Hyderabad Convention Visitors Bureau: Creating Brand Hyderabad in the global MICE industry

A comprehensive Hyderabad-centric business plan has been formulated by HCVB to meet the needs of local industries, various communities, artisans, educational institutions and community. The salient features of the city taken into consideration included our accommodation options, conference and exhibition venues, suppliers/ providers of products & services and a strong validation of support from the state government, all of which would be needed to make Hyderabad a true MICE destination

The MICE (Meetings, Incentives, Conferences & Exhibitions) industry is one of the major sectors within the global tourism industry which is growing and maturing at a rapid rate. It has long been recognized as a sector that draws lucrative direct and indirect revenue for host destinations. Besides, it also creates employment opportunities and generates foreign exchange.

MICE tourism is about attracting the most informed and knowledgeable individuals/teams in the Corporate, Business and Government sectors across the globe.

The Telangana tourism department has identified the advantages of MICE industry development and the true potential of Hyderabad to emerge as the most preferred MICE destination.

With 52 wins for the city of Hyderabad since its formation in 2011, HCVB’s success can be attributed to numerous factors.

Background: 2011 – A Destination Marketing Organization: The state government commissioned ISB to conduct a study to assess the feasibility of forming a marketing organization to promote the city with the objective to bring conferences/meetings to Hyderabad. Along with professional consultations with legal experts and potential stakeholders who would be present in such meetings, the bureau was foreseen to be formed on a PPP model.

With the ISB report supported by the overwhelming approval by dedicated research Teams of educationists and industry leaders, Hyderabad Convention Visitors Bureau was created and registered under the Societies Act as a not-for-profit organization.

A 7-member HCVB Board, with an IAS-level government official permanently on the board, was formed. A CEO was appointed by the Board bringing along with him vast international marketing and conventions experience in a Fortune 500 company as demonstrated by over two decades of experience with global clients and corporates while working in leadership roles in the US.

Having established strong relationships with numerous senior government officials in Telangana and at Delhi, HCVB achieves global visibility via partnerships with the Ministry of Tourism, Delhi (ICPB) while remaining an apolitical body. Regular participation in global trade shows along with the Government of India and Telangana Tourism established a modus operandi.

HCVB established itself as a founding member of GSCA, a global alliance group that includes Adelaide, Toulouse, Daejeon (S. Korea), Prague and Oslo to aggressively compete for business from other alliance groups. HCVB entered into a joint promotion agreement with Star Alliance, the world's largest global airline alliance comprising of 26 member international airlines

Destination Marketing - Branding of Hyderabad world-wide as the Convention Capital of India: During the formative years of the bureau, the business plan was created unique to HCVB after in-depth study of over 12 premium visitors bureaus around the world.

A comprehensive Hyderabad-centric business plan was formulated to meet the needs of local industries, various communities, artisans, educational institutions and community. The salient features of the city taken into consideration included our accommodation options, conference and exhibition venues, suppliers/ providers of products & services and a strong validation of support from the state government all of which would be needed to make Hyderabad a true MICE destination.

Subsequent business plans were articulated based on reality in a changing business environment, economic factors, city/infrastructure development, diversification and innovation in industry, community diversity etc. factors that contribute to address the question “Why Hyderabad?”

HCVB board members comprise industry leaders possessing a wide spectrum of experience and stature in their respective professional field(s). The success of the bureau, a client and market focused entity, stipulated in having regular board meetings where input from board members brings their vast experiences to be used as guidance to set direction for the bureau.

HCVB remains the ONLY city-specific marketing body in India that has created a Brand Hyderabad image in the global MICE industry. The Bureau has employed excellent research staff seeking global clients who would be interested in holding their conference(s) in Hyderabad. The “Why Hyderabad?” question would be the story to tell clients.

Besides e-marketing campaigns, HCVB transitioned to a digital/technology-based world class bureau using the most comprehensive marketing plans conducive to the MICE industry at par with, if not surpass, other global bureaus.

CEO and staff would be proactive in conducting research in identifying, qualifying and analyzing the organizational profile of each potential client that is contemplating hosting a conference in the city. An economic impact model was created. Excellent communication systems were developed understanding that its quality and timeliness would be the key to effective marketing of the richness of the city and benefits.

Membership in International Congress and Convention Association (ICCA), Netherlands brings to HCVB its vast client / Association database containing details of associations seeking a destination to hold their conference(s). HCVB is a long-term member in India Convention Promotion Bureau (ICPB). With strategic partnerships over the years, HCVB enjoys the support and cooperation from such participation all over the world.

HCVB follows the motto: “Take Hyderabad to the World, Bring the World to Hyderabad”.

Excerpt from Telangana Tourism Policy 2025 – 20230: Hyderabad Convention Visitors Bureau (HCVB) will be strengthened for marketing and promotion of Telangana as preferred destination for MICE.

HCVB Vision & Mission: Make Hyderabad as the most compelling destination in India and accelerate economic growth and development by increasing visitor and convention business.

Mission:

♦ Building Hyderabad’s image as a globally recognized convention–centric destination by capitalizing and presenting its infrastructure, resources, cultural and historical values.

♦ Set a strategic direction for MICE industry, strengthen the MICE Tourism of Telangana and improve the state's competitive position in the global market.

♦ Stimulate the state’s economy by marketing Hyderabad as the premier destination for mega national/international events.

♦ Strengthen the MICE industry by attracting premier delegates around the globe/supporting the exchange of knowledge and ideas.

♦ Facilitate events that will have citywide impact, provide the best experience for guests & delegates and increase the potential for repeat events.

♦ Align with the local government’s vision and position Hyderabad as the most preferred destination for business and leisure activities/support the local tourism industry by exposing delegates to the best of regional services.

♦ Position Hyderabad as a ‘thinking’ capital by drawing the world’s greatest thinkers and facilitating the exchange of knowledge & ideas and creating business opportunities.

♦ Support the local tourism industry by exposing delegates to the best of regional services, investment opportunities and tourist attractions.

Unique services provided by HCVB:

♦ Promotion of local industries such as IT, Pharma, Health, Genome Valley, T-Hub, We-Hub, Biotechnology, manufacturing, infrastructure, aerospace etc.

♦ Existing clients & potential leads – Introduction to and collaboration with Telangana industry leaders.

♦ Promoting new membership opportunities for visiting Societies/Associations hosting conferences in Hyderabad.

♦ A One-Stop solution to MICE- related need from any part of the world.

♦ Servicing inquiries to conducting marketing activities (inc. engaging in research, providing assistance to the industry in bidding, planning, facilitating events).

♦ Coordinating the selection of a Professional Convention Organizer (PCO) and all vendors & suppliers.

♦ Obtaining the required government clearances.

♦ Coordinating with airlines, travel service providers and airport authorities.

♦ Promotional support to increase participation at the event.

♦ Represent the interests of the business members to the community at large and to local government officials.

♦ Provide information on lodging, dining, attractions, events, museums, arts & culture, history and recreation.

♦ Utilization and promotion of cultural heritage.