Onlykashmir.in News Desk
Minister for Health and Medical Education, Social Welfare and Education Sakina Itoo on Wednesday 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 offerings.
The Minister jointly inaugurated the India Pavilion at the international travel trade event alongside Goa Tourism Minister Rohan Khaunte, Odisha Tourism Minister Pravati Parida and Indian High Commissioner to Singapore Dr. Shilpak Ambule. The J&K delegation includes Director Tourism Jammu Dr. Vikas Gupta, Special Secretary Tourism Suraj Parkash Rukwal and Director Finance Rashim Deepika.
On the opening day of the event, the delegation held a series of business-to-business interactions and strategic meetings with international tour operators, travel trade associations, government representatives and other key stakeholders from the global tourism industry. The discussions focused on promoting leisure and pilgrimage destinations, adventure tourism, winter sports, offbeat locations and the region’s rich cultural and heritage attractions. The delegation also explored collaboration with international travel partners so that Jammu and Kashmir features in their tour packages and destination portfolios.
Speaking on the occasion, Itoo said the Union Territory offers a unique blend of natural beauty, cultural heritage, spiritual destinations and adventure experiences, making it attractive to travellers with diverse interests. She said participation in international platforms such as ITB Asia provides valuable opportunities to strengthen global partnerships, enhance visibility and expand the reach of the tourism sector.
The Minister invited international tour operators, travel agencies, investors and tourism professionals to explore the opportunities available in Jammu and Kashmir and to collaborate in promoting the region as a preferred destination. She also stressed the importance of strengthening tourism partnerships, improving destination visibility and promoting sustainable tourism practices so that the benefits of tourism reach local communities while contributing to economic growth and employment generation.
The delegation highlighted collaboration opportunities across tourism segments and underlined the need to develop customised travel experiences in line with the evolving preferences of international visitors.
Tourism is among the most important sectors of the economy of Jammu and Kashmir, supporting hoteliers, houseboat owners, transporters, artisans, guides and many others. International outreach at trade events gives the region a chance to present itself directly to the operators who shape travel choices for visitors from other countries.
The engagements at ITB Asia 2026 are aimed at fostering long-term partnerships with global travel companies, strengthening tourism exchanges and positioning Jammu and Kashmir as a preferred destination for leisure, adventure, pilgrimage and cultural tourism. The participation is expected to further enhance the Union Territory’s international outreach and open new avenues for collaboration across the global travel and hospitality industry.
