The Union Ministry of Tourism, Government of India, is set to establish city-level Convention Promotion Bureausas independent bodies, in partnership with key stakeholders, beginning 2026, marking a significant step towards strengthening India’s Meetings, Incentives, Conventions and Exhibitions (MICE) tourism ecosystem.

Shri 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 industry stakeholders, Shri Billa highlighted that States across India are unlocking tourism opportunities in diverse ways and emphasised the need to position India on the global MICE map firmly.

“With iconic venues such as Bharat Mandapam, Yashobhoomi, and Jio World Centre, and with MICE tourism prioritised under the Incredible India campaign, our objective is to elevate multiple Indian cities into globally competitive MICE destinations,” he said.

City-Level MICE Bureaus to Anchor National Strategy

Emphasising the importance of institutional reform, Shri Billa stated that the creation 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 required by global events.

Designed to serve as a single point of contact 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.

Technology at the Core of MICE Growth

Highlighting the critical role of digital transformation, Shri Billa underscored the need for the MICE sector to proactively adopt advanced computing, Artificial Intelligence (AI), and technology-driven solutions to redefine the planning, management, and delivery of large-scale national and international events.

“By integrating smart technologies into 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,” he noted.

Industry Perspective and Market Outlook

Speaking at the summit, Shri Sorraj Dhawan, President, IEIA, said the association is working on a transformative roadmap to propel India into the top five global exhibition markets.

India’s MICE market, currently valued at USD 49.4 billion in 2024, is projected to grow to USD 103.7 billion by 2030. Central to capturing this growth, he said, is the national strategy of establishing City MICE Bureaus on a Public-Private Partnership (PPP) model, which will act as a single-window interface for event organisers, significantly improving ease of doing business.

He further noted that City MICE Bureaus would play a key role in de-risking market entry for international organisers by offering a verified network of local partners and professional support. Combined with the adoption of BIS standards for exhibition organisation, this approach will ensure consistent quality and global credibility for hosting mega international events in India.

Roadmap for the Future

A key highlight of the event was a Round Table Discussion on the Indian MICE Industry Roadmap for the Next Five Years, alongside the official launch of IEIA’s strategic report titled “India MICE Opportunities Overview (2025–2030)”. The report 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. Recognised as the “Gateway to Indian Trade Shows”, IEIA continues to play a pivotal role in driving the exhibition industry as a key engine of economic growth.

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