Maharashtra Tourism has entered into a strategic partnership with Germany-based consultancy JWC GmbH to enhance the state’s presence in the global Meetings, Incentives, Conferences and Exhibitions (MICE) industry. The collaboration was formalized through a Memorandum of Understanding (MoU) signed between the Maharashtra Convention Bureau (MCB) and JWC GmbH.
The agreement marks an important step in Maharashtra’s efforts to position itself as a preferred destination for international business events, conventions, exhibitions, and corporate gatherings. Industry experts believe the partnership will help strengthen the state’s competitiveness in attracting high-profile global events and expanding its footprint within the international business events ecosystem.
The Maharashtra Convention Bureau was established with the objective of promoting the state as a leading hub for MICE activities. Through this collaboration, the Bureau will benefit from JWC GmbH’s extensive experience in convention development, event bidding, destination marketing, stakeholder engagement, and industry strategy.
JWC GmbH, headquartered in Cologne, Germany, is widely recognized for its expertise in advising destinations, convention bureaus, exhibition organizers, and governments on business events development. The company has worked with several destinations across Europe, Asia, the Middle East, and Africa to enhance their positioning in the global MICE market.
Officials associated with the initiative stated that the partnership is expected to support Maharashtra’s long-term tourism and economic development goals. By attracting more international conventions, exhibitions, and corporate events, the state aims to generate increased visitor spending, create employment opportunities, encourage investments, and strengthen related sectors such as hospitality, transportation, and event services.
The collaboration also reflects a broader trend among destinations worldwide that are investing in business events as a driver of economic growth and knowledge exchange. With its strong infrastructure, growing economy, and major urban centres such as Mumbai, Pune, and Nagpur, Maharashtra is seeking to further establish itself as a key destination for business tourism in India and the Asia-Pacific region.
