Meetings Mean Business Announces New Advisory Board, Market Strategy for India

MMB India previewed plans to foster industry-wide advocacy in one of the world's fastest-growing MICE markets. 

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Five months after Meetings Mean Business India was announced at PCMA's Convening Leaders Conference, Meetings Mean Business has announced an update on its advisory board and two-phase market plan. According to Nitin Sachdeva, co-chair of MMB India and executive director of Venture Marketing, India's MICE industry is both young and rapidly growing. The South Asian nation's MICE market is expected to triple over the next two to three years and, in turn, create more than 2 million outbound MICE tourists by 2020. As such, Sachdeva plans to build out MMB India's advisory board by taking the existing MMB model and tailoring it to the needs of India's meetings market.

"India is poised to be one of the world's fastest-growing markets for outbound MICE tourism," said Sachdeva. "We have the sixth largest economy in the world, and by 2025, our outbound MICE tourism market is expected to reach US$9 billion. From a communications and advocacy standpoint, our opportunity is clear — we must come together as meeting planners, incentive experts, travel providers and destination marketing strategists to advance a shared mission for market growth and business development."

Julie Coker Graham, the co-chair of the U.S. MMB Coalition and president and CEO of the Philadelphia Convention and Visitors Bureau, notes that MMB India — the second international chapter after MMB Canada — "strengthens our mission to protect and promote the industry's value. As the coalition grows, we strengthen our role as an insurance policy for the industry by offering more proof points, more spokespeople and more proactive engagement to decision-makers in business and government. We are excited for the collaboration, partnership, and knowledge-sharing ahead."