Singapore: Jammu and Kashmir Minister for Health and Medical Education, Social Welfare and Education Sakeena Itoo led a delegation from the Union Territory at ITB Asia 2026 in Singapore on Wednesday to promote its tourism offerings and explore partnerships with international travel industry stakeholders.
Itoo also 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 Shilpak Ambule.
During the opening day, the delegation held business-to-business meetings with international tour operators, travel trade associations, government representatives and other stakeholders to explore opportunities for collaboration and promote Jammu and Kashmir as a destination for international visitors.
The discussions focused on leisure and pilgrimage tourism, adventure circuits, winter sports, lesser-known destinations and the region’s cultural and heritage attractions. The delegation invited travel operators to include Jammu and Kashmir in their tour packages and destination portfolios.
Itoo said the Union Territory offered a range of experiences, from natural landscapes and cultural traditions to pilgrimage sites, adventure activities and winter sports. She said international platforms such as ITB Asia provided opportunities to build partnerships and expand the global reach of the tourism sector.
The minister also highlighted the need to strengthen tourism partnerships, improve destination visibility and promote sustainable tourism, with an emphasis on generating employment and ensuring that local communities benefit from the sector.
The delegation included Director Tourism Jammu Vikas Gupta, Special Secretary Tourism Suraj Parkash Rukwal and Director Finance Rashim Deepika.
The engagements at ITB Asia are aimed at developing long-term partnerships with international travel and hospitality companies and expanding Jammu and Kashmir’s presence in global tourism markets.