MICE HEAD – Key Responsibilities

Objective: Grow the number of Indian MICE and destination wedding groups to the destination.

Strategic Direction
Strategize on target markets, segments, and key accounts.
Guide the positioning of the destination as a MICE and destination wedding location.
Plan sales missions at the most suitable timing and through appropriate methods for the Convention Bureau.
Participate in agreed roadshows and events within the market.

Pipeline & Deal Review
Identify and review key leads and prospects on a regular basis.
Provide input on proposal strategy, pricing, and negotiation.
Organise and participate in MICE and wedding educational (FAM) trips to the destination.
Support the closing of high-value or strategic deals.
Prioritise business from:
Incentive houses
Corporate clients
MICE agencies
Wedding planners and wedding management companies
Trade associations

Market & Product
Create MICE and destination wedding marketing content, including presentations, sample itineraries, and comprehensive marketing collateral.
Recommend improvements to incentive offerings and experiences.
Drive MICE product development, including itineraries and experiences suited to incentive groups and destination weddings.




Benchmark the destination against competing destinations.

Sales & Marketing
Develop the annual MICE and destination wedding sales and marketing strategy.
Provide input on market engagement approaches.

Key Deliverables / Outcomes
Improved conversion rate of leads to confirmed business.
Strengthened quality of the MICE pipeline.
Closure of key strategic deals.
Explicit strategic direction for MICE and destination wedding growth.

Key Performance Indicators (KPIs)
Improvement in conversion rate (%) and value of business influenced/supported.
Quality and maturity of the pipeline.
Number of qualified leads generated and value of confirmed MICE and destination wedding business.
10 qualified leads per month in the Meetings and Incentives sectors.
10 association meeting bids per quarter (market-dependent).
5 qualified destination wedding leads per month.
3 confirmed destination wedding bookings per quarter.
2–3 recent wedding planner/agency partnerships onboarded per quarter.

Reporting
Works closely with the MICE/Sales team and reports to the Country Manager – India, Tourism.
Weekly market updates.
Monthly and quarterly reporting.
Competitive benchmarking analysis.
Market intelligence.

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