**Executive Summary**
The Union Ministry of Tourism is establishing city-level convention promotion bureaus as independent bodies in partnership with stakeholders, starting in 2026. This initiative aims to boost India's Meetings, Incentives, Conventions and Exhibitions (MICE) tourism ecosystem. A key aspect of the strategy involves embracing digital innovation and technology adoption, as highlighted during the IEIA EventTech & MarTech Summit 2025.
**Key Points / Main Content**
* **City MICE Bureaus:**
* Establishment of city-level convention promotion bureaus as independent entities.
* Operational start date: 2026.
* Will function as autonomous institutions providing coordinated, world-class support.
* To act as a single facilitator for permissions and local partner networking.
* These bureaus will operate on a Public-Private Partnership (PPP) model.
* **MICE Strategy:**
* Aim to double India's share of the global MICE market within five years.
* Focus on prioritizing MICE tourism under the Incredible India campaign.
* Objective to elevate several Indian cities into globally competitive MICE destinations.
* **Technology Adoption:**
* Proactive adoption of advanced computing, Artificial Intelligence (AI), and digital transformation solutions is required.
* Focus on redefining the planning, management, and delivery of large-scale national and international events.
* **IEIA's Role:**
* Working on a transformative roadmap to propel India into the top five global exhibition markets.
* Strategic report, "India MICE Opportunities Overview (2025–2030)," outlines a comprehensive blueprint for leveraging institutional support and technology.
* **Market Growth:**
* India's MICE market valued at USD 49.4 billion in 2024.
* Projected growth to USD 103.7 billion by 2030.
* **De-risking Market Entry:**
* City MICE Bureaus will play a critical role in de-risking market entry for international organizers.
* This will be achieved by offering a verified network of local partners and professional support.
**Impact Analysis**
**Union Ministry of Tourism**
* **Impact:** Responsible for establishing the city-level convention promotion bureaus and overseeing the implementation of the national MICE strategy.
* **Action Required:** Establish the city-level convention promotion bureaus and facilitate the PPP agreements.
**Indian Exhibition Industry Association (IEIA)**
* **Impact:** Key partner in developing and executing the MICE strategy, driving the exhibition industry's growth.
* **Action Required:** Continue working on the transformative roadmap and implementing the strategies outlined in their report, "India MICE Opportunities Overview (2025–2030)".
**Event Organisers**
* **Impact:** Will benefit from a streamlined process for obtaining permissions and accessing local partner networks, as well as a de-risked market entry for international organisers.
* **Action Required:** Engage with the City MICE Bureaus for support in planning and executing events in India.
**Stakeholders in the MICE Sector**
* **Impact:** The growth of India's MICE sector will create new opportunities for venue owners, service providers, and other stakeholders.
* **Action Required:** Adapt to the changing landscape of the MICE sector and capitalize on the growth opportunities.
Key Entities Referenced
Union Ministry of Tourism: The primary ministry responsible for establishing city-level convention promotion bureaus.
City MICE Bureaus: Independent bodies to be established at the city level to promote Meetings, Incentives, Conventions and Exhibitions (MICE) tourism.
India MICE Industry Roadmap for the Next Five Years: A Round Table Summit outlining the strategy for the Indian MICE industry.
IEIA EventTech & MarTech Summit 2025: The event where the establishment of city-level convention bureaus was announced.
Indian Exhibition Industry Association (IEIA): The association that organized the IEIA EventTech & MarTech Summit 2025 and is working to promote India as a global exhibition market.
Ministry of Tourism
Union Ministry of Tourism to Establish City-Level
Convention Promotion Bureaus to Boost MICE
Tourism
Digital innovation and Technology adoption key to positioning
India as a future-ready global MICE destination: Shri Suman
Billa
प्रव तथ: 19 DEC 2025 3:38PM by PIB Delhi
The Union Ministry of Tourism, Government of India, is set to establish city-level convention promotion
bureaus as independent bodies, in partnership with stakeholders, beginning in 2026, to significantly boost
India’s Meetings, Incentives, Conventions and Exhibitions (MICE) tourism ecosystem.
This was stated by Shri 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, today.Addressing the gathering, Shri Billa said that various States across India are unlocking tourism
opportunities in their own unique ways, and the time has now come to place India prominently on the
global MICE map.
With iconic venues such as Bharat Mandapam, Yashobhoomi, and Jio World Centre, and MICE tourism
being prioritised under the Incredible India campaign, our objective is to elevate several Indian cities into
globally competitive MICE destinations, he said.Highlighting the importance of institutional reform, Shri Billa stated that the establishment of professional
City MICE Bureaus will form the cornerstone of India’s national MICE strategy. These bureaus will
function as autonomous institutions providing coordinated, world-class support demanded by global
events. Acting as a single facilitator for permissions and local partner networking, this framework aims to
double India’s share of the global MICE market within the next five years, he added.
Emphasising the role of technology, Shri Billa said that the MICE sector must proactively adopt advanced
computing, Artificial Intelligence (AI), and digital transformation solutions to redefine the planning,
management, and delivery of large-scale national and international events.
He noted, by integrating smart technologies into our major event venues, generating predictive insights,
and accelerating digital adoption across the ecosystem, India will be well positioned as a future-ready
exhibition and events destination.
Speaking on the occasion, Shri Sorraj Dhawan, President, Indian Exhibition Industry Association (IEIA),
said that IEIA is working on a transformative roadmap to propel India into the top five global exhibition
markets. India’s MICE market, valued at USD 49.4 billion in 2024, is projected to grow to USD 103.7
billion by 2030. Central to capturing this growth is the national strategy of establishing professional City
MICE Bureaus on a Public-Private Partnership (PPP) model. These bureaus will act as a ‘single window’
for event organisers, significantly improving ease of doing business and addressing long-standing
ecosystem fragmentation, he said.
Mr Dhawan further stated that City MICE Bureaus would play a critical role in de-risking market entry for
international organisers by offering a verified network of local partners and professional support. He
added, this professionalism, combined with the adoption of BIS standards for exhibition organisation, will
ensure consistent quality and global credibility for hosting mega international events in India.
A major highlight of the event was a Round Table Summit on the ‘Indian MICE Industry Roadmap for the
Next Five Years’, along with the official launch of IEIA’s strategic report, titled “India MICE
Opportunities Overview (2025–2030)”, which outlines a comprehensive blueprint for leveraging
institutional support 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. IEIA serves as the “Gateway to Indian Trade Shows”,
driving the exhibition industry as a key engine of economic growth.
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Sunil Kumar Tiwari
tourism4pib[at]gmail[dot]com(रलीज़ आईडी: 2206542) आगंतुक पटल : 656
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