India’s MICE Power Cities Playbook

2026 is emerging as a pivotal year for India’s MICE sector. Once viewed as a subset of tourism, it is now firmly positioned as a key economic driver, influencing trade, investment, and the country’s global standing. In the post-pandemic landscape, business travel has rebounded with renewed momentum, as in-person interactions reclaim their importance, underscoring the unmatched value of face-to-face engagement despite the rise of hybrid formats. Featured on Travel Trends Today (T3)

While metro cities continue to anchor activity, growth is increasingly shifting towards Tier-II and Tier-III destinations, driven by improved infrastructure, connectivity and cost advantages. A major structural shift comes with the introduction of city-level convention promotion bureaus from 2026, aimed at aligning stakeholders, streamlining processes and positioning Indian cities as global convention brands.

However, challenges such as fragmented governance, infrastructure gaps, limited data systems and inconsistent service standards persist. The next phase of growth will depend on execution, strengthening city-level ecosystems, improving coordination, investing in infrastructure, and building a globally competitive, data-driven MICE framework.

Key takeaways from the article:

Industry Shift & Growth

• 2026 marks a turning point for India’s MICE sector as a major economic engine

• Strong post-pandemic rebound with renewed preference for in-person meetings

• India hosted 141 ICCA meetings in 2024, ranking 7th in Asia Pacific

• Market valued between USD 49 billion to over USD 110 billion, with strong growth projections

• Year-round base demand from corporates, MSMEs, startups and associations

• Domestic strength sets India apart from global markets

Rise of Tier-II & Tier-III Cities

• Cities like Jaipur, Kochi, Indore, Bhubaneswar gaining traction

• Contribute 35 - 40% of domestic MICE activity

• Driven by connectivity, affordability and cultural appeal

• Growth of circuit-based and drive-to destinations

• City-level convention bureaus - the next game-changer, with a shift to decentralised, city-led strategy

• Expected to align stakeholders, standardise services, and streamline bidding, inspired by global models like Singapore, Dubai, Barcelona

Infrastructure & Investment Momentum

• Expected to boom, with expansion of airports (target 350–400 by 2047)

• Growth of world-class venues like Bharat Mandapam, Yashobhoomi, Jio World Centre

• Driven by increasing hospitality footprint across cities

Key Challenges

• Fragmented governance and lack of single-window systems

• Infrastructure gaps in Tier-II cities (space, scale, standards)

• Limited data tracking and strategic bidding frameworks

• Pricing volatility and inconsistent service delivery

• Talent shortage in specialised MICE roles

Opportunities Ahead

• PPP-led city bureaus and national MICE policy

• Strong potential in niche exhibitions, regional events and incentives

• Leveraging India’s cultural strengths: heritage, wellness, cuisine

• Growing demand for skilled professionals in MICE strategy and operations

• Shift from event execution to destination-led strategy

• Build globally competitive, data-driven convention ecosystems

• Position India as a scalable, reliable global MICE hub

  
  

  In conversation with:
  

• Senthil Gopinath, CEO, International Congress and Convention Association (ICCA)

• Chander Mansharamani, Managing Director of Alpcord Network Travel & Conferences Management Company

• Ubaid Ahmad, Senior Director and Head of Marketing at BIEC, Vice President of the Indian Exhibition Industry Association, and Governing Board Member of ICPB

• Rubin Cherian, General Manager of Novotel Hyderabad Convention Centre and HICC

• Mufaddal Dahodwala, Managing Partner at ICE India

• Yogesh Mudras, Managing Director, Informa Markets India

• Rohit Chopra, Area Commercial Director, India, Minor Hotels