THIRUVANANTHAPURAM: The State Tourism Department is all set to launch a global awareness campaign to promote MICE tourism following the withdrawal of the liquor ban. It is widely felt that the liquor ban imposed by the former UDF government had dented the popularity of the state as a MICE (meetings, incentives, conferences, exhibitions) tourism destination. "MICE tourism has opened up infinite possibilities for tourism in the state but the policies of the former government had played spoilsport," tourism minister Kadakampally Surendran said.
"MICE tourism will go a long way in tackling the crisis in the tourism sector," the minister said. There was a time when the state was the top MICE destination in the country. According to Kerala Travel Mart Society president Baby Mathew it is the poor infrastructure that has affected the state's MICE prospects. The shortage of exhibition and conference centres of global standards, poor roads, high taxes, and tough competition from other states like Goa and Tamil Nadu were some of the issues pointed out by the CEO of Uday Samudra, Mr Rajagopal Iyer.
"Water sports, golf and casinos that were in the wish list of foreign travellers should be set up at any cost," Mr Iyer said. The minister, however, was sceptical about giving in to the wishes of foreigners. "We need to create a unique Kerala experience," he said. Mr Iyer also raised the militancy of trade unions in the state. "Such issues have dampened the state's MICE tourism potential. Demonetisation and the liquor ban imposed by the former UDF government had also affected MICE tourism in the state," he added.
The tourism industry generally felt that tourism policies should hold good for at least five years. "Targets should be set, and the implementation of various aspects of the policy should also be subjected to regular monitoring and supervision," Mr Iyer said. It was also felt that a digital platform should be created for the global promotion of MICE tourism. "A blog should also be created for the internet promotion of MICE tourism in the state," said Anish Kumar, the president of ATTOA.
