India’s MICE potential: Time to step out of the wings and take centre stage

India has everything it takes to be a global MICE (Meetings, Incentives, Conferences & Exhibitions) powerhouse — world-class hospitality, rich cultural diversity, and improving infrastructure. Yet, we’re still not on the global radar. What’s missing isn’t potential — it’s a cohesive vision, strategic execution, and a bold narrative.

India is a land of stories — of color, culture, chaos, and charisma. A dream for leisure travelers. But when it comes to MICE — Meetings, Incentives, Conferences & Exhibitions — we’re still acting like we’re on the fringes of the global conversation.

Ramanpreet Singh, Chief Growth Officer at SKIL and someone who’s spent years in the trenches of this industry — pitching to corporates, designing experiences, and watching other countries run away with the spotlight — puts it bluntly: India has all the ingredients, but is missing the recipe.

Let’s break it down.

We’re not starting from scratch. In fact, we’re sitting on a goldmine.

India’s diversity is unparalleled. From high‐tech Bengaluru to regal Udaipur, we can sell twelve different experiences in twelve different cities — and still have a hundred more left. Our hospitality, too, is world-class. Hotels, resorts, convention centres — all backed by a service culture that’s still among the best in the world.

Infrastructure has improved. Airports have transformed. Roads are smoother. Intercity connectivity is better than ever. We’re getting there — slowly, but surely.

But Here’s Where We’re Falling Short

Despite these strengths, global corporations still flock to Bangkok, Dubai, or Singapore. And here’s why.

There’s no central MICE authority. India lacks a unified, dedicated MICE bureau. We’re fragmented. While other nations offer a red carpet with single‐window support, we make international planners chase five departments for five approvals.
Fix it: Set up a national‐level MICE body — with authority, autonomy, and ambition.

Our marketing is weak and inconsistent. India’s MICE pitch to the world is disjointed at best. There’s no consistent campaign, no global narrative.
Fix it: Build a compelling, creative global brand for India as a MICE destination. Tell our story with strategy.

Tier 2 & Tier 3 cities are being ignored. Udaipur, Kochi, Coimbatore, Bhubaneswar — cities that boast beauty, affordability, and untapped potential — remain off the radar due to a lack of infrastructure and global visibility.
Fix it: Invest in infrastructure. Train local vendors. Put these destinations on the global circuit.

There is no structured talent pipeline. Much of our event workforce is accidental — not trained, not specialised.
Fix it: Partner with academic institutions. Build MICE-specific certification programs. Create a formal path into the industry.

Hybrid events remain underutilised. The world moved forward with hybrid formats. We largely reverted to the old playbook.
Fix it: Develop hybrid‐ready venues. Offer plug‐and‐play tech options. Give global clients flexibility.

Government incentives are limited. Other nations offer subsidies, tax waivers, and fast‐track permissions for global MICE players. India doesn’t.
Fix it: Launch government‐backed schemes to attract large MICE events with real economic impact.

There’s no centralized MICE data or analytics. We operate in silos, with no single source of truth.
Fix it: Create a national MICE dashboard to track growth, trends, and market demand. Make policy and promotion smarter.

Opportunities India Can’t Afford to Miss

Bleisure travel — the blending of business and leisure — is where India has a natural advantage. Boardrooms to beaches. Decks to dhabas. We can do it all.

Domestic demand is rising fast. Indian corporates are spending big on offsites, product launches, and leadership retreats. If we serve this audience well, the global market will follow.

Sustainable events are no longer a trend — they’re a mandate. India has the potential to lead with venues, logistics, and experiences that are greener by design.

Academic and industry collaboration is key. Training the next generation of event professionals today means building leadership for tomorrow. It’s time to stop winging it and start skilling it.

India’s culture is our biggest differentiator. No other country can blend business with spiritual, cultural, and culinary richness like we can. It’s a unique value proposition.

And hybrid capabilities need to become the norm. Events are no longer just in-person. India must combine immersive experiences with global digital reach.

Final Word from the Frontline

India isn’t lacking potential. We’re lacking urgency, vision, and execution. We’re trying to win a global game with local thinking, fragmented ownership, and outdated playbooks. We still treat MICE as a subset of tourism, when globally, it’s a multi‐billion‐dollar industry in itself.

We still focus on price over planning, logistics over experience, and quantity over quality. We still wait for inbound demand instead of building outbound ambition.

It’s time we stop acting like a supporting act — and start claiming the spotlight. To become the MICE capital of the world, India needs more than infrastructure. It needs institutional intent. Strategic ownership. Bold reforms. Consistent storytelling.

And most of all — leaders who think beyond the next event and plan for the next decade. We’re not short of talent. We’re short of trust in our own ability to lead. Because the truth is — if we build it right, India won’t just be ready for the world. The world will be ready for India.

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