Maharashtra Tourism has formalized a strategic partnership with Jochen Witt Consulting (JWC GmbH), a Cologne-based consultancy specializing in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. The Memorandum of Understanding (MoU), signed on 18 June in Mumbai, signals the state's intent to compete more aggressively for international business events.
The Maharashtra Convention Bureau (MCB), established under the state's tourism department, will be the primary vehicle for this push. The bureau aims to secure high-profile conventions and exhibitions for Mumbai, as well as other key cities such as Pune, Nagpur, and Nashik. This initiative is part of a broader strategy to diversify Maharashtra's tourism offerings beyond leisure travel.
Strategic Expertise from JWC GmbH
JWC GmbH brings deep experience in strategy development, event bidding, and stakeholder engagement. The consultancy has advised numerous destinations and venues globally, and its network spans major convention markets in Europe, Asia, and the Americas. For Maharashtra, access to this expertise is expected to sharpen its competitive edge against established MICE destinations like Singapore, Dubai, and Barcelona.
Sanjay Khandare, Additional Chief Secretary (Tourism) for the Government of Maharashtra, emphasized the state's readiness: "We have always believed that Maharashtra has what it takes, be it the infrastructure, the talent, and the ambition. With JWC's guidance, we are now better equipped than ever to translate that potential into tangible outcomes for our economy and our people."
Jochen Witt, Chairman and Partner of JWC GmbH, echoed this optimism: "Few markets combine such strong economic growth, entrepreneurial dynamism, government support, and a rapidly expanding business events ecosystem." Witt's firm has previously worked with destinations such as Türkiye and several European convention bureaus.
Economic and Industry Impact
The partnership is expected to generate significant economic benefits, including job creation, increased tourism revenues, and support for sustainable development across the state. Maharashtra's MICE infrastructure already includes venues like the Bombay Exhibition Centre, the Jio World Convention Centre, and several five-star hotels operated by groups such as Taj Hotels, The Oberoi, and Marriott International. The state also benefits from connectivity via Chhatrapati Shivaji Maharaj International Airport (BOM) and Pune International Airport (PNQ), with direct flights from major hubs like Dubai, London, and Singapore.
This move aligns with broader trends in the MICE sector, where destinations are increasingly investing in specialized bureaus and consultancy partnerships to win bids. For travel professionals—including airline executives, hoteliers, and tour operators—the development signals new opportunities for business travel packages, group bookings, and event-related services. Airlines such as Emirates, Qatar Airways, and IndiGo may see increased demand on routes to Mumbai, while hotel chains can expect higher occupancy during major conventions.
Maharashtra's commitment to the MICE segment also reflects a shift in India's tourism strategy. The country has long been a popular leisure destination, but business events represent a high-yield segment with potential for repeat visits. By partnering with a global consultancy, Maharashtra aims to professionalize its bidding process and improve its win rate for international events.
The MCB will now work with JWC GmbH on a detailed action plan, including targeted marketing campaigns, familiarization trips for event planners, and training for local stakeholders. The state is also exploring synergies with other sectors, such as technology and pharmaceuticals, which have strong conference and exhibition needs.
For travel agents and MICE planners, this partnership means a more structured and competitive destination offering. Maharashtra's ability to host large-scale events will likely improve, making it a more attractive option for corporate groups and associations. The state's diverse geography—from the coastal city of Mumbai to the hill stations of Lonavala and the heritage sites of Aurangabad—also offers unique pre- and post-event tour possibilities.
As the global MICE market recovers and evolves, destinations that invest in professional support and infrastructure will be best positioned to capture growth. Maharashtra's move with JWC GmbH is a clear signal of its ambition to become a leading player in the international business events arena.
