Despite emerging as the world’s fourth-largest economy, India accounts for only around 2% of the global exhibitions industry, a disparity that represents one of the sector’s most significant untapped opportunities, according to Sebastian Witt, Partner & Senior Consultant at jwc GmbH.
Speaking at an industry forum held at HITEX Hyderabad, Witt highlighted India’s strong growth trajectory within the global MICE (Meetings, Incentives, Conferences and Exhibitions) industry. While the global exhibitions sector continues to recover gradually from the impact of the pandemic, India has demonstrated remarkable resilience and growth potential.
According to jwc’s market analysis, global exhibition activity is expected to return to pre-pandemic levels only by the end of 2027, with recovery being hindered by economic challenges in China and geopolitical uncertainties in regions such as the Middle East. In contrast, India’s exhibition market nearly returned to pre-pandemic levels by 2023 and surpassed them in 2024.
Forecasts presented by Witt indicate that India’s exhibition industry is expected to grow at an annual rate of approximately 8.5% in terms of net rented exhibition space. By 2027, while Asia as a whole is projected to return to 2019 activity levels, India is expected to exceed its pre-Covid exhibition activity by more than 50%, positioning it among the fastest-growing exhibition markets globally.
Witt noted that India possesses all the key economic fundamentals required for a thriving MICE industry, including a rapidly expanding economy, a growing middle class, and favourable demographic trends. He described India as the most attractive exhibition market in the world from a growth perspective.
However, despite this positive outlook, jwc believes that India’s exhibition infrastructure is struggling to keep pace with demand. While some international markets face challenges related to excess venue capacity, India faces the opposite problem, a shortage of high-quality exhibition space.
According to jwc’s global market attractiveness model, India ranks exceptionally high in growth potential but scores lower in ecosystem readiness due to the limited availability of world-class exhibition venues. Comparative studies conducted by the consultancy reveal that India remains significantly below global averages in indoor exhibition space relative to both its GDP and population size.
This infrastructure gap, Witt argued, could restrict India’s ability to attract and host larger international exhibitions and conventions in the future. Addressing this challenge will be critical if the country aims to strengthen its position within the global exhibition landscape.
The presentation also highlighted several emerging trends shaping the future of the exhibition industry. Exhibitors are increasingly focused on demonstrating measurable return on investment (ROI), while visitors are seeking stronger return on time (ROT). Organisers are placing greater emphasis on visitor quality over quantity, with content-driven events, specialised industry gatherings, hosted buyer programmes, and year-round community engagement becoming increasingly important.
Artificial Intelligence is expected to enhance operational efficiency and strengthen event value propositions, provided organisers adopt effective data strategies. At the same time, talent acquisition, omnichannel event delivery, and sustainability measurement are emerging as key industry priorities.
Looking ahead, India is expected to remain the world’s fastest-growing major economy through 2030, with its exhibition industry continuing to expand at a record pace. jwc’s latest forecasts show that India received the strongest upward growth revision among major economies, reinforcing confidence in the country’s long-term prospects.
The consultancy further suggested that continued geopolitical uncertainty in other regions could create additional opportunities for India to attract international organisers and exhibitors seeking alternative growth markets. However, unlocking this potential will require substantial investment in world-class exhibition infrastructure, broader ecosystem development, and stronger policy recognition of exhibitions as a strategic economic sector.
Drawing comparisons with Germany, one of the world’s most mature exhibition markets, Witt emphasised that government support has played a pivotal role in building globally competitive exhibition ecosystems. Long-term public investment and recognition of exhibitions as drivers of trade, exports, and knowledge exchange were identified as key factors behind Germany’s success.
He concluded that if India aspires to become a leading global MICE destination, the exhibitions industry must be recognised and supported as a priority sector capable of contributing significantly to the country’s economic development.
