Keralam’s experiential tourism receives global resonance: Minister Vishnunadh at ITB Asia in Singapore
Kerala Tourism participated in ITB Asia 2026 in Singapore, Asia's largest travel trade show.
The event was held at the Sands Expo and Convention Centre.
Tourism Minister P.C. Vishnunadh led the Kerala delegation.
Kerala Pavilion
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Featured the theme "Your Nearest Faraway."
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Showcased:
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Backwaters
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Ayurveda
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Houseboats
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Experiential tourism offerings
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Spread across 27 sq. metres.
Key Highlights
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Generated strong interest among visitors, buyers and travel industry professionals.
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Focused on promoting Kerala as a leading experiential tourism destination.
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Emphasized Kerala's culture, heritage and natural beauty.
Minister's Remarks
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Experiential tourism is receiving growing attention from global tour planners.
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International interest in Kerala's cultural experiences and festivals, especially Onam, continues to rise.
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Participation supports Kerala's strategy to expand its presence in emerging Asian tourism markets.
Business Engagements
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Delegation held meetings with:
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Trade buyers
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Airlines
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Media representatives
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Explored partnerships to attract more international visitors.
Wellness Tourism Focus
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Highlighted Kerala's strength in Ayurveda and wellness tourism.
About ITB Asia
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Attracts over 18,000 attendees.
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Covers:
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MICE (Meetings, Incentives, Conferences and Exhibitions)
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Leisure travel
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Corporate travel
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Travel technology
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Provides extensive networking and business opportunities.
Expected Outcome
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Strengthen Kerala's global tourism visibility.
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Build long-term international partnerships.
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Increase tourist arrivals, particularly from Asian markets.
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Further position Kerala as a premier experiential and wellness tourism destination.
