**Executive Summary**
This document presents the Ministry of Tourism's response to a parliamentary question regarding the promotion of Meetings, Incentives, Conferences and Exhibitions (MICE) tourism in India. It outlines the government's efforts to support and develop the MICE industry, including key pillars of the national strategy. The response was given on February 2, 2026.
**Key Points / Main Content**
* **MICE Industry Promotion:**
* The development and promotion of tourist destinations, including MICE tourism, is primarily the responsibility of respective State Governments/Union Territory (UT) Administrations.
* The Ministry of Tourism promotes India as a holistic tourism destination, including MICE tourism, through social media and websites.
* **National Strategy and Roadmap for MICE Industry:**
* MICE has been identified as an important segment of Tourism, and the Ministry has formulated a National Strategy and Roadmap for the growth of the MICE industry.
* The MICE strategy document includes the following key pillars:
* Institutional support for MICE
* Developing Eco-system for MICE
* Enhance competitiveness of Indian MICE industry
* Enhance ease of doing business for MICE events
* Marketing India as a MICE destination
* Skill development for MICE industry
* **'Meet in India' Sub-brand:**
* The Ministry has introduced 'Meet in India' as a specialized sub-brand to enhance promotional initiatives and showcase India as an appealing MICE destination.
* **Digital MICE Catalogue:**
* A comprehensive Digital MICE Catalogue has been developed, highlighting infrastructure and facilities across 60+ Indian cities that successfully hosted G20 meetings.
* The catalogue is designed to support global and national MICE planners in organizing events in India and promote Indian cities as premier destinations.
**Impact Analysis**
**Stakeholder: State Governments/Union Territory (UT) Administrations**
* **Impact:** Primarily responsible for the development and promotion of tourist destinations, including MICE tourism, within their respective jurisdictions.
* **Action Required:** Continue to develop and promote MICE tourism in their respective regions.
**Stakeholder: Ministry of Tourism**
* **Impact:** Plays a key role in promoting India as a holistic tourism destination, including MICE tourism, and has formulated a National Strategy and Roadmap for the MICE industry.
* **Action Required:** Continue to implement the National Strategy and Roadmap, utilize the 'Meet in India' sub-brand for promotion, and update the Digital MICE Catalogue.
**Stakeholder: MICE Planners (Global and National)**
* **Impact:** The Digital MICE Catalogue provides a resource to support them in organizing events in India.
* **Action Required:** Utilize the Digital MICE Catalogue to identify suitable infrastructure and facilities for events in India.
**Stakeholder: Indian Cities Hosting MICE Events**
* **Impact:** The Digital MICE Catalogue promotes these cities as premier destinations, increasing their visibility and potential for hosting future events.
* **Action Required:** Ensure their infrastructure and facilities are highlighted in the Digital MICE Catalogue and maintain their status as premier destinations.
Key Entities Referenced
Ministry of Tourism: The primary government body responsible for the promotion of MICE (Meetings, Incentives, Conferences and Exhibitions) tourism in India.
MICE (Meetings, Incentives, Conferences and Exhibitions) Industry: The specific sector of tourism focused on meetings, incentives, conferences, and exhibitions, targeted for promotion and development by the government.
National Strategy and Roadmap for MICE Industry: A comprehensive plan formulated by the Ministry of Tourism to promote the growth of the MICE industry in India.
Meet in India: A specialized sub-brand within the 'Incredible India' campaign to promote India as a MICE destination.
India: The nation being promoted as a MICE tourism destination.
GOVERNMENT OF INDIA
MINISTRY OF TOURISM
LOK SABHA
UNSTARRED QUESTION NO.322
ANSWERED ON 02.02.2026
PROMOTION OF MICE TOURISM
322. DR. PRASHANT YADAORAO PADOLE:
Will the Minister of TOURISM be pleased to state:
(a) the details of the steps taken by the Government to promote the
Meetings, Incentives, Conferences and Exhibitions (MICE) industry
in India and at the global level;
(b) whether the Government plans to elevate Indian cities into the
world’s top MICE destinations;
(c) if so, the details thereof; and
(d) the total revenue generated by the MICE market in India during 2024-
25 and the growth expected thereof by 2030?
ANSWER
THE MINISTER OF TOURISM (SHRI GAJENDRA SINGH SHEKHAWAT)
(a) to (d): Development and promotion of tourist destinations and
products, including MICE tourism, is primarily the responsibility of the
respective State Government/Union Territory (UT) Administration.
However, as part of its on-going activities, the Ministry of Tourism
regularly promotes India as a holistic tourism destination including
MICE tourism through various mediums including social media and
websites.
Ministry of Tourism has identified MICE as one of the important
segment of Tourism. Ministry has also formulated a National Strategy
and Roadmap for MICE Industry to promote the growth of MICE industry
in the country. The following Key pillars have been identified in the MICE
strategy document:
i. Institutional support for MICE
ii. Developing Eco-system for MICE
iii. Enhance competitiveness of Indian MICE industryiv. Enhance ease of doing business for MICE events
v. Marketing India as a MICE destination
vi. Skill development for MICE industry
Ministry has introduced 'Meet in India' as a specialized sub-brand
within the 'Incredible India' campaign. This sub-brand aims to enhance
promotional initiatives, showcasing India as an appealing MICE
destination equipped with top-tier connectivity, cutting-edge
infrastructure, a vibrant knowledge hub and a plethora of distinctive
tourist attractions.
The Ministry has developed a comprehensive Digital MICE
Catalogue, highlighting infrastructure and facilities across 60+ Indian
cities that successfully hosted G20 meetings during India’s presidency.
This resource catalogue is designed to support global and national MICE
planners in organizing events in India, while promoting Indian cities as
premier destinations on the world stage.
******