The Ministry of Tourism, Government of India, in collaboration with tour operators and state tourism departments, participated in the prominent international travel exhibition, ITB Asia, held in Singapore from October 25 to 27, 2023. The event aimed to promote inbound tourism to India, especially in the Asia Pacific region, under the theme ‘Incredible India! Visit India Year 2023.’
The Ministry of Tourism led India’s representation at ITB Asia, a significant event that attracted travel industry professionals and stakeholders from across the globe, with a particular focus on the Asia Pacific region. The objective was to showcase diverse tourism products and a range of transformative experiences for travellers visiting India.
H.E. Dr. Shilpak Ambule, the High Commissioner of India to Singapore, inaugurated the ‘Incredible India’ pavilion at ITB Asia. As part of its promotional efforts, the Ministry of Tourism aimed to draw the attention of both the media and the travel industry to India as a lucrative destination offering various thematic products, including adventure, wellness, Himalayan experiences, eco-tourism, sustainable tourism, and exotic wildlife.
Within the ‘Incredible India’ pavilion, various Destination Management Companies (DMCs), including the Indian Railways Catering and Tourism Corporation (IRCTC) and the Hyderabad International Convention Centre, showcased their products and services. They engaged in fruitful interactions with potential clients and partners. Additionally, state governments such as Goa and union territory 
administrations of Ladakh, Jammu and Kashmir, and Puducherry participated to present their respective tourism offerings.
The year 2023 has been designated as ‘Visit India Year’ to position India as a preferred destination in specific international markets. Singapore, along with the Southeast Asia region, holds significance for India, particularly in the context of Buddhist tourism, owing to excellent connectivity between the two regions.
The Ministry of Tourism’s focus extends to promoting sustainable tourism and integrating sustainability into the sector. India has introduced a national strategy for sustainable tourism, emphasizing environmental, economic, and socio-cultural sustainability, biodiversity conservation, and awareness through skill development and entrepreneurship. The Travel for LiFE program under Mission LiFE aims to bring about significant behavioural change among tourists and tourism businesses, contributing to environmental protection and climate action. This program aligns with India’s G20 priority of Green Tourism under the Tourism Working Group and presents an illustrative list of “Travel for LiFE Actions” for adoption by tourists and tourism businesses.
