Maharashtra Tourism has announced the signing of a Memorandum of Understanding (MoU) between the Maharashtra Convention Bureau (MCB) and JWC GmbH, a Germany-based consultancy recognised globally for its expertise in the Meetings, Incentives, Conferences and Exhibitions (MICE) sector. The partnership aims to strengthen Maharashtra’s position as a leading international destination for business events.
The MoU was signed in the presence of Sanjay Khandare (IAS), Additional Chief Secretary (Tourism), Government of Maharashtra, Vijay Powar, Deputy Secretary, Department of Tourism, Government of Maharashtra, Jochen Witt, Chairman and Partner, JWC GmbH, Sebastian Witt, Partner, JWC GmbH, and Vijay Sharma, Executive Director, JWC GmbH (India & Southeast Asia).
Maharashtra Tourism has formed the Maharashtra Convention Bureau (MCB) with a strategic vision to position the state as a premier hub for MIE (Meetings, Incentives, Conferences, and Exhibitions). It aims to actively attract high-profile international conventions, exhibitions, and business events to Mumbai and other key cities across Maharashtra, thereby strengthening the state’s presence in the global MICE ecosystem.
Commenting on the partnership, Sanjay Khandare said, “We have always believed that Maharashtra has what it takes, be it the infrastructure, the talent, and the ambition. With JWC’s guidance, we are now better equipped than ever to translate that potential into tangible outcomes for our economy and our people.”
To help convert that potential into measurable growth, Maharashtra Convention Bureau has partnered with JWC GmbH, a Germany-based consultancy founded in 2007 and headquartered in Cologne. The firm has built a strong international reputation for supporting destinations through strategy development, event bidding and acquisition, stakeholder engagement, and broader ecosystem growth initiatives. Its focused, industry-exclusive approach sets it apart in a field where deep domain knowledge makes all the difference.
Through this collaboration, Maharashtra Convention Bureau gains access to JWC’s international expertise and established networks, giving Maharashtra a stronger platform to compete with some of the world’s most mature convention destinations. The Bureau will be steered by a team of seasoned professionals drawn from the exhibitions and consulting space, ensuring its operations are grounded in market realities and aligned with global best practices.
Commenting on the partnership, Jochen Witt, Chairman and Partner, JWC GmbH, said, “Maharashtra has all the right ingredients to become a major hub for the international MICE industry. Few markets combine such strong economic growth, entrepreneurial dynamism, government support, and a rapidly expanding business events ecosystem. We strongly believe in Maharashtra’s long-term potential and are delighted to support the Maharashtra Convention Bureau on its journey. It is a privilege to contribute our international experience and to play a role in shaping the next chapter of Maharashtra’s success in the global MICE industry.”
According to Maharashtra Tourism, the initiative extends beyond attracting international business events. By increasing the state’s share of the global MICE market, the partnership is expected to generate significant economic benefits through higher tourism revenues, job creation, investment opportunities and sustainable growth across Maharashtra.
 between the Maharashtra Convention Bureau (MCB) and JWC GmbH, a Germany-based consultancy recognised globally for its expertise in the Meetings, Incentives, Conferences and Exhibitions (MICE) sector. The partnership aims to strengthen Maharashtra's position as a leading international destination for business events.){kind=link}