Tourism Ministry to Set Up City-Level Convention Promotion Bureaus

Tourism Ministry to Set Up City-Level Convention Promotion Bureaus to Support MICE Growth

The Union Ministry of Tourism is planning to establish city-level convention promotion bureaus as independent entities, in collaboration with industry stakeholders, beginning in 2026. The initiative aims to strengthen India’s Meetings, Incentives, Conventions, and Exhibitions (MICE) tourism ecosystem.

Suman Billa, Additional Secretary and Director General, Ministry of Tourism, announced while inaugurating the IEIA EventTech & MarTech Summit 2025, organised by the Indian Exhibition Industry Association (IEIA) in New Delhi.

Addressing the gathering, Shri Billa noted that several Indian states are developing tourism opportunities in distinct ways and highlighted the need to position India more visibly on the global MICE landscape. He cited the availability of large-scale venues such as Bharat Mandapam, Yashobhoomi, and Jio World Centre, along with the inclusion of MICE tourism under the Incredible India campaign, as key enablers of this effort.

He emphasised that the creation of professional City MICE Bureaus would form a central pillar of India’s national MICE strategy. These bureaus are expected to operate as autonomous institutions, providing coordinated support to global event organisers. Acting as a single point of contact for permissions and local partnerships, the framework is intended to improve operational efficiency and strengthen India’s competitiveness in the global MICE market over the next five years.

Highlighting the role of technology, Shri Billa said the MICE sector would need to adopt advanced computing, artificial intelligence and digital tools to improve event planning, management and delivery. He added that integrating innovative technologies into major venues and accelerating digital adoption across the ecosystem would help position India as a technology-enabled events destination.

Speaking at the summit, Sorraj Dhawan, President, IEIA, said the association is developing a roadmap to support the growth of India’s exhibition industry. He noted that India’s MICE market, valued at USD 49.4 billion in 2024, is projected to reach USD 103.7 billion by 2030. According to him, establishing City MICE Bureaus under a Public-Private Partnership (PPP) model would be central to supporting this growth by serving as a single-window system for event organisers.

Mr Dhawan added that these bureaus would help international organisers navigate local markets by providing access to verified local partners and professional support. He also highlighted the importance of adopting BIS standards for exhibition organizations to ensure consistency and credibility when hosting international events.

A key feature of the summit was a roundtable discussion on the “Indian MICE Industry Roadmap for the Next Five Years,” along with the launch of IEIA’s report, India MICE Opportunities Overview (2025–2030). The report outlines a framework for leveraging institutional reforms and technology to strengthen India’s position in the global MICE sector.

The Indian Exhibition Industry Association is the national body representing exhibition organisers, venue owners, and service providers. It supports the growth of the exhibition and events industry in India.