Kerala Tourism has strengthened its international promotional efforts by showcasing the state's diverse travel experiences at ITB Asia 2026, held in Singapore from October 21 to 23. The participation focused on attracting international travellers through the state's backwaters, houseboat holidays, Ayurveda, cultural heritage and nature-based experiences.

The Kerala Tourism pavilion, spread across 27 square metres, featured the theme “Your Nearest Faraway”, presenting the state as a destination where visitors can experience distinctive landscapes, local traditions and wellness practices. The exhibition attracted interest from international travel buyers and tourism professionals looking to develop new travel itineraries and partnerships.

Tourism Minister P. C. Vishnunadh led the Kerala delegation at the event. He highlighted the growing interest among international tour planners in experiential travel, particularly opportunities to engage more closely with Kerala's cultural traditions and natural attractions. Festivals such as Onam were also highlighted as opportunities for overseas visitors to experience the state's living heritage.

Alongside destination promotion, the delegation held discussions with travel trade representatives, airlines and media organisations to explore potential partnerships and expand Kerala's reach in emerging Asian markets.

Wellness tourism was another important component of the presentation. Kairali – The Ayurvedic Healing Village and Somatheeram Ayurveda Group participated as co-exhibitors, highlighting the state's established Ayurveda and wellness offerings to the international travel industry.

ITB Asia brings together destinations, travel companies, hospitality businesses and tourism professionals from across international markets. Kerala's participation forms part of its broader effort to strengthen global visibility and develop new business connections.

By combining nature, culture, wellness and authentic local experiences, Kerala Tourism aims to broaden its appeal beyond conventional sightseeing holidays and attract travellers seeking more immersive experiences across the state.