MICE - A New Paradigm for Tourism 8 th UNWTO Asia/Pacific Executive Training Program on Tourism Policy and Strategy Bali 28 April to 1 May 2014
BHUTAN The Land of the Thunder Dragon Location : Eastern Himalayas Area :38,394 sq km Population :733,003 (2013) Capital : Thimphu Government :Democratic Constitutional Monarchy Local Time : 6 hrs ahead of GMT Religion :Buddhism Currency :Ngultrum(Nu)/at par with Indian Rupees Economy : Agriculture Main Exports : Hydropower and Tourism
BHUTAN The Land of the Thunder Dragon National Tree: Cypress National Crest (Official seal) National flower :Blue Poppy National Flag National bird :Raven National animal :Takin
MICE Industry in Bhutan-1 Culture and Nature as the main product thus leading to concentrated visitation. An initiative to diversify product, since Bhutan is seen as a cultural destination. International Tourist Arrival Main Focus -Meeting and Incentive Tourism
MICE Industry in Bhutan- 2 MICE- Introduced very recently as a new additional tourism product. Recent initiative of the government to counterbalance the the issue of seasonality and Market Bhutan as a year round destination MICE related travel are growing but relatively much in smaller numbers and scale. Popular destination for regional markets (India) for meetings and Incentive including fairs and exhibitions 29.9% in 2011(BTM)
MICE Industry in Bhutan - 3 Several international meetings and conferences has been hosted in Bhutan such as : PATA Adventure Travel and Responsible Tourism Conference and Mart 2012. 6 th UNWTO Asia /Pacific executive training program on tourism policy and strategy 16 th SAARC summit International GNH Conferences International Women Conferences ICIMOD Board Meeting SAARC Environment Ministers Meeting
Positive Factors Well established tourism sector High end destination (Brand Bhutan) Unique and vibrant Culture Clean and Green Image GNH (Gross National Happiness) Political Stability Government Support and incentives Availability of world class hotel
Success Factors Identified as a priority tourism product Government support for MICE events (Incentives) Hotel and conference facilities Increase in the capacity of airline (Druk Air) Introduction of PVT airline (Bhutan Airlines) Domestic flight introduced. Special interest tour packages (post meetings etc)
Challenges New concept (infant stage) Limited infrastructure (Hotels and conference facilities) Strong competition from regional market (South Asia and South East Asia) Lack of awareness creation and promotion by stakeholders.
Stakeholders Government Tourism Council of Bhutan Secretariat (TCBS) functions similar to National Tourism Organizations (NTO) Hotels In Bhutan, hotels are the most important stakeholders in MICE industry as they provide venue for meeting as well as the accommodation for the delegates. Tour Operators Package Tour Model led by local operators Associations Association of Bhutanese Tour Operators (ABTO), Bhutan Chamber of Commerce and Industries (BCCI) and Hotel Association of Bhutan(HAB). Airlines The National airline DrukAir and Bhutan Airlines.
MICE Resource allocation (HR + Program) Tourism and Hospitality Training Institutes (RITH) Short trainings and courses provided to employees. Visa and work permits to foreign expatriates and professionals Ample budget allocated for new product development. Technical and advisory assistance to MICE infrastructure developers
2. MICE Destination Marketing MICE-Complementary Product Travel fair Road show Joint Marketing
3. MICE Capacity Building Government Policy/Reforms Infrastructure MICE program and budget Local commitment and support Product development Technical Development
Thank You DEKI HEAD, QUALITY CONTROL DEPARTMENT TOURISM COUNCIL OF BHUTAN BHUTAN