Madhya Pradesh Tourism builds Southeast Asia trade ties at ITB Asia 2026

Madhya Pradesh Tourism wrapped up a three-day push at ITB Asia 2026 in Singapore, using the event to court Southeast Asian travel partners and showcase the state’s heritage, wildlife and wellness appeal. The board recorded 95 total engagements and left with new follow-up opportunities for international promotion.

Why it matters: - Madhya Pradesh Tourism used ITB Asia 2026 to deepen links with the Southeast Asian travel trade and expand the state’s international reach. - The push matters because the board is positioning Madhya Pradesh as a source of differentiated itineraries built around heritage, wildlife, spirituality, culture, wellness and nature. - The participation also aimed to convert destination interest into concrete trade partnerships and future visitor flows.

What happened: - Madhya Pradesh Tourism took part in ITB Asia 2026 from 21 to 23 October at the Sands Expo and Convention Centre, Marina Bay Sands, Singapore. - The state pavilion opened at 11:00 AM on 21 October 2026. - H.E. Dr. Shilpak Ambule, High Commissioner of India to Singapore, inaugurated the pavilion. - Dr. Ilayaraja T., Secretary, Tourism, Government of Madhya Pradesh and Managing Director, Madhya Pradesh Tourism Board, attended the inauguration with senior officials and selected industry stakeholders. - The three-day presence focused on destination promotion, business meetings and industry dialogue.

The details: - Madhya Pradesh Tourism recorded 95 engagements during the event. - Those meetings included 34 with the Madhya Pradesh Tourism Board and 61 with tourism stakeholders. - The board also received email enquiries from prospective contacts for follow-up discussions after the exhibition. - Dr. Ilayaraja T. spoke on Day 2 at “NTOs’ Talk: Redistributing Demand Through Discovery.” - The session focused on how destination discovery can steer travellers beyond familiar circuits. - Madhya Pradesh presented its tourism mix as a base for more immersive and dispersed itineraries. - The pavilion featured an immersive virtual reality experience that let visitors explore the state’s destinations through technology. - Visitors also sampled GI-tagged Morena Gajak and Ratlami Sev as part of the cultural showcase. - The event team handled stakeholder meetings, virtual reality logistics, presentation support, speaking arrangements and event documentation. - Madhya Pradesh Tourism highlighted the state’s UNESCO World Heritage Sites, historic cities, national parks, spiritual destinations and living traditions.

Between the lines: - The exhibition strategy combined trade meetings with sensory storytelling, using technology and local food to make the destination easier to remember. - Dr. Ilayaraja T.’s speaking role gave Madhya Pradesh a platform to join the broader conversation on tourism dispersal, a priority for destinations that want visitors to look beyond established hubs. - The mix of business leads and media connections suggests the board was aiming for visibility now and commercial follow-through later.

What’s next: - Madhya Pradesh Tourism will pursue follow-up discussions with contacts who requested more information after the event. - The board is expected to use the new engagements to build tourism partnerships across Southeast Asia and beyond. - Continued trade outreach will likely focus on converting the event’s interest into itineraries and promotional collaborations.

The bottom line: - Madhya Pradesh Tourism left ITB Asia 2026 with stronger trade visibility, 95 recorded engagements and a clearer platform for international destination marketing.