India is proactively addressing key challenges that have hindered the growth of its inbound business events sector.
Currently, issues such as complex visa requirements, a lack of incentive programmes, and the absence of a cohesive marketing approach are being tackled to enhance India’s appeal to international event planners and delegates.
“We have set ourselves a target of getting at least 30 international association events in the country in the ensuing years. We are also looking at revamping how we can do better marketing and offer incentives to bring international MICE business to India,” said Mugdha Sinha, director general of tourism, government of India. Sinha was speaking at India’s MICE Market: Prospects & Potential panel session, part of the SATTE Conference 2025 which recently concluded in New Delhi.
A crucial element of this strategy involves bolstering the India Convention Promotion Bureau (ICPB). The organisation has historically faced funding limitations, hindering its ability to effectively compete for international business events.
India must learn from regional competitors, such as Singapore and Thailand, and examine their successful strategies for attracting international business events, indicated Chander Mansharamani, vice chairman of the ICPB.
“India possesses the necessary infrastructure, including new facilities like Yashobhoomi (India International Convention and Expo Centre) and Bharat Mandapam in New Delhi,” he pointed out. However, “a centralised national marketing agency is essential to effectively promote India as a preferred MICE destination”.
Mansharamani also emphasised the ICPB’s ongoing collaboration with various Indian states to educate them on the significant economic and social benefits derived from hosting international business events.
Furthermore, as several PCOs have expressed concerns regarding the complexities of obtaining visas for business events, efforts are also underway to streamline these procedures and facilitate smoother travel for international delegates.
“We’ve been in touch with the Ministry of Home Affairs and are working to differentiate between NGO-organised events and MICE-focused events to resolve visa issues for business events. We have also drafted a proposal outlining incentives to attract international MICE events to India,” shared Sinha.
According to industry estimates, India currently captures less than one per cent of the global international business events market.
