The Union Ministry of Tourism, Government of India, plans to establish city-level convention promotion bureaus as independent, professionally managed entities in partnership with industry stakeholders, beginning in 2026, to strengthen India’s Meetings, Incentives, Conventions and Exhibitions (MICE) tourism ecosystem.
The announcement was made by Suman Billa, Additional Secretary and Director General, Ministry of Tourism, while inaugurating the IEIA EventTech & MarTech Summit 2025, organised by the Indian Exhibition Industry Association (IEIA) in New Delhi.
Addressing industry leaders, Billa noted that States across India are developing tourism opportunities in distinctive ways, and the time has come for India to secure a stronger position on the global MICE map. With world-class venues such as Bharat Mandapam, Yashobhoomi, and Jio World Centre, and MICE tourism being prioritised under the Incredible India campaign, the government aims to develop multiple Indian cities into globally competitive MICE destinations.
Highlighting the need for institutional reform, Billa said that professional City MICE Bureaus will form the backbone of India’s national MICE strategy. Operating as autonomous bodies, these bureaus will provide coordinated, world-class support expected by international event organisers, serve as a single facilitation point for permissions, and enable seamless local partner engagement. This framework, he added, is expected to double India’s share of the global MICE market within the next five years.
Emphasising technology adoption, Shri Billa said the MICE sector must proactively leverage advanced computing, Artificial Intelligence (AI), and digital transformation to redefine the planning, management, and delivery of large-scale events. The integration of smart technologies, predictive analytics, and accelerated digital adoption across major venues will position India as a future-ready global exhibition and events destination.
Speaking at the summit, Sorraj Dhawan, President, IEIA, said the association is developing a transformative roadmap to propel India into the top five global exhibition markets. India’s MICE industry, valued at USD 49.4 billion in 2024, is projected to grow to USD 103.7 billion by 2030. Central to achieving this growth, he said, is the establishment of City MICE Bureaus under a Public-Private Partnership (PPP) model, which will function as a single-window system for event organisers and significantly improve ease of doing business.
Dhawan added that these bureaus will play a critical role in de-risking market entry for international organisers by offering a verified ecosystem of local partners and professional support services. The adoption of BIS standards for exhibition organisation, combined with institutional professionalism, will help ensure consistent quality and global credibility for hosting mega international events in India.
A key highlight of the summit was a Round Table on the ‘Indian MICE Industry Roadmap for the Next Five Years’, alongside the launch of IEIA’s strategic report, “India MICE Opportunities Overview (2025–2030)”, which outlines a comprehensive blueprint for leveraging institutional frameworks and technology to strengthen India’s leadership in the global MICE sector.
The Indian Exhibition Industry Association (IEIA) is the national apex body representing exhibition organisers, venue owners, and service providers. Recognised as the “Gateway to Indian Trade Shows,” IEIA plays a pivotal role in driving the exhibition industry as a catalyst for economic growth.
