Informa Markets in India has set a new benchmark for India’s exhibition industry with the launch of SATTE’s first-ever independent Economic Impact Report, developed in partnership with EY. Unveiled by Shri Suman Billa, IAS, Additional Secretary & Director General, Ministry of Tourism, Government of India, the report is the first of its kind to independently quantify the economic impact of a travel and tourism exhibition in India.
The study highlights how SATTE has evolved beyond a three-day trade exhibition into a major economic driver for India’s travel and tourism ecosystem. Alongside measuring the exhibition’s direct contribution, the report introduces the ‘SATTE Multiplier Effect’, demonstrating how business meetings, partnerships, and deals initiated at the event continue to generate tourism, hospitality, aviation, transport, and employment opportunities throughout the year.
According to the EY assessment, SATTE 2026 generated an estimated direct economic impact of ₹193 crore, while creating over 45,000 man-days of employment, 50,000+ hotel room nights, and 25,000+ flight bookings. The exhibition attracted 45,000+ total footfall, including 26,000+ unique visitors, featured 1,500+ exhibitors, welcomed delegations from more than 60 countries, and occupied 37,000+ gross square metres of exhibition space.
The report also reflects strong business confidence, with 89% of exhibitors generating business leads and 92% confirming their intention to participate in SATTE 2027, reinforcing the event’s position as South Asia’s leading travel and tourism exhibition.
Speaking at the launch, Shri Suman Billa noted that impact assessment reports convert industry perception into measurable evidence, enabling policymakers to better understand the value created by exhibitions. He described exhibitions as engines of economic growth that strengthen tourism, facilitate international partnerships, and create opportunities for businesses of every scale.
EY’s analysis further estimates that if even 1% of the business opportunities and MoUs initiated during SATTE translate into actual transactions, the exhibition could generate an additional ₹3,000–4,000 crore in long-term economic value beyond the event itself.
The report also outlines priorities for SATTE 2027, including greater participation from Tier-II and Tier-III cities, more curated buyer-seller engagements, enhanced traveller confidence initiatives, and flexible business models to support the evolving global travel landscape.
By becoming the first exhibition in the industry to independently measure and publish its economic footprint, SATTE has established a new benchmark for demonstrating the tangible contribution of business exhibitions to tourism, trade, investment, and economic development.
