For years, the spotlight in India’s MICE (Meetings, Incentives, Conferences, and Exhibitions) industry firmly on Tier-1 cities like Delhi, Mumbai, Bengaluru, and Hyderabad. They had the glitz, the infrastructure, the global air connections and the monopoly. But quietly, and quite confidently, a shift is underway. Cities like Kochi, Indore, Bhubaneswar, Surat, and Lucknow are stepping out of the shadows and into the MICE mainstream. With new-age infrastructure, improved connectivity, unique cultural backdrops, and a strong value-for-money proposition, these Tier-2 cities are no longer just “emerging”—they’re asserting themselves as the next big thing in India’s event ecosystem.
Commenting on this, Rajesh Ambokar, Asst. Vice President & Head – Administration, GM Modular said, “Tier-2 cities like Kochi, Indore, Bhubaneswar, and Surat are truly reshaping India’s MICE landscape. With world-class infrastructure, better connectivity, and lower operational costs, they’re becoming smart, strategic choices for hosting impactful events. What sets them apart is the cultural vibrancy and local innovation they bring to the table—offering delegates not just convenience, but memorable experiences. These cities are no longer emerging—they’re arriving.”
World-Class Infrastructure: No Longer Just in the Metros
Top-tier convention centres, stylish hotels, and spacious exhibition halls—once exclusive to metro cities—are now becoming the hallmark of India’s rising Tier-2 destinations. Bhubaneswar, as part of its smart city transformation, has introduced a state-of-the-art Convention Centre that’s already hosting major national and international events. Indore, known for its cleanliness and livability, boasts the Brilliant Convention Centre, offering over 100,000 sq. ft. of modern, flexible event space. In Kochi, the Lulu Bolgatty International Convention Centre combines Kerala’s natural charm with world-class amenities on a scenic island. Meanwhile, Surat has turned its industrial strengths into MICE opportunities with the Surat International Exhibition and Convention Centre (SIECC), now a go-to venue for major expos. Simply put, Tier-2 cities are no longer catching up—they’re setting new benchmarks.
Seamless Connectivity: Getting There, Made Easier
One of the key drivers of Tier-2 cities’ MICE growth is enhanced connectivity. Airlines are adding new routes, and regional airports in cities like Indore and Bhubaneswar now offer direct flights to major metros, reducing travel time and hassle. On the ground, cities like Kochi benefit from metro networks and smart mobility, while robust digital infrastructure ensures seamless hybrid and tech-enabled events. High-speed internet and advanced AV setups are now standard, not a luxury.
Cost Advantage: Big Experiences, Smaller Budgets
Let’s face it—event budgets have limits, and this is where Tier-2 cities truly shine. Cities like Lucknow and Coimbatore offer venues, hotels, F&B, and logistics at a fraction of Tier-1 costs. And it’s not just about saving money—quality isn’t compromised. These cities provide spacious, less crowded, and relaxed environments, making them favourites for corporate events and destination weddings. For start-ups, mid-sized companies, and associations, it’s a smart way to deliver premium experiences without overspending.
Public and Private Sector Backing: Building the MICE Ecosystem
State governments and urban local bodies are actively supporting this growth through incentives, policy alignment, and public-private partnerships. The Odisha government’s focus on developing Bhubaneswar as a knowledge and convention hub, or Madhya Pradesh’s promotional campaigns for Indore’s business tourism, are strong examples of regional commitment to the MICE economy. Simultaneously, hospitality chains and real estate developers are investing in new properties and upgrading existing ones. Chains like Marriott, Radisson, and Taj are increasingly present in these cities, offering international-standard accommodations and meeting facilities.
Cultural Experiences: Local Flavour Meets Global Standards
Whether it’s exploring Kochi’s backwaters and catching a Kathakali performance, diving into Surat’s street food trails, or visiting centuries-old temples in Bhubaneswar—there’s a richness and authenticity that adds depth to any event. Event planners are blending these local flavours into their itineraries—be it a textile-themed incentive trip in Surat or a wellness retreat in Kerala. It’s a win-win: business goals are met, and attendees get a truly memorable experience.
Momentum in Action: Recent Event Highlights
- Kochi hosted the Kerala Travel Mart from September 26–29, 2024, attracting global tourism and MICE stakeholders and showcasing the region’s event capabilities
- Indore was the venue for the 17th Pravasi Bharatiya Divas Convention, held from January 8–10, 2023, drawing over 3,500 delegates from nearly 70 countries
- Surat, at the SIECC, hosted the 11th Surat International Textile Expo (SITEX) from January 10–12, 2025, reinforcing its status as a major textile hub
- Bhubaneswar served as the host city for FICCI’s Odisha Travel Bazaar, held February 24–27, 2025, promoting the region as a key destination in the smart-city and tourism map
These examples underscore the increasing trust that industry stakeholders and associations are placing in Tier-2 cities.
A Glimpse of the Future: Decentralization Driving Opportunity
As India’s economic landscape diversifies and digitalization reduces dependency on traditional business hubs, Tier-2 cities are stepping confidently into the limelight. Their rise in the MICE segment is a testament to the country’s broader urban development narrative—one that favours inclusivity, regional empowerment, and innovation.
For event organizers, these cities are no longer backup options—they’re strategic, vibrant, and future-ready destinations. As the MICE industry rebounds and evolves post-pandemic, the smart money is on Tier-2 India.
