India has joined the global advocacy campaign for meetings, incentives, conferences, exhibitions (MICE) travel originated in the US called ‘Meetings Mean Business’. Started by the US Travel Association as an advocacy campaign platform to disseminate the importance of face-to-face meetings in the MICE industry, Meetings Mean Business movement has spread its wings to Canada first and now to India.

“We have completed our licence agreement with the US Travel Association for India chapter early this year, and we have already set up an advisory board comprising 25 people covering meetings, incentives, conventions industries, corporate entities, hotels, airlines etc,” said Nitin Sachdeva, executive director of Venture Marketing and co-chairperson of Meetings Mean Business India chapter.

Sachdeva said the objective of the chapter is to bring together different segment-oriented associations on the advisory board and collectively promote the ethos of face-to-face meetings for the MICE industry. Once that is achieved, the campaign will endeavour to put the power of advocacy to convince governments about the benefits that MICE can deliver to destinations and the country with right infrastructure and right policy framework.