractions, availability of affordable accommodation and convention
facilities respectively. Regarding Bangkok and Stockholm, ranking is
“high” in all aspects except two, namely location and political
environment, accessibility and tourist attractions. But none of the
connectionists have rated all these aspects as poor.

Almost in all aspects of international conventions, the overall

performance in the USA and the UK are rated as ‘high’ in majority of the
(68 %) cases, and the remaining respondents rated their overall
performance as “medium’. The researcher further analysed the
accessibility, convention facilities, key tourist attractions, location and
political environment and government policy. In the USA and the UK,
the convention facilities are ranked ‘high’. The other aspect like
accessibility, location and political environment, key tourist attractions
are ranked ‘high’ in the USA but it is ‘medium’ in the UK. Further,
government policies are ranked ‘medium’ in both the countries.

The study makes an in-depth analysis of the prevailing trends of the

following factors. They are role of stakeholders in planning, formulating
and implementing convention strategies especially promotional activities,
levels of participants’ satisfaction on courtesy and hospitality and
effectiveness of public private partnership. Both the USA and the UK
conventionists have been totally satisfied about the above- mentioned
factors and expressed that these countries offer convention-cum-
conventionists-friendly environment. Regarding the quality of human
resources, a majority (83 %) of the respondents have expressed that it is
high in the mind of both the USA and the
UK convention
travellers.

The prime and important convention destinations undertaken for the

study are New Delhi, Mumbai, Hyderabad, Bengaluru, Chennai, Kolkata,
Jaipur, Agra, Goa, Kochi, Bhubaneswar and Srinagar. The existing
convention facilities, transport, accommodation, connectivity and other
tourist attractions as well as supporting infrastructure in major convention
destinations are analysed. Other convention destinations in India include
Ahmedabad, Pune and Kovalam. Convention industries strengthen the
highest profile of the country as the ‘most favoured international
convention destinations.

The convention market is estimated at Rs. 4000-Rs.5500 crores annually.

According to the International Congress and Convention Association
(ICCA), India is in the 30th position in the global convention market.
India’s tourism sector contributes to approximately 2.2 per cent to Gross
Domestic Product (GDP), and the convention tourism business in turn
contributes 5 to 7 per cent of the tourism revenues. The projected growth
of tourism share in GDP during 2020 is expected to be 5.1 per cent, and
the share of convention business will be 8.2 per cent. So India is expected
to increase its tourism share percentage of GDP in the coming years,
converting India as a land of global convention giants with more tourism-
friendly policies.

New Delhi hosts the highest number of tradeshows and conventions in

the country. Pragati Maidan and Vigyan Bhawan and India Expo Centre,
the Ashok Hotel and the Taj Palace are the main convention centres in
New Delhi. The seating capacity in theatre style, classroom and U-shape
in the hotels and venues in major convention destinations are analysed.
New Delhi has the highest total seating capacity in theatre style, which is
13,801, total classroom seating capacity is 4,080 and total Ushape seating
capacity is 2,095.

The total seating capacity in theatre style in Mumbai is 6,900, total

classroom seating capacity is 3,600 and total U-shape seating capacity is
1,033. In Hyderabad, the total seating capacity in theatre style, classroom
and U-shape is 9,460, 1,770 and 1,230 respectively. The total seating
capacity in Chennai in theatre style, classroom and U-shape is 4,870,
1,220 and 320 respectively. Bengaluru has total seating capacity in theatre
style, classroom and ball room with 10,060, 1,385 and 717 respectively.
The total seating capacity in Kolkata in theatre style, classroom and
Ushape is 5,717, 1,261 and 664 respectively.

Jaipur’s total seating capacity in theatre style, classroom and U-shape is

2,415, 540 and 265 respectively. Agra has total seating capacity in theatre
style, classroom and U-shape as 4,150, 1,805 and 775 respectively. Goa’s
total
seating capacity in theatre style, classroom and U-shape is 1,900, 1,020
and 340 respectively.

The total seating capacity in Kochi in theatre style, classroom and U-

shape are 3,700, 1,180 and 510 respectively. Swosti Plaza in
Bhubaneswar has total seating capacity in theatre style, classroom and U-
shape as 1,100, 700 and 450 respectively. Srinagar has 1,270 total seating
capacity in theatre style, 800 classrooms and 10 Ushape.

India is one of the top tourism destinations in Asia. Within Asia and the
Pacific region, India stands at 8th position in respect of tourism receipts.
The World Travel Organisation (WTO) predicts that India will receive 25
million tourists by the end of the year 2015.

Basic amenities such as drinking water, well-maintained and clean

waiting rooms, and way-side amenities such as lounge, cafeteria and
parking facilities score poor in terms of availability of these
infrastructural facilities. The industry has a demand-supply mis-match
with respect to manpower. The existing supply of human resources does
not cater to even 40 per cent of the demand. Such a high proportion of
untrained manpower would adversely affect the quality of services
offered to the convention travellers.

Shortage of qualified trainers and lack of proper strategies and policies

for human resource development also affect the convention industry. The
development of any economy is related heavily to the transfer of
knowledge, ideas and skills from other parts of the globe that have access
to advance technologies.

The government has taken initiatives to promote responsible conventions

by sensitizing stakeholders of the convention industry through training
and orientation to develop a sense of responsibility towards convention
travellers and inspire confidence of foreign delegates to consider India as
a preferred convention destination. More such efforts are required to
improve the degree of various diversified services. As per the opinion of
the convention operators, a majority of the respondents used either
‘advertising’ as promotional tool or ‘hotels’.

There is a perception in the minds of foreigners that India is a land of

highly taxed country in all spheres. Convention industry is no exception
in this regard. The multiplicity of taxes like luxury tax and service tax in
the convention industry leads to higher products and service prices in
major convention destinations in India making these centres less
competitive as
compared to places like Singapore and Bangkok. The biggest hurdle in
promoting conventions is the exorbitant taxes.

Security scored the lowest rank of the respondents because of major

problems like political unrest, terror attacks, disease outbreak (dengue,
swine flu, bird flu) and cybercrime. A majority of the respondents
(54.17%) fear about security problems. A considerable number of
convention operators choose India because of the liberalized visa
requirements.

The strengths of India are that it is the sixth largest economy in the world
with versatile resources. It has been assessed as the world’s fastest growth
market for tourism. The country has a recorded history of over 5000 years
and over 25 world heritage sites. India gets about 1 per cent of world
convention share. The highest and most appreciable strengths of India are
its culture, traditions and behaviour of the people and hospitality extended
by them. The noted weaknesses of India are its language barrier while
transacting business. Due to this India faces shortage of quality work-
force as in the case of Europe. Another major weakness is recently created
poor image of India at some fronts. India is always facing demand and
supply miss-match in hotel accommodation. Besides, the current existing
accommodation is a stereo- typed one. That is the accommodation is not
designed on the basis of the felt needs of the convention travellers.

The most appreciable opportunities in the country are connected with the
major economies of the world by 50 international carriers. India now is
rated as one of the fastest growing economies of the world. The country
is now called emerging Asian tiger of the world economy. India has
recently signed bilateral agreements with a number of foreign countries
to increase air seat capacity. The country has taken hectic efforts in
improving transportation facilities. The major threats the country faces
are the poor image that prevailed during pre-independent period and
recent terrorist attacks in the major cities of India. The emerging Asian
convention markets and also the dominance of European and American
convention markets also threaten India. The strength and opportunities
pave the way for growth and weaknesses, and threats hamper the growth
of India’s convention industry.

Convention cities in India are not able to find a place among the top 30
global rankings for conducting international conventions. The global
ranking of the cities in India like New Delhi, Bengaluru, Hyderabad,
Mumbai and Chennai is far below their potential, though India has some
of the most prestigious educational, scientific, medical, agricultural and
management institutions in the world. New Delhi is in the 5th rank
hosting 30 international conventions followed by Bengaluru, Hyderabad
and Mumbai in the 141st rank with 11
international conventions. Chennai is in the 265th rank globally hosting
5 international conventions.

As per the opinion of the convention operators, corporate forms of

organizations take nearly a half of the forms of the organization. The
survey indicates that majority of the conventions are organized by
convention operators either at national headquarters like New Delhi or at
the state headquarters like Mumbai and Hyderabad.

It is understood that majority of the convention operators have an

experience of organizing conventions in India between 5 and 15 years. It
is also interesting to note that conventions are a new concept, receiving
much attention only in recent times. That is why, the study reveals that
considerable number of people is engaged in this business and it shows
steady and increasing growth trends.

A majority of the convention operators (57.82%) organized less than 10

events of conventions and conferences. The study infers that much of the
convention operators’ revenue ranges between 5 and 20 crores per year.
In the majority of cases, own funds and the fee collected from the
delegates’ form a major chunk for conducting the conventions. The study
shows that majority (81.25%) of the convention operators accept that
India is a key international convention destination to conduct
conventions.

The study also reveals that India also lacks in transport facilities,
especially for convention travellers. The scholar had a number of
discussions with knowledgeable persons who have sufficient knowledge
in this respect. They expressed that India lacks not only in skilled
manpower in handling and promoting convention activities, but also the
country is facing shortage of air seat capacity.

A vast majority (75%) of the convention operators hold conventions in

India for the benefit of generating revenue and earning foreign exchange.
A majority selected India for conventions because of the excellent
convention halls or centres and also adequate institutional support. When
the opinions of the respondents about the regulatory issues are sought,
about 41 per cent of them express their view that visa procedures are
complicated, and more than 28 per cent express that the service quality is
not up to the global level.

The study infers that a majority of the convention operators hold

conventions in India for the purpose of technology transfer and for
increasing their business opportunity through networking. About 74 per
cent of the respondents say that the aspect of hospitality in India is
competitive as India is well-known for
warm and hearty welcome to the inbound convention travellers. About 63
per cent of the respondents think that costs or expenses are competitive
because this aspect is low compared to other Asian destinations. This is
followed by conference fees. About 60 per cent of them express that
conference fees are favourable with respect to other countries. Other
aspects like infrastructure, tourism and recreation and accommodation
during conference days are also now-a-days competitive in India as they
account for about 54 per cent, 55 per cent and 52 per cent respectively.

An attempt has been made by the researcher to study the important factors
considered by the convention operators to organize conventions in India.
The factors score lower rank due to the lack of qualified man power and
infrastructural facilities, complicated immigration process and political
instability. The study infers that 271 majority of the respondents have
already organized conventions in India. A majority prefer Delhi, Mumbai
and Hyderabad as their venue or location of convention in India. Tourism
and recreational centres secured the first rank followed by regulatory
issues relating to host the event and quality of the venue in the second and
the third places.

As per the perception of the convention operators about India’s

accessibility, the cost aspect has scored the highest rank followed by other
factors like frequency of connections to the site, time, barriers and
convenience. Regarding local support, the respondents have given first
rank to convention visitors bureau or convention centre. With regard to
other attractions, the opinion of the respondents shows that sightseeing
secured the first rank. Regarding accommodation facilities, services
scored the first rank by the respondents. Security and capacity ranked the
second and the third places respectively.

The study analyses the meeting facilities available in the venue. It

indicates that capacity secured the first rank. Layout and cost are ranked
as the second and the third respectively. Regarding information, it is
observed that reputation secured the first rank followed by other
information like experience and marketing in the second and the third
places respectively.

It is evident from the study that the opinion of respondents towards setting
(attractiveness of the destination) scored the first place followed by
infrastructure, climate and hospitality in the second, the third and the
fourth places respectively. It is understood that a majority of the
convention operators either used “advertising” or “hotels” as the
promotional tools for promoting conventions in India.
It is evident that a majority of the convention travellers have chosen India
for convention for business or pleasure tourism. As regards level of
satisfaction on budget estimation on tour, airport reception and departure,
boarding for accommodation, social and cultural programmes, pre-and
post-convention tour and specialized activities, a majority of the
convention travellers expressed their full satisfaction. Convention space,
facilities and structure of the meeting rooms and hotel rooms are
commended as excellent by them. Relaxation and fitness facilities are
low-rated in Indian convention industry. To adopt a win-win strategy in
the marketing management operation, a global perception on Indian
convention industry is reformulated and redefined.

60 per cent of the convention travellers either appreciated or highly

appreciated the proactive role of ICPB in promoting India as an ideal
convention market.

A majority (58.33%) of the convention travellers appreciated the research

activities undertaken by the ICPB. Of the 58.33 per cent, about 60 per
cent expressed their reservations that their performance is not on par with
global giants. 53.33per cent of the respondents are satisfied with
advertising and publicity given by the ICPB.

The role of ICPB in advertising and publicity and growth of

professionalism served as liaison between the members and the
government, a majority of the respondents are satisfied with the ICPB. A
mixed opinion is prevailing among the respondents on promptness in
creating awareness programmes. All the respondents are totally satisfied
about seeking affiliation with global bodies. About 84 per cent of the
respondents are not satisfied with marketing tie-ups with global bodies.

As per the opinion of the convention travellers, a majority of the

respondents’ age group ranges between 31 and 40 years. It is natural that
lower and higher age groups are not interested in attending the
conventions.

A vast majority of the respondents are males. Almost all female

respondents just accompanied their male counterparts. They are not fully
involved in convention activities. A majority of respondents are from the
Asian continent, and a few are from Europe, North America and
Australian continents. The study indicates that nearly half of the
respondents are post-graduates.

The study reveals that a majority of the conventionists are from

academics and professionals. Among them, a vast majority have tie-ups
with leading corporate houses and independent consultants. It is proved
from the study that
a majority of the convention travellers have their monthly income up to
$ 20,000.

The study also throws light on the current venues for convention. It insists
that preferences of North India (Delhi and Mumbai) as the venue of
convention for the respondents are at a majority level rather than South
India (Hyderabad, Bengaluru, and Chennai).

Regarding persons accompanying conventionists, a majority of the

respondents have accompanied their business partners and friends. It is to
be noted that a majority of them accompanied their business partners. It
indicates that conventions help to increase economic activities.

The study reveals that a majority of the respondents (68.17 %) get their
source of knowledge about conventions either through e-mail or through
the media.It is clear that a majority (86.67%) of the respondents are
delegates who play a major role in conventions. Out of the 120
respondents, nearly 46.67 per cent of the respondents have visited less
than two times India to attend convention and conference meetings. It is
evident from the analysis that a majority of the respondents (73.33%)
have come for business purpose.

The reason for the scores of lower rank in the five point scale is the lack
of convention -related transportation, restaurant and catering options
according to the needs of the convention travellers, poor aesthetic value
of the places, lack of multimedia equipment support at the venue, poor
recreational and hospitality centres, confusion in the registration for
convention, problems with the travel agents and tour operators and
immigration problems. Accesses to public transport, travel desk for
onward travel are the problems mostly pronounced by the convention
travellers. Nearly three-fourths of the respondents have previously visited
India. Four- fifths of the respondents who previously attended
conventions or conferences are from Asian and European continents.

As per ranking from the study, access to other public transport, quality
accommodation, conference- related transportation, venue hygiene
secured poor ranks, which means, these problems are mostly faced by the
convention travellers during their visit to India. A major section of the
convention travellers has planned to stay from 9 to 14 days in India. The
average number of days of stay of convention travellers in India is 10.8
days. The average duration of stay plays a vital role in planning and
development of related facilities to attract conventionists.
A majority of the respondents planned to stay 2-4 days in India for
conventions, and the average length of stay for convention or conference
works out to 3.42 days. A majority of respondents' duration of stay for an
official engagement is up to 4 days, and the average number of days of
convention travellers for official engagements in India is 2.07 days. A
majority of the respondents have planned to stay in India to visit friends
and relatives from one to two days. The average number of planned days
of stay for social visits works out to 1.78 days. A majority of the
respondents stayed in India for tourism up to 6 days. The average number
of days of stay planned for tourism works out to 3.93 days. The researcher
critically analysed the duration of stay of the conventionists and also the
actual stay. In majority cases, the average duration of stay exceeded the
planned duration of stay. The reasons for extended duration of stay are
hospitality, customs and traditions of people attracted them to stay for
more number of days in India.

A vast majority of the respondents have made a visit to India for

conventions and conferences. Of the total convention expenditure, 50 per
cent constitute air travel expenses in abroad whereas it is nearly three-
fourths in India. Convention fee, food and beverage cost and
accommodation are high abroad whereas it is low in India. Gifts or
souvenir expenditure is low abroad, but it is high in India. There is not
much difference between India and abroad in connection with local
transportation expenses.

This study reveals that infrastructure at convention secured the 'first' rank
followed by public transport facilities and ambience in the second and the
third places. The study reveals that convention space secured the highest
position followed by meeting rooms in the second rank. As per the
opinion about infrastructural facilities, the auditorium facility is excellent
with the greatest potential. Ball room style and convention halls are
ranked as the second and concourse (place where men gather) goes to the
third rank.

Regarding accessibility to Indian convention destinations by the

convention travellers, the cost aspect that is low cost has secured the
highest rank by the respondents. It shows that India performs favourably
in terms of cost compared with the other Asian destinations. With regard
to Indian convention destinations, local support has secured the highest
rank by the respondents. It means that the extent of assistance offered by
the local support of the association in India is favourable.

The other attractions in Indian convention destinations insist that sight-

seeing and professional opportunities have secured the highest rank. It
means that India has a diversified landscape which attracts the convention
travellers. Regarding accommodation facilities in Indian convention
destination service
 quality secures the highest rank by the respondents. It insists that both
quality and price of the accommodation facilities in convention venue
have improved favourably.

The researcher analysed the meeting facilities available in Indian

convention destinations. Capacity and layout aspects are in high ranking
position. It explains that the meeting facilities in the convention venue
have improved in India comparatively especially in recent times.

Information related to conventions is provided by various sources

including newspaper articles, journals and advertisements, website of
professional bodies, research and academic institutions. Opinion of the
respondents regarding the perception of India against other Asian
destinations - Information states that reputation ranks high followed by
experience and marketing by convention travellers.

With regard to convention in India, the hot summer months make the
international travellers feel uneasy. Prevalence of water-borne diseases
and other ailments arise during the rainy season. Seasonal trends are
evident in the scheduling of conventions in India. Most of the events are
organized during the months of September to January. Climate is rated
and ranked ‘poor’ by the respondents because of the seasonal changes in
the nation.

The study clearly shows that the respondents are unhappy about the
cleanliness, traffic congestion and unclean road. The convention
travellers are subjected to a variety of taxes at the airports and other areas.
Majority of the connectionists are always cost-conscious, and hence their
feelings are honored properly.

A high taxation destination pushes convention travellers to move to tax

friendly destinations. A leisure traveller always opts for the cheaper route,
if available.

The study indicates that the Ministry of External Affairs and the Ministry
of Home Affairs simplify the immigration procedures for convention
travellers. One of the areas of contention is the "Conference Visa" which
entails a cumbersome process of application, which deters many visitors
to India. Further, there have been concerns about the inordinate delays in
issuance of visa.

6.2 SUGGESTIONS
It is appropriate to offer the following suggestions based on the in-depth
study of the problems and prospects of the Indian convention industry.
1. Indian convention industry is at a nascent stage. Its growth and
development are not on par with international standards at present.
One of the major problems that the industry is facing today is lack of
adequate budgetary support from the government for the development
of convention industry. But unfortunately governments’ step motherly
treatment hampers the growth and development of convention
industry. Hence, the government of India should come forward to
allocate sufficient funds to meet out its developmental activities.

2. The Government of India has not established a separate ministry

for a continuous and sustained growth of convention industry and
failed to identify the importance of attracting international
conventions to India. To have an effective control and
management of convention industry in India. The Government of
India should form a separate ministry. The proposed ministry
should act as liaison between the government and various
convention stakeholders for smooth functioning and effective
handling of convention related issues.

3. To get total success in convention services at global levels, the need

of the industry is to find an ideal and the most suitable skilled
manpower resources. The current human resource developmental
activities provided by the Government of India through IITTM,
IHMCT & AN are mainly focussing on tourism and hotel-related
aspects. Hence, a collective effort should be made to redress the
manpower requirement of the convention industry. For this purpose,
a separate All India Convention Institution specially designed for
convention-related academic courses has to be established. The
proposed courses should fulfil and make up the existing gap of
skilled and trained manpower. Besides, they should have tie-ups
with global convention bodies, travel companies and academic
bodies to impart highly specialised academic education. The pre-
service and in- service training programmes imparted by these
institutes will give a boost to the convention industry. If these
measures are seriously undertaken by the government, it will solve
the improved service-related problems at every level which is often
more pronounced by the convention travellers. Hence, it is suggested
that government of India should take appropriate steps to establish a
premier institution on the lines of IIT, IIM and IIS to impart on high
quality academic education.

4. A high powered committee should be set up to redress and

monitor convention-related matters or activities. The committee
consists of experts in the field, researchers who undertook
research activities in
 tourism in general and conventions in particular, representatives
from ICPB, convention associations, convention operators,
hoteliers, airline operators, tour operators and the like. The proposed
committee should form the quality circles to discuss convention
quality related aspects. The mission and vision of the committee is
to develop India’s convention destination on par with global
convention destination. The name of the high powered committee is
Convention Planning and Management Board.

5. Convention in India is a high-taxed industry, which makes India

expensive as a convention destination. This is affecting the growth
and development of the industry. High taxation will shift
convention travellers to other low-cost destinations. Inbound
tourism is the one which is mostly affected by the multiplicity of
taxes. Various taxes are levied across the entire industry right from
tour operators, transporters, and airline operators to hotels, and
these include service taxes, luxury taxes, tax on transportation, tax
on aviation turbine fuel (airline industry) and various taxes on
transportation. In addition, these tax rates tend to vary across
different states in the country. Hence, the governments (both central
and state governments) should formulate a uniform and low rate of
taxes on these services. By adopting a uniform and low rate of
taxes, what the government loses can easily be adjusted by
attracting more convention travellers through which more foreign
exchange earnings can be generated.

6.3 CONCLUSION

The broad conclusions arrived from the study are listed below.

The study indicates that there is a huge potential in the country for
convention business to take off in the coming future. A booming economy
and a resurgent tourism sector augur well for the future of convention
industry in India However, there are substantial challenges faced by the
ministries and various stakeholders in terms of infrastructural development
and policy reforms. The study pertains to an analysis of the existing
infrastructural components available in India for the promotion of the
convention industry. Recent initiatives from the Finance Ministry to propose
the viability gap finding is an acknowledgement of the fact that investment
is required in the convention sector and this has been lauded as a positive
step, which can contribute to the growth of Indian convention industry.
India with its brilliant cultural diversity has much to offer the convention
travellers just like a prism. In the vibrant India, the conventionists can have
a multi - sensory experience of the diversity of the land and people. Such
diversity is India’s strength which no other nation in the world can match.
India’s brilliant cultural mosaic has been the envy of many a country in the
world which offers only a monoethnic mono-cultural ethos for the
convention travellers.

It is predicted that the projected growth of tourism share in Gross Domestic

Product during 2020 is expected to be 5.1 per cent, and the share of
convention business will be 8.2 per cent of the tourism. So India is expected
to increase its tourism share as per centage of Gross Domestic Product in the
coming years converting India as a land of the global convention giant with
more tourism- friendly policies.

Conventions can be profitably exploited not only to create jobs, to generate

more income, to contribute liberally to Gross Domestic Product but also to
bridge the gap between the haves and the have-nots. Convention industry has
also become an equaliser of global economic disparity.
It is heartening to see that several measures are taken by other key ministries,
namely Ministry of External Affairs to issue Multiple Entry Business Visas
as well as the Ministry of Tourism proposing the setting up of bed and
breakfast centres in the national capital. Such forward-looking initiatives,
along with a proactive market focused ICPB and effective public-private
partnerships can work together to make India a global convention
destination.
In order to realise this vision, India has to fine-tune her convention products
to match future demands of the convention travellers. The anticipated
rewards of convention industry can be reaped only when the country
arranges its convention policy and programmes in a fine mettle. Then only
the convention industry can be said to be at the threshold of a new era of
growth and prosperity.
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