Maharashtra Tourism is stepping up efforts to position the state as a leading global business events destination through international partnerships, institutional capacity building, targeted marketing, and talent development.
At the core of this strategy is the Maharashtra Convention Bureau (MCB), launched at IMEX Frankfurt in May 2025. Broadening its global footprint, MCB signed an Memorandum of Understanding in June with Germany-based consultancy Jochen Witt Consulting (JWC).
Sanjay Khandare, additional chief secretary (tourism), called the partnership a key milestone. “JWC brings a strong international reputation in strategy, event bidding, and stakeholder engagement – expertise the MCB will now leverage,” Khandare told TTGmice. The state spent over a year laying the bureau’s foundation before selecting JWC, following extensive due diligence and framework development.
To guide growth, Maharashtra Tourism has outlined five strategic pillars focusing on public-private collaboration across sectors, active acquisition of international events, sustained destination marketing, talent development to meet global standards, and the integration of technology and sustainability into event operations.
To boost global bidding capabilities, the state plans to join the International Congress and Convention Association, as well as establish dedicated city-level MICE Bureaus, aligning with the Ministry of Tourism’s national strategy.
While Mumbai already boasts three major convention centres and extensive hotel infrastructure, expansion is well underway across the state.
“New, world-class exhibition and convention facilities are coming up in Pune, Nagpur, Nashik, Chhatrapati Sambhajinagar, and Kolhapur, further strengthening Maharashtra’s MICE ecosystem,” Khandare stated.
