As tourism growth increasingly shifts beyond metros, industry platforms are beginning to follow investment momentum into regional markets. The Indian Industries Association’s decision to anchor its International Tourism and Hospitality Expo in Varanasi reflects this shift, positioning the city not only as a cultural destination but as an emerging centre for tourism and hospitality business.
The first edition of the IIA International Tourism and Hospitality Expo takes place in Varanasi, bringing together investors, manufacturers, policymakers and tourism stakeholders on a single platform. Organised by the Indian Industries Association, the expo aims to address gaps in India’s tourism exhibition landscape by integrating the hospitality supply chain with destination and travel stakeholders, at a time when Varanasi is witnessing rapid tourism-led infrastructure growth.
A platform built around the full tourism value chain
Rahul Mehta, Chairman, IIA National Committee for Tourism and Hospitality, says the expo is designed to correct a structural disconnect in traditional travel trade events. “Manufacturers are the biggest suppliers for the hospitality industry, but they are not usually part of travel and tourism expos,” he says. “We wanted to create a platform where they can meet their core buyers and stakeholders from tourism at the right place.”
He explains that the format brings investment agencies, financial institutions, tourism players and product suppliers into one ecosystem. “When you enter the expo, you see Invest UP, banks and SIDBI explaining investment policies, followed by handicrafts, GI products and tourism stakeholders. Whatever you talk about in tourism and hospitality, you will find it here,” he says.
Why Varanasi fits the business case
Mehta says the choice of Varanasi is driven by market realities rather than symbolism. “Varanasi is the tourism capital of Uttar Pradesh, and now I can confidently say it is the tourism capital of India,” he says, pointing to the scale of growth in accommodation, connectivity and visitor volumes over the last few years. He adds that the city functions as a hub for nearly 20 surrounding destinations, strengthening its relevance for the regional tourism business.
Deepak Bajaj, General Secretary, IIA, says the expo aligns with the broader economic potential of eastern Uttar Pradesh. “Not only Kashi, but the entire Purvanchal region is full of possibilities,” he says. “When we talk about business promotion, this type of expo is happening here for the first time.”
Designed for multiple stakeholders
According to Mehta, the expo is structured to include investors, operators, suppliers, start-ups and policymakers rather than focusing on a single segment. “This is not just an expo — it is an expo combined with seminars and B2B meetings,” he says, adding that international engagement is also part of the longer-term plan.
Bajaj notes that the platform allows tourism and hospitality stakeholders to explore opportunities across sectors. “Anyone can come here and understand which field they want to enter,” he says, highlighting the presence of travel, handicrafts, manufacturing and investment stakeholders under one roof.
Repositioning Varanasi beyond pilgrimage
Pradeep Kumar Rai, Honorary Secretary, Travel Agent Association of Uttar Pradesh & Uttarakhand chapter, says the expo addresses a critical gap between tourism demand and structured destination development. “While India’s tourism industry is growing steadily, there is a clear need for platforms that focus on investment, partnerships and long-term destination development rather than promotion alone,” he says.
Rai adds that hosting the expo in Varanasi reflects a broader shift in how the city is being positioned. “Varanasi today offers a diverse mix of culture, heritage, wellness and river-based experiences, and the expo helps stakeholders see the city as a tourism and hospitality hub rather than only a pilgrimage destination,” he says.
As regional tourism markets continue to mature, platforms like this are likely to play a greater role in shaping how destinations attract investment, scale infrastructure and align tourism growth with local economies.
Rahul Bhadana is a digital editor at TravTalk with experience spanning multiple content niches, with a strong focus on travel trade journalism and digital publishing. A graduate of Delhi University, his work covers editorial writing, content strategy and platform-led storytelling, supporting TravTalk’s digital growth and industry engagement. A technology enthusiast, he enjoys films, poetry and exploring new ideas across media and culture.
