VISITENGLAND wants to grow its MICE business from India and will leverage its Asia-Pacific office in New Delhi to broaden its network of trade partners.
Alex Mawer, director of marketing, VisitEngland, said: “Our focus in India will be business tourism and the MICE market.”
The NTO is focusing on business from New Delhi, Mumbai, Kolkata, Chennai, Hyderabad, Bengaluru and Pune.
Reem Khokhar, regional manager – Asia-Pacific, VisitEngland, said: “We intend to showcase several destinations and venues in England as ideal for MICE events. We will participate in MICE events in India to familiarise the trade with our products.”
“Initially, we will hold MICE networking events in Mumbai and New Delhi, and also organise fam trips to promote our destinations,” added Khokhar.
VisitEngland is pushing the cities of London, Birmingham, Manchester, Bristol, Liverpool and Brighton, and activities such as visiting the Formula One Silverstone Circuit, Beatles-themed tours, hot air ballooning, English Premier League soccer matches, horseracing at Royal Ascot or events at the country’s numerous castles.
Sushil Wadhwa, chairman, Platinum World Group, remarked: “England does have interesting high-end MICE venues and activities. We are looking beyond London to create interesting itineraries for our meeting and incentive clients. More destinations will create a larger window of opportunity and allow us greater choice.”
VisitEngland has budgeted 24 million pounds (US$36.4 million) for its three-year international marketing blitz, and aims to stimulate an additional 5.3 million room nights in short stays in England and 480 million pounds more in tourist spend by 2015.
In 2012, 95,000 Indian business visitors travelled to England.