The Northeast region of India is emerging as a hotbed for MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, attracting corporate interest with its diverse and stunning landscapes. This surge is being driven by government-backed infrastructure projects that are transforming the region, making it more accessible and attractive for business events.
As the Indian government continues to prioritize infrastructure development nationwide, the MICE sector is experiencing a shift. Companies are increasingly choosing Northeast destinations to host their events, drawn to the region’s untapped potential and unique natural beauty. This aligns with the Ministry of Tourism’s strategic focus on promoting the Northeast through tourism development programs. Initiatives like the Swadesh Darshan scheme are designed to attract both domestic and international visitors by providing financial support for infrastructure projects.
The Ministry is actively investing in key locations to enhance their appeal to corporate travelers. For example, they are providing financial aid for the construction of a Convention Centre in Aizawl, aiming to attract more MICE activities to the region.
While traditional MICE hubs like Delhi, Goa, Mumbai, and Hyderabad continue to dominate the sector, industry stakeholders are recognizing the need to develop world-class infrastructure in less explored areas to boost India’s global MICE appeal. A 2019 study funded by the Ministry of Tourism highlighted that India currently captures less than 1% of the global MICE market, despite its rich culture and rapid economic growth. The study estimated the Indian MICE sector to be worth approximately INR 37,576 crore, with meetings, incentives, and conferences contributing 60% of this value. However, India’s position in the global MICE arena remains relatively low, ranking 28th in the 2019 International Congress and Convention Association (ICCA) rankings, hosting only 158 global meetings. Only seven Indian cities feature in the top 475 cities worldwide for international meetings, according to ICCA data.
Despite these figures, India’s exhibition industry is experiencing rapid growth, exceeding national GDP with an annual growth rate of over 8%. The sector’s economic impact is estimated at INR 23,800 crore, with exhibitions generating over Rs. 3 lakh crore in business. India currently has 25 purpose-built venues for hosting exhibitions, with a total indoor capacity of 437,000 square meters.
Both central and state governments are actively investing in the MICE sector, as evidenced by landmark projects like the Bharat Mandapam at Pragati Maidan and the Yashobhoomi Convention Centre. States like Rajasthan and Gujarat have also launched initiatives to incentivize the MICE industry within their regions, reflecting a nationwide push to capitalize on this burgeoning tourism segment.
The shift towards the Northeast as a new destination for MICE events represents a promising development for India’s tourism industry. By investing in infrastructure and promoting the region’s unique offerings, the government is positioning India to compete more effectively in the global MICE market. This strategy has the potential to not only boost tourism revenue but also create jobs and stimulate economic growth in the Northeast.