A comparative analysis of MICE Tourism in India before and after

COVID19: A study on ITC Grand Chola Hotel, Chennai.

An SS Component

Jayasree- 22/PPRA/107
Fatima Mehak- 22/PPRA/102
Leina Dehsha P- 22/PPRA/123
Viswalekshmi AS - 22/PPRA/118
Nanditha- 22/PPRA/113
 TABLE OF CONTENTS

S.No Particulars

1 Introduction

2 MICE in India before and after Covid 19

3 ITC Grand Chola and MICE

4 One prominent MICE in ITC Grand Chola

5 Conclusion

6 Evaluation

7 Reference
 INTRODUCTION
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MICE

Meetings, Incentives, Conventions, and Exhibitions, or MICE as they are often referred to as,
make up a vibrant and important part of the worldwide tourism and hospitality sector. This diver-
sified industry includes a broad range of initiatives and occasions, each of which makes an im-
portant difference to societal development, exchange of information, and cultural interaction.
Over time, MICE tourism has developed into a vital sector of the world economy and a driver of
international cooperation.

MICE tourism is essentially a specific kind of travel that focuses on planning and hosting various
kinds of events. These occasions might be as modest as business meetings or incentive trips or as
massive as world meetings and trade shows. MICE tourism's main objective is to give business-
es, associations, and communities a place to meet, share ideas, and advertise their goods and ser-
vices.

Meetings are one of the main pillars of MICE tourism. Board meetings, seminars, and workshops
as well as international conferences with thousands of participants are examples of these. Meet-
ings are essential for promoting networking, sharing knowledge, and making important choices.
They frequently take place at hotels, conference centers, and other special locations, each created
to meet the unique requirements of the event.

MICE tourism involves more than simply business gatherings and events; it also involves mar-
keting places and delivering unforgettable experiences. MICE tourism frequently benefits host
cities and regions by bringing in more visitors, keeping them longer, and giving them more expo-
sure on the international stage. Additionally creating jobs and promoting economic growth is the
infrastructure construction necessary to accommodate MICE events, such as the construction of
hotels and conference centers.

In conclusion, MICE tourism has become a major force in the global tourist sector, combining
commerce, culture, and innovation. Along with promoting economic progress, its varied compo-
nents—including meetings, rewards, conferences, and exhibitions—also promote global collabo-
ration and information sharing. We shall examine each component of MICE tourism in more de-
tail and examine how it affects the global environment in the sections that follow.
 ITC Grand Chola:

ITC Grand Chola is a luxurious and iconic hotel located in Chennai, India. It stands as a symbol
of luxury and hospitality because of its luxurious design, outstanding amenities, and rich cultural
history. The Chola dynasty, one of the longest-ruling dynasties in the history of southern India, is
honored in the name of the hotel, which is run by ITC Hotels. Through its amazing and majestic
design, it pays respect to the rich tradition and architectural wonders of this historic family.

The ITC Grand Chola offers no less than luxurious accommodation. The hotel has more than 600
luxuriously furnished rooms and suites, each of which was carefully designed to provide the
greatest in elegance and comfort. A variety of accommodation types are available to guests, in-
cluding Executive Club, Eva Rooms, Towers, and the lavish Chola Suite. For a comfortable stay,
each room has modern facilities, high-speed internet, and 24-hour room service.

At the ITC Grand Chola, eating is a delicious joy. The hotel offers a variety of eating choices,
including a number of specialty cuisines that take guests on a varied gastronomic experience.
Avartana, Peshawri, and Royal Vega are just a few of the eateries that provide traditional Indian
food as well as flavors from across the world. The hotel also offers its visitors a bakery, a high-
tea lounge and a bar.

The dedication of ITC Grand Chola to sustainability and responsible luxury is one of its most
notable characteristics. The hotel was created and constructed in accordance with strict environ-
mental requirements. To reduce its carbon footprint, it uses eco-friendly techniques including
trash management, energy-efficient lighting, and rainwater collection.

The hotel's luxurious Kaya Kalp - The Royal Spa spa and wellness facility offers to guests look-
ing to relax and refresh. Visitors may indulge in a range of normal and modern spa services here,
such as massages, facials, and Ayurvedic therapies. The ITC Grand Chola is dedicated to luxury,
hospitality, sustainability, and responsible travel as well. To reduce its impact on the environ-
ment, the hotel has introduced a number of eco-friendly strategies, such as energy-efficient sys-
tems and trash reduction programmes.

In conclusion, the ITC Grand Chola in Chennai is a symbol of wealth and luxury, to sum up. It
gives visitors a genuinely unique experience by combining the rich cultural history of the Chola
dynasty with innovative comforts and outstanding service. This iconic hotel is certain to leave
you with a lifetime's worth of richness and hospitality in the heart of South India, whether you
are coming for business or pleasure.
 MICE IN INDIA BEFORE AND AFTER COVID
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MICE (Meetings, Incentives, Conferences, and Exhibitions) events are a crucial part of the glob-
al business and tourism industry. These events play a significant role in promoting business in-
teractions, knowledge sharing, and economic growth. In India, MICE events have had a notable
presence both before and after the COVID-19 pandemic, but their dynamics and impact have
evolved in reaction to the challenges presented by the virus.

Before COVID-19: The MICE Industry in India:

Before the COVID-19 pandemic, the MICE industry in India was experiencing steady growth.
India has emerged as a well-known destination for international conferences, corporate meetings,
and exhibitions. Several factors contributed to this growth:

1. Economic Growth:
India's robust economic growth and increasing global influence made it an attractive destination
for business events. Major cities like Delhi, Mumbai, Bangalore, and Hyderabad developed
world-class infrastructure to accommodate large conferences and conventions.

2. Diversity and Culture:

India's rich cultural heritage and diverse landscapes added an element of attraction for in-
ternational delegates. Cultural programs and local experiences often accompanied MICE events,
making them memorable for attendees.

3. Technology and Innovation:

India's thriving technology and innovation sectors made it a natural choice for conferences relat-
ed to IT, biotechnology, and pharmaceuticals. The country had state-of-the-art convention centers
and hotels to host such events.

4. Government Support:
The Indian government recognized the potential of the MICE industry and provided support
through policies and initiatives. This included easing visa procedures for conference attendees
and promoting India as a global MICE hub.
 After COVID-19: The MICE Industry Adapts:

The COVID-19 pandemic had an intense effect on the MICE industry worldwide, including In-
dia. However, the industry demonstrated resilience and adaptability:

1. Shift to Virtual Events:

With restrictions on travel and large gatherings, the MICE industry quickly pivoted to virtual
and hybrid events. Webinars, virtual conferences, and online exhibitions became the norm, al-
lowing continuity in knowledge sharing and business interactions.

2. Safety Protocols:
As restrictions eased, the industry introduced stringent safety protocols for in-person events.
Temperature checks, social distancing measures, and enhanced sanitation became standard prac-
tice to make sure the safety of attendees.

3. Hybrid Events:
Hybrid events, which combine virtual and in-person components, gained popularity. This ap-
proach allowed greater reach and accessibility for a global audience while still offering face-to-
face interactions for those able to attend physically.

4. Recovery and Revival:

As vaccination campaigns progressed, India, like many other countries, witnessed a gradual re-
covery of the MICE industry. Conferences and exhibitions that had been postponed or canceled
began rescheduling, signaling a return to normalcy.

5. Embracing Sustainability:
The pandemic prompted a reevaluation of event sustainability. Many MICE organizers and
venues adopted eco-friendly practices and digital solutions to reduce their environmental foot-
print.

In conclusion, the MICE industry in India, like elsewhere in the world, faced significant chal-
lenges due to the COVID-19 pandemic. However, it displayed resilience by adapting to the new
normal through virtual and hybrid events, safety measures, and a focus on sustainability. As the
world continues to recover from the pandemic, the MICE industry in India is poised to rebound
and continue its growth trajectory, albeit with a more flexible and digitally integrated approach.
 ITC GRAND CHOLA AND MICE
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The ITC Grand Chola Chennai is an epitome of luxury and grandeur in the heart of the southern
Indian city of Chennai. It stands as an iconic symbol of opulence and excellence, reflecting the
amalgamation of traditional Indian aesthetics with modern sophistication. One of the primary
facets that have contributed to its success is its outstanding capability to host MICE (Meetings,
Incentives, Conferences, and Exhibitions) events. The ITC Grand Chola Chennai, with its majes-
tic architecture and state-of-the-art amenities, has firmly established itself as a prime destination
for MICE events, offering an unparalleled experience to its patrons.

To understand the evolution and significance of the MICE industry at the ITC Grand Chola
Chennai, it is crucial to delve into its history. The ITC Grand Chola Chennai, inaugurated in
2012, is a part of the ITC Hotels chain, which is renowned for its exceptional hospitality and
commitment to sustainability. The hotel’s name pays homage to the Chola Dynasty, one of the
most illustrious dynasties in the history of South India, known for its cultural richness and archi-
tectural marvels. This historical influence can be seen in the hotel’s architecture and interior de-
sign, which blend contemporary luxury with a touch of traditional grandeur.

The MICE industry in Chennai, and indeed India, has undergone significant transformation over
the years. Chennai has emerged as a major hub for MICE events, drawing professionals, busi-
nesses, and organizations from around the world. This transformation is largely due to the city’s
strategic location, connectivity, and the availability of world-class facilities, with the ITC Grand
Chola Chennai at the forefront. The ITC Grand Chola Chennai recognized the immense potential
of the MICE industry early on and invested in creating an exceptional infrastructure to cater to
the growing demand. Its state-of-the-art facilities include well-equipped conference rooms, ban-
quet halls, and an expansive convention center, making it an ideal destination for hosting a wide
range of events, from intimate meetings to large-scale conferences and exhibitions.

The hotel's commitment to environmental sustainability has also played a pivotal role in attract-
ing MICE events. ITC Grand Chola Chennai has been accredited with LEED Platinum certifica-
tion, a testament to its green initiatives. This resonates with the increasing global focus on sus-
tainability, making the hotel an attractive choice for environmentally conscious organizations
hosting MICE events.

One of the defining features of the MICE industry at the ITC Grand Chola Chennai is its ability
to seamlessly blend Indian hospitality with global standards. The hotel’s staff is trained to pro-
vide impeccable service, ensuring that guests experience the warmth and charm of Indian cul-
ture, while also receiving the utmost professionalism and efficiency. This unique blend of tradi-
tional and contemporary values sets it apart from many other MICE destinations.

The MICE industry at the ITC Grand Chola Chennai has evolved to cater to a diverse range of
clients and events. Corporate meetings, seminars, conferences, product launches, and exhibitions
are just a few examples of the events that find their ideal home at the hotel. The flexibility in
terms of event spaces, coupled with the hotel’s impeccable service, makes it a sought-after venue
for businesses and organizations. In recent years, the hotel has also witnessed a surge in destina-
tion weddings and social events.

The allure of the ITC Grand Chola Chennai as a backdrop for grand celebrations has attracted
clients not just from India but also from overseas. The grandeur of the hotel’s architecture and
the meticulously landscaped gardens offer a picturesque setting for weddings, making it a cher-
ished memory for couples and their families. To support the diverse range of MICE events, the
ITC Grand Chola Chennai offers an array of amenities and services. High-speed internet connec-
tivity, advanced audio-visual equipment, and dedicated event planning teams ensure that every
event is executed seamlessly. The hotel’s culinary excellence is another highlight, with an exten-
sive choice of cuisines to suit the preferences of diverse guests.

One of the most defining characteristics of the MICE industry at the ITC Grand Chola Chennai is
the attention to detail. The hotel has mastered the art of personalization, ensuring that every
event, whether it’s a high-profile corporate conference or an intimate social gathering, is cus-
tomized to meet the client’s specific needs. This commitment to tailoring experiences has earned
the hotel a reputation for excellence in the industry. The success of the MICE industry at the ITC
Grand Chola Chennai can be attributed to the collaborative efforts of a dedicated team of profes-
sionals who strive to make each event a memorable experience. From event planners to chefs,
the entire staff is well-trained and highly motivated to meet and exceed the expectations of
clients.

Ultimately, ITC Grand Chola Chennai has firmly established itself as a beacon of luxury,
grandeur, and excellence, offering a superlative experience to patrons. The history of its MICE
industry reflects its commitment to providing world-class facilities and services. As the MICE
industry in Chennai and India continues to evolve, the ITC Grand Chola Chennai remains at the
forefront, setting the gold standard for hosting meetings, incentives, conferences, and exhibi-
tions. Its seamless blend of traditional Indian hospitality with modern sophistication makes it an
exceptional destination for a wide range of events, and its commitment to sustainability aligns
with the global trend towards eco-conscious choices. With a dedication to personalization and an
unwavering focus on guest satisfaction, the ITC Grand Chola Chennai is poised to continue its
reign as a premier MICE destination for years to come.

ONE PROMINENT MICE EVENT IN ITC GRAND CHOLA

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INDIA GOLD CONFERENCE 2022 IN ITC GRAND CHOLA CHENNAI

The India Gold Conference (IGC) is an annual event organized by Eventell Global Advisory Pri-
vate Limited in collaboration with the India Bullion & Jewellers Association (IBJA). It is posi-
tioned as a premier platform within the gold industry, attracting a diverse array of stakeholders
involved in the bullion supply chain. This encompasses mining, refining, minting, banking,
vaulting, exchange markets, bullion trading, jewelry manufacturing, assaying, hallmarking, in-
surance, broking, regulation, and research. A distinctive feature of IGC is its recognition of inno-
vative approaches within the industry. As a neutral platform, the conference serves as a critical
meeting point for leaders in the bullion sector to discuss and deliberate on the industry's future.
In 2022, IGC was hosted at the ITC Grand Chola in Chennai and aimed to showcase the latest
developments in refining and minting technologies, fintech opportunities, and technological ad-
vancements.

Key Objectives:

● Industry Insight: IGC aims to foster knowledge-sharing and insightful discussions

among industry experts, policymakers, and stakeholders, offering a comprehensive view
of gold market trends, challenges, and opportunities.
● Policy Advocacy: The conference provides a forum for discussing government policies
and regulations affecting the gold industry, with an emphasis on exploring potential im-
provements and reforms.
● Market Dynamics: IGC delves into the dynamics of the gold market, covering pricing,
supply, and demand trends at both domestic and global levels.
● Sustainability: Addressing sustainability concerns in gold mining and manufacturing,
IGC focuses on responsible and ethical practices within the industry.
● Investment Promotion: IGC showcases investment opportunities within the gold sector
while educating attendees about gold as an asset class.
● Cultural and Economic Significance: The conference explores the cultural, historical,
and economic importance of gold in India, shedding light on its multifaceted role.
 ● Networking Hub: IGC provides a valuable platform for networking and collaboration
among professionals and organizations involved in the gold industry, fostering meaning-
ful connections.
● Technology and Innovation:Discussions at IGC revolve around technological advance-
ments and innovations related to gold mining, refining, and jewelry manufacturing.
● Consumer Insights:Attendees gain insights into consumer preferences and behaviors
related to gold, which can inform business strategies and product development.
● Global Perspective: IGC offers a broader perspective on the global gold market and its
impact on India, facilitating a comprehensive understanding of the industry's international
dynamics.
● Recognition and Excellence:Committed to promoting transparency and excellence, IGC
acknowledges outstanding industry performance through a transparent selection process.

MICE RELEVANCE IN IGC GOLD CONFERENCE

While IGC primarily serves the gold industry, its characteristics make it relevant to the MICE
(Meetings, Incentives, Conferences, and Exhibitions) sector as well:

● Meetings and Conferences: IGC provides a platform for industry professionals to meet,
discuss, and engage in conferences, aligning with the core purpose of MICE events.
● Industry Insights: The conference offers valuable insights applicable beyond the gold
industry, making it relevant to professionals from various sectors attending MICE events.
● Exhibition Opportunities: IGC may include exhibitions related to gold mining, refining,
and technology, attracting exhibitors and attendees interested in business opportunities.
● Networking Hub: IGC encourages networking, facilitating connections among profes-
sionals from different fields, including finance, technology, and regulation.
● Educational Content: The conference's informative sessions on market dynamics and
policy implications align with MICE events' goals of providing knowledge and skills.
● Award Recognition: IGC's recognition of outstanding industry performance can serve as
an incentive and recognition mechanism, a key feature of MICE events.

Overall the India Gold Conference stands as a prominent event within the gold industry while
also offering valuable opportunities and content for professionals attending MICE events. Its di-
verse objectives, commitment to excellence, and broad industry relevance make it a noteworthy
conference in both the gold sector and the broader MICE context.
 EVALUATION
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MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism in India has experienced
significant transformations before and after the COVID-19 pandemic. The ITC Grand Chola Ho-
tel in Chennai, a prominent player in the hospitality industry, reflects these changes.

Before the pandemic, the ITC Grand Chola was a bustling hub for MICE events. Its sprawling
infrastructure and world-class facilities made it a prime choice for international and domestic
gatherings. The hotel hosted large-scale conferences, trade shows, and corporate meetings, con-
tributing significantly to the MICE tourism sector in India. Chennai’s strategic location and con-
nectivity also played a vital role in attracting business travelers.

However, post-COVID-19, the dynamics of MICE tourism shifted dramatically. Health and safe-
ty concerns forced the ITC Grand Chola and similar venues to adapt. Stringent hygiene proto-
cols, reduced event capacities, and the integration of virtual components became the new norm.
The hotel invested in cutting-edge technology to accommodate hybrid events and ensure a safe
environment for guests.

In terms of business, MICE tourism experienced a downturn, with event cancellations and post-
ponements becoming common. The pandemic emphasized the importance of flexibility and re-
silience in the industry. The ITC Grand Chola, adapting swiftly, turned to hosting smaller-scale,
socially distanced events and introduced creative packages to entice customers. The digital trans-
formation of MICE tourism became evident with the increased utilization of virtual platforms.
The ITC Grand Chola and others started offering virtual event services to complement physical
gatherings. This allowed participants from across the globe to engage, reducing geographical
limitations and broadening the hotel’s reach.
 CONCLUSION
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In conclusion, the evolution of MICE tourism in India before and after COVID-19 presents a
striking contrast. The ITC Grand Chola Hotel in Chennai, which was a beacon for large-scale
events before the pandemic, had to adapt to the new reality. The pandemic ushered in an era of
heightened health and safety measures, emphasizing the importance of flexibility and technology
integration. The ITC Grand Chola responded by implementing rigorous safety protocols and in-
vesting in virtual event infrastructure, aligning with the industry’s changing landscape.

While MICE tourism faced challenges post-COVID-19, it also brought new opportunities. Virtu-
al events, a trend accelerated by the pandemic, allowed the ITC Grand Chola and similar venues
to engage a broader, global audience. This digital transformation will likely remain a pivotal as-
pect of MICE tourism’s future.

The ITC Grand Chola’s journey exemplifies the adaptability and resilience required in the hospi-
tality industry. As the world gradually recovers from the pandemic, it’s clear that MICE tourism
in India, including venues like the ITC Grand Chola, will continue to evolve to meet the chang-
ing needs of the business and events landscape.
 REFERENCE

https://www.goldconference.in/IGC2022/index.html
https://www.goldconference.in/IGC2022/tariff.html
https://www.cvent.com/uk/blog/hospitality/what-is-mice
https://en.wikipedia.org/wiki/MICE_tourism
https://en.wikipedia.org/wiki/ITC_Grand_Chola_Hotel
https://www.itchotels.com/in/en/itcgrandchola-chennai
https://www.itchotels.com/in/en/itcgrandchola-chennai
https://www.outlooktraveller.com/stay/luxury/itc-grand-chola-where-luxury-
meets-responsibility