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The union tourism ministry is encouraging states to create city-level bureaus to attract top global events, taking a leaf from destinations such as Dubai and Singapore.
The ministry believes city-level bureaus will lead to effective collaboration and increase competitiveness of India vis-a-vis its competitors.
“We are encouraging state governments to take the lead in setting up the bureaus and these could comprise officials from governments, hotels and key stakeholders,” said Suman Billa, Director General, Ministry of Tourism.
Over the last few years there have been several initiatives to boost meetings, incentives, conference and event (MICE) business in India. In 2021 the finance ministry accorded infrastructure status to convention centres to ease bank finance for the projects. A national MICE strategy was drawn up in 2022 to make India the destination of choice for large events and conferences..
Yet despite the initiatives India’s share in global MICE business remains low. “India currently commands only 5 per cent of global $850 billion MICE market,” Billa said.
“Establishing city-level bureaus will help in bundling of hospitality products and offer a single window clearance,” he added. The Centre can even offer financial support matching the state’s contributions to bid for large events.
Globally, this is already the norm. In Dubai for instance the city’s official convention bureau helps event organisers with venue support, obtaining proposals from venues, blocking hotel rooms and facilitating site inspections.
Last year the bureau secured the right to host 437 new business events in Dubai, marking a 20 per cent year-on-year increase.
The Singapore Convention and Exhibition Bureau provides grants and incentives for event proposals that meet its criteria for fresh and high caliber events with innovative content, it says on website.
Visa reforms
On its part aviation and travel industry executives are calling for easing of visa processes to aid growth.
Easing visa process will strengthen India’s position as an international MICE destination, International Air Transport Association’s (IATA) India country director Amitabh Khosla wrote in a LinkedIn post on Saturday.
Drawing from experience of hosting IATA AGM in Delhi in June, Khosla has suggested phase out e-conference visa category as it serves limited purpose and creates confusion among applicants.
“Retaining the e-business visa and streamlining its use for MICE- related travel could simplify the process,” he said.
“Indian Association of Tourism Operators (IATO) strongly recommends simplifying group and e-visa processes, reducing bureaucratic delays and exploring visa fee waivers for key source markets to enhance India’s appeal for large scale business events and conferences,” said IATO president Ravi Gosain.
Published on July 31, 2025
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