July 29, 2025

Suman Billa, the Director-General in the Union Ministry of Tourism, recently called for the establishment of city-level convention bureaus across India. Speaking at the 'IEIA Connect-Focus South' event hosted by the Indian Exhibition Industry Association, Billa voiced the need for India to change its approach from being a venue-centric destination to an ecosystem-centric one, where various stakeholders collaborate to tap into the potential of Meetings, Incentives, Conferences, and Exhibitions (MICE). Billa remarked that India's recent experience in hosting the G20 Summit showcased not just the country’s infrastructure but also its capability to host world-class events. The concept of an ecosystem-centric approach focuses on uniting stakeholders such as venues, hotels, caterers, audio-visual technicians, and florists. He mentioned that if several entities worked together to organize an event instead of relying solely on a single organizer, the efficiency and quality of events would significantly improve. The tourism chief emphasized the importance of building institutional frameworks that foster collaboration, streamline processes, and encourage international businesses to explore opportunities in India. Billa pointed to successful examples from cities like Singapore, Dubai, London, and Frankfurt, which have implemented convention bureaus effectively. He argued that these organizations serve to aggregate services and offer bundled packages, making it easier for event planners to coordinate all aspects of an event. He illustrated that cities like Chennai could leverage their automobile industry to host related events, while Bengaluru and Hyderabad could become hubs for technology-related gatherings. Kochi could focus on wellness events, and Visakhapatnam could cater to maritime business and trade events. A key theme of Billa's address was the urgency of creating MICE city bureaus to ensure India competes globally in the events industry. With collaboration at the forefront, these bureaus are seen as vital for India’s aspirations to successfully host international conventions and exhibitions, increasing its visibility in the global market. He believes that the synergy among various local entities will benefit the tourism sector and help attract more global attention and visitors to Indian cities. The inaugural event was attended by notable figures including IEIA president Sooraj Dhawan, Andaman and Nicobar Secretary Tourism Jyoti Kumari, and Karnataka Tourism Commissioner Rajendra, among others, highlighting the collective interest in elevating India's position on the global events stage. As India prepares to strengthen its MICE sector, the establishment of convention bureaus could yield fruitful outcomes, aligning with Billa's vision for an interactive, collaborative approach to event organization. Overall, Billa's advocacy illustrates a strategic shift that could promise economic growth through enhanced tourism and global engagement, ensuring India's readiness to become a favorite destination for international events.

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Tags: Mice, Tourism, Conferences, India, Events,