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Tamil Nadu, India’s southernmost state and a cradle of ancient heritage, spiritual legacy and vibrant culture, made a compelling presence at ITB Asia 2025, which opened yesterday at the Sands Expo and Convention Centre, Marina Bay Sands, Singapore. The Tamil Nadu Pavilion was formally inaugurated by Dr Shilpak Ambule, Indian High Commissioner to Singapore, in a grand ceremony celebrating the state’s deep-rooted connection with the ASEAN region.
In his address, Dr Shilpak Ambule remarked, “Tamil Nadu is one of Singapore’s favourite destinations. The state should participate in more such international exhibitions and organise roadshows to engage and attract non-Indian communities, not just from Singapore but across the region. The Pongal festival and various traditional Tamil cultural and sporting events reflect the richness of the state's heritage, which holds great global appeal.”
Tamil Nadu’s participation at ITB Asia 2025, one of Asia’s largest and most influential B2B travel trade shows, forms part of its strategic push to strengthen trade ties and attract travellers, tour operators and investors from the ASEAN and East Asia regions. The state aims to position itself as a premier destination offering diverse experiences in heritage tourism, adventure travel, wellness tourism, eco-tourism and rural experiences.
Led by officials of Tamil Nadu Tourism, the Tamil Nadu delegation comprises leading private sector tour operators, DMCs (Destination Management Companies) and hotels, representing the state’s travel and hospitality ecosystem.
Commenting on the participation of Tamil Nadu at ITB Asia, T Christuraj, IAS, Director of Tamil Nadu Tourism and Managing Director of Tamil Nadu, said, “A dedicated Tamil Nadu Tourism pavilion at ITB Asia presents the state’s rich offerings and serves as a platform for engaging with global buyers, forging partnerships, and promoting investment opportunities. Our focus is on building sustainable tourism models rooted in culture, nature and authentic community experiences.”
At ITB Asia 2025, Tamil Nadu is represented through a vibrant and visually captivating pavilion that draws visitors into the state’s diverse tourism offerings, from majestic temples and hill stations to coastal escapes and vibrant festivals. Five key travel and hospitality partners from Tamil Nadu are co-exhibiting at the pavilion:
- Baradia Holidays Pvt Ltd
- Shady Holidays
- DVI Holidays
- The Residency Hotels
- Saipriya Tours & Travels
These co-exhibitors are engaged in B2B meetings, forging new business relationships with international travel buyers, DMCs, wholesalers and tourism boards.
Tamil Nadu–ASEAN
Tamil Nadu shares a historical and cultural continuum with countries such as Singapore and Malaysia, with centuries-old Tamil influence visible in communities, festivals, architecture and culinary traditions across the region. This shared heritage makes Tamil Nadu a natural travel destination for the diaspora and culturally curious travellers alike.
From the grandeur of UNESCO World Heritage temples, vibrant festivals like Pongal, and ancient martial arts like Silambam, to biosphere reserves, homestays in spice plantations and adventure experiences along 1,000+ kilometres of coastline, Tamil Nadu offers something for every type of traveller.
As Tamil Nadu forges ahead with its tourism development roadmap, international platforms like ITB Asia provide invaluable visibility, helping the state extend its global reach, tap into new markets, and promote responsible, inclusive and sustainable tourism.
The 18th edition of ITB Asia marks a record-breaking year, with over 1,500 top buyers, five exhibition halls, and a significantly expanded international presence, including a stronger focus on India’s state tourism boards. Organised by Messe Berlin (Asia Pacific) and supported by the Singapore Tourism Board, the show has evolved into the Asia-Pacific region’s leading platform.
