Convention Promotion Bureaus to be set up in cities to boost MICE tourism

New Delhi (The Uttam Hindu): To significantly strengthen India’s Meetings, Incentives, Conventions and Exhibitions (MICE) tourism ecosystem, Convention Promotion Bureaus will be set up in cities as independent bodies in partnership with stakeholders from 2026 onwards. This information was shared by the Ministry of Tourism on Friday.

Addressing the audience at the IEIA Event-Tech and Martech Summit 2025, organised by the Indian Exhibition Industry Association (IEIA) in the national capital, Ministry of Tourism Additional Secretary and Director General Suman Billa said that Indian states are unlocking tourism opportunities in their own unique ways, and the time has now come to firmly place India on the global MICE map.

He said that with iconic venues such as Bharat Mandapam, Yashobhoomi and Jio World Centre, and with MICE tourism being prioritised under the Incredible India campaign, the objective is to develop multiple Indian cities as globally competitive MICE destinations.

Highlighting the importance of institutional reforms, Billa stated that the creation of professional city-level MICE bureaus would form a key pillar of India’s National MICE Strategy. These bureaus will function as autonomous institutions, offering coordinated and world-class support required to attract and host global events.

He further added that by acting as a single-point facilitator for approvals and networking with local partners, this framework aims to double India’s share in the global national events market within the next five years.

Speaking on the occasion, IEIA President Sooraj Dhawan said that the association is working on a transformative roadmap to position India among the world’s top five exhibition markets.

He noted that India’s MICE market, valued at USD 49.4 billion in 2024, is projected to grow to USD 103.7 billion by 2030. To achieve this growth, a national strategy based on the public-private partnership (PPP) model for establishing professional city MICE bureaus is crucial.

These bureaus will act as a single-window platform for event organisers, improving ease of doing business and addressing long-standing ecosystem challenges in the sector.