Strategy to woo overseas visitors with heritage, wildlife and GI-tagged cuisine

Emphasis on business partnerships at ITB Asia 2026

Bhopal/Singapore, 21 October (H.S.): Madhya Pradesh is preparing to widen its reach in the international tourism market on the strength of its historical heritage, wildlife, spiritual sites and distinctive cuisine. At ITB Asia 2026 in Singapore, the state’s pavilion has become a focal point for foreign delegates, travel companies and tourism businesses.

Virtual reality (VR) tours of tourist destinations, a showcase of GI-tagged regional dishes and direct meetings with industry players are the main attractions of the initiative. The aim is to secure a place for Madhya Pradesh in international travel packages, develop new business relationships and expand the prospects for tourism investment.

On Tuesday, at the Sands Expo and Convention Centre at Marina Bay Sands in Singapore, Dr Shilpak Ambule, High Commissioner of India, inaugurated the Madhya Pradesh pavilion. Also present were Dr Ilayaraja T., the state’s Tourism Secretary and Managing Director of the Madhya Pradesh Tourism Board, other officials of the department and representatives of the global tourism industry. The three-day event runs until 23 October.

From heritage to wildlife: the state’s identity

The Madhya Pradesh pavilion gives prominence to historical monuments, cultural diversity, national parks, wildlife, spiritual tourism, wellness and sustainable tourism. Through VR technology, foreign visitors are experiencing the state’s leading tourist destinations virtually. The presentation is helping to familiarise prospective travellers with the distinctive features of each destination and to inspire them to plan a trip.

Local flavours that define the state are also part of the strategy to attract overseas guests. Through GI-tagged products such as Morena’s gajak and Ratlami sev, Madhya Pradesh’s food traditions are being presented on the international stage. This also holds out the prospect of raising the profile of local products alongside tourism and creating new opportunities for regional businesses.

B2B meetings to boost business

At ITB Asia, the Madhya Pradesh Tourism Board team is holding business-to-business (B2B) meetings with tour operators, travel agents and investors from Singapore and South-East Asia. Their main purpose is to get the state’s destinations included in foreign itineraries and tour packages. There is also an emphasis on exploring new opportunities in hospitality services, tourism investment and business cooperation.

Partnerships with tourism businesses in South-East Asia could give Madhya Pradesh a new route to foreign travellers. The meetings will also help in understanding tourists’ preferences, demand for experience-led tourism and potential areas for investment. On this basis, future marketing strategy and travel packages can be made more effective.

From the travel mart to the international stage

The state’s initiative is the next step in the wider tourism business effort launched through Madhya Pradesh Travel Mart 2025, held in Bhopal. The Travel Mart sought to bring domestic and international buyers, tourism businesses and investors onto one platform. Heritage tourism, wildlife, eco-tourism, rural tourism, adventure activities, film tourism and investment prospects were given prominence. Digital promotion, the participation of tourism influencers and the development of tourism circuits with other states have also been part of the same strategy.

The role of technology in global competition

In the international tourism market, promotion now focuses not only on providing information about destinations but also on connecting travellers with the experience. At ITB Asia 2026, special attention is being paid to experiential tourism, wellness, luxury and sustainable tourism. The event’s business format places importance on contact between international buyers and exhibitors, and on pre-scheduled meetings.

Australia used 360-degree video and virtual reality in its tourism promotion to offer virtual experiences of its beaches and natural attractions. An OECD study notes that in the first months of that campaign it recorded more than 10 million video views and a 64 per cent rise in engagement on the Australia.com website. Qatar, too, has showcased its culture and natural scenery through digital presentations at international tourism events. Madhya Pradesh’s VR display, its presentation of local cuisine and its emphasis on business meetings are in step with this global shift.

The real outcome of the state’s participation in Singapore will now be judged by how many foreign tour operators include Madhya Pradesh in their packages, how many business partnerships move forward and how much the number of foreign tourists rises. For this, better air connectivity, multilingual tourist assistance, quality accommodation, safe transport and smooth travel between tourist sites will also be essential. Madhya Pradesh has a diverse combination of history, nature, spirituality, wildlife and local cuisine. The Singapore platform offers an opportunity to bring this heritage before global buyers.

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Hindusthan Samachar / Mayank Chaturvedi