Thiruvananthapuram, Oct 22 Keralam’s tourism offerings, with a focus on experiential travel, have drawn considerable interest from visitors and tourism industry representatives at ITB Asia 2026, an international travel trade show being held in Singapore, the state Tourism Department said on Thursday.
The three-day event, which began on Wednesday at the Sands Expo and Convention Centre, has seen enthusiastic visitors flock to the Keralam pavilion, according to a statement by the tourism department.
Keralam Tourism Minister P C Vishnunadh is leading the state delegation, which includes Sumit Kumar Thakur, Additional Director (General) of Kerala Tourism.
The tourism pavilion was inaugurated by Vishnunadh, along with Sakina Masood Itoo, Minister for Health, Medical, School and Higher Education, and Social Welfare, Jammu and Kashmir.
Shilpak Ambule, High Commissioner of India in Singapore, inaugurated the Kerala Tourism stand, officials said.
Spread across 27 square metres, the pavilion features the theme “Your Nearest Faraway”, showcasing the state’s backwaters, Ayurveda, houseboats, cultural heritage and natural landscapes.
“The distinctive offerings that Keralam presents, now further enriched by the introduction of experiential tourism, have been gaining substantial traction and interest from global tour planners. This includes a deeper engagement with the cultural heritage and natural beauty of our state,” Vishnunadh said.
Keralam’s participation in international tourism events is part of a strategy to strengthen targeted marketing, maintain visibility in the global tourism sector and tap emerging Asian markets, he said.
The state’s annual festivals, including Onam, are increasingly attracting international travellers by offering unique experiences rooted in its cultural heritage, the minister added.
The delegation is holding discussions with trade buyers, airlines and media representatives to develop partnerships and promote Keralam as a travel destination.
ITB Asia brings together international exhibitors and buyers from the meetings, incentives, conferences and exhibitions (MICE), leisure and corporate travel sectors, offering opportunities for networking and business partnerships, Thakur said.
Kairali-The Ayurvedic Healing Village and the Somatheeram Ayurveda group are participating as co-exhibitors, highlighting the state’s wellness tourism offerings, the statement said.
The business-to-business event attracts more than 18,000 attendees from the MICE, corporate, leisure and travel technology sectors, it added.
The event concludes on October 23.
(PTI News)
