As India bolsters its MICE infrastructure with world-class venues, the industry’s focus is shifting toward global marketing, aggressive bidding support, and ecosystem development. Chander Mansharamani, vice chairman of the India Convention Promotion Bureau (ICPB), outlines the strategic roadmap for India to compete on the world stage
What are ICPB’s plans this year?
This year looks promising for India’s inbound MICE growth as we expect the Ministry of Tourism to address several key bottlenecks.
Last year, we organised an interactive session with 20 industry representatives and our new chairman, Harikishore S. (joint secretary at the Ministry of Tourism), to deliberate on the sector’s future. During these discussions, we emphasised the urgent need for a centralised marketing agency to effectively promote India in international markets.
While India’s infrastructure is now capable of hosting world-class events, the lack of a centralised marketing agency limits our ability to attract large-scale global conventions. We have proposed a stronger presence at major tradeshows like IMEX and multi-city roadshows in markets like Europe to the Ministry of Tourism, receiving a positive response.
Beyond physical venues, India needs a more competitive ecosystem. This includes offering organisers incentives – such as hosted dinners or non-cash benefits – and ensuring venue pricing remains globally competitive.
For instance, we recently lost an international congress to Abu Dhabi because they offered GST rebates via venue rental discounts; addressing these gaps is essential to winning high-stakes global bids.
The Ministry of Tourism has advised states to establish state-level bureaus to drive growth in the business events sector. How important is it for Indian states to recognise the benefits of attracting business events?
The Ministry of Tourism strongly believes state governments must lead the charge in marketing their destinations for MICE. It is vital for states to recognise that this sector is a significant economic driver with a direct impact on employment, knowledge exchange, and trade.
We have already engaged with several states –including Rajasthan, Odisha, and Tamil Nadu – regarding the establishment of dedicated MICE bureaus, and we expect a few to be operational by the end of this year.
Is ICPB moving towards a restructuring?
Yes. At present, ICPB functions as a typical membership-driven organisation. However, to build a more effective structure with dedicated marketing professionals, a CEO, and essential resources, we require assured funding.
We are therefore exploring a restructure that would see ICPB operate more like a national MICE board. This framework would allow the Ministry of Tourism to allocate funds specifically for marketing initiatives. In this new role, ICPB would also serve as a central advisory body to state-level MICE bureaus across the country.
What about bidding support?
The Ministry of Tourism has agreed to support states bidding for international business events by sharing a portion of the costs. States must clearly outline their financial commitment, after which the Ministry will contribute a defined share of the overall expenses.
We must also observe how competitors like Thailand, Singapore, and South Korea attract international events and learn from their practices to remain globally competitive.
What needs to be done to promote India as a preferred destination for international business events?
The Ministry of Tourism has been promoting India through international media and outdoor platforms, such as bus advertising in London. However, this broad approach is ineffective for the business events industry, which requires targeted strategies.
Consequently, we have proposed that at least 25 per cent of the overall advertising budget be earmarked exclusively for MICE-focused promotion.
What else is in the pipeline?
We are planning to organise a MICE-focused event in India tentatively scheduled for August or September. The idea is to invite senior representatives from international associations along with foreign media with the objective of showcasing and positioning India as a competitive global convention destination.
