Elevatin The Event Management Landscape

Elevating the
event management
landscape
Interventions for India's
event industry's growth
July 2023
kpmg.com/in
Table of contents
1. Introduction 1
2. Global event management industry 3
3. Event management industry in India 4
4. Upcoming trends of the event industry 6
5. Benchmarking other economies 7
• Singapore 7
• Dubai 8
• Thailand 8
• South Korea 9
6. Need gap analysis 11
7. Suggested interventions 14
Document Classification - KPMG Public

1 Introduction The event management industry is
extensive in nature and can be further
divided into following components and
sub-components:
Event management is the process of planning,
organising, and executing events, both large
and small, in a professional and effective
manner. It involves a wide range of tasks,
including conceptualising the event, MICE
determining the logistics, securing the venue,

coordinating with vendors, managing finances, Music and
Sports events entertainment
marketing the event, and overseeing the entire events
process from start to finish.
Weddings
The event management industry has gained
recognition as a sizable market sector and is a
substantial contributor to national economies Art and Festivals and
cultural events fairs
during the past few decades. Along with
generating income, it also expands
employment prospects in industries that Charity and
social cause
provide associated hospitality services such as
accommodation, food and beverage, Political and
Educational
convention services, transportation, tourism, events
government
events
and entertainment. 1
India has a diverse and dynamic market for Social events

events ranging from corporate conferences to
weddings and cultural festivals. The industry
has gained popularity in recent years, as
businesses and individuals have started
recognising the value of well-executed events. Figure 1: Category of events
One of the factors driving the growth of the
industry is the increasing disposable income of
the middle class, which has led to a rise in
demand for lavish weddings and other MICE
celebrations. The corporate sector also a. Meetings: This sub-sector covers all
contributes significantly to the industry, with a types of meetings, such as corporate
growing trend of companies organising events meetings, board meetings, and annual
to promote their products and services. general meetings.
However, the industry also faces several b. Incentives: This covers the travel
challenges, such as regulatory issues, lack of rewards offered by an organisation to
skilled professionals, and intense competition. their employees and affiliates.
The COVID-19 pandemic has also severely c. Conferences: This covers
impacted the industry, with many events being conferences, such as business
cancelled or postponed. The industry has conferences, academic conferences,
recovered from the pandemic and is expected press conferences and industry
to continue growing in the coming years, as conferences.
India's economy continues to expand.
d. Exhibitions: This covers exhibition,
such as trade fairs, consumer fairs,
and art fairs.
Weddings
This category includes weddings and
related events such as engagement
parties, bachelor/bachelorette parties, and
wedding receptions.
1
“National Strategy and Roadmap for MICE Industry”,
Ministry of Tourism, June 2021
© 2023 KPMG Assurance and Consulting Services LLP, an Indian Limited Liability Partnership and a member firm of the KPMG global organization of 1
independent member firms affiliated with KPMG International Limited, a private English company limited by guarantee. All rights reserved.
Social events seasonal festivals and fairs such as Diwali,
This includes events other than weddings Holi, Eid, Christmas, and New Year.
which are organised for personal and Educational events
social purposes such as birthdays,
These events are organised to provide
anniversaries, baby showers, and other
education and knowledge to the audience
personal celebrations.
such as seminars, workshops, and training
Sports events sessions.
These events are organised for various Charity and social cause events
sports such as cricket, football, tennis,
These events are organised to raise
badminton, and other popular sports.
awareness and funds for various social
Some of the examples are ICC World Cup,
causes such as poverty alleviation,
IPL, Pro-Kabaddi League, etc.
environmental conservation, and
Music and entertainment events healthcare.
These events are organised for music and Associated services
entertainment purposes such as concerts,
a. Destination management: This
live shows, stand-up comedy, and other
covers services, such as venue
performing arts.
sourcing, transportation, and
Art and cultural events accommodation.
These are organised to showcase various b. Event marketing: This category
forms of art and culture such as art includes marketing events to target
exhibitions, dance performances, theatre audiences using digital media, social
shows, and literary festivals. media, and other marketing channels.
Political and government events c. Audio-visual production: This
includes services such as sound,
These events are organised by political
lighting, and video production.
parties and government organisations for
various purposes such as election d. Event technology: This comprises
campaigns, government announcements, services such as development and
and public meetings. usage of event management software,
digital signage, and mobile apps for
Festivals and fairs events.
This category includes events organised to
celebrate various cultural, religious, and
2 Global event
management
industry
2019 2028
11.20%
$135.4 $1552.9
billion billion
Market size CAGR Projected market size
Source: “Events Industry Size, Share & Statistics | Growth

Forecast, 2028”, Allied Market Research, January 2022
The global event management industry is a

vast and diverse industry that spans a range of
events, from corporate conferences and
product launches to festivals and sporting
events. The events industry size was valued at
USD1,135.4 billion in 2019 and is expected to
reach USD1,552.9 billion by 2028, registering
a CAGR of 11.2 per cent from 2021 to 2028 2.
The industry is dominated by a few large

players, but there is also a significant number
of small and medium-sized event management
companies operating in various regions around
the world. Region-wise, Europe dominated the
industry in 2021 followed by North America
and Asia-Pacific. Europe is a popular
destination for educational events, sports
events, cultural events, concerts, music
festivals, etc. which is projected to boost the
events industry size in the coming years.
Asia-Pacific region is expected to showcase

the most promising market growth in the
coming years with an estimated CAGR of 13.7
per cent from 2019 to 2028 3.The emerging
nations such as China, India, Indonesia,
Philippines, Thailand, and Malaysia are
expected to grow at significant rates. It is also
becoming increasingly popular as a MICE
tourism destination.
2
“Events Industry Size, Share & Statistics | Growth 3
“Events Industry Size, Share & Statistics | Growth
Forecast, 2028”, Allied Market Research, January 2022 Forecast, 2028”, Allied Market Research, January 2022
3 Event Value of live events market in India
(In Bn INR)
management 65
75
83
74
industry in
56
49
27 32
India
The event management industry in India has a
significant impact on the country's economy
and contributes significantly to employment *Projected figures
Source: “Value for
of the live 2023
events market across India
from 2016 to 2022, with estimates until 2025”, Statista,
generation, foreign exchange earnings, and May 2023
overall economic growth. An insight into the
market size of some of the sub-sectors of competitive, with many small and large players
event management industry showcases the operating in the market.
vast size and growth potential of the industry.
Recently, there has been a surge in the
S. No. Sector Market size (INR Cr) number of international events being held in
India, such as conferences, exhibitions, and
1 MICE 37,576 4
music festivals. This has helped boost the
profile of the country's event management
2 Weddings and 4,13,422 5 industry and has led to an increase in foreign
allied segments investment.
3 Sports 31,235 6 The industry is also benefitting from the recent

initiatives taken by the Government of India
4 Entertainment live 4,900 7 such as, hosting events, conferences and
events meetings across locations in India during its
G20 presidency. The Ministry of Tourism is
The industry with its allied segments is also working on mission mode to boost tourism
estimated to have a market presence of more in the country and one of the major focus areas
than INR500,000 crore. Such projection would is establishing India as a leading MICE
make this industry larger than the Media and destination globally. Moreover, Ministry of
Entertainment (M&E) industry, which has been Tourism has also developed National Strategy
already given an industry status, however, the for MICE Industry in 2022 9 for taking a more
event management industry is yet to receive streamlined approach in development and
that recognition. promotion of MICE tourism.
The industry has seen significant growth over Despite its rapid expansion, the industry is still
the past few years, driven by the increasing in its nascent stage of development, and needs
demand for organised events and the a structured approach towards understanding
emergence of new technologies. It is also a its dynamics and potential. Many Indian cities
significant contributor to employment have good facilities and offerings that can be
generation, employing more than 10 million projected on a global platform. Government
people directly and 50 million indirectly 8. The and businesses need to finetune strategies to
industry can also be considered highly sell an integrated offering to people who come
to India to attend an event.
4“National Strategy for MICE Industry 2022”, Ministry of 7 “Media and entertainment in India”, Statista, April 2023
Tourism, April 2022 8
"Coronavirus impact: events industry comes to a
5“Budget 2021 expectations- Formalise wedding industry standstill”, Event & Entertainment Management
with RERA like framework, create tourism circuits for Companies Association, March 2020
wedding destinations”, The Financial Express, January 9
“National Strategy for MICE Industry 2022”, Ministry of
2021 Tourism, April 2022
6 “Sports Events Market- Size, Share, Growth From 2022-
2029”, Grey Views, August 2022
The event management industry also Despite having such significant market
contributes to foreign exchange earnings, as it presence and contribution in the country’s
attracts a large number of international tourists GDP, the industry still lacks proper set of
to India. According to the Ministry of Tourism, guidelines or framework. Factors such as rapid
the number of foreign tourists visiting India for growth of the industry, the need for regulation
events and exhibitions increased from 1.5 and standardisation, and the potential
million in 2017 to 1.8 million in 2018. economic and social impact of events further
Additionally, the industry also has a significant highlight the need for an event management
impact on other sectors of the economy, such policy in India.
as hospitality, transportation, and retail, which
further contributes to overall economic growth.
Upcoming
also see a slower return to discretionary long-
4 haul travel. Increased focus on targeting APAC
event travels is expected to bring in greater
trends of the footfall.
d. Increased focus on sports events

event industry Sports that have gained greater fame due to
such league-based events include hockey,
kabaddi, tennis, badminton and wrestling.
a. Increased focus on weddings These events have attracted more
sportspersons, viewership, broadcasters and
Wedding in India with its allied sectors is a sponsors into the business of sports in India.
USD50 billion industry. There is an opportunity
to tap 32 million non-resident Indians (NRIs) League-based events for sports, such as
and persons of Indian origin (PIOs) from football (Indian Super League) and kabaddi
across the world to promote wedding tourism (Pro Kabaddi League) have propelled the
in the country 10. Weddings use maximum local interest of viewers and sponsors toward
resources and give push to the local these sports.
economy 11.
Sport is a segment by itself and has enormous
potential 12. Sports such as cricket, hockey,
Wedding market Wedding kabaddi, and football are creating sizeable
global size market Asia demand. An event such as IPL has contributed
Pacific significantly to India’s GDP 13.
USD1.03 trillion
USD300 billion
e. Increased focus on technology
Growing adoption of new technology for event
Indian Wedding planning such as geo-cloning is expected to
wedding Market days drive the market in coming times. In 2019,
USD50 billion 105 per year Fastener Fair USA was replicated in India and
took place in Bombay Exhibition Centre
(NESCO), Mumbai which witnessed a turnout
of 5,192 visitors and 199 exhibitors 14.
Source: “Wedding Tourism Policy Draft”, Events and Additionally, the technical developments in
Entertainment Management Association, May 2023
various industries are providing a great
opportunity for event management companies
b. Increase in hotel/hospitality to learn from and incorporate cutting-edge
business solutions into their operations.
With the return of international and corporate
travel in a new normal era post pandemic, it is f. Increased focus on music
expected to cause a correction in this events/ live concerts
segmentation and the overall increase in There has been an increased focus on music
domestic demand footprint. For the ongoing, events and live concerts in India. This trend
G20 summit, events have been organised in can be attributed to several factors, including
Tier-2 cities such as Kutch, Visakhapatnam, the growing popularity of music festivals, the
Siliguri, Varanasi, Bhubaneshwar, etc. giving rise of social media and streaming platforms,
an opportunity to the hospitality industry in and the increasing purchasing power of the
these cities as well. Indian middle class. Festivals such as NH7
Weekender, Sunburn, and Magnetic Fields
c. Increased focus on APAC (Asia- have gained a massive following attracting
Pacific) markets thousands of music fans from across
Due to factors such as wars and recession in the country.
western countries, European events segment,
which dominated the industry in 2021, would
10
“Positioning India on global destination wedding map”, 13
“Impact of IPL on Indian Economy”, The Sports School,
Media India Group, July 2022 April 2021
11
“MICE in Mission Mode”, ICPB, March 2023 14
"India Event & Exhibition Market Size & Share Analysis”,
12
“The business of sports”, KPMG, September 2016 Mordor Intelligence, April 2023
Benchmarking
augmented reality technology has been
5 embraced to create immersive and
interactive events.
other • Sustainable and responsible

destination: The country has invested
economies heavily in sustainable and responsible

tourism which promotes sustainable
practices in the event management
industry.
Singapore • Setting up of Singapore Exhibition &
Convention Bureau (SECB): SECB is a
government agency set up under
Singapore Tourism Board (STB)
responsible for promoting Singapore as a
premier event organising destination. The
major focus areas of SECB are:
- Marketing and promotion: SECB
promotes Singapore as a destination
for events and exhibition through
various marketing and promotional
activities. This includes advertising
campaigns, trade shows, roadshows,
Singapore is considered one of the top
and partnerships with key industry
destinations for the event industry, known for
players.
its high-quality infrastructure and facilities, as
well as its reputation as a safe and secure - Business development: SECB works
destination. closely with industry stakeholders,
such as convention centres, event
The Singapore event industry is segmented on organisers, and hotels, to attract and
the basis of industry into retail, hospitality, develop events in Singapore. This
transportation, entertainment and others, out of involves identifying potential leads and
which, hospitality segment is anticipated to working with them to secure events for
hold the largest market share of around 38.10 Singapore.
per cent in the year 2027. The market was - Convention and meeting services:
valued at USD947.3 million in 2017 and is SECB provides a range of services to
anticipated to reach USD1986.9 million by support the planning and execution of
2027 by growing at a CAGR of 7.7 per cent corporate and business-related events
during the forecast period 15. in Singapore. This includes assistance
with venue selection, pre-event
The key factors contributing to Singapore’s planning, and on-site support.
success are:
- Industry development: SECB also
• World-class infrastructure and facilities: provides training and education
The country boasts of a wide range of programmes for industry professionals,
venues and facilities catering to different promoting innovation and technology
niches, such as the Marina Bay Sands and adoption, and supporting research and
the Singapore Expo. development initiatives.
• Singapore has also established itself as a
safe and secure destination for events. Learnings for India
The country has a low crime rate, and the • Setting up a state or city level event
government has invested heavily in promotion bureau. A city level
security and safety measures, making it a promotion bureau would provide
popular choice for large-scale events and specific attention to development of
conferences. major cities in India as event
• Focus on innovation and technology: destinations.
For example, the use of virtual and
15
"Singapore mice tourism market”, Research Nester,
February 2023
Learnings Dubai has a business-friendly environment
Learningsfor
forIndia:
India with a favourable tax regime, a streamlined
•• India should
Investing focus ontosustainable
in measures ensure the and process for obtaining visas, and a supportive
responsible tourism to
safety and security of attendeesattractat more government that encourages entrepreneurship
international events and visitors. It
events, to attract more international and innovation.
should invest in
events and visitors. initiatives to promote
sustainable and responsible practices in Dubai also offers a luxurious lifestyle with
• Focus on sustainable and responsible
the industry, such as the use of world-class hotels, restaurants, and shopping
tourism to attract more international
renewable energy, recycling, and waste malls, making it an attractive destination for
events and visitors. Investment in
management. both business and leisure travelers.
initiatives to promote sustainable and
• India can practices
responsible learn from Singapore’s
in the industry,
diversification
such as the use of renewablemore
of events, with focus
energy,
on
recycling, and waste management. and
niche segments such as food Learnings for India
drink, adventure sports, and sustainable
• Take learnings from Singapore’s • Simplifying the process of obtaining
tourism.
diversification of events, with more visas and permits for foreign visitors 16.
focus on niche segments such as food • Creating a business-friendly
and drink, adventure sports, and environment with favourable tax policies
sustainable tourism. and streamlined regulations to
encourage international businesses to
invest in the country leading to more
events being organised in the country.
Dubai • Promoting itself as a premier MICE
destination through aggressive
marketing campaigns.
• Focus on providing high-quality
services to visitors to attract high-end
luxury segment.
Dubai has been able to achieve great success Thailand

in the event industry due to its strategic
location, state-of-the-art infrastructure, and
business-friendly environment. The city has a
well-connected airport and a comprehensive
transportation system, making it convenient for
visitors to travel to and from the city.
Apart from this, Dubai has invested heavily in

infrastructure, including convention centres,
hotels, and exhibition halls. The Dubai World
Trade Center (DWTC) is the largest exhibition
Thailand has been one of the top destinations
centre in the Middle East, hosting over 500
for events industry, especially for the MICE
events annually.
sector for many years, owing to its strategic
Dubai also has at its disposal the Expo 2020 location in Southeast Asia, providing excellent
mega-venue, which was, despite the COVID infrastructure, and government support.
delay to opening, hugely successful. This large
In 2019, Thailand was ranked as the 4th best
urban development will be re-purposed as a
MICE destination in Asia by the International
self-contained ‘city’ and is set to host the 28th
Congress and Convention Association (ICCA),
United Nations Climate Change conference
hosting over 1,000 events with more than
(COP 28) in December 2023.
200,000 participants.
16
“Tour operator body slams visa facilitator to India, writes
to PM on low foreign arrivals”, Mint, October 2022
The country has world-class convention South Korea
centres and exhibition halls, such as the
Bangkok International Trade and Exhibition
Centre (BITEC), the IMPACT Exhibition and
Convention Centre, and the Queen Sirikit
National Convention Centre.
Another factor that has contributed to

Thailand’s success is government support.
The Thailand Convention and Exhibition
Bureau (TCEB) was established in 2002 to
promote Thailand as an event destination and
South Korea’s unique blend of modernity and
to provide support to event organisers. The
tradition, advanced infrastructure, and
TCEB offers a range of services to event
excellent hospitality makes it an attractive
organisers, including financial incentives,
destination for hosting events. The country has
marketing support, and assistance with visa
invested heavily in developing its
applications. In 2023, TCEB announced
infrastructure, including airports, stadiums,
budget support below 15,000 baht to 650
convention centres, hotels, and transportation
MICE groups holding one-day event and below
facilities. As a result, it has successfully hosted
30,000 baht to 350 MICE groups holding at
several international events, including the G20
least two-day and one-night event 17.
Seoul Summit in 2010, the World Energy
Additionally, in January 2023, the Government Congress in 2013, and Winter Olympics in
of Thailand approved fifth phase of the subsidy Pyeongchang in 2018.
scheme to stimulate domestic tourism. Under
South Korean music industry, particularly K-
this, the government provides subsidies
pop, has also gained immense popularity and
equivalent to 40 per cent of room rates,
success in recent years, both domestically and
capped at 3,000 baht per room per night. A
internationally. The country hosts several
total of 560,000 room subsidies are available
major music festivals throughout the year,
and each one will include a 600-baht voucher
including the Seoul Jazz Festival, Incheon
for tourists to buy food or services 18 .
Pentaport Rock Festival, and Busan
International Rock Festival. Many K-pop
Learnings for India groups and solo artists hold concerts and tours
• Streamlining its regulatory processes nationally and internationally. According to a
and making it easier for event organisers report issued by Hyundai Research Institute
to obtain permits and licenses through (HRI) in 2018, the overall economic effect of
event management policy and guidelines BTS is 5.56 trillion won per year to South
development. Korea which is around USD4.4 billion 19.
• Offering subsidies and incentives to The South Korean government has provided
users as well as service providers to significant support to event organisers to
promote the industry. promote the event industry. This includes
• Setting up city-specific event funding for music event production, marketing,
management bureaus so that India’s rich and promotion, as well as tax incentives for
cultural heritage can be showcased event organisers. In 2023, the government has
through destination weddings, allocated 7.4 billion won (USD6 million)
exhibitions, conferences, and other towards development in key areas, including
events. international conferences, and it is accelerating
• Creating and marketing packages linked
with events to attract international crowd.
For example, offering Ayurveda wellness
package to wedding parties or MICE
attendees, will create unique
experiences as well as promote local
culture.
17
“TCEB Launches Subsidy Support Project to Boost Up 18
“Cabinet approves revised hotel subsidy”, Bangkok
Domestic MICE Market”, Thailand Convention & Exhibition Post, January 2023
Bureau, February 2023 19
“The “BTS Effect” on South Korea’s Economy, Industry
and Culture”, Wandering Shadow, May 2019
the creation of three MICE clusters in Seoul
city 20. Learnings for India
• South Korea has embraced technology
The city of Seoul recently announced the in event management, utilising
successful bidding for two major upcoming advanced ticketing systems, digital
conferences: the 2025 IPSA World Congress marketing platforms, virtual reality
of Political Science and the 2025 World experiences, and event management
Congress of the Econometric Society. As a software. India can adopt similar
result of the country’s promotional efforts and technological innovations to enhance
investment in the industry, a total of 98 event experiences, improve efficiency,
international events will be held just in Seoul and streamline event operations.
by 2028, with an expected visitor footfall of
• South Korea has implemented robust
more than 150,000.
security protocols, crowd management
In addition to music festivals and concerts, strategies, and emergency response
South Korea also hosts several cultural systems. India can learn from South
festivals throughout the year, such as the Korea's approach to ensure the safety
Boryeong Mud Festival and the Andong Mask and well-being of event attendees.
Dance Festival. • South Korea has effectively integrated
cultural festivals and events with
tourism promotion. Events such as the
Learnings for India Boryeong Mud Festival and the Busan
• Focus on infrastructure development to International Film Festival have become
attract international events and provide major tourist attractions, contributing to
better facilities for both domestic and the growth of the tourism industry. India
international events. Build state-of-the- can focus on showcasing its rich
art stadiums, convention centres, cultural heritage through events and
exhibition halls, and specialised event festivals to attract both domestic and
venues like South Korea. international tourists.
• South Korean government provides
financial support, tax incentives, and
regulatory assistance, while the private
sector brings expertise and resources.
Government of India can foster
partnerships with the private sector to
leverage the strengths of both sectors.
• South Korea has established
specialised event management
courses, certifications, and training
programmes to develop a skilled
workforce. India can invest in training
and capacity-building initiatives to
enhance the professionalism and
expertise of event management
professionals.
20
"Seoul’s rapid rise as a mice destination”, Forbes,
February 2023
Need gap
management industry directly or indirectly and
6 vice-versa.
analysis Existing risks and challenges
Industry challenges
A primary survey was conducted by EEMA and
KPMG in April 2023 among top event Capital 10.93%
management companies across India to carry
out need gap analysis of the event Competition 9.37%
management industry. The idea behind this
Quality Control 9.37%
was to identify areas for improvement, develop
innovative solutions, improve industry Cost 9.37%
standards, ensure compliance, and promote
industry growth. The recorded observations Manpower 23.43%
were also useful in understanding the setbacks
faced by existing players and coming up with Policy 26.56%
mitigation measures to counter those issues.
Infrastructure 10.93%
Market presence and industry
linkages
Ratio of direct vs indirect jobs Industry risks
0% Safety 18.52%
21%
External Factors 18.52%
58% Skilled Labour 18.52%

21%
Over Competition 11.11%
1:1 to 1:5 1:6 to 1:10

Government Hurdles 33.33%
1:11-1:15 >1:15
A majority of stakeholders believed the biggest

Industry linkages challenge faced by the industry in current times
is absence of policy/regulatory framework and
Skilled labour 9% lack of structured setup. This was closely
followed by lack of trained manpower. In terms
Education 6% of future growth prospects, 23 per cent
respondents believed that events that are
Technology 13% going to see maximum growth in the next five
years are weddings, cultural events/festivals,
Tourism 44%
exhibitions and conferences.
Hospitality 28%
Bottlenecks and growth prospects
Future bottlenecks
According to a majority of the stakeholders, the Infrastructure 16.13%

industry creates 6-10 indirect jobs for every
Competition 12.90%
direct job created. They also observed that the
industry shares strongest market linkages with Government Hurdles 29.03%
tourism and hospitality industry and the Skilled labour 41.94%
changes in these impact the event
11
© 2023 KPMG Assurance and Consulting Services LLP, an Indian Limited Liability Partnership and a member firm of the KPMG global organization of
According to 41 per cent of the event
Future growth events
management representatives, the weddings
and events category remains an untapped
Entertainment 9.09% market segment closely followed by tourism
Awards 7.95% and sports. In terms of upcoming trends in the
Campaigns 4.55% industry, it was observed that technology such
Exhibition 15.91% as AI and weddings events will see more
Festivals 13.64% growth as compared to other sectors of the
Personal Events 6.82% industry.
Corporate Events 10.23%
Weddings 22.73%
Required support and incentives
Sports 9.09%
Policy support required
33.33 per cent of respondents believed that

11%
most of the risks faced by the industry are 18%
related to government hurdles followed by
security and safety of the participants and
unavailability of skilled labour. 41.94 per cent 25%
of the respondents observed that finding skilled
labour in the industry would be the biggest
challenge in the next 5-10 years.
46%
Upcoming trends and unexplored
segments
Single Window Tax relaxation
Unexplored market segment
Industry Status MSME
21% 17%
Incentives required
21% 46% of the stakeholders9%believed that policy

support related to tax exemption and GST
41% relaxation should be introduced by the
government to support the event management
45%
industry. 25% of the respondents
32%requested for
Rural Market Weddings and Events
provision of industry status to the event
industry. In terms of incentives required form
Tourism Sports the Government, 32% stakeholders requested
for tax rebate and 9% requested
14% for easy loan
grants.
Upcoming trends
Easy Loans Tax Rebate
Recognition Others
14%
46 per cent of the stakeholders believed that

43% policy support related to tax exemption and
GST relaxation should be introduced by the
government to support the event management
43% industry. 25 per cent of the respondents
requested for provision of industry status to the
event industry. In terms of incentives required
from the government, 32 per cent stakeholders
Technology Events and Wedding Others requested for tax rebate and 9 per cent
requested for easy
loan grants.
12
Focus areas
Preferred event destinations
Rajasthan 25%
Maharashtra 20%
Hyderabad 18%
Goa 23%
Delhi 15%
Potential investment areas
Marketing 5%
Tourism 5%
Skilling 19%
Infrastructure 24%
Technology 32%
Manpower 14%
Among preferred destinations to organise

events in India, Rajasthan is the most
preferred destination among event managers
owing to its unique landscape, culture and
business-friendly government policies. It is
closely followed by Goa, Maharashtra,
Hyderabad and Delhi. In terms of potential
investment areas where the industry players
were willing to invest, technology was the most
preferred sector followed by development of
infrastructure and skilling of trained workers.
13
7 Suggested • Travel fares
- Discounted or complimentary air tickets
for site inspection.
interventions - Rebate on airfares to organisers

subject to an attendance of 75-100
foreign delegates.
India needs to create a more robust and - Providing flexible travel window of up
thriving event management sector that could to 15 days.
contribute to the country's economic growth
- Providing benefits to attendees such as
and cultural development. The industry also
discounted airfare by Indian airlines,
needs to perform in a streamlined and
additional check-in baggage allowance
organised manner that is conductive for growth
of 10 kg across all travel class, earning
and scalability.
flying miles.
• Monetary assistance
- A financial and marketing support
scheme can be developed to support
event organisers with percentage of
event cost for certain qualifying criteria.
- Subsidy up to INR 5 - 10 lakhs for 100
or more foreign participants, including
50 or more foreign participants from 2-
3 countries. Based on evaluation of
event, 30-40 per cent additional
support can be provided for events
Here are the interventions that India held outside metro cities.
could consider from an event - Incentive can be provided basis group
management sector perspective: size (10 persons and more) and
duration of stay (minimum 2 nights) in
the form of airport arrival support
g. Incentives service, specialised monetary support,
free of cost visit to tourist attraction,
Encourage the growth of the event
etc.
management sector by providing incentives
such as tax breaks and subsidies to event - GST refund to firms, who have paid for
management companies. This would help to exhibitions and conferences, based
attract more investment in the sector and outside of India.
create more job opportunities. • Visa support
Rationalisation and simplification of the
• Tax incentives
conference visa regime, the introduction of
- GST rating of zero for forex earning e-tourist visa.
MICE events 21 .
• Bidding support
- Providing tax holidays to companies
that organise events in India. Reimbursement of cost of preparing bids to
the successful party for major national and
- The government could provide international events.
incentives to venue owners who invest
in the infrastructure required to host
international events. This could include h. Government support
tax credits, exemptions, or subsidies.
• Development of a national level policy for
- Rationalisation of tax to benefit the the event management sector.
event management agencies by
• Granting industry status to the sector.
reducing the tax burden, improving
Events-related services and infrastructure
financial viability, and creating a more
will then be eligible for the industrial rates
conducive business environment for
that will give a boost to the industry.
the industry.
21
“Rebuilding the potential of mice in India”, The Economic
Times, October 2022
14
• Allocation of a dedicated budget to the The structure of the proposed monitoring
event management industry to promote committee can be as below:
economic growth, cultural diversity,
entrepreneurship and innovation. S. No. Representative Designation
• Inclusion of event management services in
National Industrial Classification Codes 1. Secretary, Ministry of Chairperson
would support event management Information and
agencies to register themselves on Udyam Broadcasting
Registration Portal of Ministry of Micro, 2. Director General/Additional Member
Small and Medium Enterprises and may Secretary, Ministry of
avail benefits of being MSME 22 . Tourism
• Setting up of event management bureaus
3. Director, Ministry of Member
across states and cities in India for focused
Information and
development of the sector. For example,
Broadcasting
Hyderabad Convention Visitors Bureau
(HCVP) has organised COP-11 4. Director, Ministry of Culture Member
Conference/U.N. Convention on Biological
Diversity in 2012, International 5. Director, State Tourism Member
Interdisciplinary Congress on Women – Departments
IISW in 2014, 50th Union World 6. Director, State Culture Member
Conference on Lung Health 2019 23 by Departments
developing expertise and winning bids to
host such events. 7. President, Event and Convener
Entertainment Management
• Creation of corpus fund for bidding for
Association (EEMA)
large events such as Olympics, world cups,
international expos and conventions, etc. A 8. President, Indian Exhibition Member
portion of contribution to come from the Industry Association (IEIA)
government and participating industry. 9. President, Wedding Member
Once state bureaus have been created, Planners Association of
the Centre and state bureaus to work
India (WPAI)
together to bid for large events.
10. President, National Member
Association of Catering and
i. Monitoring committee Events (NACE)
Formulation of a monitoring committee, with 11. President, International Live Member
government and private sector representatives, Events Association (ILEA)
to provide important oversight and support for
the event management industry in India, 12. President, Indian Member
helping to ensure that policies are effectively Convention Promotion
implemented and enforced, and that the Bureau (ICPB)
industry operates in a transparent and 13. President, Sports Authority Member
responsible manner. of India
Depending on the agenda to be discussed and

finalised, other ministries and departments
such as Ministry of Commerce and Industries,
Ministry of MSME, police department,
municipal corporations, etc. can be onboarded
as and when required.
"Event management services to be recognized as

22 23
Hyderabad Convention Visitors Bureau, April 2023
MSMEs avail attendant benefits”, Event FAQs, April 2021
15
j. Registration of event • Selecting and transforming one destination
management agencies into world-class convention & exhibition
city, such as on the lines of Expo 2020,
To ensure that event management agencies Dubai.
operating in India are reputable, qualified, and
compliant with applicable regulations, a clear • Selecting and transforming more
criteria and process can be developed to destinations into popular venues for
register event management agencies. destinations weddings. E.g. Udaipur.
• Criteria for registering an agency may

include factors such as the legal status of
the agency, its experience and track record
in the industry, and the qualifications and
experience of its staff.
• An authority, which can be government
department or agency, or a professional
association or industry body, can be made
responsible for registering the agencies.
• An online application process can be
defined including the required documents,
fees, and timelines.
• A process can be defined for review and
processing of application by the
registration authority to ensure that the
agency meets the desired criteria. This
may involve site inspections, interviews
with staff, and a review of past events
organised by the agency.
• If the application is approved, the agency
shall be granted registration. This can be
communicated to the agency through a
certificate or other documentation.
• Once registered, the event management l. Compliance and regulations:
agency shall be required to comply with • Simplify licensing requirements: The
ongoing requirements, such as regular government shall simplify the licensing
reporting, compliance with regulations, and requirements for event organisers, by
renewal of registration. creating clear guidelines for obtaining the
necessary licences and permits, and by
reducing the number of licences/permits
k. Infrastructure development: required. This would ease the compliance
• More destinations, especially tier-2 and burden on event organisers and improve
tier-3 cities with potential for event their ability to plan and organise events.
organisation shall be identified, and • Establish a regulatory authority: The
targeted development shall be carried out government can establish a regulatory
in those areas to attract the businesses. authority to monitor and enforce
E.g.‘Rann of Kutch’ where the meeting of compliance with the regulations. The
1st Tourism Working Group of G20 nations authority could be responsible for setting
was held. industry standards, conducting inspections,
• Iconic monuments can be identified at and enforcing penalties for non-
event destinations, which can be opened compliance. This would help in
for cultural functions and other events. E.g. standardising services and ensuring
Indonesia is leveraging its heritage sites compliance of regulations.
and cultural heritage through events such
as the Ubud cultural dance festival or Kuta
beach festival. Locations such as Agra can
be identified, developed, and promoted.
16
• Develop safety and security guidelines:
Benefits of single window clearance for
The government could develop safety and
event management agencies include:
security guidelines/SOPs for event
organisers. The guidelines/SOPs could • Transparency and accountability: It can
include measures for crowd management, improve transparency and
emergency response, and security accountability in the licensing process,
arrangements, and could be made by creating a single point of contact for
mandatory for all events. event management agencies to interact
with the government. This would help to
• Conduct capacity building programmes: ensure fair and equitable treatment for
The government could conduct capacity all event organisers.
building programmes for event organisers,
• Ease of compliance: It can simplify the
to improve their knowledge and skills
compliance process for event
related to compliance and regulations. The
management agencies, by providing
programmes could cover topics such as
clear guidelines and standard
licensing requirements, safety and security
procedures for obtaining licences and
guidelines, and waste management, and
approvals. This would reduce the
could be conducted in partnership with
compliance burden on event organisers
industry associations.
and improve their ability to comply with
regulations.
m. Single-window clearance: • Single window clearance can help to
create a more conducive environment
Single window clearance can greatly benefit
for the growth and development of the
event management agencies in India by
event management industry in India, by
simplifying the process of obtaining the
improving compliance, reducing the
necessary permits and licences for organising
regulatory burden, and promoting
events. Currently, event organisers in India
transparency and
need to obtain multiple licences and approvals
from various government departments, such as
police, fire department, local authorities, etc.,
which can be time-consuming and complex.
n. Inclusion of technology:
With a single window clearance system, event
management agencies can apply for and • Promote the use of technology in event
obtain all the necessary licences and management, such as event management
approvals through a single point of contact, software, AR/VR technology, geo-cloning
which could be a government portal or an and online ticketing platforms. This would
agency designated for this purpose. This would help to improve the efficiency of event
help to streamline the process of obtaining planning and management and make
licences and approvals, reducing the time and events more accessible to a wider
effort required for compliance. audience.
• A dedicated website can be developed
Benefits of single window clearance for providing essential information with regard
event management agencies include: to inventory of sector-wise event
• Time and cost savings: By reducing the management facilities with linkages to
time and effort required to obtain potential destinations.
licences and approvals, single window • Introduction of guest management and
clearance can help event management facial recognition software and technology
agencies to save time and costs to make events secure.
associated with compliance. This would
improve their ability to plan and
organise events, and also make it o. Branding and marketing:
easier for new entrants to enter the
• Annual flagship events shall be organised
market.
by the government on the lines of IMEX
Frankfurt, IBTM Barcelona, IT&CMA
Thailand.
• Launching marketing/promotion
programmes and outreach programmes to
17
industry leaders, which can get businesses complement the itineraries of MICE groups
to India and at the same time create to Singapore 24 .
visibility at national and global level. E.g. • Encourage collaboration between leading
Seoul Tourism Organization (STO) experiential service providers such as
showcased at the IMEX exhibition in Las wellness resorts, golf clubs, adventure
Vegas, attracting global audiences and sports providers, etc. and events and
conference organisers through cultural provide support for promotion of
displays and events. experiential tourism. E.g. Kerela offers
• Fam trips can be organised for scenic beauty, exotic cuisine, and other
international event organisers to familiarise attractions such as Ayurveda.
them with the facilities and amenities • Pre and post event tours can be arranged
available in India. to showcase the unique cultural, historical,
and natural attractions of the host city or
p. Training and skilling: region, providing attendees with a more
experiential and immersive travel
• Developing training programmes and experience. E.g. Costa Blanca, Spain
courses for event management offers hiking options to business and
professionals to improve their skills and leisure travellers to enjoy unparalleled
knowledge. This would help to raise the views over the Mediterranean.
standard of event management in India
• Cultural performances, such as dance and
and improve the overall quality of events.
music, can be incorporated into other
• Reskilling programmes and recognition of organised events such as weddings,
prior skills to certify personnel engaged in meetings, exhibitions, sports events, etc. to
the industry. showcase the local culture and heritage of
the destination. E.g. the two-day Chintan
Shivir organised by Ministry of Tourism
q. Public-private partnership: was followed by cultural performances by
• Encourage public-private partnerships in local artists.
event management to bring together the • Themed events can be organised,
resources and expertise of both sectors. highlighting the unique cultural and
This would help to create more innovative historical elements of the host destination.
and successful events and benefit both the For instance, a conference on Indian
public and private sectors. textiles could be complemented with a
fashion show featuring traditional Indian
r. Diversification of events: textiles.
• The industry in India is still dominated by

traditional events which is a gap to be s. Research and development:
filled. India needs to diversify the industry • Providing funding for research and
by developing more niche segments. development in the event management
• International travellers believe in unique sector. This would help to encourage
travel experiences. India can promote innovation and the development of new
concept of customised travel experiences, ideas and technologies that could benefit
luxury spa sessions, rare animal the sector as a whole.
sanctuaries, religious pilgrimage tours,
personalised weddings, music festivals,
live performance events, sports events to t. Promote sustainability:
gain interest of international travel and • Implement initiatives and policies to reduce
business community. E.g. In Singapore its environmental impact, such as
Incentives & Rewards (INSPIRE) Global promoting the use of renewable energy
2.0 programme offers close to 80 options and encouraging sustainable practices in
in dining, attractions, thematic tours, team the event industry 25.
building and retail experiences to
• Develop sustainability standards, industry
members to obtain internationally and
24
“In Singapore Incentives & Rewards (INSPIRE) Global 25
“Singapore launches roadmap to become APACs
2.0”, Singapore Tourism Board, May 2023 leading sustainable mice destination by 2030”, Exhibition
World, May 2023
18
nationally recognised sustainability While some of these initiatives have already
certification and event industry to start been undertaken, the event management
tracking waste and carbon emissions. industry continues to remain largely
• Government can incentivise event unorganised and lacks the recognition it
management agencies in the form of tax deserves. Despite efforts been made to
credits, exemptions, or deductions, which address certain aspects of the industry, such
would reduce the tax liability of event as promoting professional certifications and
management agencies and encourage establishing industry associations, there are
them to adopt sustainable practices. still significant gaps that need to be addressed.
Firstly, the lack of standardised regulations and
• Government can provide funding support in licensing requirements hampers the industry's
the form of grants, subsidies, or low- ability to maintain consistent quality standards
interest loans, which would help event and protect the interests of clients and event
management agencies to cover the professionals. Additionally, the absence of a
additional costs associated with centralised platform for information sharing and
sustainable practices. collaboration makes it challenging for event
• Government can provide certification that planners to access necessary resources and
recognises sustainable events, which best practices. Furthermore, the industry's
would help event management agencies to contribution to economic growth and
promote their events as socially employment generation often goes unnoticed,
responsible and environmentally leading to a lack of government support and
sustainable. investment. In order to truly recognise the
importance of the event management industry
• Government can provide recognition and
and unlock its full potential, it is crucial to
awards to event management agencies
implement comprehensive measures that
that demonstrate excellence in sustainable
focus on standardisation, professional
event management. This would create a
development, and promoting its economic
competitive environment for event
significance.
management agencies to adopt
sustainable practices and improve their
sustainability performance.
19
KPMG in India contacts:
Vivek Agarwal
Partner
Government Advisory
Industrial & Infrastructure Development Advisory (IIDA)
E: vivekagarwal1@kpmg.com
Aalap Bansal
Partner
Government Advisory
Industrial & Infrastructure Development Advisory (IIDA)
T: +91 022 3090 2133
E: aalapbansal1@kpmg.com
kpmg.com/in
kpmg.com/in/socialmedia
The information contained herein is of a general nature and is not intended to address the circumstances of any particular
individual or entity. Although we endeavor to provide accurate and timely information, there can be no guarantee that such
information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on
such information without appropriate professional advice after a thorough examination of the particular situation.
KPMG Assurance and Consulting Services LLP, Lodha Excelus, Apollo Mills Compound, NM Joshi Marg, Mahalaxmi,
Mumbai - 400 011 Phone: +91 22 3989 6000, Fax: +91 22 3983 6000.
© 2023 KPMG Assurance and Consulting Services LLP, an Indian Limited Liability Partnership and a member firm of the
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Elevating the

2. Global event management industry 3

3. Event management industry in India 4

4. Upcoming trends of the event industry 6

5. Benchmarking other economies 7

6. Need gap analysis 11

Document Classification - KPMG Public

determining the logistics, securing the venue,

India has a diverse and dynamic market for Social events

Market size CAGR Projected market size

Source: “Events Industry Size, Share & Statistics | Growth

The global event management industry is a

The industry is dominated by a few large

Asia-Pacific region is expected to showcase

3 Sports 31,235 6 The industry is also benefitting from the recent

2029”, Grey Views, August 2022

trends of the footfall.

d. Increased focus on sports events

other • Sustainable and responsible

economies heavily in sustainable and responsible

Dubai has been able to achieve great success Thailand

Apart from this, Dubai has invested heavily in

Another factor that has contributed to

analysis Existing risks and challenges

Ratio of direct vs indirect jobs Industry risks

58% Skilled Labour 18.52%

Over Competition 11.11%

1:1 to 1:5 1:6 to 1:10

A majority of stakeholders believed the biggest

According to a majority of the stakeholders, the Infrastructure 16.13%

33.33 per cent of respondents believed that

21% 46% of the stakeholders9%believed that policy

46 per cent of the stakeholders believed that

Preferred event destinations

Potential investment areas

Among preferred destinations to organise

interventions - Rebate on airfares to organisers

Depending on the agenda to be discussed and

"Event management services to be recognized as

• Criteria for registering an agency may

• The industry in India is still dominated by

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