The Ministry of Tourism regularly promotes India as a holistic tourism destination, with MICE tourism forming a crucial pillar of its outreach through digital platforms, social media campaigns and official tourism websites.
Guidelines for City MICE Promotion Bureaus
To strengthen institutional capacity at the city level, the Ministry of Tourism has formulated detailed guidelines for the establishment of MICE Promotion Bureaus. These guidelines have been circulated to all States and Union Territories, encouraging them to set up dedicated City Convention Promotion Bureaus.
Such bureaus are expected to serve as single-window facilitation agencies for attracting national and international events, coordinating with stakeholders, and showcasing local infrastructure, venues and hospitality capabilities.
National Strategy and Roadmap for MICE Industry
Recognising the growing economic and employment potential of the MICE sector, the Ministry has also developed a National Strategy and Roadmap for the MICE industry. The strategy lays out a structured plan to enhance India’s competitiveness in the global business events market.
The roadmap identifies six key pillars, including institutional support for MICE, development of a robust ecosystem, enhancing competitiveness, improving ease of doing business for event organisers, targeted marketing of India as a MICE destination, and focused skill development for the industry workforce.
‘Meet in India’ Brand under Incredible India
To sharpen its global branding for business tourism, the Ministry of Tourism has introduced ‘Meet in India’ as a specialised sub-brand under the flagship ‘Incredible India’ campaign. This initiative aims to project India as a preferred destination for global conferences and exhibitions.
The ‘Meet in India’ brand highlights the country’s strengths such as world-class connectivity, modern convention infrastructure, a vibrant knowledge economy, rich cultural heritage and diverse leisure options for delegates.
Digital MICE Catalogue Highlights G20 Cities
In another major step, the Ministry has developed a comprehensive Digital MICE Catalogue showcasing infrastructure and facilities across more than 60 Indian cities that successfully hosted G20 meetings during India’s presidency.
The catalogue is designed as a practical resource for global and domestic MICE planners, offering detailed information on venues, accommodation, transport connectivity and destination highlights. It also positions Indian cities as capable hosts for large-scale international events.
Boosting Ease of Doing Business and Skills
The national MICE strategy also emphasises simplifying regulatory processes and improving coordination among government agencies to enhance ease of doing business for event organisers. Streamlined approvals and facilitation are seen as critical to attracting repeat international events.
Parallelly, skill development initiatives are being encouraged to create a trained workforce capable of managing complex conferences, exhibitions and incentive travel programmes, thereby raising service standards across the sector.
Economic Impact and Future Outlook
MICE tourism is considered a high-value segment due to its strong linkages with hospitality, transport, logistics, local services and knowledge industries. Officials believe that strengthening city-level promotion mechanisms will help distribute economic benefits more evenly across regions.
With coordinated efforts by the Centre, States and industry stakeholders, India aims to emerge as a competitive global destination for business events, supporting tourism growth, employment generation and international engagement in the years ahead
