-“Where once the NE region needed our support, today we need the Northeast to elevate our tourism sector. The demand for the Northeast today is undeniable and we are committed to ensuring its growth and recognition as a prime destination. The North-East is no longer just a part of our strategy—it is essential to our overall tourism growth,” the DG Tourism, Mugdha Sinha told T3.
-The official inauguration of ITM will take place on November 27, near Kaziranga in a scenic setting equipped with state-of-the-art facilities.
The Ministry of Tourism, Government of India, has announced the 12th edition of the International Tourism Mart (ITM), the annual event held rotationally across the eight Ashta Lakshmi states (in northeast), highlighting the unique cultural, historical, and ecological wealth of the region. This year, ITM will bring the state of Assam into the spotlight, emphasising its importance as a hub for sustainable and community-driven tourism.
Anchored around the UNESCO World Heritage Site, Kaziranga National Park which also celebrates 50 years of its prestigious status, the event will take place from November 26-28, 2024, as announced by DG Tourism, Mugdha Sinha during a press briefing. The event is expected to be attended by approx. 400 participants which include international and domestic tour operators, hoteliers and homestay owners, tourism service providers, influencers and opinion makers, senior officials from the Government of India and State Governments, Media and International students.
“Kickstarting on Nov 26, over 100 delegates will be taken on a special charter flight arranged in collaboration with Air India to experience the offerings of the region hands-on. This will also include about 14 influencers from Southeast Asian countries like Thailand, Myanmar, Singapore, Vietnam, Malaysia, Indonesia and from India,” shared Sinha.
The official inauguration of ITM will take place on November 27, near Kaziranga in a scenic setting equipped with state-of-the-art facilities. “Besides state presentations, rural tourism will remain another area of focus. The Northeast has received multiple awards for rural, craft, heritage, sustainable, and eco-tourism over the past few years including the recognition from UN Tourism. This creates potential for storytelling around community-driven tourism initiatives,” Sinha added.
Besides this, there would be structured B2B discussions around itineraries showcasing the Northeast’s potential, with participation from domestic and international buyers.
Notably, throughout the 3-4 days, the event will highlight the state’s rich heritage and culture, besides the recent developments in tourism infrastructure, including domestic homestays and newly launched hotels. From the Charaideo Moidams, India’s latest UNESCO World Heritage addition, to the iconic Rang Ghar which is Asia’s oldest theatre, the delegates will be familarised with the key offerings. Other activities will include panel discussions, gastronomy demonstrations, cultural evenings, North East Bazaar, visit to the Kaziranga National Orchid and Biodiversity Park, Hatikula Tea Estate tour, where the delegates can experience tea plucking and tasting, and more.
Opportunities in student tourism & startups
During a recent recce, Sinha identified the potential of student tourism in the region. “In June, hotels in the Northeast see full occupancy despite the rains, as students from Southeast Asia and other regions flock to schools and colleges here. To tap into this, we’ve collaborated with ICCR to engage these students as brand ambassadors. Through familiarisation trips and sentiment analysis, we aim to showcase how their positive experiences can position the Northeast as a tourism gateway to other parts of India,” she explained.
Sinha emphasised that involving students and their families could establish long-term global tourism connections for India.
Further, citing a survey, which shows that there are almost 60.58 crore jobs in the economy, DG shared that there are one in four tourism-related jobs which are self-employment opportunities. “The North-East exemplifies this culture-creative economy, with over 2,000 startups centered around tourism and culture,” said Sinha, recalling her meeting with one of National Advisory Council members who shared his vision of expanding the startup ecosystem in the Northeast.
“Currently, while India boasts about 1,50,000 startups, the Northeast contributes approximately 2,000, with significant potential for growth. Additionally, the region’s women-led, youth-driven, and community-focused initiatives, the key themes which will also be discussed during a panel discussion, align closely with government’s emphasis on these areas.”
Case Studies in focus
MoT will also utilise the platform to discuss the case studies, which are particularly significant and rooted in India’s efforts during the G20 Tourism Ministers’ Meeting in Goa last year. The Goa Roadmap, a collaboration with the UN Tourism Dashboard, emerged as a key highlight, showcasing global best practices in sustainable tourism. This initiative has been recognised as India’s enduring legacy in the G20 tourism track, appreciated even during the recent G20 summit in Brazil, recalled Sinha.
“One standout case study to be discussed during ITM focuses on Kaziranga National Park, which has successfully preserved its UNESCO World Heritage status for 50 years. The key presenters will share insights into sustainable and responsible tourism practices that have ensured the park’s conservation.”
Other case studies explore diverse themes such as cave tourism of Meghalaya, millet-based sustainable wine tourism in the Northeast, organic tourism models like community-driven homestays, and the iconic Hornbill Festival. These stories collectively highlight the Northeast’s innovative and sustainable tourism potential, she added.
2024: A “golden year” for Northeast
Notably, Sinha also highlighted the significance of the 12th International Tourism Mart (ITM), noting its alignment with key milestones in Northeast India’s tourism development. These include Assam’s Charaideo Moidams being added to the UNESCO World Heritage Sites list this year in June, Nagaland’s Hornbill Festival celebrating its silver jubilee (25 years) and Kaziranga National Park marking 50 years as a UNESCO World Heritage Site. Additionally, this ITM marks 12 years of consistent promotion for Northeast tourism, underscoring the region’s growing importance in India’s broader tourism strategy.
Despite the region being rich in natural beauty and cultural heritage, its true potential as a major tourist hub remains untapped due to a lack of sustained, targeted marketing and infrastructure development. Contrary to the concerns, the DG, when asked by T3, asserted that that the Northeast remains central to India’s tourism strategy and is treated as a priority.
“Moreover, the North-East offers competitive pricing, untouched natural beauty, and a sustainable tourism model. Where once the region needed our support, today we need the North-East to elevate our tourism sector. The demand for the North-East today is undeniable and we are committed to ensuring its growth and recognition as a prime destination. The North-East is no longer just a part of our strategy—it is essential to our overall tourism growth,” she told T3.
