From News Desk

The Madhya Pradesh Tourism Board (MPTB) showcased the state’s diverse tourism offerings at ITB Berlin 2026, a travel trade show, held from 3rd–5th March 2026 at Messe Berlin. The event, which brings together global tourism boards, tour operators, airlines and travel professionals, serves as a premier platform for international tourism networking and business development.

Madhya Pradesh Tourism Board’s pavilion was formally inaugurated by Gajendra Singh Shekhawat, Union Minister for Culture and Tourism, Government of India; and Ajit Gupte, Ambassador of India to Germany, in the presence of Asheesh Singh, IAS, Commissioner of Ujjain Division, Madhya Pradesh, along with key tourism stakeholders from the state.

The Madhya Pradesh delegation represented a broad spectrum of the state’s tourism ecosystem, including stakeholders from wildlife tourism, heritage hospitality, destination management companies, experiential travel providers and tourism services. Their presence highlighted the collaborative approach adopted by Madhya Pradesh to promote the state as a multifaceted destination for international travelers.

During the three-day B2B event, the Madhya Pradesh pavilion hosted extensive business-to-business (B2B) meetings and professional interactions with German and European tour operators, travel designers, wholesalers and media representatives. These engagements focused on expanding tourism partnerships, developing specialised travel itineraries; and increasing inbound tourism to the state from key European markets.

Trade partners showed strong interest in Madhya Pradesh’s unique combination of UNESCO World Heritage Sites, wildlife tourism experiences, spiritual destinations and heritage towns. Destinations such as Khajuraho, Sanchi, Bhimbetka, Kanha, Bandhavgarh, Pench, Orchha, Mandu and Maheshwar were highlighted as key attractions offering authentic cultural and nature-based experiences aligned with European travel trends.

A key highlight during the event was the global recognition of Pachmarhi, Madhya Pradesh’s only hill station, which received the “Green Destinations Bronze Certification” at ITB Berlin 2026. The award, presented during the Green Destinations ceremony at the event, recognises Pachmarhi’s efforts in sustainable destination management and responsible tourism development. The honor was received by Asheesh Singh, IAS, on behalf of the Madhya Pradesh Tourism Board.

The certification positions Pachmarhi among destinations worldwide that are actively adopting sustainability frameworks aligned with internationally recognised standards for environmental protection, community participation and responsible tourism practices.

Madhya Pradesh’s participation at ITB Berlin also reinforced the state’s broader tourism vision centred on heritage conservation, wildlife protection, responsible tourism initiatives and community-led tourism development. The tourism board continues to position the state as a destination that offers immersive travel experiences rooted in nature, history, spirituality and living culture.

Through its engagement at ITB Berlin 2026, the Madhya Pradesh Tourism Board strengthened its presence in the European market while building valuable partnerships with the international travel trade. The event provided an important platform to present the state’s evolving tourism narrative; one that combines rich cultural heritage, biodiversity conservation and sustainable tourism practices to create meaningful travel experiences for global visitors.