BHUBANESWAR: Tourism in Odisha has largely revolved around its temples, beaches, wildlife and cultural heritage for years. But now, the state is preparing to script a new chapter, one centred on conferences, conventions, exhibitions, corporate gatherings and destination weddings.The focus is on the Bhubaneswar-Cuttack-Puri-Paradip economic region which is emerging as a hub for meetings, incentives, conferences and exhibitions (MICE) tourism. The shift comes at a time when the events industry is showing preference for non-metro cities that offer both contemporary comforts and cultural experiences.In recent years, the region has successfully organised marquee gatherings, investment summits and several sector-specific conferences.If government events are taken into consideration, the state in the last two years has hosted Utkarsh Odisha (or Make in Odisha) conclave, 18th Pravasi Bharatiya Divas, India AI Impact Summit, National Mines Ministers’ conference, Global Blue Economy summit and the latest, the three-day BRICS Technical Meeting on Disaster Risk Reduction which concluded in Puri on June 5.The steady stream of high-profile events has strengthened the region’s credentials as a business tourism destination.According to industry stakeholders, Bhubaneswar alone hosts at least 12 mega conferences or events in star category hotels on an average per year. In fact, the ministry of tourism in its national strategy for MICE industry report, projects Bhubaneswar as an emerging MICE destination, along with 11 other cities in the challengers (tier-II cities) category.The appeal of the region extends beyond convention halls and hotel infrastructure.“There is a change in the way MICE events are planned now. Earlier, the focus was largely on modern amenities. Today, organisers want to combine business events with authentic cultural experiences because that is what delegates are looking for. Whether it is food, heritage, crafts or natural landscapes, the region offers all of these. Its proximity to major tourist attractions also allows delegates to combine business engagements with leisure experiences,” travel and tourism expert Debashish Patnaik said.Recognising this potential, the tourism department has made MICE one of its priority areas this year and initiated a series of measures aimed at strengthening the state’s presence in the sector.The centrepiece of this policy intervention is a six-fold increase in the ceiling for capital investment subsidy for convention centres and MICE infrastructure in the Odisha tourism policy which has been amended this year.Officials in the tourism department said the government has introduced significant reforms under the Odisha Tourism (Amendment) Policy, 2026, including raising the ceiling for capital investment subsidy for convention centres and MICE infrastructure from Rs 20 crore to Rs 120 crore.“The enhanced incentive structure is expected to boost investor confidence,” tourism commissioner-cum-secretary Balwant Singh said.The policy also seeks to address a long-standing challenge in tourism, which is seasonal fluctuations in visitor arrivals.To encourage year-round visitor inflow, the government has introduced targeted incentives for MICE events and destination weddings held during the lean tourism season from April to September.According to the policy, MICE events that achieve a minimum booking of 100 rooms per day in three-star and above hotels will receive an incentive of Rs 1,000 per room per day. Destination weddings organised during the same period will be eligible for a similar incentive for bookings of at least 50 rooms per day.Industry stakeholders say such developments could substantially enhance the region’s ability to attract large conventions, exhibitions, corporate gatherings and destination weddings that currently gravitate towards established MICE destinations such as Hyderabad, Bengaluru and Jaipur.
