India’s emergence as a serious global MICE destination has been reinforced through the success of the G20 Presidency and the rapid expansion of its convention infrastructure. Chander Mansharamani, Vice President, India Convention Promotion Bureau (ICPB), shares insights on policy alignment, branding, marketing, and institutional reforms needed to make India’s MICE industry more globally competitive and sustainable.
Showcasing India’s MICE strength through the G20 legacy
During India’s G20 Presidency, more than 200 meetings were organized across 56 cities, generating unprecedented interest both nationally and internationally. This global engagement showcased India’s robust MICE infrastructure along with its cultural and heritage richness to the world. The success of these events demonstrated that India is fully capable of hosting global conferences with efficiency, hospitality, and scale.
As the national bureau for MICE, ICPB plays a pivotal role in aligning policy, branding, marketing, and sustainability efforts to ensure India is not just viewed as an affordable alternative but as a globally trusted and professional convention destination.
Strategic initiatives to promote India as a convention destination
Under the “Meet in India” campaign, several key initiatives have been proposed to strengthen India’s global MICE footprint. These include creating a corpus fund for marketing and bidding support, incentivizing international conference organizers to make India an attractive hosting choice, and organizing site visits and familiarization (FAM) tours for global stakeholders.
India’s consistent presence at major international trade events like IMEX and IBTM, coupled with a dedicated National Tourism Media Budget for MICE, is vital for maintaining year-round visibility through a structured marketing calendar.
Building institutional support and city-level MICE Bureaus
To further streamline MICE promotion, the Ministry of Tourism must establish an inter-ministerial India MICE Board with active participation from the industry and state governments. This board would deliberate on strategies, coordinate actions, and advocate policies to enhance India’s competitiveness in the global MICE sector.
Additionally, the Ministry of Tourism, in collaboration with ICPB, should develop a model for City-level MICE Bureaus at key destinations. These bureaus—structured as public-private partnerships—would facilitate destination promotion, capacity building, branding, and bid support in alignment with national goals.
Transforming ICPB into a World-Class National Bureau
A major priority for ICPB is to strengthen its structure and functionality in line with international best practices. Collaborating closely with the MoT, ICPB aims to achieve the true essence of a National Bureau—enhancing its funding capabilities, resource mobilization, and operational efficiency.
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