The Ministry of Urban Development, Government of India had commissioned a prestigious project to develop Varanasi as the Cultural Hub of the country & build the necessary infrastructural facilities to achieve this target. The GOI & Japan International Cooperation Agency (JICA) have assigned part of the project to Oriental Consultants Global Co., Ltd. (OCG), Tokyo to assess the commercial viability of the Varanasi Convention Centre (VCC). OCG had assigned a crucial assignment of this project to BRIEF Private Ltd., New Delhi, to undertake the primary information seeking activity & prepare a report on the commercial viability of setting up of the cultural & convention centre in Varanasi. The project was aimed at understanding the prevailing business environment for MICE (meetings, incentives, conferences and exhibition) Tourism in Varanasi along with projecting future demand for the same. Inputs from the management of Convention Centres, Hotels, Convention organisers and visitors were sought to understand their convention related needs and suggestions for building up a global standard cultural & convention centre. BRIEF undertook the holistic study across 10 cities covering key MICE centers & developed a report for the JICA team that was instrumental to ascertain the feasibility of the project.