TravTalk India Online Magazine
The MICE market in India is marching ahead to catch up with the world by opening up the sector to new activities. More corporate groups are opting for high-power, adrenaline-pumping activities over boardroom boredom.
Birju Gariba, CEO and Executive Director, Platinum World Group
‘Please watch the instruction video very carefully as the choices you have made today are of high risk in nature and you consent that you have chosen them without any prejudice,’ says the voice in the safety video. The incentive group listens carefully before venturing into its first ‘Edge of Space’ high adrenalin MIG-29 flight at SOKOL airspace in SOKOL airfield near the Russian city of Nizhny Novgorod.
MICE activities of the yesteryears have now evolved into a different beast altogether. They are no longer limited to coach guided tours or attractions; it has become ever more adventurous and exciting. I am reminded of the famous advertisements with the theme ‘Dil Maange More’ and the newer ‘Aur Dikhao, Aur Dikhao’. Adrenaline is the answer to the ever-challenging question of ‘What new can we do to engage our stakeholders’ for the MICE planners?
Been there, not done that
The MICE movement in India has erupted in the last decade and a half and for those who boarded this train early will know the perennial challenge lies in offering the attendees the destination and activities they have not done before. This evolution has encouraged MICE planners to reinvent the wheel and explore newer experiences like never before.
Moreover, with the advent of tech companies, there has been an explosive growth of millennials at all levels who, as we all know, are well-informed. The globalisation of business has also ensured that a location which was a huge incentive earlier by itself is not enough. This is the era of travel being Facebook brag-worthy which is also the new unwritten brief for MICE planners. Globally, experience providers have realised this evergrowing demand and have created experiences like never before including the likes of ice driving like James Bond on perfect slabs of ice, shark-cage diving, bungee jumping, tower walks, circuit car racing, Ducati bike tours and even working with stunts team.
I am reminded of an event we had curated for a media conglomerate that was attended by over 1,200 pax where we took over the entire Aamby Valley Resort for our event and converted it into a complete experiential zone.
Risky business
Apart from existing infrastructure at Aamby, we added a few experiences including an entire site for bungee-jumping. We installed heavy machinery and commercial cranes to execute this which involved lengthy checks and balances for safety. The adrenaline quotient of young media employees is usually very high and undoubtedly, we had long queues of adventure junkies that took the leap of faith. In another event, a whole group of travellers took over the sky to experience skydiving from 14,000 feet in Miami.
A few clients had the thrill of riding a battle tank and crushing a car with it. To complete the experience, they even had the tank drive over them as they were made to lie down in the centre. While most of these activities are usually finding their way into corporate itineraries, the multinationals are at the same time aware of the risks associated with such activities and hence, avoid extreme adventures or encourage them only at an individual level. Adrenaline MICE is still in its nascent stage but the demand for the same is bound to go up as the thrill-seeking millennials start dictating the boardrooms as well as fill up cubicles. Traditional MICE is passé for the newbie traveller; adrenaline and experiential MICE is the new credo.
(The views expressed are solely of the author. The publication may or may not subscribe to the same.)
