India’s MICE industry is changing how companies meet and motivate, favouring customised experiences and tech-driven interactions over traditional venues. Once a quiet part of hospitality, MICE has emerged as one of the fastest-growing sectors in travel and business, driven by digital advances and a focus on sustainability.
As per a government statement, India’s MICE market was worth USD 49.4 billion in 2024 and is expected to more than double to USD 103.7 billion by 2030. This represents a compound annual growth rate (CAGR) of about 13%. Other reports indicate that the sector could reach USD 183 billion by 2033, fueled by the rise of hybrid events, destination-based conferences, and support from both corporate India and government tourism initiatives.
One thing stands out across various hotels, resorts, and modern venues that post-pandemic corporate travellers are seeking more than just meeting rooms. They want connection, creativity, and cultural experiences, and India is learning to provide all three.
Beyond the Boardroom
“The expectations of corporate clients and business travellers are changing dramatically,” says Pradeep Sharma, General Manager of Holiday Inn Amritsar Ranjit Avenue. “They are looking for seamless, hybrid-ready experiences that blend efficiency with engagement. Over the next few years, we will see a growing demand for personalised, culturally immersive events where attendees can connect with the destination as well as the agenda.”
This change is already evident in Amritsar. With better connections and increasing corporate activity in North India, Sharma and his team are adapting by combining technology with local culture. “We offer flexible, tech-enabled event spaces, integrated hybrid solutions, and curated experiences—from private tours of the Golden Temple to Punjabi cooking sessions,” he adds. “By merging operational excellence with authentic regional engagement, we ensure that every event here is not just successful but truly memorable.”
Other business centres in India are echoing this trend. Pankaj Gupta, Area General Manager for IHG Southwest Asia and General Manager of Crowne Plaza New Delhi Mayur Vihar Noida, notes, “Corporations are no longer happy with just a functional meeting space. They want hybrid-ready venues, seamless technology, and experiences that create lasting memories beyond the agenda.” At his Delhi hotel, meetings frequently include elements of the capital’s culture—from regional food tours to art exhibits. “Each city offers something unique, but the common expectation is clear; meetings must be both productive and memorable,” Gupta says.
Hybrid is Here to Stay
The growth of hybrid formats is blurring the lines between in-person and digital participation, prompting venues to rethink event design. At Holiday Inn Amritsar, meeting rooms are equipped with high-speed internet, advanced audiovisual systems, and layouts that encourage dialogue. “The core of business events lies in personal interaction,” Sharma emphasises. “However, we are embracing trends like live streaming and hybrid participation to make events flexible and impactful,” he adds.
Gupta agrees that technology should enhance, not replace, human interactions. “We combine a strong technology backbone—high-speed connectivity, hybrid conferencing tools—with thoughtfully designed spaces that encourage discussion and teamwork,” he explains. “Technology is here to enhance the experience, not replace personal connections.”
Boutique and experiential brands are finding creative ways to balance digital readiness with personal touches. Sumit Mitruka, CEO and Founder of Summit Hotels & Resorts, which has properties across the Himalayas and coastal India, explains, “Our design philosophy is to prioritise the in-person experience and then make it ready for broadcasting. Meeting spaces are set up for easy plug-and-play, reliable connectivity, and content capture, allowing organisers to add live streams or remote speakers without compromising the live experience.”
From Volume to Value
A clear shift across the industry is moving from size to significance. Smaller, curated gatherings are taking the place of the once-common mega-conference. “At Holiday Inn Amritsar, we are adopting the shift from volume to value,” Sharma says. “Our flexible spaces allow tailored setups for small groups, while creative breaks—like interactive chai corners, regional sweet tastings, and live Punjabi street food counters—turn routine intervals into memorable experiences.”
Gupta sees a similar change in Delhi. “Corporations now favour smaller, highly curated experiences. At Crowne Plaza Mayur Vihar, we design personalised sessions that go beyond the agenda. From local craft showcases to sound healing and wellness breaks during conferences, it’s about creating lasting moments.”
In the hills, Summit Hotels organises compact, high-engagement leadership retreats that combine business with leisure. “Demand is shifting toward destination-led programs that merge work with culture, nature, and wellness,” says Mitruka. “Planners want venues that can easily transition from boardrooms to experiential breaks without long transfers. Our resorts in Sikkim, Darjeeling, and Uttarakhand are designed for that purpose.”
Sustainability Takes Centre Stage
As companies emphasise their ESG goals, sustainability has become essential in event planning. IHG, which operates both Holiday Inn Amritsar and Crowne Plaza Mayur Vihar, is integrating sustainability through its Green Engage and Journey to Tomorrow initiatives.
“At Holiday Inn Amritsar, we’ve implemented energy-saving lighting, water conservation systems, responsible waste management, and reduced single-use plastics,” says Sharma. “Every September, we celebrate Giving for Good Month, engaging guests and staff in community initiatives that have a lasting impact.”
Gupta outlines a similar commitment, “We have adopted renewable energy, optimised water usage, and set up an in-house water bottling system to eliminate single-use plastics. Our circular food waste management reduces waste and supports landscaping. Corporations increasingly value these efforts. Sustainability is now a shared priority between planners and venues.”
For Vineet Arora, Chief Operating Officer of Antara River Cruises, sustainability is not just a policy; it’s a way of operating. “Rivers are our lifelines,” he says. “We’ve put measures in place to protect the waters and culture along the rivers we sail on—from sewage and water treatment plants on every ship to solar power systems and the use of eco-friendly fuels that cut carbon emissions.”
Arora’s “Go Local” philosophy runs deep. “We source local produce, promote regional crafts, and hire from nearby communities to boost livelihoods along the river,” he explains. “Every part of our operation, from cuisine to décor, is designed to be environmentally responsible and culturally authentic.”
Technology as a Catalyst
Technology is shaping the MICE sector in more ways than just improving connectivity. Artificial intelligence, virtual reality, and data analytics are now driving the next wave of event experiences. “AI and data insights will help anticipate what attendees prefer and customise experiences, while tools like VR can unite global teams for immersive participation,” says Sharma. Gupta agrees that the smart use of technology will set businesses apart. “Its true value lies in how intelligently it’s implemented,” he says. “We use data insights to curate tailored wellness sessions or culinary experiences that meet both business goals and experiential value.”
Arora believes technology will also change engagement on the water. “AI-powered platforms are streamlining manual tasks—automatically taking notes, summarising discussions, assigning action items—allowing participants to focus entirely on collaboration,” he explains. “VR is transforming product launches by offering immersive demonstrations. For complex products like cars or real estate, this is groundbreaking.”
That transformation also extends to how venues are marketed and found. Vishal Puri, Co-Founder of Spalba, explains, “At Spalba, we’ve completely revamped how venues are marketed and discovered, especially in the hospitality sector. In the past, hotels used brochures, static images, and in-person site visits to showcase their spaces. That approach was time-consuming, ineffective, and often didn’t portray the full picture.”
Spalba’s platform uses immersive technology to fill this gap. “Our virtual tours let hotels and venues present their spaces more interactively,” Puri says. “Planners can explore layouts, understand space flows, and present options to their teams or clients without needing to travel. This shortens sales cycles, improves lead quality, and brings greater transparency to the venue selection process.”
He believes this is just the start of a wider transformation. “Beyond showcasing spaces, our technology empowers hotels to personalise the user experience on a large scale,” Puri adds. “Imagine a potential guest virtually exploring a hotel, and the tour dynamically adjusts to highlight amenities and room types based on their preferences or past interactions. This level of personalised engagement, efficiently delivered to a wide audience, is simply not possible through traditional methods. We’re enabling hotels to connect and convert like never before.”
Emerging Destinations and Diverse Demand
While major cities like Delhi, Mumbai, and Bangalore continue to lead, smaller towns and alternative locations are gaining popularity. “Currently, our MICE business is mainly driven by domestic markets, with corporate clients from Mumbai, Delhi, Bangalore, Ahmedabad, and Chandigarh making up the majority,” says Sharma. “However, we expect strong growth in international markets as connectivity improves and India establishes itself as a global convention destination.”
Mitruka, whose Summit Hotels portfolio includes hill stations, riverfront retreats, and wildlife lodges, sees strong demand from both East and Northeast India. “Better air links and easy drive markets are fueling this growth,” he notes. “We expect a diverse mix of leadership off-sites, brand immersions, and mid-sized conferences in these scenic areas.”
For Arora, river cruises present a new category of MICE destination. “Clients seek locations that inspire, refresh, and offer something truly unique. In this changing landscape, river cruising in India represents an exciting, untapped opportunity. Antara Cruises is at the forefront of this shift, providing unique experiences that combine exclusivity, cultural richness, and comfort.
For corporate off-sites, there is a growing need for private, serene environments where teams can connect meaningfully while enjoying complete privacy. A river cruise offers exactly that—a peaceful, floating retreat that encourages creativity, collaboration, and celebration, redefining corporate travel in India.” Arora adds, “We offer everything from intimate three-hour sailings on the Ganges for dinner events to multi-day voyages with 20-28 luxury suites that can accommodate up to 56 guests. It’s a perfect mix of privacy, collaboration, and exploration—ideal for leadership retreats and private celebrations.”
The rise of destinations as active participants, rather than just backdrops, is one of the most notable shifts in India’s MICE landscape. Krinal Thaker, Marketing Head of Evoke Experiences, which runs iconic properties like Rann Utsav – The Tent City, Evoke Dholavira, and Statue of Unity Tent City 1, believes cultural immersion is now key to corporate engagement.
“Corporate clients are seeking destination-led experiences that provide genuine storytelling,” Thaker says. “At Rann Utsav, meetings incorporate local crafts, music, and the White Rann landscape, while at Dholavira, leadership retreats include archaeological walks near the UNESCO World Heritage Harappan site. The destination itself becomes part of the engagement strategy.”
Revenue and Challenges
For hotels, the MICE segment is already a key revenue source. Sharma notes that it accounts for 30-35% of Holiday Inn Amritsar’s business, while Gupta states that Crowne Plaza Mayur Vihar generates around 18-20% from MICE, aiming to increase this to beyond 23% in the coming years.
This growth trend is reflected nationally. According to Mordor Intelligence, corporate events account for nearly 48% of India’s MICE revenue, with hybrid models growing quickly. The Ministry of Tourism’s National Strategy for the MICE Industry and state promotion efforts in regions like Kerala are adding to the momentum, positioning India as a leading global convention destination.
Nonetheless, challenges remain—from last-mile connectivity and talent shortages in smaller cities to the capital costs associated with sustainable infrastructure. But the overall direction is clear: India is no longer just competing on cost; it’s competing on creativity.
The Future
According to industry experts, the next five years will see Indian hospitality change its relationship with business travel. Venues will become hybrid studios. Hotels will serve as creative labs, and destinations will turn into collaborative storytellers. AI will create personalised itineraries. VR will simulate product demos. Sustainability will be as important as service quality.
As Arora of Antara Cruises puts it, “A river cruise offers a serene, floating retreat that fosters creativity, collaboration, and celebration, redefining the future of corporate travel in India.”
That sentiment reflects a new era in Indian hospitality, where meetings are not just attended but experienced, not just scheduled but remembered. For a sector once defined by square footage and seating capacity, this may be its most remarkable change yet.
