International Travel Boards and Promotion Councils’ Post-Show Feedback on SATTE 2026
The response from international tourism boards and promotion councils following SATTE 2026 has been overwhelmingly positive.
Multiple destinations reported significant business breakthroughs, stronger visibility in the Indian market, and deeper engagement with India’s travel trade ecosystem. The event once again demonstrated why India is now considered one of the world’s most important outbound tourism markets.
Here is how leading international tourism boards rated their participation.
Uganda: “A Major Tourism Breakthrough”
Uganda emerged as one of the most enthusiastic supporters of SATTE 2026.
The delegation—coordinated by the Uganda Tourism Board, the Ministry of Foreign Affairs of Uganda, the Uganda High Commission, and Uganda Airlines—described their participation as a major tourism breakthrough.
Joyce Kakuramatsi Kikafunda highlighted how SATTE helped reshape perceptions of Uganda in the Indian market:
“The engagements at SATTE 2026 have significantly enhanced Uganda’s visibility in the Indian market and provided an opportunity to recalibrate the narrative about our country.”
Travel companies also reported tangible outcomes.
Ivan Kayondo from Universal Travels confirmed new bookings for June 2026, while Parvin Namutumbwe from Kubwa Five Safaris noted increased visibility and client acquisition.
Improved connectivity—such as flights between Entebbe and Mumbai—has also helped accelerate Uganda’s appeal for Indian travelers.
Thailand: A Strong Presence for the 17th Year
The Tourism Authority of Thailand participated in SATTE for the 17th consecutive year, reaffirming its strong commitment to the Indian market.
Thailand showcased a 312-square-metre pavilion themed “Palette of Wellness, Your Ultimate Healuxe.”
Highlights included:
- 50 Thai tourism operators
- Three participating airlines
- Over 5,000 pre-scheduled B2B meetings
The pavilion promoted Thailand’s “Healing is the New Luxury” campaign, emphasizing wellness tourism and holistic travel experiences.
Malaysia: Targeting MICE and Destination Weddings
Malaysia arrived with 55 industry partners and the support of Batik Air as the official airline partner.
The delegation strategically targeted two rapidly growing segments in India:
- MICE travel
- Destination weddings
With strong connectivity from major Indian cities, Malaysia positioned itself as a convenient and versatile destination for corporate events, luxury weddings, and family holidays.
Maldives: Strengthening Cultural Connections
The Maldives Marketing and Public Relations Corporation participated with 22 co-exhibitors under its “Ocean Nation” pavilion.
To strengthen cultural resonance with Indian visitors, the delegation distributed unique souvenirs such as personalized whale shark bookmarks in Dhivehi script.
The focus was clear: deepen emotional connections with Indian travelers through hyper-local engagement and storytelling.
Sri Lanka: High-Impact Networking
The Sri Lanka Tourism Promotion Bureau hosted a major networking evening at the Hyatt Centric Janakpuri with over 200 travel professionals and media representatives.
DM Niroshana emphasized the country’s growing popularity for:
- Destination weddings
- Film shoots
- Leisure travel
Meanwhile, SriLankan Airlines reaffirmed its strong connectivity between Colombo and key Indian cities.
Nepal: Positioning as a Weekend Escape
The Nepal Tourism Board promoted the country as an ideal weekend getaway destination for Indian travelers.
According to Sagar Upadhyaha, Nepal offers:
- Visa-free travel for Indians
- Easy road connectivity
- Religious tourism for pilgrims
- Adventure tourism for younger travelers
The destination highlighted its unique ability to serve multiple traveler segments simultaneously.
Bhutan: Focused B2B Engagement
Bhutan’s presence at SATTE was driven by specialized destination management companies such as Tripjyada.
Their focus was highly practical—providing ground handling services, permit assistance, and verified accommodation options for travel operators designing tours across Bhutan and Northeast India.
Jamaica: Romance and Cultural Connection
The Jamaica Tourist Board participated for the third consecutive year, promoting Jamaica as a destination for:
- Romance travel
- Destination weddings
- Cultural immersion
Harshima Bakshi highlighted strong cultural connections between Jamaica and India, driven partly by the large Indian diaspora.
Interestingly, despite the absence of direct flights, visa-on-arrival for Indian travelers continues to support demand.
Jordan: Rapid Growth in Indian Arrivals
The Jordan Tourism Board reported a 59% year-on-year increase in Indian air arrivals in December 2025.
The destination participated alongside Royal Jordanian Airlines, reinforcing its focus on the rapidly expanding Indian outbound market.
Egypt, Hong Kong & Vietnam: Expanding Market Reach
Several other destinations also leveraged SATTE to deepen engagement with Indian travelers.
- Egypt highlighted heritage tourism including the Pyramids and Nile cruises.
- Hong Kong used the event to reconnect with South Asia’s travel trade and expand business opportunities.
- Vietnam promoted destinations like Halong Bay and Hoi An, positioning itself as an affordable yet exotic choice for Indian travelers.
The Industry Consensus: India Is the “Goldmine”
Across all international participants, one message was clear: India’s outbound travel market is now a global powerhouse.
With 39 million international departures in 2024 and travel spending surging from $4 billion to $17 billion in just two years, India is now viewed as one of the most strategic tourism markets in the world.
Yogesh Mudras summarized the sentiment perfectly:
“India is today one of the most compelling travel stories globally. SATTE 2026—with more than 2,000 exhibitors from over 60 countries—is where India meets the world of tourism.”
Similarly, Anita Mendiratta emphasized India’s growing leadership in shaping global tourism narratives and encouraged deeper international collaboration.
Take for the B2B Fraternity
International tourism boards now view SATTE as a mission-critical gateway to the Indian market. Uganda’s breakthrough and Jordan’s 59% growth illustrate the tangible ROI of engaging Indian travelers.
For B2B travel professionals, the takeaway is clear: global competitors are actively targeting India—early partnerships, co-marketing initiatives, and FAM trips will define competitive advantage.
These articles are part of our ongoing coverage of emerging travel trends affecting the Indian B2B travel industry. For collaboration, advertising, or content partnerships, contact our editorial team …INFO@THETRAVIGATOR.COM.
