Published on
October 18, 2025
Madhya Pradesh Tourism made a remarkable impact at ITB Asia Singapore 2025 by showcasing its strategic initiatives aimed at boosting global tourism and promoting sustainable growth. The state leveraged this premier B2B travel platform to highlight its diverse cultural heritage, eco-friendly tourism projects, and innovative opportunities for international partnerships. By engaging directly with global industry leaders, Madhya Pradesh positioned itself as a forward-thinking destination ready to expand its footprint in the competitive international tourism market.
Madhya Pradesh Tourism successfully concluded its dynamic participation at ITB Asia Singapore 2025, one of Asia’s most influential B2B travel trade events, held from 15 to 17 October at the iconic Sands Expo and Convention Centre. The event provided a strategic and high-profile platform for Madhya Pradesh to strengthen its presence in the global tourism market, engage with international industry leaders, and explore new opportunities for sustainable and innovative tourism growth.
Leading the delegation from Madhya Pradesh Tourism was Mr. Sheo Shekhar Shukla, IAS, Additional Chief Secretary for Home, Tourism & Culture, Government of Madhya Pradesh, and Managing Director of the Madhya Pradesh Tourism Board (MPTB). He was accompanied by Mr. Saurabh Pandey, Manager – Events & Marketing at MPTB, along with key representatives from various tourism sectors across the state. This high-level representation underscored Madhya Pradesh’s commitment to showcasing its tourism potential on the international stage and fostering meaningful business collaborations.
Throughout the three-day event, the MPTB team engaged in extensive B2B interactions with leading global travel organizations, tour operators, and digital travel platforms from Asia-Pacific, Europe, and the Middle East. A standout interaction included a strategic discussion with Ms. Mich Goh, Director of Public Policy – Asia Pacific at Airbnb, focusing on developing sustainable homestay programs and community-centric tourism initiatives in Madhya Pradesh. The delegation also held productive talks with the Singapore Tourism Board, exploring potential frameworks for cross-border tourism promotion, knowledge sharing, and joint marketing initiatives, which could pave the way for long-term collaborative ventures.
At ITB Asia, Madhya Pradesh presented a holistic view of its tourism offerings under the banner of India’s “Heart of Incredible India.” The state’s rich cultural and historical heritage was prominently highlighted, with key attractions such as Gwalior, Mandu, and Orchha, alongside UNESCO World Heritage sites including Khajuraho and Sanchi. Equally, Madhya Pradesh’s natural landscapes drew attention, with the state’s renowned national parks—Kanha, Bandhavgarh, Pench, and Satpura—being showcased as prime wildlife and eco-tourism destinations. The delegation also emphasized adventure trails, eco-circuits, and tribal tourism experiences that integrate local communities, creating immersive and authentic journeys for international travelers.
In addition to cultural and nature-based tourism, Madhya Pradesh highlighted destinations such as Pachmarhi, Bhimbetka, Chanderi, and Maheshwar, which offer distinctive experiences that merge history, heritage craftsmanship, and sustainable tourism practices. By focusing on these niche offerings, MPTB aims to position Madhya Pradesh not just as a traditional tourist destination, but as a progressive, responsible, and inclusive hub for global travelers seeking unique experiences.
The engagement at ITB Asia also opened pathways for collaboration with travel influencers, digital technology platforms, and international tour networks. Such partnerships are expected to enable cross-promotional campaigns, integrated travel circuits, and innovative marketing strategies that expand the state’s footprint across the Asia-Pacific and beyond. Discussions with global tourism boards and organizations also highlighted opportunities for investment in heritage conservation, wildlife tourism, and experiential travel development, reinforcing Madhya Pradesh’s commitment to sustainable growth.
Madhya Pradesh Tourism made a strong impression at ITB Asia Singapore 2025 by highlighting its strategic tourism initiatives and sustainable growth opportunities. The state showcased its rich cultural heritage, eco-friendly projects, and innovative avenues for international collaboration. Engaging with global industry leaders, Madhya Pradesh positioned itself as a forward-looking destination ready to expand its presence in the international tourism market.
By participating in ITB Asia 2025, Madhya Pradesh Tourism has reinforced its vision to elevate global visibility, attract international investment, and encourage travelers worldwide to explore the state’s vibrant tapestry of culture, history, nature, and wellness. The event not only strengthened business relationships but also positioned Madhya Pradesh as a world-class tourism destination ready to meet the expectations of discerning international visitors. With a strong focus on connectivity, enhanced hospitality standards, and responsible tourism practices, Madhya Pradesh continues to chart a forward-looking path in the global tourism landscape, inviting the world to discover the myriad treasures that lie at the heart of India.
