Inside India's Events and Meetings Aspirations

Skift

5 days ago

India upped its convention center game for the G20 Summit last year. Now, it is trying to drum up the marketing for these spaces across the country. But is India really MICE ready?
India wants to feature among the world's top destinations for meetings, incentives, conferences, and exhibitions (MICE). Earlier this month, tourism minister Gajendra Singh Shekhawat called MICE the fastest-growing tourism segment in India and a key driver for the country's economic growth.
According to Shekhawat, India's MICE market generated $49.4 billion in revenue last year. That figure is expected to more than double to $103.7 billion by 2030. This growth, he said, will be driven by 'recent developments in MICE-ready destinations coming up in cities like Varanasi, Khajuraho and Kochi.'
But while the government is bullish, event industry insiders say the ground reality is more complicated.
More Than Convention Centers: A successful MICE destination requires more than just a convention center, Ramanpreet Singh, vice president of growth and strategy at events management company SKIL told Skift. 'It is about building a holistic ecosystem through air connectivity, multiple high-quality hotel options, efficient ground logistics, safety and security, digital readiness and above all, ease of doing business."
Singh added that simple permissions, proactive local authorities, and support from the community are just as crucial as physical infrastructure.
Samit Garg, president of the Event and Entertainment Management Association (EEMA) and co-founder of E-Factor Experiences, agreed. For him, destinations need to be appealing on multiple levels. "Culture, sightseeing, shopping, and entertainment matter to delegates."
Both SKIL and EEMA pointed to several smaller cities that are on the way to be MICE-suitable: Jaipur, Udaipur, Goa, Rishikesh, Jim Corbett, Kochi, Gandhinagar, Varanasi, and Amritsar.
But the real challenge: converting intent into real MICE capability.
Take for instance, a destination like Khajuraho that the central government is positioning as a MICE venue after the opening of a convention center. 'The ground reality is still quite different,' Singh said. 'It remains a Tier‐2 town with limited flight connectivity, modest hotel infrastructure, and very basic support services."
Singh pointed out that while the intent to develop it as a MICE destination is commendable, the actual ecosystem required to host large‐scale corporate events is still a work in progress. "Other cities that show strong promise include Hampi, Mahabalipuram, Shillong, Diu, and Bhubaneswar,' he said.
Emerging Trends in MICE: According to Garg, the MICE sector itself is changing: "Event formats are evolving with hybrid events, AI-driven delegate engagement, and immersive technologies like AR/VR. Also, sustainability and smaller, boutique summits are gaining popularity."
Personalization and incorporation of corporate-social responsibility (CSR) activities are also becoming key elements of events, Singh said. 'There is also a growing preference for experiential venues over standard banquet spaces,' he added.
Integration of local culture, wellness, and local experiences is also becoming the norm. Singh added, 'MICE on cruises is an emerging format that is becoming increasingly attractive for corporates looking to create immersive, high‐impact experiences. Cruises work particularly well for incentive travel, leadership offsites, and celebratory events because they offer a contained environment with curated experiences.'
Global Standing: India is positioning itself as a MICE destination for the world. Globally, MICE destinations have smooth transport, vendor readiness, top‐tier hospitality, entertainment options, and active government support. In India, Singh said, 'The infrastructure still feels disjointed. Organizers often have to stitch things together on their own. We're moving in the right direction, but we're not there yet.'
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