India Steps Up to Lead Global MICE Market
India is going big on the MICE industry — Meetings, Incentives, Conferences, and Exhibitions. The Ministry of Tourism has laid out an ambitious plan to put India on the global MICE map.
The announcement came at the South India Thought Leaders Conference (SITLC) held in Chennai. Organized by the Indian Exhibition Industry Association (IEIA) with support from the Ministry, the event gathered top voices from the tourism and event ecosystem.
Globally, the MICE sector is valued at USD 850 billion and is projected to hit USD 1.4 trillion by 2030, according to IEIA. But India currently holds only 5% of that market.
“India must aim higher,” said Mr. Suman Billa, Additional Secretary & DG, Ministry of Tourism. “We have world-class venues like Bharat Mandapam, Yashobhoomi, and Jio World Centre. Now it’s time to make at least ten Indian cities global MICE destinations.”
Why MICE Matters for India
The MICE sector isn’t just about big conferences and exhibitions. It fuels hotels, restaurants, airlines, cab services, MSMEs, and even artisans. This multiplier effect makes it a key pillar for economic growth and job creation.
The Ministry is now prioritizing MICE under the Incredible India campaign to attract global attention and investment.
South India Holds the Key
At the conference, Tamil Nadu emerged as a promising MICE hub. “We already have excellent infrastructure in Chennai,” said Mr. T. Christuraj, Director, Department of Tourism, Tamil Nadu. “But we must expand to cities like Coimbatore, Madurai, Salem, Tiruchirappalli, and Kanchipuram.”
Other southern states echoed the same sentiment. From Kerala to Andhra Pradesh and Karnataka, officials pledged support for capacity building and infrastructure expansion.
What the Industry Wants
Experts from the conference laid out clear action points:
- City-level convention bureaus to promote and manage events.
- National MICE branding strategy to align with global event calendars.
- Public-private partnerships to build world-class infrastructure.
- Transport integration through improved rail, road, and air connectivity.
These measures can help India become a global MICE magnet — not just a tourist hotspot.
Voices That Matter
Prominent attendees included:
- Dr. Rajendra KV – Commissioner, Department of Tourism, Karnataka
- Ms. Amrapali Kata – MD, Andhra Pradesh Tourism
- Ms. Sikha Surendran – Director, Kerala Tourism
- Ms. Jyoti Kumari – Secretary, Tourism, Andaman & Nicobar Islands
- Mr. Gary Khan – CEO, Hyderabad Convention Visitors Bureau
- Mr. Vijay Sharma – Director, jwc GmbH
They all agreed on one thing — India must build cohesive, city-driven MICE ecosystems supported by central coordination and international outreach.
India’s Strategic Edge
With ongoing investments in railways, highways, and airports, India already has the mobility backbone for large-scale events. Combined with its rich cultural heritage and cost advantages, India is well-positioned to rival established MICE destinations like Singapore and Dubai.
Next Steps: Infrastructure, Branding, Policy
For India to lead, three things must happen quickly:
- Establish autonomous city convention bureaus to actively pitch for international events.
- Launch a dedicated MICE India brand under the Incredible India umbrella.
- Create a national roadmap with incentives, training, and industry coordination.
Conclusion: India’s Time to Shine
With the Ministry of Tourism’s renewed push, the MICE industry in India is set for rapid growth. The path forward is clear: invest in infrastructure, promote city-specific branding, and build public-private partnerships.
If done right, India won’t just be a place people visit — it will be where the world comes to connect, collaborate, and grow.