Singapore, Oct 21: Minister for Health and Medical Education, Social Welfare and Education Sakeena Itoo led a Jammu and Kashmir delegation at ITB Asia 2026 in Singapore, showcasing the Union Territory’s diverse tourism potential and exploring partnerships with global travel stakeholders.

The Minister jointly inaugurated the India Pavilion 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 Vikas Gupta, Special Secretary Tourism Suraj Parkash Rukwal and Director Finance Rashim Deepika.
During the opening day of the international travel trade event, the delegation held business-to-business interactions and meetings with international tour operators, travel associations, government representatives and other tourism stakeholders.
The discussions focused on promoting J&K’s leisure and pilgrimage destinations, adventure tourism, winter sports, offbeat locations, cultural heritage and year-round travel experiences. The delegation invited international operators to include J&K in their travel packages and explore collaboration opportunities.
Sakeena said J&K offered a unique combination of natural beauty, cultural heritage, spiritual destinations and adventure activities, making it attractive to travellers with diverse interests.
She said international platforms such as ITB Asia provided opportunities to strengthen global partnerships, improve destination visibility and expand the tourism sector’s reach.
The Minister also emphasised sustainable tourism, investment and stronger industry partnerships to generate employment, support local communities and contribute to economic growth.
The participation aims to establish long-term partnerships with global travel companies, promote tourism exchanges and position J&K as a preferred destination for leisure, adventure, pilgrimage and cultural tourism.