India Enhances MICE Tourism with New Strategies and Resources
The Ministry of Tourism is taking significant steps to promote India as a premier destination for Meetings, Incentives, Conferences, and Exhibitions (MICE). While the development of tourist destinations and products is mainly managed by individual State Governments and Union Territory Administrations, the Ministry continues to play a pivotal role in showcasing India’s potential in the MICE sector through various platforms, including social media and dedicated websites.
Guidelines for MICE Promotion Bureaus
To further bolster the MICE industry, the Ministry has introduced guidelines for establishing MICE Promotion Bureaus across all States and Union Territories. These guidelines aim to facilitate the creation of City MICE Promotion Bureaus, driving focused growth in local MICE tourism.
National Strategy to Boost MICE Industry
Additionally, the Ministry has laid out a National Strategy and Roadmap specifically designed for the MICE industry. This detailed strategy identifies several key pillars essential for its advancement, including:
- Institutional support for MICE initiatives
- Creating a robust ecosystem for MICE activities
- Improving the competitiveness of the Indian MICE sector
- Enhancing the ease of doing business for MICE events
- Marketing India as a prominent MICE destination
- Investing in skill development for the MICE industry
‘Meet in India’ Sub-Brand Launch
Among its promotional efforts, the Ministry has unveiled ‘Meet in India‘, a specialized sub-brand integrated into the larger ‘Incredible India’ campaign. This initiative aims to spotlight India as an attractive MICE destination enriched with top-notch connectivity, modern infrastructure, a vibrant knowledge capital, and a wealth of unique tourist attractions.
Digital MICE Catalogue
Moreover, a comprehensive Digital MICE Catalogue has been developed, featuring the infrastructure and facilities of over 60 Indian cities that successfully hosted G20 meetings during India’s presidency. This resource is designed to assist both global and national MICE planners in organizing events, while promoting Indian cities as leading destinations on the international stage.
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