Madhya Pradesh, often referred to as the heart of India, has made significant strides in enhancing its global tourism presence at ITB Asia Singapore 2025. Held from October 15 to 17, 2025, at the Sands Expo and Convention Centre, ITB Asia remains one of Asia’s leading B2B travel trade events. Madhya Pradesh Tourism’s participation at this premier event served as a crucial step in building new tourism partnerships, collaborating with international travel influencers, operators, and industry leaders, and showcasing the state’s diverse offerings to a global audience.
Led by Mr. Sheo Shekhar Shukla, IAS, Additional Chief Secretary, Home, Tourism & Culture, Government of Madhya Pradesh, along with key stakeholders, the Madhya Pradesh delegation held a series of B2B meetings with global travel organizations. A major highlight of these discussions was the meeting with Ms. Mich Goh, Director of Public Policy – Asia Pacific at Airbnb, focusing on potential collaborations in sustainable homestay initiatives and community-based experiences throughout Madhya Pradesh.
Madhya Pradesh’s tourism portfolio, ranging from the UNESCO World Heritage sites like Khajuraho and Sanchi, to its pristine national parks such as Kanha, Bandhavgarh, Pench, and Satpura, garnered attention from international tourism partners seeking authentic, eco-friendly, and culturally rich experiences. The state’s eco-tourism initiatives, tribal circuits, and adventure tourism offerings also became key talking points, emphasizing sustainable tourism practices.
Through its participation in ITB Asia, Madhya Pradesh Tourism solidified its commitment to promoting responsible and inclusive tourism while fostering innovation and investment in the state’s growing tourism sector. The discussions and partnerships forged during this event are expected to result in enhanced collaboration and global recognition for the state’s rich heritage, wildlife, and cultural tourism.
Key Highlights from Madhya Pradesh’s Participation at ITB Asia 2025:
- B2B Meetings: Engaged with international travel organizations, operators, and digital platforms from Asia-Pacific, Europe, and the Middle East.
- Airbnb Collaboration: Discussions on sustainable homestay initiatives and community-based tourism across Madhya Pradesh.
- Destination Portfolio: Madhya Pradesh showcased its heritage cities, UNESCO World Heritage sites, and national parks.
- Eco-Tourism and Adventure: Emphasized eco-tourism initiatives, tribal circuits, and adventure trails in the state.
- Sustainable Tourism: Focused on aligning tourism growth with sustainable and responsible practices.
- Global Partnerships: Strengthened relationships with international tourism boards and organizations, paving the way for cross-border promotional efforts.
Madhya Pradesh, located in central India, has long been a hub of rich cultural heritage, wildlife conservation, and natural beauty. From its majestic heritage cities such as Gwalior, Mandu, and Orchha, to its UNESCO World Heritage sites like Khajuraho and Sanchi, the state is a goldmine for history buffs and cultural explorers. But beyond its historical grandeur, Madhya Pradesh is also home to some of India’s most renowned national parks like Kanha, Bandhavgarh, Pench, and Satpura, which offer unparalleled wildlife experiences and have been integral to the state’s eco-tourism development.
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At ITB Asia 2025, Madhya Pradesh’s tourism delegation focused on showcasing the state’s diverse tourism products, which include heritage tourism, wildlife safaris, tribal experiences, wellness tourism, and adventure trails. With these initiatives, Madhya Pradesh aims to attract international tourists seeking a blend of history, culture, nature, and adventure.
The state’s eco-tourism initiatives have garnered significant attention, especially its tribal tourism circuits, which are designed to provide travelers with authentic, community-based experiences. These initiatives empower local communities, provide sustainable livelihoods, and ensure that tourism development is in harmony with nature.
The Madhya Pradesh Tourism Board (MPTB) has long emphasized the importance of sustainable tourism practices, and its participation at ITB Asia in 2025 highlighted the state’s commitment to this principle. Madhya Pradesh’s delegation discussed sustainable homestays, eco-friendly accommodations, and responsible travel with industry leaders. Collaborating with global platforms like Airbnb and other digital travel platforms is an essential strategy in positioning the state as a responsible and eco-conscious destination.
The state’s eco-tourism offerings, which include national parks such as Kanha, Bandhavgarh, Satpura, and Pench, offer tourists a chance to connect with nature, witness rare wildlife species, and contribute to conservation efforts. By engaging with international travel platforms, Madhya Pradesh hopes to expand its reach to global audiences and position itself as a leader in wildlife tourism and nature conservation.
One of the central themes of the Madhya Pradesh Tourism Board’s participation at ITB Asia 2025 was the promotion of its cultural and natural offerings. Madhya Pradesh is home to an unparalleled blend of historical architecture, ancient temples, forts, and palaces, including the Khajuraho Group of Monuments, a UNESCO World Heritage site famous for its stunning temples adorned with intricate carvings. Other historical gems like the Sanchi Stupa offer deep insights into the region’s Buddhist heritage.
Madhya Pradesh also draws attention for its tribal cultures and communities, which are integral to the state’s identity. The tribal circuits offer tourists the opportunity to engage with indigenous communities, learn about their traditions, art, and culture, and contribute to community-based tourism initiatives. These experiences not only provide travelers with authentic cultural immersion but also help support local economies.
For wildlife enthusiasts, Madhya Pradesh boasts some of India’s most celebrated national parks. The Kanha National Park is famous for being the inspiration behind Rudyard Kipling’s The Jungle Book and is home to the Royal Bengal Tiger, Indian Wolf, and a wide variety of flora and fauna. Similarly, Bandhavgarh and Pench are known for their biodiversity and tiger populations, making them popular destinations for wildlife safaris and photography.
A significant aspect of Madhya Pradesh’s participation at ITB Asia was the fostering of global partnerships. The tourism delegation engaged in several B2B meetings with travel operators, digital platforms, and tourism boards from across the Asia-Pacific, Europe, and the Middle East. This engagement is set to lead to cross-promotional campaigns, collaborative tourism circuits, and knowledge-sharing frameworks aimed at promoting Madhya Pradesh as a key global tourism destination.
Madhya Pradesh’s partnership with organizations such as Airbnb focuses on creating new opportunities for sustainable tourism by promoting homestay programs and connecting travelers with local hosts who can offer authentic experiences. Additionally, meetings with the Singapore Tourism Board and other international tourism bodies underscore Madhya Pradesh’s global tourism aspirations and commitment to enhancing its connectivity with the rest of the world.
The ITB Asia 2025 event has paved the way for Madhya Pradesh to further strengthen its presence on the global tourism stage. The discussions held at the event will translate into real-world partnerships that will help shape the future of tourism in the state. By focusing on sustainable travel, heritage preservation, and inclusive tourism development, Madhya Pradesh is poised to attract international visitors seeking a mix of cultural heritage, wildlife experiences, and eco-tourism adventures.
Looking ahead, Madhya Pradesh’s tourism board plans to expand its digital presence and improve destination marketing in key global markets. Through partnerships and collaborations with international travel platforms, the state aims to build a stronger tourism infrastructure, provide enhanced travel experiences, and solidify its position as a top-tier global destination for travelers.
Conclusion
Madhya Pradesh’s participation in ITB Asia 2025 has proven to be a critical milestone in the state’s efforts to elevate its tourism profile on the global stage. By engaging in strategic discussions with international travel industry leaders and focusing on sustainable tourism, wildlife conservation, and cultural immersion, Madhya Pradesh has positioned itself as a rising star in India’s tourism industry. As the state continues to build on these partnerships, the future looks bright for Madhya Pradesh, offering travelers from around the world a chance to explore the heart of Incredible India.
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