According to industry insiders, the Government of India’s push towards infrastructure development is driving a surge in Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism in the Northeast region. Corporate entities are increasingly choosing Northeast destinations for MICE events, thanks to the region’s untapped natural beauty and the government’s focus on promoting the area.
Northeast Emerging as a Preferred MICE Destination
MICE tourism, which involves business travel for organized events, has seen a significant uptick in the Northeast. “One tourism segment that is growing and will only get stronger is the MICE sector in the Northeast. Post-COVID, we are organizing many more events in the region, something that was rare before,” said Abhishek Gupta, Co-Founder and Director of Trip Navigator.
He attributed the shift to a desire among corporates to explore nature and wildlife without traveling abroad, likening the Northeast experience to African safari destinations such as Tanzania. The growing interest is also seen as a response to Prime Minister Narendra Modi’s efforts to highlight the region’s potential.
Government Initiatives Boost MICE Infrastructure
The Ministry of Tourism has been actively promoting the Northeast through development schemes, including financial support for key infrastructure projects. One notable effort is the construction of a Convention Centre in Aizawl, aimed at bolstering MICE tourism. The Ministry’s efforts are part of the Swadesh Darshan scheme, which aims to enhance tourism and attract both domestic and international visitors to the region.
Pardeep Siwach, Deputy General Manager of Accommodation at Mayfair Spring Valley Resort in Guwahati, highlighted the region’s increasing appeal for MICE events, noting the entry of major hotel chains and high-profile events such as the Hornbill Festival, Bihu celebrations, and the G-20 Summit, which have showcased the Northeast’s rich cultural heritage and scenic landscapes.
Despite India’s growing economy and abundant natural and cultural attractions, the country’s global share in the MICE market remains below 1%, according to a 2019 study commissioned by the Ministry of Tourism. India was ranked 28th in the ICCA rankings, with only seven Indian cities featured in the top 475 globally for international association meetings.
The MICE industry in India is estimated at ₹37,576 crore, with 60% attributed to meetings, incentives, and conferences. The Indian exhibition sector has been growing at over 8% annually, generating ₹3 lakh crore worth of business through trade fairs.
Both the central and state governments are taking active steps to leverage the MICE sector’s potential. Projects like the Bharat Mandapam at Pragati Maidan and the Yashobhoomi Convention Centre are examples of the central government’s support, while state governments in Rajasthan and Gujarat have also initiated MICE-centric development projects.
Experts believe that India’s MICE industry can achieve global recognition by creating unique cultural landmarks and innovations that set it apart on the international stage.