The fifth lecture themed “MICE will Rise! Hospitality and Events Industry Perspective” of International WEB Lecture Series in Tourism and Hospitality was delivered by Prof. Parikshat Singh Manhas, University of Jammu and Dr Ruth Sabina Francis, Programme Director, School of Hospitality Tourism and Events, Faculty of Social Sciences and Leisure Management (FSLM), Taylor’s University, Malaysia on 6th May 2020 (Wednesday) at 1.00 pm (IST). There were around 95 participants including top academicians, students and research scholars of various universities from across the globe. This “International Web Lecture Series in Tourism and Hospitality” is an initiative taken by Prof. Parikshat Singh Manhas, University of Jammu along with Dr. Ramjit, Department of Tourism Studies, Central University of Kashmir, Dr. Jeet Dogra, Assistant Professor, Indian Institute of Tourism and Travel Management (IITTM), Gwalior, Madhya Pradesh, India and Mr. Nikhil Singh Charak, Assistant Professor, Ambedkar University, New Delhi, India.
Mr. Nikhil Singh Charak welcomed and introduced both the experts and coordinators from India and Malaysia. The proceedings of the session were initiated by Prof. Parikshat Singh Manhas by welcoming the co-speaker of the session, Dr. Ruth Sabina Francis along with the participants and coordinators of the event.
Prof. Parikshat Singh Manhas in his opening remarks, apprised the participants about this international lecture series and how it is discussing real issues and challenges relevant to the Travel & Tourism industry. While reflecting upon the promising future and the relative significance of MICE (Meetings, Incentives, Conferences, Exhibitions), Prof. Manhas explained how MICE from other Asian countries will be diverted towards India post COVID-19. He further urged that countries across the world should start focusing on reviving local ecosystems instead of International organizations to reduce the economic leakage. He asserted that emphasis on small and medium enterprises would be in the wise interest of all stakeholders across the world. Prof Manhas further impressed that flexibility and consumerism will be the key to the growth of the MICE sector.
Dr. Ruth Sabina Francis discussed the changes in MICE and business models while proposing ways in which stakeholders could remain confident with the growing uncertainty in the tourism industry. She first discussed the transition of events to e-vents (borderless and digitized proceedings) and then reflected upon the changing business models within MICE. She propounded virtual meetings to be the way forward as they benefit the stakeholders in an immeasurable manner. Dr. Ruth asserted that virtual meetings result in better networking and enable stakeholders to gather large amounts of data. To monetize e-vents and to gain confidence during these times, Dr. Ruth asked MICE stakeholders to come up with an incentive strategy as brand marketing is now anachronous.
The session was followed by question/answers wherein the speakers Prof. Parikshat Singh Manhas and Dr. Ruth Sabina Francis responded and constructively answered to the various queries of the participants. At the end of the session, a detailed report followed by vote of thanks was presented by Dr. Jeet Dogra, Assistant Professor, Indian Institute of Tourism and Travel Management (IITTM), Gwalior, Madhya Pradesh, India.
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