MICE tourism refers to a category of business travel centered around Meetings, Incentives, Conferences, and Exhibitions. India has emerged as a leading MICE destination in Asia with significant growth potential.
Overview
The MICE tourism sector has expanded rapidly since the 2000s, positioning India as a global MICE hub. Key factors driving growth include the country’s services-led economy, skilled workforce, cost advantages, destination diversity, infrastructure upgrades, and government prioritization.
India now ranks 23rd globally in the International Congress and Convention Association (ICCA) index, indicating its rising prominence for hosting major events. The Indian MICE industry was valued at US$12 billion in 2019, but declined during the COVID-19 pandemic.
Key Destinations
Metros like New Delhi, Mumbai, Bengaluru, Chennai and Hyderabad attract over 70% of MICE visitors. Second-tier cities are also investing in conventions infrastructure.
Rajasthan, Kerala, Goa and Madhya Pradesh are leading state destinations, while the Golden Triangle (Delhi-Agra-Jaipur) is the most popular MICE circuit.
Government Initiatives
India aims to capture 6% of the Asian MICE market share by 2025. Key policies include the MICE India scheme providing bidding assistance and eased visas, alongside dedicated convention promotion bureaus in states.
Many states offer subsidized venues, exemption from luxury taxes and financial incentives for events. Gujarat recently announced a 2021-25 policy focusing on Meetings and Exhibitions.
Challenges
Constraints for Indian MICE tourism range from unequal infrastructure across states, safety perceptions, air access deficiencies beyond major airports and seasonality of destinations.
Environmental issues like pollution in Delhi and water scarcity in convention hubs like Bengaluru may deter planners. Lack of integrated planning and data standardization also impacts growth.
Outlook
As India’s economy matures and infrastructure improves, its diversified destinations hold strong appeal for global event planners. Further private investment into convention spaces can propel 20-25% annual growth projections for Indian MICE tourism post-COVID rebuilding.
With supportive policies, the sector can catalyze regional dispersion of tourism benefits and continues to hold substantial promise as a high-yield segment.
