India has the infrastructure to support large-scale events. With growing capacity in tier II & III cities, India must explore its full MICE potential, says Amitabh Kant.
Janice Alyosius
Indian states are playing a pivotal role in the evolution of the MICE sector, with both metropolitan and emerging regions offering unique propositions. While Delhi, Mumbai, and Bangalore remain leaders for MICE tourism, states such as Rajasthan, Kerala, Telangana, and Uttar Pradesh are diversifying India’s MICE portfolio with cultural, natural, and modern offerings. State-led initiatives and campaigns are poised to position India as a comprehensive destination for global and regional MICE events.
India’s MICE potential
Amitabh Kant, G20 Sherpa, India recently underscored India’s immense potential to become a global hub for MICE sector. Speaking about the opportunities provided by world-class facilities such as Yashobhoomi and Bharat Mandapam in the country, Kant remarked, “India must become the centre for meetings and events, conventions, and exhibitions. The MICE market is huge, and we have not tapped into it fully yet and have not explored the opportunities.”
India’s state-of-the-art facilities are designed to compete and surpass global benchmarks. He emphasised, “We are capable of attracting the biggest meetings from around the world because Yashobhoomi has been designed to be the biggest in the world today. It is better than any convention centre or exhibition centre as compared to China.”
Kant advocated for decentralising tourism initiatives and moving beyond the confines of urban-centric conferences. Instead of holding big conferences in five-star hotels, they must focus on states with tourism potential. “States such as Rajasthan and Kerala have demonstrated the job creation potential of tourism sector. This model can be replicated across India” he said.
Growth trends
India’s MICE industry is witnessing a growth fuelled by an expanding infrastructure base, cultural richness, and targeted government initiatives. According to reports by Mordor Intelligence and Fortune Business Insights, the Indian MICE market is projected to grow at a Compound Annual Growth Rate (CAGR) of 6 per cent from 2024 to 2025. Globally, the MICE market is poised to reach US$1,932.73 billion by 2032, presenting an enormous opportunity for India to capture a significant share.
Building on Kant’s vision, growth projections for the Indian MICE market further underscore this potential.
Growth projections
India’s MICE growth: Estimated at a CAGR of 6 per cent from 2024 to 2025, reflecting rising demand for business and leisure events.
Global context: The global MICE market will grow from US$970.76 billion in 2024 to US$1,932.73 billion by 2032 highlighting the opportunities for India.
Role of Indian states
India’s metropolitan cities lead the charge with state-of-the-art venues.
Delhi NCR: A preferred destination for large-scale conferences due to its world-class convention centres (e.g., Pragati Maidan, Aerocity venues) and robust connectivity.
Mumbai: Financial capital with top-notch business hotels and iconic venues such as the Bombay Exhibition Centre and Jio World Convention Centre.
Bengaluru: Tech hub offering premium venues such as Bangalore International Exhibition Centre, attracting tech and corporate events.
Hyderabad: Known for HITEX and HICC, the city blends modern infrastructure with cultural charm, making it a global favourite.
Chennai: A rising star for international conventions, supported by its vibrant business environment and transport links.
Goa: A top incentive travel destination offering luxury resorts, beaches, and convention spaces for corporate retreats.
Emerging destinations
States such as Rajasthan, Uttar Pradesh, and Kerala are carving a niche with their unique offerings.
Rajasthan: Cities such as Jaipur and Udaipur are leveraging their royal palaces, forts, luxury hotels, and heritage to host corporate events and destination weddings.
Uttar Pradesh: Agra, with the Taj Mahal, and Varanasi are drawing cultural incentive tours alongside MICE activities.
Telangana: Hyderabad’s prominence is complemented by state efforts to promote new business districts and event venues.
Andhra Pradesh: Focused on promoting Amaravati and Visakhapatnam as upcoming MICE hubs with strategic investments.
Kerala: Known for its scenic beauty, the state markets itself as a sustainable MICE destination, blending wellness and business.
Madhya Pradesh: Emerging as a budget-friendly option with natural reserves and historical sites adding unique appeal.
Gujarat: Ahmedabad and Gandhinagar host events at the Mahatma Mandir Convention Centre, supported by a strong industrial presence.
Market drivers
- State-specific initiatives:
Rajasthan and UP are promoting heritage tourism for MICE.
Kerala focuses on wellness and eco-tourism along with MICE.
- Infrastructure expansion:
Delhi’s redevelopment of Pragati Maidan and Hyderabad’s growing tech infrastructure will drive new opportunities in these cities.
Gujarat and Andhra Pradesh are investing in new convention centres and better connectivity.
- Government support:
Central and state governments are jointly promoting tier II and III destinations under the ‘Incredible India’ campaign.
Key trends
Tier II and III growth: States such as Madhya Pradesh, Odisha, and Punjab are developing MICE infrastructure to attract small-scale events.
Sustainability focus: Kerala and Himachal Pradesh promote eco-friendly event planning, catering to global preferences.
Hybrid events: Major cities and states are equipping themselves to host hybrid conferences, offering flexibility to participants.
Challenges
Lack of consistent infrastructure quality in tier II and III cities along with quality accomodations.
Limited international connectivity to certain emerging destinations.
Competition among states for high-profile events.
Call to action
To capitalise on this momentum, stakeholders must prioritise sustainable practices, enhance infrastructure in tier II and III cities, and promote India’s offerings across the world. Collaboration between Centre and state governments, private players, and local communities will be crucial to position India as a premier destination for MICE. Although, India has already come a long way in harnessing its MICE potential, further endeavours can turn it into a champion globally.
“We are capable of attracting biggest meetings because Yashobhoomi has been designed to be the biggest venue in the world.” – Amitabh Kant; G20 Sherpa, India
States such as Gujarat and Andhra Pradesh are investing in new convention centres with state-of-the-art facilities and better connectivity.
