As India strengthens its position as a global business events destination with world-class convention infrastructure coming online, the focus is now shifting towards competing more effectively in the international MICE arena.
Chander Mansharamani, Vice Chairman of the India Convention Promotion Bureau (ICPB), believes the year ahead could mark a turning point for India’s inbound MICE segment, provided structural bottlenecks are addressed in coordination with the Ministry of Tourism.
“This year looks promising for the growth of India’s inbound MICE segment as we expect several bottlenecks that have been hindering the sector to be addressed,” Mansharamani said, referring to recent deliberations between industry stakeholders and government representatives. Last year, ICPB convened a high-level interactive session with leading convention industry representatives and Harikishore S., Joint Secretary at the Ministry of Tourism, to chart a roadmap for the sector.
A key recommendation emerging from these discussions was the urgent need for a centralised marketing agency dedicated exclusively to promoting India as a MICE destination in global source markets. While India now has the physical infrastructure to host major international conventions, Mansharamani noted that the absence of a structured and focused marketing framework limits the country’s ability to attract large-scale global events.
India’s participation at international trade platforms such as IMEX Frankfurt must also be strengthened, he said. ICPB has submitted a proposal to the Ministry of Tourism outlining these initiatives and has received encouraging feedback.
Mansharamani also emphasised the need for more targeted marketing. While India has advertised in international media and outdoor platforms, he argued that such broad campaigns do not effectively address the convention industry, which requires focused engagement with associations and professional congress organisers. In this context, ICPB has proposed earmarking at least 25 percent of the overall tourism advertising budget exclusively for MICE promotion.
At the state level, the Ministry of Tourism has been encouraging governments to establish dedicated MICE bureaus to drive sectoral growth. Mansharamani described this as a critical step, noting that business events generate employment, facilitate knowledge exchange and stimulate trade activity. ICPB is currently in discussions with states such as Rajasthan, Odisha and Tamil Nadu regarding the formation of state-level MICE bureaus, with some expected to become operational by the end of the year.
Internally, ICPB is also examining structural reforms. Currently functioning as a membership-driven organisation, the bureau is exploring a transition towards a model similar to a national MICE board. Such restructuring would enable assured funding, the appointment of dedicated marketing professionals including a CEO, and the allocation of specific funds by the Ministry of Tourism for global promotion. In this framework, ICPB would also serve as an advisory body to emerging state-level bureaus.
On the issue of bidding for international conventions, Mansharamani said the Ministry of Tourism has agreed to support states by sharing a portion of bidding costs, provided they clearly outline their own financial commitments. However, he cautioned that India must study how competing destinations such as Thailand, Singapore and South Korea attract global events through structured incentive programmes.
“Incentives do not always have to be cash-based,” he noted, suggesting that value-added benefits such as hosted events or tax-related advantages could enhance competitiveness. He cited a recent example where India lost an international congress to Abu Dhabi after the organisers were offered GST rebates in the form of venue rental discounts. Competitive pricing of convention facilities, he added, will be crucial going forward.
India’s recent infrastructure additions, including Bharat Mandapam and Yashobhoomi, have significantly enhanced the country’s ability to host large-scale international events. However, Mansharamani stressed that infrastructure alone is not sufficient. A supportive ecosystem that combines marketing, incentives and coordinated stakeholder efforts is essential to convert capacity into confirmed international business.
To further strengthen India’s positioning, ICPB is planning a dedicated MICE-focused event later this year, tentatively in August or September, which will invite senior representatives from international associations and foreign media to experience India’s convention capabilities firsthand.