Kerala Positioned as Leading Venue for Weddings and MICE Tourism

According to a recent announcement by the Union Tourism Ministry, India should prioritize weddings and MICE (Meetings, Incentives, Conferences, Exhibitions) tourism as a niche segment, rather than grouping it under general tourism development. Suman Billa, the Additional Secretary and Director General of Tourism, delivered this keynote address at what was claimed to be the country's first Wedding and MICE conclave, organized by the Kerala Travel Mart (KTM) Society in association with the state tourism department.

Billa highlighted Kerala's strong potential to emerge as a leading venue in this category, citing the state's inherent advantages. He suggested that the wedding and MICE segment should have dedicated microsites on the country's leading tourism portals to bring its immense scope into sharper focus. Billa also praised Kerala's green-friendly policies and its widely acclaimed Responsible Tourism model, which have helped the state renew its reputation as a global destination.

Furthermore, Billa claimed that Kerala has a potential business opportunity worth Rs 1 lakh crore in the wedding and MICE tourism sector. He emphasized the need for convergence and synergy to capitalize on this opportunity, given the state's excellent ambience and infrastructure.