Madhya Pradesh highlights heritage, wildlife at ITB Asia 2025 Singapore

The Madhya Pradesh Tourism Board made a strong impression at the prestigious travel trade show, ITB Asia 2025, held from October 15 to 17 at the Marina Bay Sands Expo and Convention Centre in Singapore. The pavilion was inaugurated by Dr. Shilpak Ambule, High Commissioner of India to the Republic of Singapore, in the presence of T. Prabhakar, First Secretary (Commerce), High Commission of India in Singapore,according to information.Led by Additional Chief Secretary of Tourism, Culture, Home, and Religious Trusts & Endowments and Managing Director of Madhya Pradesh Tourism Board, Sheo Shekhar Shukla, along with Saurabh Pandey, Manager (Events & Marketing), the state’s delegation received widespread appreciation for its vibrant and immersive showcase of Madhya Pradesh as the “Heart of Incredible India.”
Sheo Shekhar Shukla emphasized that ITB Asia provides a vital international platform to highlight Madhya Pradesh’s tourism diversity and potential. “Our goal is to establish Madhya Pradesh as a leading international destination where heritage, wildlife, spirituality, and sustainable tourism converge to offer truly unforgettable experiences to travelers,” he said.During the event, Shukla held a series of strategic meetings with international delegates to explore collaborations and expand Madhya Pradesh’s global outreach. He met Kezy Mukiri, Lead Consultant at Africa MICE, to discuss participation in the upcoming MICE Summit in Africa scheduled for September 2026, with focus on promoting Madhya Pradesh Tourism in Tanzania, Nigeria, and South Africa.
In another key engagement, Shukla met Mich Goh, Director of Public Policy – Asia Pacific at Airbnb, to explore opportunities for promoting sustainable and inclusive tourism. The discussion focused on providing hospitality training to rural homestay operators and collaborating with Airbnb to organize specialized workshops aimed at building the capacity and skills of local hosts in Madhya Pradesh.
Expanding Global Reach
At ITB Asia 2025, the Madhya Pradesh delegation conducted B2B meetings with international tour operators, buyers, and travel industry leaders to promote inbound tourism and identify new avenues of cooperation. Discussions centered around the state’s major tourism segments—wildlife sanctuaries, cultural heritage, adventure tourism, film and wedding tourism reinforcing Madhya Pradesh’s identity as the “Heart of Incredible India.”The pavilion showcased the state’s tourism assets, including UNESCO World Heritage Sites, ancient temples, adventure trails, and wildlife reserves. Madhya Pradesh was presented as a clean, green, and safe destination, with special emphasis on women-friendly tourism and responsible travel initiatives.Concluding the event, Shukla reiterated the government’s vision of positioning Madhya Pradesh as one of the world’s leading tourist destinations. “This participation marks a significant step toward strengthening partnerships and positioning Madhya Pradesh on the global tourism map as a cultural, natural, and adventure destination,” he said.

(Asstt.Editor)