India’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector is witnessing remarkable growth, with an annual expansion rate of around 8, and is currently valued at approximately INR25,000 crore. As corporate travel returns to pre-pandemic levels, the MICE industry is benefiting from an increasing demand for in-person events combined with cutting-edge technological innovations and sustainability efforts.
Andrew Baturin, Chief Marketing Officer at Tumodo, a leading business travel platform, highlighted India’s growing prominence as a global MICE destination. “We see immense growth potential in India’s MICE sector, driven by the increasing number of international meetings and conventions held in the country. India’s standing in the International Congress and Convention Association (ICCA) rankings continues to improve, further establishing its position as a hub for global conferences and events,” Baturin explained.
India’s MICE industry is supported by its extensive infrastructure, which includes over 1,300 star-category hotels and more than 70 world-class convention centres capable of hosting international summits and exhibitions. Major cities such as Delhi, Mumbai, Bangalore, Hyderabad, and Chennai are gaining popularity for their top-tier facilities and strong government support promoting MICE tourism.
“The Indian government, both at the central and state levels, is investing heavily in promoting MICE tourism. This, combined with India’s strategic location, positions the country to become a leading MICE destination in the Asia-Pacific region,” Baturin added. Notably, Hyderabad and Chennai are emerging as key MICE cities, providing alternative venues to traditional hubs like Delhi and Mumbai.
One of the key drivers of growth in the MICE sector is the adoption of virtual and hybrid event formats, a trend that has accelerated post-pandemic. Baturin pointed out that many conferences now incorporate cutting-edge technologies such as augmented reality (AR), virtual reality (VR), mobile apps, and gamification to enhance attendee engagement.
“Post-pandemic, businesses are eager to reconnect in person, but they are also leveraging technology to create a seamless experience for remote participants. Tools such as end-to-end platforms, mobile apps for networking, and digital showcasing are becoming standard in the MICE industry,” Baturin noted.
Approximately 31 per cent of these jobs will be direct, including roles such as tour guides, hotel staff, and tour operators, while the remaining 69 per cent will be indirect, encompassing jobs in supply chain management, logistics, IT support, and landscape maintenance. The increased integration of technology into the travel sector, particularly with online booking systems and data analysis, is also driving demand for IT professionals and data analysts.
Sustainability: A key focus in MICE
Sustainability has become a central theme in India’s MICE landscape, with increasing emphasis on eco-friendly practices in event management. This includes everything from waste reduction and responsible sourcing to energy-efficient venues and green certifications.
A shining example of sustainability in the MICE sector is YashoBhoomi, one of India’s newest convention centres. The venue incorporates features like wastewater treatment systems, rooftop solar panels, rainwater harvesting, and has earned the Green Cities Platinum certification from the Indian Green Building Council (IGBC). These initiatives reflect the growing demand for responsible and environmentally conscious tourism.
Personalisation & emerging destinations
As corporate travellers seek more customised and memorable experiences, personalisation has become a key aspect of MICE events. Baturin explained that MICE organisers are increasingly crafting bespoke itineraries and exploring unconventional destinations that offer unique experiences.
Northeastern India is gaining attention as a promising MICE destination, offering a blend of cultural and natural attractions. Additionally, outbound MICE tourism to destinations such as Vietnam and Peru is on the rise, attracting companies that seek a mix of history, culture, and modernity.
“We are seeing increased interest in lesser-known regions and more adventurous destinations. This demand for unique experiences is driving the MICE sector toward exploring non-traditional locations,” Baturin said.
As a key player in the corporate travel industry, Tumodo is adapting to the growing demand in the MICE sector by dedicating resources to specialized MICE requests.
“We have established a dedicated team to manage the increasing MICE requirements, aligning with our business strategy. As India continues to promote itself as a business-friendly destination, through campaigns like ‘Incredible India,’ we are confident that the MICE sector will see even greater growth,” Baturin concluded.
