The Indian Exhibition Services Association (IESA) is positioning itself as a pivotal force in elevating India’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector to world-class standards. Recognised as a bellwether of tourism readiness, MICE thrives on well-planned, creative, and seamlessly executed events. IESA’s role in setting high service benchmarks and fostering industry-wide quality improvements is directly enhancing India’s appeal as a premier global tourism and MICE destination.

The growth of the MICE industry opens rich opportunities for collaboration between IESA member service providers and hotels, airlines, and local tour operators. Such partnerships promise to create seamless, high-value experiences for delegates, turning events into complete travel packages that reflect India’s hospitality and professionalism.

Through its ‘EventFully Bharat 1.0’ initiative, Indian Exhibition Services Association (IESA) is fostering startups and innovative solutions that simplify delegate travel and accommodation. Examples include integrated booking platforms, efficient airport-to-venue transport services, real-time event assistance apps, and curated local experience platforms, all aimed at enhancing delegate satisfaction.

Indian Exhibition Services Association (IESA) members’ execution of large-scale events has created ripple effects that significantly benefit local tourism and hospitality. Success stories include the Digital Experience Zone at the Kumbh Mela, which drew global attention, the Assam Summit’s acclaimed event delivery, and world-class shows like AERO India, which attract high-value international visitors and elevate host city profiles.

As India aspires to host mega-events like the Olympics, challenges remain in infrastructure, service quality, skilled manpower, and inter-sector coordination. IESA is addressing these by offering training, setting quality standards, and strengthening collaboration between event services, tourism, and hospitality sectors.

Hosting India Expo Shop 2025 at the new Yashobhoomi venue in Dwarka exemplifies how high-profile events can promote emerging destinations and infrastructure. Such events drive local economic activity, showcase modern facilities, and establish new MICE hubs within the capital region.

Looking ahead to the MICE sector’s projected $103.7 billion valuation by 2030, IESA aims to attract more international events by building strategic partnerships with global MICE bodies, airlines, hotel chains, and state tourism boards. By uniting the industry under shared standards and goals, IESA is ensuring India’s readiness to compete as a top-tier global MICE destination.

 The MICE sector’s growth is often seen as a bellwether for a destination’s readiness for global tourism. How does IESA’s work in elevating the quality of event services directly contribute to strengthening India’s appeal as a premier international tourism and MICE destination?

The MICE sector needs events to be well-planned, creative, and smoothly run. IESA helps make this possible by setting high standards and pushing for better quality across the industry. Their work has a direct impact on how companies like ours improve our services and customer experience. By improving event services across the board, IESA is helping India become not just ready to host events, but ready to give memorable experiences, making our country a strong choice for global tourism and MICE events.

With the MICE industry’s projected growth, what specific opportunities do you see for collaboration between IESA’s member service providers and the broader tourism ecosystem, including hotels, airlines, and local tour operators, to create a seamless and high-value experience for event attendees?

With the MICE industry growing rapidly, there are great chances for IESA’s member service providers to work closely with hotels, airlines, and local tour operators. By working together, we can offer event attendees a smooth and enjoyable experience from start to finish. By building partnerships across the ecosystem, we can offer well-rounded experiences that reflect India’s hospitality, and professionalism, making us a preferred destination on the global MICE map. Together, we can turn events into complete travel experiences, helping India stand out as a top MICE destination.

The ‘EventFully Bharat 1.0’ initiative aims to foster new ventures. What kind of innovative solutions or startups in the event services space do you believe will have the most significant impact on improving the travel and hospitality experience for MICE delegates in India?
The EventFull Bharat 1.0 initiative is a great step to support new ideas that improve the MICE experience in India. Startups that can make the biggest difference are those that simplify travel and stay for delegates. For example, apps that combine flight, hotel, and event bookings in one place can save time and hassle. Transport services that offer smooth pick-ups from airports to venues can make travel stress-free. Mobile apps that provide real-time help, event updates, and local tips can make the experience more comfortable. Lastly, platforms that offer curated local experiences can make events more memorable.

Could you provide a concrete example of how a major event managed by an IESA member has created a ripple effect, benefiting local tourism and hospitality businesses in the host city?

One notable example of the ripple effect created by IESA members can be seen in their involvement with Kumbh Mela, where an IESA member designed a Digital Experience Zone that gained significant recognition from both domestic and international visitors. This initiative not only elevated the overall experience of the event but also brought global attention to the host city, driving increased footfall and boosting the local tourism and hospitality sectors. Similarly, during the Assam Summit, another IESA member delivered an exceptional execution that was highly appreciated by international delegates and ministries, further enhancing the event’s stature. These elevated experiences not only meet but exceed visitor expectations, resulting in international recognition for the host destinations. Furthermore, IESA members have successfully executed global-scale events like AERO India, which consistently draws attention from international buyers and dignitaries. These events act as magnets, attracting high-value visitors to India, which in turn directly contributes to the growth of local tourism, hospitality, and related services in the host cities. Such impactful executions by IESA members demonstrate the MICE sector’s potential to transform cities into international destinations, leaving a lasting economic footprint.

5As India aims to position itself as a global hub for events like the Olympics, what specific challenges does the MICE services industry face in meeting international standards, and how is IESA working with the travel and tourism sector to overcome these?

As India plans to host big global events like the Olympics, the MICE services industry has some challenges to face. These include improving infrastructure, training skilled staff, maintaining service quality, and better coordination between event teams, hotels, transport, and tourism services. To match international standards, everything needs to run smoothly from logistics and safety to guest experience and technology. IESA is helping solve these problems by working with the travel and tourism sector. They offer training, set quality standards, and bring different service providers together. By building these strong connections and raising service levels, IESA is helping India get ready to host world-class events with confidence.

From a tourism perspective, how does organizing a high-profile event like India Expo Shop 2025 in a new venue like Yashobhoomi, Dwarka, help in promoting emerging destinations or new infrastructure within India’s capital region?

Hosting a major event like India Expo Shop 2025 at Yashobhoomi, Dwarka, plays a significant role in promoting emerging destinations within Delhi. When visitors attend the event, they will stay in nearby hotels, dine at local restaurants, and utilize local transportation. This brings more business to the area and supports the local economy. It also showcases the city’s new infrastructure. Yashobhoomi, with its modern facilities, has become known as a world-class venue, attracting more events in the future. This puts Dwarka on the map as a growing MICE and tourism hub, encouraging further development in the area.

Looking ahead to the projection of a $103.7 billion valuation by 2030, what role do you see IESA playing in attracting international MICE events to India, and what strategic partnerships are essential to securing India’s place as a top-tier global MICE destination?

With India’s MICE industry expected to reach $103.7 billion by 2030, IESA will play a big role in bringing more international events to the country. Its focus on raising service standards, training skilled professionals, and showcasing India’s event capabilities makes it a strong driving force. By building strong partnerships with international MICE associations, airlines, hotel chains, and state tourism departments, IESA can help create a more connected and attractive ecosystem for global events. To become a top MICE destination, India needs good teamwork, modern infrastructure, and reliable services. IESA is helping make that happen by bringing the industry together to position India as a serious player on the global stage

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