The Analysis: the top four MICE shows of India

The surest sign to know the high potential a market has for MICE business is by the number of shows, events, exhibitions, that take place in that market for the industry. No doubt the sales missions and roadshows of individual destinations have practically become the weekly lunch/dinner outings for the travel industry in India. But there are also the more industry wide shows that have popped, more so in the last couple of years that’s true testimony to India being a high potential market for MICE.

While trade shows are an age-old format even for Indian buyers of travel services and products. Corporate MICE platforms have found resonance amongst industry professionals that are increasingly looking for innovative solutions and access to the right representatives to plan their growing MICE mandates.

Here’s a low-down on the four top MICE shows that take place in India, which one’s deliver the right environment and solutions to the right buyers, while also offering the right value to its exhibitors, you can judge for yourself.


IT&CM India – Incentive Travel & Conventions, Meetings

Organizers: TTG Events, a business group of TTG Asia Media is based in Singapore, and holds similar shows in Thailand and China

History: 2014 will be the second edition of the show in India, with a gap year of 2013, the first edition took place in 2012

Focus: Inbound and Outbound – MICE, Luxury Travel

Exibitors: International and Indian Hotels & Resorts, DMCs, NTOs, CVBs, PCOs, Events Management companies, Trade Associations

Attendees: Travel Agents, Travel Management Companies, Meeting Planners, DMCs, PCOs, Corporates, International Associations, Media

Location: 5 star venue in New Delhi, takes place in August each year

Format: 3 days – Exhibition and appointment format – Parallel knowledge forums – Networking dinners

Close to 60 exhibitors participated in the inaugural edition of the show. Buyers were invited to register and 140 companies are said to have registered for the event. Buyer participation is based on promotions, invitations and registrations. The exhibitors for the 2014 have not been published on the event website.


MILT Congress – MICE India & Luxury Travel Congress

Organizers: QnA International based in Dubai, with a focus on B2B conferences and summits across industries

History: 2014 was the second edition of the congress, having inaugurated in 2013

Focus: Outbound MICE, Luxury, Weddings and Film Production

Exhibitors: Hotels & Resorts, DMCs, NTOs, CVBs, Travel/Tour companies

Attendees: Corporates, Agencies, Travel Management Companies, Wedding Planners, Film Production Houses

Location: 5 star venue in Mumbai, takes place in July each year

Format: 2 days – Conference with back-to-back sessions – 2 hour pre-scheduled meetings slot – Networking Dinners

Close to 30 partners/sellers participated in the 2014 edition of the event. The proposition to sellers is a 1:1 ratio with pre-qualified buyers, through the 2 days of the event. The sessions/discussions are well participated, being the biggest draw for the event.


IBTM India

Organizers: Reed Travel Exhibitions based in United Kingdom, running EIBTM, IBTM America and others across global markets

History: 2014 will be the second edition of the show, which inaugurated in 2013

Focus: Inbound and Outbound MICE and Business Travel

Exhibitors: NTOs, CVBs, DMCs, Hotels/Groups, Venues, Airlines, Event Support Services

Buyers: 100 Hosted Buyers from Travel Management Companies, Travel Agencies, Incentive Houses, Event Management Agencies, PCOs Corporate and Associations

Location: Moving format, with the 2014 edition taking place in Chennai, the inaugural edition took place in Mumbai

Format: Day 1: forum – Day 2 & 3: business appointments and gala evenings

Close to 70 exhibitors/participants meet with 100 hosted buyers, with a focus on match making interested buyers with their exhibitor of choice.


The Experiential Planner Business Luncheons

Organizers: A part of the Experiential Planner Platform, an initiative of tmf dialogue marketing India,  tmf India is the Delhi and Mumbai based offices of tmf Germany, organizing similar shows in Europe as well

History: 2014 was the eighth edition of the Business Luncheons, which travels to 3 top cities in India each year

Focus: Outbound Corporate MICE, Weddings and Destination-led events

Exhibitors: CVBs, NTOs, DMCs, Venues, Hotels, Services, Cruise Lines, International Event Suppliers

Buyers: MICE, Incentive, Events, Travel, Wedding planners and Corporates from each of the three cities the show visits

Locations: Gurgaon (Delhi NCR), Delhi, Mumbai and a third city, which changes each edition, depending on market development

Format: 4 – 5 days – Focused one-on-one meetings through the day, parallel round-table discussions, receptions with company owners

In the 2014 edition of the EP Business Luncheons 320 buyers/planners were met by 14 partners/destination representatives over 5 events in 4 cities across India. The eighth edition of the show visited Gurgaon, Delhi, Mumbai and Ahmedabad, focusing on each market specifically.


piranha content & pr, July 2014

Contact: piranha content & pr, Susanne Hertenberger, Head of Content & PR,


Impressions Experiential Planner Roadshow Ahmedabad 2014