Tulip land, with an English touch

Place: KEUKENHOF

The entrance to the garden

Keukenhof. The name may not roll off the average Indian Bollywood fan's tongue that easily, but show them an image of Rekha and Amitabh Bachchan running through spectacular tulips, and few will fail to identify the place, even if they do not know its name. That film, Silsila, released in 1981, but even now most Indians visiting the Netherlands go to Keukenhof when it is open.  

Well, there is little that I can actually add to the fame of the world’s most iconic tulip garden, and one of the best known gardens globally. So instead, let me give an idea of how the gardens are looking this year. 

Welcome to the gardens - an early view

This is a huge garden. This year has seen a much colder winter in Europe, so the flowers are slightly late, but there enough in the garden to satisfy tourists. For anyone who hasn’t seen the gardens earlier, this is a treat like few others. This is done up as an English garden, and a vast manorial one at that. The theme this year too is English gardens, so very appropriate. 

The gardens were started in 1949 by the then mayor of Lisse. Tulip growers needed a place where they could display their increasingly diverse hybrid tulips, and a garden was an ideal solution. 

And despite all the prep, nothing prepares for the hundreds of varieties of tulips, and other flowers that are laid out in thousands of combinations. 

Budget at least three hours if you want to explore
the gardens well

There are pavilions in different directions, and outdoor and indoor gardens. The pavilions are named after members of the royal family, including the present queen and the incoming king, Willem Alexander. There is also a little Japanese garden and pavilion. 

Plan your itinerary before you go, for the 32-hectare garden has apparently 30 flower shows, 7 gardens, will take you time to see and each area of the garden is different. Also, the gardens are only open two months a year, from mid March to mid May, so check the dates before you go. 

Masses of flowers are part of the displays at Willem Alexander pavilion

The tulips themselves are all over the gardens, both outdoors, in innovatively designed flower bed, in places seeming to to intricately woven carpets. 

In others places symmetry takes over, and the flowers are uni hued. There are rows of single coloured rows or columns, and they can be spectacular to look at. The tulips are also in pots big and small, and in bunches in indoor gardens. The indoor gardens are where you can see the flowers at one go, as vast numbers are placed together in pots. 

Yes, these tulips on the left are the ones that referred to
as the 'black' tulips, though  violet would be a better description

The colours - well, given that there are seven million of them, even starting on enumerating them will be an impossibility. est assured, any colour you can think, they have the tulips in thousands of combination in that colour! Yes, there are tulips that will be pointed out to you as the famous 'black' ones, though they are more a deep violet!

There are many charming topiaries 

The gardens are in no way limited to tulips, and there are many more flowers -hyacinths, nasturiums, daffodils, irises, geraniums, petunias, amaryllis, crocuses, cherry blossoms, and many more. Then there are topiaries, plant arches, and ornamental gardens. As in most of the Netherlands, water adds its own considerable charm to the whole garden. There are a lot of shows and competitions during the months the gardens are open, and check out which ones are on the day you visit, for they will have a special effort. 

Water and cherry blossom in bloom - another winning combination

Works of contemporary art that dot this vast garden, adding a special feature to the garden. They are done by Dutch artists, and are done afresh every year. 

In fact each year, a lot of planning goes into the preparation of next year starts immediately after the gardens close in May. Also the gardens are very popular, and if you want to enjoy the solitude as well, go early, or on a weekday. The weekends can get really crowded, and lines to enter the garden can be long, with wait times up to two hours! The gardens are not far from Amsterdam, and there are buses connecting the two. 

Even in end April, not all the outdoor tulips were in bloom. This vista is going to get even more spectacular 

To enjoy the gardens, pace yourself, get food if you want, you are allowed to get your own, and budget for plants and souveniers. There is a tulip named after Amitabh Bachchan's daughter in law, Aishwarya, now. Catch the Indians making a beeline for that! 

Where’s my incentive?

Incentives have taken a significant precedence in the fledgling Indian MICE market 

It is difficult to overstate the excitement of the players. Yes, they were playing cricket, and at the birthplace of Test cricket, the iconic MCG, Melbourne Cricket Club to the less clued in. Aussie great Adam Gilchrist was, unusually for him, umpiring, and that only seemed to add to the number of appeals to the umpire! While the players came from diverse parts of India, and donned colourful uniforms, they were not part of the national cricket team. Instead they were there as part of direct selling giant Amway’s incentive tour. With 4,000 participants, all flown from distant corners of India to Australia, and with the company spending an average of Rs two lakh per person, no surprises that this mega event had the city government excited over the kind of revenue it was bringing.

Yes, as the Indian economy grows, even though currently spluttering, the MICE (Meetings, Incentives, Conferences and Exhibitions) business is only growing as companies seek greater productivity from their employees and more sales from their dealers. Board meetings in Bora Bora, or is it Boracay, are just a way to reward top management! Whatever be the reason, corporate India is pulling out all stops to retain the productive worker and reward the biggest revenue generators. And one of the best ways of doing this – by unique MICE experiences. Amway India closed revenues at Rs 2,400 crore mark last year, and CEO William Pinckney says the incentive trip is getting bigger each year. “Incentive trips are popular,” he says, explaining that the qualification mark for this trip lasted 18 months, and saw an unprecedented number of qualifiers. Nor is the company alone as companies from sectors such as FMCG, pharmaceuticals, automobiles, auto ancillaries, IT, cement, paints and insurance vie to incentivize through incentive trips.

Mauritius is a favoured destination for incentive travel

According to estimates, the outbound MICE market is estimated to be around $550-600 million. As a segment it has grown at about 20% annually in the last five years, despite the economic slowdown. Incentives seem to have gathered a greater share of attention. “Incentive tours are a direct outcome of a company’s performance and the sustained growth in incentive tours is a validation of the Indian economy’s resilience despite the global slowdown,” says Rajeev Kale, COO – MICE, Domestic, Cruises & Sports Holidays, Thomas Cook (India). Vishal Suri, Deputy COO Tour Operating, Kuoni India explains, “Companies are now looking at MICE specialists who can initiate unique and exciting experiences with entertainment options to reward holidays as incentives for their employees, understand that business associates and customers need to be taken care of. The services need to take care of every tedious detail, and trained personnel need to understand the requirements and offer innovative suggestions to differentiate your tour from the rest.” Karan Anand - Head, Relationships, Cox & Kings says exhibitions is the nest largest segment as senior executives from major corporate houses travel to China, Germany, Switzerland for them. He says there is lack of data for meetings and conferences as bookings are often fragmented.

“MICE as a concept has matured over the years and clients now seek fresh new and exciting destinations to provide impactful and engaging experience to their top performing dealers, partners and employees,” says Kale. “Given that the MICE market is rapidly evolving with increasingly sophisticated preferences and interests, our corporate clients are looking for experiential trips and hence higher budgets - music to our ears!” Budgets for incentives are already pre-approved and decided for incentives which is helpful, adds Sushil Wadhwa, Chairman & Managing Director, Platinum World Events. “Other sections are perceived more as a luxury than necessity, hence the growth is not as fast as the incentives.” He estimates incentives to be around 40-50% of $2 billion total MICE market in India.

Budgets are still in place. Anand says the incentive market is predominately dominated by countries in South East Asia - Thailand, Hong Kong, Malaysia, Macau. The reasons for this include convenient connectivity from most of our airports, a vibrant night life and also casinos, availability of Indian food and ease of negotiating one’s way through in these destinations. Corporates usually look at one tour a year per segment of dealers. The duration varies from a 3 to 5 night programme with budgets varying from Rs.30,000 to Rs.1.7 lakhs per person, depending on the destination, says Kale.

Indians are value seekers, points out Wadhwa. “At the same time, they have the capacity to buy luxury products and services. I have seen Indian clients pay $ 900 for a room per night and then contemplate before spending $10 on a bottle of water in the room! Typically good access, value for money hotels and services, good venues, easy visas, good nightlife and shopping are some of the things that Indians are constantly seeking.” Yeishan Goel, Chief Operating Officer, THRS, says the factors that influence the choice of a destination vary as per the kind of the movement. “For example, a group of 75 top executives on their annual company offsite with high budgets may be influenced more by the destination profile/image, experiences, security, gastronomy and luxury. However a group of pan India sales professionals on their bi-annual incentive trip are more likely to be influenced by visa procedure, connectivity, accommodations, Indian food, entertainment options and price. Having said that, we are all big on the value for money sentiment and negotiate relentlessly.”

Despite improvements, challenges for the sector remain. Along with the given challenges of logistics for a tour, challenges include limited airline connectivity and often lengthy visa regulations. Added complications include currency fluctuations, airline taxes, and concern over room sizes, especially in Europe. However changes are creeping in. Kale says “Given that our MICE corporates are increasingly looking for that special ‘wow factor’ with fresh destinations coupled with unique experiences, we observed that the traditional deciding factors have become almost redundant! Our movement of about 1,100 MICE travellers to Russia is a case in point. Despite strong concerns including language, infrastructure, governmental approvals, our MICE movement to Russia was a resounding success with the delegates with reviews like “a once in a life time experience that will be difficult to beat!” Wadhwa also points to the considerable taxes. “The government is levying a service tax of 12.36% on the entire invoice, which drives up the cost substantially,” he says.

With corporates looking at experiential trips to wow their customers, MICE travel is no longer restricted to traditional destinations and experiences. Newer areas are emerging. Scandinavia, South America, Japan, New Zealand, Morocco, Kenya, east Europe, Borneo are among the for the Indian MICE tourist is beginning to explore. Goel says that amidst the diverse new destinations trying to court the Indian customer, there's a keen interest in cruise based incentive trips this year. “Clients are also expanding their focus from entertainment and accommodations to include activities and experiences build around adventure, culture, gastronomy and wellness,” he says. Wadhwa expects East European countries such as Croatia, Ukraine, Slovenia, Hungary, Lithuania and Latvia to gain popularity. Suri says the trips have great inspirational value, and those who qualify for overseas trips tend to perform better than their peers. New opportunities for tourism boards and travel companies are key to fuelling this potential. Ease in visa regulations, increased air connectivity from India regional hubs, increased flexibility from international hotel chains towards Indian consumer sensibilities, would be invaluable in expanding the scope of MICE.

Welcome India

Thailand had about 75,000 MICE travellers from India last year

Khun Vichaya, TCEB (Thailand Convention & Exhibition Bureau) Director of Meetings Industry Department says incentive tourism accounted for 24% of the Thai MICE industry in 2012. “Last year Thailand welcomed almost 75,000 MICE travelers from India. They represented 15.7% of the total Asian MICE travelers to Thailand. Over the six-year period (2006-2012), MICE travelers from India to Thailand recorded a year-on-year increase of 24.3%.” While Bangkok firmly retains its status as one of the world’s most popular destinations, new MICE destinations such as Chiang Mai, Pattaya, Phuket and Hua Hin are ensuring Thailand has new offerings for even the repeat Indian visitor. Direct flights to other cities in Thailand are helping attract more tourists, as are “the attractiveness, value and variety of attractions at destination,” she says.

Incentive tourism is on the rise on Turkey as well, which was the sixth most popular destination for tourism globally in 2012, with 31.8 million inbound travelers (India had 6.2 million). Today most of the big group companies and even upper-middle size ones can afford and easily consider overseas “annual meetings” for their directors or even employees, usually around 50 to 100 people,” says Ozgur Ayturk, Culture and Tourism Counselor, Turkey. “Last year was a very good year with regard to MICE tourism in Turkey and we looking at an increasing rate this year as well,” he says. Turkey hosted some big MICE groups from travel industry as well like TAAI (Travel Agents Association of India) and ACAAI (Air Cargo Agents Assocation of India). The country wants to up numbers out of India and Ayturk says “as Turkey’s tourism board, we regularly participate in trade shows and conventions and hold seminars for travel agents to market Turkey as an attractive MICE destination by offering advice regarding accommodation, venues, transportation and other services”. While Istanbul is the most popular destination, the board is looking to increase visitors to places such as Cappadocia and Antalya, which are also popular MICE destinations for Indian organizations, he says. A major challenge he mentions is the lack of load factor in flights to Turkey, though Turkish Airlines has already applied for an increase in the number of the flights and get new slots pan India. Almost 91,000 Indians visited Turkey in 2012 and the growth rate was 24% over 2011. Ayturk expects a growth rate between 25 to 30% from India this year.

Malaysia is strongly perceived to be a real value for money destination in India and we will continue to be a favourite with the Indian traveller, says Manoharan Periasamy, Director, Tourism Malaysia. “Malaysia offers an extensive and affordable choice of exotic, beautiful and exciting experiences within one destination. Indians are amazed by lush tropical rainforests, idyllic island resorts, abundant wildlife, historic towns and UNESCO world heritage sites. Where MICE movements from India are concerned, most of the pharma sector considers Malaysia as a MICE destination. 2011 and 2012 saw a large number of IT companies and banks consider Malaysia for their team-building off sites. “There is a demand from Indian companies for new activities and destinations every year they visit Malaysia. MICE movement from India to Malaysia has multiplied in recent years, largely due to the efforts of the Malaysia Convention and Exhibition Bureau (MYCEB), which drafted the theme “Malaysia – Asia like Never Before” for the corporate and incentive market.”

Hongkong is not just a financial centre, but as one it attracts a huge number of tourists, many of whom combine business with pleasure. It offers an elegant mix of authentic cultural sites and modern facilities that MICE groups can enjoy Chinese tea appreciation, Chinese cake-making as well as to learn about the development of local food delicacies. Special moments could include a unique theme party or travel back in time and enjoy an evening ride on a vintage, open top tram or join the nightlife at Hong Kong’s legendary hotspots like Lan Kwai Fong, SoHo and Knutsford Terrace or watch handcrafted chocolates being made whilst listening to a wine master talk about wine pairing. The city earmarked HK$12.5 million as its marketing budget in 2012-2013 to target key growth cities in India, and expects a rise of about 5.5% in overall visitor arrival numbers.

Bali of course is one of nature’s most blessed corners on this planet, and great for tourism. Indonesia however has much else to offer and is Indian friendly, stresses Vasudha Sondhi, Managing Director, Outbound Marketing. “Visa is provided on arrival and there is good connectivity provided by various airlines. Also Indian vegetarian food is readily available and English is widely spoken throughout the country.” Apart from Bali and Jakarta, other potential MICE destinations in Indonesia include  Batam, Medan,Padang, Palembang, Bandung, Surabaya and Yogyakarta among a host of others – and with 13,000 plus islands on offer, there’s more than ample tropical paradise spots for all.

An emerging Asian destination for Indian MICE groups is South Korea, and 92,000 Indians visited Korea in 2012. “Business, technology and leisure blend well at the same time in Korea. For Indians who need to find the business opportunity, to search technology and quality with extra leisure and fun, Korea is the best destination,” says Jae-Sang, Lee, Director, Korea Tourism Organization. “Korea is an untapped holiday destination for the Indian market and hence there is a sense of curiosity in the minds of the Indian traveller.” Well for a nation that is simultaneously one of the most technologically advanced and offering the best of traditional culture, including cuisine, Korean  themed meetings, to more outdoor activities, there’s a lot on offer.

Jordan has been emerging as a major incentive destination in recent times. Ashit Taneja, Country Head, Jordan Tourism Board, India Office says that “Going by the number of Indians that travelled to Jordan last year, we are aiming to increase these numbers significantly by focusing more on the MICE segment. Till recently, people were travelling to Jordan more as a transit destination or for two nights. Focusing on MICE will ensure that the length of stay in Jordan will increase as incentive groups usually stay for 3-4 nights. What helps is that Jordan has a VOA (Visa on Arrival) scheme for Indian travelers. However it is Jordan’s wow factors that it counts upon to woo more Indians. Whether it is the long lost magnificent city of Petra, or the experience of floating on Dead Sea, dune bashing in Wadi Rum or even the re-enactment with legionnaires, gladiators and chariot races as they were 2000 years ago at the Roman ruins of Jerash, diving in the Red Sea, great cuisine, luxurious hotels and great shopping, Jordan often catches the Indian visitor by surprise for its wealth of diversity. Taneja also says that direct flights from Delhi and Mumbai and the ease of travelling within Jordan helps cut down on domestic travel time and cost.

European destinations such as Barcelona are a favourite with
sectors like pharma

Europe has always been a much sought after destination for many Indians. United Kingdom has been the starting point for Indians getting to Europe historically, and that role continues as UK, and its constituent parts, Wales, Scotland and Northern Ireland, enourage MICE tourism from India. In 2012, 95,000 Indian business visitors travelled to England. Visit England’s priority is to bring MICE business to England or encouraging more business visits and events to England, especially beyond  London. Visit England has been creating awareness about the various destinations and venues in England that are particularly suited for MICE and events that can be great occasions for corporate hospitality. There’s a lot for the incentive traveler, from Premier League matches and stadia to Royal Ascot, theatre shows to festivals, country manors to bustling cities, there's a lot on offer to the corporate visitor. Reem Khokhar, Asia-Pacific Regional Manager, Visit England, says, “We are a one-stop shop for all MICE inquiries for England and will help trade, corporates, event planners, conference organizers, etc., with information, ideas, itineraries and suggestions on suitable venues and destinations for their business event. We will put them in touch with the relevant regional/destination convention bureaux or any UK suppliers they may require.” She points out that England has always been a popular destination of choice for Indian tourists, but there is always so much new on offer to explore."

Neighbouring Ireland is on to the MICE bandwagon too, and already about 30% of the business out of India comes from MICE, most of which is incentive travel. Ireland is strongly promoting MICE in India, says Huzan Fraser of Tourism Ireland. It has extended the short-stay visa waiver programme, by which tourists or business people who have lawfully entered the UK, including Northern Ireland, on a valid UK visa are able to travel on to Ireland without the requirement to obtain an Irish visa. This scheme has helped us increase movement to Ireland in 2012 and has also seen a rise in MICE movements to Ireland for 2013 as well, says Fraser. Tourism Ireland usually assists with Irish visa process for big group movements to the Republic of Ireland. Ireland’s iconic attractions besides Dublin and Belfast, include the Giant’s Causeway and the Cliffs of Moher, the newly opened Titanic Belfast, built to commemorate the 100th anniversary of the demise of the Titanic. But perhaps you would like to live like a king in a castle, complete with a medieval banquet?

If its high end precision engineering, luxury cars, and autobahns, Germany has to be part of that sentence. “Over the years Germany has maintained its leading position as the top MICE destination for Indian MICE travelers to Europe and many of our trade fairs and events are well known must visit industry events for Indian business travelers,” says Romit Theophilus, Director Sales & Marketing, German National Tourist Office, India. “Our 2012 Indian arrivals stand at 5,84,508 overnights. Out of this number MICE is the major contributor with a share of roughly 60%. So you can make out its great importance for us as a segment.”  With about two-thirds of   global trade fairs happening in Germany, it stands out in terms of facilities, trained staff, innovation and reach. However it is Germany’s considerable other offerings that the nations seeks to promote – its great cities, vibrant art and architecture, high quality urban living, cuisine and varied landscapes. Then there are unique experiences - driving a World War II tank just outside of Berlin or going skydiving by jumping off a World War II plane. Then there is the Don 2 base jump from the roof of the Park Inn, Berlin Alexanderplatz, 125 metres off the ground. Or the Munich Beer Tour – a tour of breweries, beer gardens and cellars and the legendary Oktoberfest. Among major trips to Germany include one by Asian Paints for 1,200 people in 2011, besides significant ones by Sony Set Max and Standard Chartered. ICICI plans to take 1,800 persons on an incentive trip in 2013.

Spain has been high on recall value for many Indian since the success of Zindagi na Milegi Dobara. Arturo Ortiz, newly appointed director of Tourism Office of Spain says Indian MICE represents about 15%, and up to 25% including business trips. For Indians, the most popular destinations till date have been Madrid and Barcelona, both offering a vibrant cultural and nightlife, with shopping facilities and gastronomic offers, not to speak of the flamenco and tomatino experiences, combined with tapas or sangria making classes. Already on the horizon are other popular centres such as Valencia, Sevilla, Toledo, Cordoba, Segovia, and Malaga-Costa del Sol.  “We assist in recommending vegetarian or Indian restaurants in Spain, but mainly we help to speed up the visa process and make it smoother, issuing it within five days, even if it is a larger incentive group,” says Ortiz. “We can put them in touch with the local tourist boards, to get some maps and brochures delivered in the hotel. And of course assist them finding the right providers and hotels in the destination.”

Leading the emerging east European destinations is Poland. Soćko Kinga of the Poland Convention Bureau says MICE has always been a significant part of our promotions in India. “Despite the lack of direct flights, we have been host to many MICE groups, especially to Warsaw & Krakow, ever since we have been promoting Poland as a leisure and business destination since 2006.” Kinga says “Krakow has always been an all time favorite, not only for Indians but the world over. Warsaw gets its share and so does Poznan. We are now focusing more to divert some movements in to Zakopane, Wroclaw and Gdansk regions.”

Globally is the flavor of the season as far as tourism goes, and leading African nations are eyeing India as an important source market. Kenya has been marketing its safaris, and been drawing good response out of India. Egypt has been the most popular destination, but the events of the previous year have seen a drop in visitor numbers. Adel El Masry, director, Egypt Tourism Office, says MICE is a priority and incentive travel to Egypt had always been popular. The Egyptian Minister of Tourism Hisham Zaazou was recently in India to promote tourism to Egypt. Egypt is looking at visa-on-arrival to Indian tourists visiting Egypt and increasing flights to India, he said. “India is a high potential market for Egypt and the current inbound numbers from the country doesn’t justify the potential the market holds. We haven’t given the required attention to India so far. It is time we evolved some innovative and tactical steps to improve the engagement with this market,” he said.

Paragliding in South Africa is high on the agenda of the MICE traveller

One country that is cashing into the adventourous new Indian is South Africa, which with its wide variety of attractions, is high on the list of priority destinations for most corporate executives. Hanneli Slabber, Country Manager South African Tourism, says tourism from India grew 18% last year and half the visitors are MICE tourists. “Significantly, corporate houses are going for team building exercises in larger numbers. Indians are going for incentives largely, and Cape Town is the most popular destination. She says that while there is a lot of adventure tourism, from game parks to safaris to para sailing and sky diving, there is also ‘soft’ adventure, such as going to vineyards. “Indians appreciate the way we can mix and match our offerings, and offer great value for money. We get a fair level of top end executives, and while the biggest group to date has been of 750 people, the usual number is about 100 people per group. South African Tourism is known for doing the biggest roadshow in India, and has made the visa process simpler, though direct connectivity remains a challenge.

One of the most aspired for destinations, for most a once in a lifetime travel is to New Zealand. Mischa Mannix-Opie, Regional Manager South & South East Asia says incentive travel to the country is growing fast, and last year a group of 470 went. Along with the honeymoon and family segments, incentive is a priority area, especially as Indians tent to stay long – about 11 days. A number of groups have been travelling, she says, from about 40 people to 200 is the usual number per group. And there a lot on offer for the lover of outdoors – from scenic flights to penguin and whale watching, glacier lakes, tropical forests, bungee jumping, skywalking, kayaking, punting, even star gazing - truly Lord of the Rings country. Mannix-Opie is confident the market will grow this year. She says that if one company from a particular industry makes a trip, there is a tendency for other companies to follow suit.

An unusual, but emerging destination is the Pacific nation of Fiji. “Fiji is best suited for high-end, small MICE groups for whom budget is not a constraint and who are searching for new, never-before-explored destinations and experiences,” says Kajal Somaiya India Representative, Tourism Fiji. “In May 2012, we had our first incentive group from Deutsche Bank to Fiji. Their 4-night Fijian itinerary included activities like island hopping, jet boat, Nadi city tour and culture tour. Since Fiji is a popular honeymoon destination, our main focus for 2013 is to target other segments like high-end MICE, family and scuba divers/ adventure enthusiasts out of India.” She says that with several resorts offering fantastic packages for children under 14, Fiji is an ideal destination even for children with several water and land activities to choose from.

It’s not just tourism boards that are holding up the welcome placard. Major hotels such as The Venetian Macao, which along with other hotels on the Cotai strip offer some of the biggest convention facilities in Asia, actively market themselves in India. Natasha Tomé, Executive Director of Marketing, Cotai Strip Macao says “20% of our room revenue in 2012 was generated from MICE”. With about 9,000 rooms and 1.3 million square feet of meeting and exhibition space, nearly 60 international restaurants, bars and lounges, and around 600 luxury and mid-market retail shops, live entertainment it is surrounded by a unique cultural heritage, Cotai Strip Macao is the region’s event planning and management leader.

The rapid growth of India’s outbound numbers has made tourism players, private and public, take note. India’s outbound numbers have grown rapidly in recent years, and the final figure for 2012 is expected to be about 15 million, up from 5.4 million in 2003.  About 50 million Indians are expected to travel overseas by 2020, estimates the Ministry of Tourism, a huge spurt, though this will still be half of 100 million outbound Chinese. No surprises then that national tourism boards are rolling out the red carpet, arranging for guides, facilitating visas, ensuring vegetarian fare, participating in Indian trade shows, and even learning about India beyond the clichés!

Given that Amway has set itself a target of doubling revenue by 2020, many of the partners at Melbourne were already planning ahead to where they would like to go on their next trips.

-=-=-=-

INCENTIVE TRAVEL COUNTRIES: AN INDIAN VIEWPOINT
Very popular
Visa on arrival/ easy to get, high awareness amongst Indians about destination, multiple direct flights, value for money, easy to navigate, availability of Indian cuisine, language little or no barrier, range of destinations
– Thailand, Singapore, Malaysia, Hongkong, Macau, Dubai

Quite popular 
Ease of visa/ visa, not always high awareness, fairly good connectivity, easy to navigate, availability of Indian cuisine, language no barrier, value for money / expensive, aspirational destinations
 – Switzerland, UK, Germany, Jordan, Turkey, Egypt (currently off the radar), South Africa, Mauritius, Maldives, Sri Lanka, Bhutan, Nepal, China, Indonesia, Philippines, Australia, New Zealand, US, Canada

Emerging destinations 
Visa process not always simple, awareness low, fairly good to indirect connectivity, not always easy to navigate, limited, though increasing availability of Indian cuisine, language often a barrier, value for money / expensive, aspirational destinations
– most Schengen countries including France, Spain, Italy, Belgium, Ireland, Poland, Finland, Greece, Austria, etc, Russia, Romania, Croatia, Slovenia, Serbia, Israel, Kenya, Tanzania, Ethiopia, Morocco, Botswana, Oman, Abu Dhabi, Central Asian nations, Mongolia, South Korea, Japan, Fiji, Vietnam, Cambodia, Laos, Taiwan, Papua New Guinea

Future destinations 
Visa process not always simple, awareness low, mostly indirect connectivity, not always easy to navigate, limited availability of Indian cuisine, language often a barrier, expensive, aspirational destinations with high end potential
– Mexico, Brazil, Argentina, Peru and other Latin American nations, Bahamas and other Caribbean nations, Greenland, Iceland, Antarctica, most sub Saharan nations, Algeria, Libya, Tunisia, Cyprus, Qatar, Bangladesh, Myanmar, Brunei, Ukraine, Belarus, Latvia, Lithuania, Estonia, Scandinavia, remaining Balkan states, south Pacific islands

Off the charts 
Little to no present incentive tourism potential
–  some sub Saharan and south Asian nations, parts of west Asia, North Korea, Georgia, Azerbaijan, Armenia, Moldova, parts of central America

Suman Tarafdar

(This article was published in Business India in April 2013)

Australia: Come, fall in love

Sydney is the most popular destination in Australia for Indians,
including MICE visitors

Australia is making an all out effort to woo greater numbers of Indian MICE travelers

Consider these options. Play with Glenn McGrath at Sydney Cricket Ground. Riding a Harley in Sydney. Have breakfast with dolphins. Or feed them in the open ocean. Climb the Sydney Harbour bridge. Pat a tiger. Or a snake – take your pick. Spending time with Fairy penguins, the world smallest, at Philip Island. Learn basics of playing the didgeridoo deep inside the rainforests of Queensland’s Lamington National Park. Sail the regatta. Play on the blue Australian Open courts. Bowl at MCG. Zoom through F1 tracks. Take up the Masterchef challenge. Dine at Palazzo Versace, the only designer hotel for the brand globally. Do quad biking in Tangalooma, the world’s largest natural sand island. Stay in the Great Barrier Reef. Or take a helicopter ride over it. A road trip around Tasmania. Go hot air ballooning over the vast desert. Sample Melbourne’s legendary bars and cafes. Live in a Victorian vineyard. Explore shipwrecks. Go Jet boating in the backwaters of Gold Coast. Surf in the Pacific. See Uluru, the island mountain, up close. Be part of vintage car parade. Hug a koala. Race a kangaroo.

Okay, well, the last experience is going to be really short, given that kangaroos out jump and out run humans by a considerable margin. But if you were to get a chance, which of these experiences would you want to leave out? Chances are your answer is – none. According to a recent research, a majority of 1,200 Indian travellers surveyed ranked safety, world class natural beauty, value for money, romantic experiences and a destination that offers a wide range of activities for all age groups, as the biggest triggers for choosing a holiday destination. Indians ranked the Australian beaches, its wildlife, island experiences, rainforests and the Great Barrier Reef as the top attractions that appealed to travellers.

Playing at Melbourne's MCG is a dream that can unbelievably be
translated into reality as the venue lends itself to MICE events

Australia is familiar to most Indians through cricket, and its stars have legions of ardent fans in India. More recently, increasing number of Indian students have been studying in Australia, and this has introduced new facets of the country Down Under for Indians. But of late, it is the sheer attractiveness of Australia as holiday destination that has Indians in thrall. A first world nation, for most Indian visitors, the sheer variety of the Australian life comes as a surprise. No wonder it has fast become one of the most sought after destinations for MICE tourists, especially incentive travelers. A young nation full of great natural splendour complimented by a high standard of life for its residents, Australia makes the average Indian visitor yearn to explore ever more areas of this vast country.

Not that there aren’t challenges. The absence of direct flights means a changeover at some south east Asian airport – actually a plus, but adds to journey time. The Australian dollar is strong at the moment, riding on a robust economy, and that does not help the Indian tourist with the declining rupee. It’s an expensive place, so what if Melbourne is regularly voted the best city to live in globally, and Sydney, Canberra, Gold Coast, Perth, Brisbane and Adelaide do not do too badly on urban living standards either. However to keep it as an option, Tourism Australia has been actively promoting its destinations in India, in keeping with its India 2020 Strategic Plan. Indian tourism currently ranks 10th on Australia’s list of inbound visitor source markets with 159,200 arrivals in 2012, up by 7.4 % over 2011, generating spending that the UN’s World Tourism Organisation calculated at $A867million. Tourism Australia’s Managing Director Andrew McEvoy has said, “Long term visitor numbers from India to Australia are estimated to reach up to 300,000 and potentially generate as much as $A2.3 billion annually by 2020.”

Quad biking in Queensland's Tangalooma Island

Australia is also very well placed to cater to Indian MICE groups. Vishal Suri, Deputy COO Tour Operating, Kuoni India says Australia offers a host of activities for the MICE groups to enjoy the vibrancy of the country. As the recent hosting of 4,000 participants for an Amway India event at the Melbourne Convention and Exhibition Centre showed, hosting such large multi day events was a challenge Australian venues were ready for. Victoria’s Minister for Tourism and Major Events Louise Asher expressed happiness over the successful hosting of the event, which generated over $A20 million for the state. Besides what the participants spent in shopping in Melbourne’s CBD, where many shopkeepers were visibly happy to cater to the suddenly peaked demand for stuffed koalas and boomerangs! Chief Executive Officer of the Melbourne Convention + Visitors Bureau (MCVB) Karen Bolinger said the Indian market was a major target for business events for the organisation. “Winning the bid to host the Amway India Leadership Seminar in Melbourne was a major coup for MCVB and Victoria,” Bolinger said.

Gold Coast Tourism CEO Martin Winter is equally upbeat about his city’s capability to cater in incentive groups. Gold Coast, Australia’s top domestic holiday getaway, is also a holidayers dream. Set amongst backwaters, most villas, often holiday homes for the global rich and famous, have a car in front and a yacht at the back! “Incentive groups get great deals,” he says. “We are 35% cheaper than Sydney for the same standard of service.”

Gold Coast has seen a 24% jump in MICE tourism from India in the last year, pegged on groups largely from the banking and finance sectors visiting. “Incentive travelers are good for business,” he says, pointing out that a group spends about $A3,600 per person in 5 days, while a leisure tourist would be just half that amount! Given the high adrenaline offerings at Gold Coast, including a rich night life, and gearing up to host the next Commonwealth Games in 2014, Gold Coast looks to be high on the radar of Indian tourists, incentive or otherwise.

(This article was published in Business India in April 2013)

A place of beauty

Place: DELHI 

Innovatively designed bookshelves add to Oxford
Bookstore's considerable attraction

Shop: 
OXFORD BOOKSTORE 

Pristine white with artistic touches of colour. Heritage architecture, modern arches. A large, expansive, beautifully lit space with dining on the side – none of these are how most Indians would describe a bookstore. However entering the newest outlet of the Oxford Bookstore is a wow moment. In an era when bookstores could become history, it is a space where one wishes time would stop. While all around you are books of every shape, subject, size and shade, the store is also as much about aesthetics and the fusion of the need to cater to the mind and the senses. 

A pan India chain, that began in 1919, Oxford Bookstore had already introduced merchandise, events and dining spaces to their beautiful stores. The recent relaunch of the store in Delhi, in the heritage zone of Connaught Place, just across the road from where its earlier store was, had everyone in attendance just taken aback at the beauty of the store. 

“Through a painstaking restoration of the majestic architecture and a careful curation of the heritage spaces, we have carved out an incredible space for quiet browsing, reading and contemplation,” says Priti Paul, Director, Apeejay Surrendra Group. Just about every writer, retailer, agent, publisher and distributor came to grace the occasion. “It is a beautiful store," says Bikash Niyogi, MD, Niyogi Books, who predicts that it would be one of Delhi’s favourite hangout places. 

Prettiness is the dominant theme at the store

This store has been long in the making. “We looked at a number of locations,” she says before deciding on this one, a run-down place with false ceilings. She was clear that she wanted the store in the historic centre of town, and Connaught Place. “The restoration of the store tied in well with the restoration of Connaught Place. I felt I had to do something for the restoration of the historic area. Lots of people thought I was crazy to choose CP over the newer areas, but I was sure of my decision.” While she will not reveal how much it cost to redo, indeed restore, the 5,000 square feet store, Paul, an architect herself admits to be nervous before the opening about the acceptability of the design. “We discussed various looks, including a kitschy Indian one, and I had been thinking for long about the future of the bookstore. Delhi is about Punjabi Baroque, I was fairly extreme in my choice of white with the store,” she says. 

The neon wall in itself makes any visit special 

Oxford Bookstore is part of the Apeejay Surrendra Group, which has interests in shipping, tea, real estate, logistics and hospitality. The chain now has 16 outlets in nine cities in India. Besides the downtown stores, other formats include Oxford Junior and Oxford Express, both launched in 2006. “We have a lot of formats. Bangalore already has four formats, including one in the WIPRO campus.  The chain is expanding on its own and by franchisee outlets. 

Paul however is reluctant to talk about the chain’s future business plans. “I see a present need for bookstores,” she points out. She agrees that retail is difficult at the moment, and most of the positioning in the sector is for the future. “The dynamics of the market are changing, and while we do not what the future holds, but in India, people will still need to buy books. Competition has increased in the form of new chain stores have now come up, such as Landmark, Om Books, Crossword, Timeout, but few have ventured to being a cultural hub that the Oxford Bookstores have positioned themselves into. 

A lovely space for events is sure to add to the charm of the store

The chain, a completely integrated online offline bookstore in the country with access to six million titles worldwide, is among India’s leading stores, and has led in innovations over time. It was the first book retailing enterprise in the country to launch an interactive SMS Service in association with Mobile 365 while Oxford Über is India’s only exclusive store for lifestyle books. Paul is not a fan of soul less chain stores. “The new bookstores should be “breakaway spaces, interactive and entertainment spaces that will promote literature with related cultural and reading events – a combination of books, art, fashion, culture and food,” she says about her store.

Innovative steps also include the chain tying up with the World Wide Fund for Nature, to fund the One-Horned Rhino Conservation Project. “We will reach out to individuals of the younger generation through books and programmes to make for a better natural environment,” says Ravi Singh, secretary general, WWF-India.

Priti Paul resplendent in a
Sabyasachi saree  at the relaunch
of  Oxford Bookstore in Delhi

Paul has put a special focus on translations. Not only is there a separate section for it, it is next to Indian fiction in English, a prime position for the store. Paul feels that while Indian writers writing in English are getting their due, those writing in other Indian languages are still languishing behind. With a list of 1,000 translations, 500 in store, and with translations sourced from the global market, Paul is going all out to get the Indian reader look at translations. She has signed a distribution deal with indie publisher Katha, known for its work in translations. 

The store is getting rave reviews. No wonder Paul is beaming. She had planned a three-day stopover in Delhi after the opening of the store, and ended by staying for three weeks. “I am overwhelmed by the response to the store. People have been calling up constantly to sign up contracts, discuss deals, plan events… I had to run away home,” she says. Home is Morocco, where she has returned after two months in India. Incidentally, OBS also has an outlet in Morocco, Kathakali, which caters to African, French, English literatures, besides introducing Indian writers to the region, and which she opened last year. But it is her newest Delhi store that has excited the most. “I was offered so much, I could have tied up my calendar till next year,” she says. Enviable start for a book store! And there’s more to come, watch this space.

DECONSTRUCTION, BOOKSTORE STYLE

The spectacular Cha Bar is sure to be a meeting point for fans once again

Cha Bar, the dining area, arguably offers the world’s largest assortment of teas and cultural tea preparations, and continues the heritage theme of the rest of the store, and also in white. 
Neon Wall, a cloud of words in English-Hindi-Latin that envelopes book lovers in a universe of emotions linking them to reading

Reading Room, a place where guests can read at leisure, especially young ones. Also a space where events can be held. 

While all the regular sections – fiction, travel, management and all the rest are there, an interesting section is translations, a section not usually found in stores any more, is a highlight as the chain seeks to promote books in various Indian languages and their translations. The store unveiled the section on ‘Translations and the many Literatures of India’ with a one day symposium on ‘The Many Voices of Indian Literature’.