IIFA 2025 spurred tourism surge across Rajasthan: JECC GM
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As the curtains fell on the 25th International Indian Film Academy Awards (IIFA), held on March 8-9, 2025 at the Jaipur Exhibition & Convention Centre (JECC), Travel Trends Today (T3) caught up with Manuj Ralhan, General Manager, Jaipur Exhibition & Convention Centre (JECC) and Novotel Jaipur Convention Centre, Accor behind the scenes to understand the event’s impact on JECC’s business and revenue outlook.
IIFA 2025 drives business visibility for JECC?
Ralhan shared that IIFA 2025 demonstrated that the city is capable of hosting world-class events that go far beyond the realms of weddings and tourism. The event said to have significantly enhanced the visibility of JECC, positioning it as a premier venue in the global MICE landscape. Hosting IIFA demanded elevated standards of security, logistics, and large-scale event execution. These enhancements not only met international expectations but also laid the groundwork for Jaipur to attract and accommodate future global conferences, exhibitions, and high-profile summits, according to Ralhan.
“The synergy between our modern infrastructure and the cultural richness of Jaipur made a lasting impression on all stakeholders”, expressed Ralhan. “The overall experience of hosting IIFA was both rewarding and inspiring, reaffirming our belief that Jaipur is well on its way to becoming a major hub for global events.”
Primary challenge
Organising an event of this magnitude came with its fair share of challenges, the most significant that he mentioned was seamless coordination among multiple stakeholders. “One of our key takeaways was the critical importance of collaboration and meticulous pre-event planning. From aligning with government authorities to coordinating with security personnel and managing vendors, every detail required thorough attention and timely execution”, shared Ralhan.
Revenue impact on JECC
Mentioning about the business side, Ralhan added that IIFA Awards had a substantial and measurable impact not only on the Jaipur Exhibition & Convention Centre (JECC) and Novotel Jaipur Convention Centre, but also on the wider economy of Jaipur and the state of Rajasthan.
“During the IIFA period, Jaipur experienced an exceptional surge in tourism and hospitality activity. Occupancy rates across almost all branded hotels in the city reached peak levels, and the increased footfall translated into a significant boost in food and beverage (F&B) revenues at the property and citywide”, explained Ralhan.
According to him, local transportation services also saw a sharp rise in demand, contributing to a notable uplift in revenue for mobility operators and local vendors. The increased movement of both guests and logistics teams throughout the city added further economic value.
Additionally, he stated that the ripple effect was felt across the state. “Popular tourist destinations like Udaipur, Jodhpur, and Jaisalmer witnessed a surge in visitor numbers as many guests extended their travel beyond the event, enhancing the economic benefits for the broader region”, noted Ralhan.
A star-studded boost for Rajasthan’s tourism
IIFA 2025 played a pivotal role in spotlighting Rajasthan as a premier event destination and firmly positioning JECC–Managed by Accor as a world-class venue, shared Ralhan. He further added, “The support from the Rajasthan Government was pivotal to our success, while the Rajasthan Police played an essential role in ensuring safety and effective crowd control throughout the event. Their experience in managing large gatherings was instrumental in maintaining order. This event underscored that early planning, open communication, and teamwork are not just best practices—they are the foundation of successful execution.”
Additionally, celebrity-driven Instagram posts amplified visibility, with hotel complex featured across high-engagement platforms. These efforts collectively set a new benchmark for promoting tourism and hosting large-scale global events in the state.