The Madhya Pradesh Tourism Board (MPTB) received widespread acclaim for its vibrant participation at ITB Asia 2025, held at the Marina Bay Sands Expo and Convention Centre, Singapore from October 15 to 17. The pavilion was inaugurated by Dr. Shilpak Ambule, High Commissioner of India to Singapore, alongside T. Prabhakar, First Secretary (Commerce), highlighting the growing international interest in Madhya Pradesh as a premier tourism destination. 

 

Led by Sheo Shekhar Shukla, ACS and MD of the MP Tourism Board, the state’s delegation showcased Madhya Pradesh's rich cultural heritage, diverse wildlife, adventure opportunities, and sustainable tourism initiatives. The team, including Saurabh Pandey, Manager (Events & Marketing), was joined by key stakeholders from the tourism industry.

 

Shukla emphasized the importance of ITB Asia as a strategic platform for positioning Madhya Pradesh as a global destination where heritage, spirituality, and eco-tourism converge. “Our focus is on building Madhya Pradesh’s brand as the ‘Heart of Incredible India’ on the international stage,” he stated. 

 

Key meetings included discussions with Kezy Mukiri, Lead Consultant of Africa MICE, to explore Madhya Pradesh Tourism’s participation in the upcoming Africa MICE Summit (September 2026), targeting tourism promotion in Tanzania, Nigeria, and South Africa. Shukla also met with Mich Goh of Airbnb, focusing on capacity-building for rural homestay operators and advancing sustainable tourism through training workshops.

 

The Madhya Pradesh Pavilion attracted significant interest with its presentation of UNESCO World Heritage Sites, adventure offerings, film and wedding tourism potential, and initiatives promoting women-friendly travel. A series of B2B meetings with global tour operators and buyers further reinforced Madhya Pradesh’s emerging role on the international travel map. Participation at ITB Asia 2025 aligns with the state’s broader vision of boosting economic development through inclusive, responsible tourism, and building lasting global partnerships.