Minister for Health and Medical Education, Social Welfare and Education Sakeena Itoo led a high-level Jammu and Kashmir delegation at ITB Asia 2026 in Singapore, showcasing the Union Territory’s diverse tourism potential and inviting global travel stakeholders to explore its rich tourism offerings.
The Minister is accompanied by Director Tourism, Jammu, Dr Vikas Gupta; Special Secretary, Tourism, J&K, Suraj Parkash Rukwal; and Director Finance, Rashim Deepika.
Itoo also jointly inaugurated the India Pavilion at ITB Asia 2026 alongside Indian High Commissioner to Singapore Dr Shilpak Ambule, providing a platform to promote Jammu and Kashmir as a premier destination for domestic and international tourists.
On the opening day of the international travel trade event, the Minister and the delegation held a series of business-to-business (B2B) interactions and strategic meetings with international tour operators, travel trade associations, government representatives and other key stakeholders from the global tourism industry.
The interactions focused on highlighting Jammu and Kashmir’s diverse tourism offerings, including its renowned leisure and pilgrimage destinations, adventure tourism circuits, winter sports, offbeat destinations, and cultural and heritage attractions.
The delegation also encouraged international tour operators and tourism partners to explore collaboration opportunities and include Jammu and Kashmir in their travel packages and destination portfolios.
Speaking on the occasion, Itoo said Jammu and Kashmir offers an exceptional blend of natural beauty, cultural heritage, spiritual destinations and adventure experiences, making it an attractive destination for travellers with diverse interests.
“Jammu and Kashmir has immense tourism potential, and our endeavour is to showcase its diversity to the world. From its breathtaking landscapes and vibrant cultural traditions to pilgrimage tourism, adventure activities and winter sports, the Union Territory offers unique experiences for visitors throughout the year,” the Minister said.
She said international tourism platforms such as ITB Asia provide valuable opportunities to connect with global stakeholders, strengthen partnerships and expand the reach of Jammu and Kashmir’s tourism sector.
“Our participation at ITB Asia reflects the J&K Government’s commitment to promoting Jammu and Kashmir on the international tourism map. We invite tour operators, travel agencies, investors and tourism professionals from across the world to explore the opportunities available in Jammu and Kashmir and partner with us in promoting its tourism potential,” she added.
The Minister also emphasised the importance of strengthening tourism partnerships, improving destination visibility and encouraging sustainable tourism practices to ensure that the benefits of tourism reach local communities and contribute to economic growth and employment generation.
The delegation highlighted opportunities for collaboration across various tourism segments and underscored the importance of developing customised travel experiences to cater to the evolving preferences of international visitors.
The engagements at ITB Asia 2026 aim to foster long-term partnerships with global travel companies, facilitate greater tourism exchanges and position Jammu and Kashmir as a preferred destination for leisure, adventure, pilgrimage and cultural tourism.
The participation of the J&K delegation is expected to strengthen the Union Territory’s international tourism outreach and create new avenues for collaboration with stakeholders in the global travel and hospitality industry.
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