In a significant move aimed at strengthening tourism governance and destination development, the Government of Maharashtra is working towards establishing Destination Management Organisations (DMOs) at the district level under the Tourism Department. The initiative is expected to play a crucial role not only in boosting leisure tourism but also in enhancing the state’s competitiveness in the Meetings, Incentives, Conferences and Exhibitions (MICE) sector.
As part of the World Bank-funded MahaSTRIDE programme, pilot DMOs are being set up across destinations including Chandrapur, Chhatrapati Sambhajinagar, Sindhudurg, Nashik, Pune, Dharashiv and Solapur. The initiative is being implemented by Maharashtra Tourism, with the Maharashtra Institution for Transformation (MITRA) serving as the programme management unit.
According to Sanjay Khandare, Additional Chief Secretary, Tourism, Government of Maharashtra, the move is aimed at creating stronger destination governance mechanisms and supporting Maharashtra’s ambition of emerging as one of India’s leading travel destinations.
For the MICE industry, the development carries far-reaching implications. One of the key challenges faced by emerging convention destinations in India has been the lack of coordinated efforts among tourism authorities, hotels, convention centres, local administrations, transport providers and event stakeholders. District-level DMOs can help bridge this gap by acting as a unified body responsible for destination planning, promotion and stakeholder collaboration.
The initiative is also expected to support the diversification of Maharashtra’s MICE landscape beyond Mumbai. Cities such as Pune, Nashik, Chhatrapati Sambhajinagar and Sindhudurg possess strong potential for hosting corporate meetings, incentive travel programmes, association conferences and sector-specific conventions. Structured destination management can help these cities develop the infrastructure, branding and support systems required to attract business events.
Globally, successful convention destinations rely heavily on dedicated destination management and marketing organisations to drive event bids, facilitate delegate experiences and promote local business ecosystems. Maharashtra’s DMO model could therefore provide a strong institutional framework for positioning multiple districts as competitive MICE destinations.
The initiative also aligns with the state’s broader vision of strengthening its tourism ecosystem and complements ongoing efforts to attract larger domestic and international events to Maharashtra.
As India’s business events industry continues to expand, the creation of district-level DMOs could emerge as a critical enabler for regional MICE growth, unlocking new opportunities for destinations, hospitality stakeholders and event organisers alike.
