India is strengthening its position as a global destination for Meetings, Incentives, Conferences and Exhibitions (MICE) tourism. The Ministry of Tourism has expanded promotional efforts, created policy support, and developed digital resources to market Indian cities for business events. The initiative is part of a wider strategy to improve infrastructure, ease of doing business, and international visibility for the sector.
MICE Tourism Framework
The development and promotion of tourist destinations, including MICE tourism, remains primarily the responsibility of State Governments and Union Territory Administrations. The Union Ministry of Tourism supports this effort through national-level promotion and coordination. It regularly showcases India as a holistic tourism destination through websites, social media, and other outreach platforms.
National Strategy and Roadmap
The Ministry has prepared a National Strategy and Roadmap for the MICE industry. Its key pillars include:
- Institutional support for MICE.
- Development of a supporting ecosystem.
- Improving competitiveness of Indian MICE industry.
- Enhancing ease of doing business for events.
- Marketing India as a MICE destination.
- Skill development for the sector.
Meet in India Sub-Brand
The Ministry has launched Meet in India as a specialised sub-brand under the Incredible India campaign. It is designed to project India as a preferred destination for business events. The campaign marks connectivity, modern infrastructure, knowledge hubs, and tourist attractions across the country.
Digital MICE Catalogue and City Promotion
To support planners, the Ministry has developed a Digital MICE Catalogue covering infrastructure and facilities in more than 60 Indian cities. These cities hosted G20 meetings during India’s presidency. The catalogue is intended to help global and domestic event planners choose Indian venues and strengthen India’s image in the international MICE market.
Last Modified: April 28, 2026