India to Establish City-Level Convention Promotion Bureaus to Boost MICE Tourism

Union Ministry of Tourism to establish city-level convention promotion bureaus as independent bodies critical to boost Meetings, Incentives Conventions & Exhibitions (MICE) tourism in the country Digital innovations and adoption by high-value Meetings, MICE sector will be proactive step to position India as future ready exhibition and event provider – Suman Billa, Additional Secretary and Director General, Ministry of Tourism New Delhi : Union Ministry of Tourism in a bid to position India as a global leader in the tourism and Meetings, Incentives Conventions & Exhibitions (MICE) ecosystem will be establishing city-level convention bureaus in league with stakeholders as independent bodies in the coming year 2026. “ Various states across India are unlocking tourism opportunities in their unique ways-now, it’s time to place India prominently on the global MICE map. With iconic venues like Bharat Mandapam, Yashobhoomi, and Jio World Centre, and MICE being prioritised under the Incredible India campaign, our goal is to elevate several small Indian cities across the country into global MICE destinations.” Said Mr Suman Billa, Additional Secretary and Director General, Ministry of Tourism, while inaugurating an EvenTech & MarTech summit2025 organised by the Indian Exhibition Industry Association (IEIA) with an aim to foster advance technologies in the event and exhibition industry in the country . “The establishment of professional City MICE Bureaus is the cornerstone of our national strategy. These bureaus will provide the coordinated, world-class support that global events demand, acting as a single facilitator for permissions and local partner networking. By moving to this autonomous institutional framework, we aim to double India’s share of the global MICE business within the next five years.” Said Mr Billa. “The MICE sector in the country needs to adopt advanced computing , Artificial Intelligence (AI) technologies and digital transformation solutions in a bid to redefine how large-scale national and international events are planned managed and delivered. By integrating smart technologies into our national event venues, providing predictive insights and accelerating digital adoption across the eco system, we will be all set to redefine how India plans, manages large scale evets” he added. “The Indian Exhibition Industry Association (IEIA) is focusing on a transformative roadmap to propel India into the top Five global exhibition markets. India’s MICE market, valued atUSD 49.4 billion in 2024, is projected to surge toUSD 103.7 billion by 2030. Central to capturing this growth is the national strategy to establish professionalCity MICE Bureaus. These bureaus, built on a Public-Private Partnership (PPP) model, designed to act as a “single window” for event organizers, dramatically enhancing the ease of doing business and resolving historical ecosystem fragmentation.” Said Mr Sorraj Dhawan, President, Indian Exhibition In dustry Association (IEIA) while speaking on thje occasion. “City MICE Bureaus will be the engine of our transformation. By providing a ‘Single Window’ and a network of verified local partners, we are significantly de-risking market entry for international players. This professionalism, combined with the adoption of BIS standards for exhibition organization, ensures that India offers the consistent quality required to host mega-scale international shows.” Mr Dhawan said. The major highlight of the event was a round table summit titled Indian MICE Industry road mp for next five years and official launch of the IEIA Strategic Report, “India MICE Opportunities Overview (2025-2030)”, which provides a blueprint for leveraging institutional support and technology to lead the global MICE sector. The Indian Exhibition Industry Association (IEIA) is the national apex body representing organizers, venue owners, and service providers. It serves as the “Gateway to Indian Trade Shows,” driving the industry as a critical engine for economic progress.