The Ministry of Tourism has recognized the immense potential of MICE and has been actively working on promotion and development of this niche area of tourism. The Ministry of Tourism had accordingly formulated a Draft National Strategy and Roadmap for Promotion of MICE Industry in India, which can be accessed from the following link https://tourism.gov.in/sites/default/files/2021-06/Draft%20Strategy%20for%20MICE%20tourism%20June%2012.pdf
MICE is an acronym for Meetings, Incentives, Conferences and Exhibitions. MICE is one of the important segments of business tourism, which also overlaps with leisure tourism. It is one of the fast-growing segments and brings several advantages to the country. Despite having huge potential, India’s position is relatively low with just about 1% of global MICE business. On the other hand, India has a huge outbound MICE market and growing significantly.
