**Executive Summary**
The Ministry of Tourism is actively promoting MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism as part of its ongoing activities to showcase India as a holistic tourism destination. A National Strategy and Roadmap for the MICE Industry has been formulated to promote its growth. The information was released on February 2, 2026, outlining key pillars of the MICE strategy.
**Key Points / Main Content**
* **MICE Tourism Promotion:**
* The Ministry of Tourism promotes India as a MICE tourism destination through various mediums.
* MICE tourism is considered an important segment of Tourism.
* **National Strategy and Roadmap for MICE:**
* A National Strategy and Roadmap has been formulated for the MICE Industry.
* The following key pillars have been identified:
* 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 "Meet in India" sub-brand has been introduced to enhance promotional initiatives.
* Aims to showcase India as a MICE destination with connectivity, infrastructure, and attractions.
* **Digital MICE Catalogue:**
* A Digital MICE Catalogue has been developed, highlighting infrastructure and facilities in 60+ Indian cities.
* Designed to support global and national MICE planners.
* Promotes Indian cities as premier destinations for events.
**Impact Analysis**
**MICE Industry Stakeholders (Planners, Organizers, Businesses)**
* **Impact:** Will benefit from the National Strategy, the "Meet in India" campaign, and the Digital MICE Catalogue, facilitating event planning and promotion in India.
* **Action Required:** Utilize the resources provided, including the Digital MICE Catalogue, to plan and organize events in India.
**State Government/Union Territory (UT) Administration**
* **Impact:** The development and promotion of tourist destinations, including MICE tourism, is primarily their responsibility.
* **Action Required:** Should align their tourism strategies with the national MICE strategy to maximize the benefits and promote their respective regions.
Key Entities Referenced
MICE: Meetings, Incentives, Conferences and Exhibitions; identified as an important segment of Tourism.
Ministry of Tourism: The primary Indian government body responsible for promoting tourism in India, including MICE tourism.
National Strategy and Roadmap for MICE Industry: A plan formulated by the Ministry of Tourism to promote the growth of MICE industry in India.
Meet in India: A sub-brand within the 'Incredible India' campaign, designed to showcase India as an appealing MICE destination.
Ministry of Tourism
Promotion of MICE Tourism
Posted On: 02 FEB 2026 4:04PM by PIB Delhi
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 segments 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 industry
iv. 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.
This information was given by Union Minister for Tourism and Culture Shri Gajendra Singh Shekhawat in
a written reply in Lok Sabha today.
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Sunil Kumar Tiwaritourism4pib[at]gmail[dot]com
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