Maharashtra is making a strategic push to become a leading global destination for Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism. The state government has rolled out a series of initiatives under the Maharashtra Tourism Policy 2024, with the newly established Maharashtra Convention Bureau at the forefront. This bureau, the first of its kind in India, is designed to position the state as a premier business events hub and invite international organisers to host their events here.
The bureau was officially announced on 21 May 2025 at IMEX Frankfurt, one of the world's largest trade shows for the meetings and events industry. Headquartered in Mumbai, the bureau is led by the Additional Chief Secretary (Tourism) and will serve as a single point of facilitation for event organisers. Its primary objectives include streamlining event hosting procedures, enhancing coordination with global stakeholders, and developing a skilled workforce through targeted training and certification programmes.
Initially, the bureau will focus on the Mumbai Metropolitan Region, Pune, Nashik, Nagpur, and Chhatrapati Sambhaji Nagar. These cities have been identified as key growth centres with existing infrastructure and potential for business events. The state aims to leverage these locations to attract a wide range of conferences, exhibitions, and incentive travel programmes.
Sanjay Khandare, Additional Chief Secretary (Tourism), emphasised the state's commitment to building a world-class ecosystem for business events. "Maharashtra is committed to creating a world-class ecosystem for meetings, conferences, conventions, and exhibitions. Through the Maharashtra Convention Bureau, we are providing organisers with a single point of facilitation and a collaborative platform that makes planning and hosting events easier," he said.
The economic impact of MICE tourism is substantial. Business events generate significant revenue for hotels, transport providers, and event management companies. MICE travellers typically spend more than leisure tourists, contributing to the local economy through accommodation, dining, and other services. Many delegates extend their stays to explore Maharashtra's cultural and natural attractions, further boosting tourism revenue.
Infrastructure and marketing investments
Maharashtra is investing heavily in infrastructure and destination marketing to support its MICE ambitions. The state is upgrading convention centres, improving connectivity, and promoting its diverse offerings to international audiences. These efforts are part of a broader strategy to position Maharashtra as a top-tier business events destination in Asia.
The launch of the Maharashtra Convention Bureau aligns with similar initiatives in other Asian markets. For instance, Malaysia's MITEC has established itself as a global business events hub, demonstrating the potential for dedicated convention centres to drive economic growth. Maharashtra aims to replicate this success by offering a streamlined, supportive environment for event organisers.
The state government is also focusing on developing a skilled workforce to support the MICE sector. Training and certification programmes will ensure that local professionals are equipped to handle the demands of international events. This includes event management, hospitality, and technical support roles.
Maharashtra's MICE push comes at a time when the global business events industry is rebounding strongly. According to recent data, Europe holds one-third of global leisure travel spend, but Asia is rapidly gaining ground. Maharashtra's strategic location, robust infrastructure, and diverse attractions make it an attractive option for international organisers looking to expand into the Indian market.
The state government is inviting organisers and industry professionals worldwide to explore partnership opportunities. The Maharashtra Convention Bureau will provide comprehensive support, from venue selection to logistics and marketing. By offering a single point of contact, the bureau aims to reduce the complexities often associated with planning large-scale events in India.
With continued investment and a clear strategic vision, Maharashtra is steadily building its presence as a leading destination for business events. The state's proactive approach, exemplified by the Convention Bureau, signals a strong commitment to capturing a larger share of the global MICE market.
