India’s events economy gains momentum as 94. 6% organisers report revenue growth: KPMG-EEMA Study
India’s events and experiences industry is emerging as an increasingly important contributor to economic activity, tourism, employment and destination development, according to a new report by KPMG in India, in collaboration with the Event and Entertainment Management Association (EEMA), and supported by insights from the Mastercard Economics Institute (MEI).
Mumbai: India’s events and experiences industry is emerging as an increasingly important contributor to economic activity, tourism, employment and destination development, according to a new report by KPMG in India, in collaboration with the Event and Entertainment Management Association (EEMA), and supported by insights from the Mastercard Economics Institute (MEI). The report, titled ‘Socio-economic impact of the Indian events and experiences industry’, was released at EEMAGINE 2026. It examines the sector’s contribution across economic activity, employment generation, tourism, destination development and the orange economy. The study draws on secondary research from government sources, industry bodies, academic research and global benchmarks, along with interactions with EEMA and other stakeholders. It also incorporates primary survey data from event visitors and organisers and an analysis of 108 unique events attended by more than 18 lakh people. An economic impact model using a Direct-Indirect-Induced (DII) framework was applied to assess the economic contribution of representative event categories. According to the report, every ₹1 of direct event-related expenditure is associated with approximately ₹1. 46–₹2. 03 of total economic activity across the four event categories assessed. The report also highlights the scale of India’s broader event economy, citing approximately ₹46,739 crore in organised MICE activity, ₹13,600 crore in organised live events, ₹18,864 crore in the commercial sports economy and around ₹6. 5 lakh crore in wedding-linked household expenditure. The report notes that these figures use different definitions and are not additive, serving instead as contextual reference points for the scale of individual ecosystems. Business confidence within the sector remains strong, with 94. 6% of organisers reporting revenue growth over the past two financial years. Further, 85% of organisers said they plan to expand into new event categories or geographies over the next two years. At the same time, regulatory hurdles remain a key challenge. 80% of organisers rated the overall ease of obtaining event-related permissions as difficult, underscoring the need for regulatory simplification and single-window clearance mechanisms. The industry is also seeing a growing emphasis on sustainability. 70% of visitors said they would be willing to pay a premium for environmentally sustainable events, while 68% of organisers reported increasing requests for sustainability credentials from clients and sponsors. Events are increasingly contributing to domestic travel as well. 54. 4% of visitors travelled from outside their city of residence to attend their most recent event, with outstation visitors accounting for nearly three-quarters of total scaled visitor spend due to higher expenditure on travel, accommodation and related services. Professional and social connection emerged as the leading motivation for attending events, with 65% of respondents citing it among their top reasons for participation, ahead of entertainment, personal development, and education or skills development. Technology is also reshaping the sector, with 44. 8% of organisers already using AI tools for content, logistics or personalisation. Livestreaming and hybrid formats have emerged as the leading technology investment priorities for organisers over the next two years. Vivek Agarwal, Partner and Lead, Industrial and Infrastructure Development, Government and Public Services and Head – Public Infrastructure, KPMG in Indiasaid“India’s events and experiences industry has become an increasingly important contributor to the nation’s economic and social landscape. From live entertainment and business conventions to sporting events, cultural festivals, exhibitions and celebrations, the sector serves as a powerful catalyst for consumption, tourism, employment and community engagement. As India continues its journey towards becoming a leading consumption-driven and experience-led economy, the sector has the potential to serve as a strategic lever for growth, innovation and global positioning. ”Aalap Bansal, Partner – Industrial and Infrastructure, Development Advisory (IIDA), Government and Public Services, KPMG in Indiasaid“The findings reinforce what industry stakeholders have long understood: experiences are becoming an increasingly important part of modern life. As aspirations evolve and demand for meaningful, immersive and shared experiences continues to grow, the industry is uniquely positioned to contribute to India’s next phase of growth. The opportunity before us is not simply to deliver more events, but to build a globally recognised experience economy that supports entrepreneurship, strengthens destinations, generates livelihoods and showcases India’s unique ability to create experiences at scale. ”The report notes that the events and experiences industry sits at the intersection of commerce, culture and community, generating demand across hospitality, travel, retail, logistics, media, technology and a wider ecosystem of micro, small and medium enterprises. It further identifies digital technologies, AI-enabled engagement, hybrid formats and sustainability-focused practices as key forces reshaping the industry. To unlock its next phase of growth, the report highlights the need for streamlined regulatory frameworks, investment in event-ready infrastructure, stronger skilling pathways and enhanced protections for the sector’s contractual and gig workforce. Together, the findings underline the expanding role of events and experiences in India’s consumption-driven economy, with the sector increasingly contributing not only to entertainment and cultural engagement but also to tourism, livelihoods, local economies and destination development.