Summary:
- India plans MICE bureaus nationwide to boost its global MICE presence.
- City MICE Bureaus will operate independently with states and industry partners.
- India is shifting from venue- to institution-led MICE development, an official said.
INDIA’S MINISTRY OF Tourism is planning convention promotion bureaus in cities nationwide starting in 2026 to strengthen its position in the global meetings, incentives, conferences and exhibitions sector. The City MICE Bureaus will operate independently with states and industry partners and will help position Indian cities as global event destinations.
Suman Billa, Ministry of Tourism’s additional secretary and director general, said India is ready to shift from venue-led to institution-led MICE development, according to the Economic Times.
“Various states across India are unlocking tourism opportunities in their own unique ways," Billa said. "Now it is time to place India prominently on the global MICE map. With world-class venues such as Bharat Mandapam, Yashobhoomi and Jio World Centre and MICE being prioritised under the Incredible India campaign, our goal is to elevate several Indian cities into globally competitive MICE destinations.”
He was speaking at the inauguration of the EvenTech & MarTech Summit 2025, organized by the Indian Exhibition Industry Association.
Pan-India bureaus
The City MICE Bureaus will act as single-window facilitators for international and domestic event organizers, coordinating approvals, destination marketing and local supplier networks, the ministry said. The initiative aims to address challenges such as fragmented approvals, weak destination branding and inconsistent service standards across cities.
“The establishment of City MICE Bureaus is the cornerstone of our national strategy," Billa said. "These bureaus will provide the coordinated support global events require. By moving to an autonomous institutional framework, we aim to double India’s share of the global MICE business within five years.”
Digital transformation and technology adoption are key pillars of the government’s MICE roadmap, the Times reported.
Billa also said computing, artificial intelligence and data-driven solutions will be critical in repositioning India as an exhibition and events destination.
“The MICE sector must adopt AI-based planning tools, predictive analytics and smart venue technologies to redefine how national and international events are planned and delivered,” he said. “Integrating digital solutions across venues and stakeholders will be essential for improving efficiency, sustainability and global competitiveness.”
Sorraj Dhawan, Indian Exhibition Industry Association’s president, said that India’s MICE market, valued at $49.4 billion in 2024, is projected to reach $103.7 billion by 2030.
“City MICE Bureaus, structured on a public-private partnership model, will be central to capturing this growth,” Dhawan said. “Designed as a single-window interface for organizers, these bureaus will significantly enhance ease of doing business and resolve long-standing ecosystem fragmentation.”
He said that adopting BIS standards for exhibition organization would help de-risk market entry for global organizers and ensure consistent quality across Indian destinations.
The India International Travel Mart held its Pune edition from Nov. 27 to 29 and Hyderabad edition from Dec. 4 to 6, featuring mor than 400 exhibitors and 5,000 travel agents. The events included exhibitors from more than 15 countries, including Malaysia, Nepal, Turkey, Kenya, Vietnam, Bhutan, Maldives and Botswana.
