Maharashtra bets big on MICE tourism with new convention bureau and global push
India's Maharashtra state is making a strategic play to become a leading global destination for business events, conferences, and luxury weddings. At the recent WOW Awards Asia 2026 in Mumbai, the state's tourism department unveiled a new convention bureau and showcased its infrastructure, aiming to attract international events and investment.
Why Maharashtra is targeting the MICE market
The Meetings, Incentives, Conventions, and Exhibitions (MICE) sector is a high-value, fast-growing segment of global tourism. Maharashtra, home to India's financial capital Mumbai, sees an opportunity to leverage its existing business ecosystem, cultural heritage, and improving infrastructure to capture a larger share of this market. The state government is positioning itself as a proactive partner for event organizers.
Key announcements at WOW Awards Asia 2026
Maharashtra Tourism was the Principal Partner for the 17th edition of the event, held on July 3 and 4 at the Jio World Convention Centre. The most significant announcement was the launch of the Maharashtra Convention Bureau (MCB). This dedicated body will coordinate bids for international conventions, exhibitions, and corporate events, working with hotels, airlines, and destination management firms.
Sanjay Khandare, IAS, Additional Chief Secretary of the state's tourism department, stated:
Maharashtra offers an unrivalled blend of first-rate infrastructure, a unique cultural heritage, and an excellent private-public partnership. It is our vision to make Maharashtra the leading choice of destination for tourism, conventions, and international business conferences in India.
Infrastructure and cultural assets on display
The state's pavilion at the Asia Experiential B2B Expo highlighted its diverse offerings: from heritage tours and coastal tourism to luxury accommodation and destination wedding venues. A session titled India Rising: The Meetings Hub of Tomorrow featured industry leaders from the International Congress and Convention Association (ICCA) and the Jio World Convention Centre, discussing how Maharashtra is shaping India's business event landscape.
Cultural tourism was also a focus. Himgauri Aher-Adke, Mayor of Nashik, promoted the upcoming Simhastha Kumbh Mela, one of the world's largest spiritual gatherings, as a mega-event that showcases the region's hospitality and tradition.
Data points and strategic goals
The convention attracted delegates and exhibitors from 25 countries. Maharashtra Tourism received the Best State for MICE, Weddings & Live Events award from EVENTFAQS Media. The MCB will target convention-ready cities including Mumbai, Pune, Nashik, Nagpur, Chhatrapati Sambhajinagar, and the Konkan coast, aiming to create jobs, attract investment, and drive long-term tourism development.
What this means for global business tourism
For a country like Namibia, which is also developing its MICE and business tourism sectors, Maharashtra's approach offers a case study in coordinated government action. The combination of policy support, dedicated institutions, and public-private partnerships is a model that could be adapted to local contexts. Maharashtra is betting that its blend of modern infrastructure and cultural depth will give it a competitive edge in the global race for business events.
The award was received by Mangesh Joshi, IAS, Director of the Directorate of Tourism, on behalf of the department, recognizing the state's sustained efforts in building a world-class ecosystem.