Guwahati: Union Minister Pabitra Margherita heralded India’s active involvement in the Malaysian Association of Tour and Travel Agents (MATTA) Fair in Kuala Lumpur, emphasizing its pivotal role in bolstering tourism connections with ASEAN nations.
Speaking at the inauguration of the India Pavilion at the Putra World Trade Centre in the Malaysian capital, Margherita affirmed that “MATTA is a platform that gives an opportunity to India’s cultural and geographical richness to a global audience.”
He elaborated that India’s presence at the MATTA Fair forms part of the comprehensive Tourism Professionals Exchange Programme 2025, a two-pronged initiative designed to cultivate closer tourism collaboration between India and ASEAN countries.
The establishment of the impressive India Pavilion was a joint effort, brought to fruition through the collaboration of the Indian High Commission in Malaysia and the diligent implementation by the Assam Tourism Development Corporation (ATDC).
Taking to his official X handle, Minister Margherita specifically noted, “Particularly noteworthy is that it was initiated by the Assam Tourism Development Corporation (ATDC) under the aegis of ASEAN-India Year of Tourism 2025.”
He further highlighted ATDC’s leading role in curating and coordinating India’s participation, with a significant emphasis on showcasing the immense tourism potential of Northeast India.
“As a manifestation of our focus on the NE part of India, the special feature of the India pavilion has substantial presence of tourism professionals from the region, which provides the vital land link with the ASEAN countries”, the Minister asserted.
The Tourism Professionals Exchange Programme commenced with a familiarization trip to Assam for ASEAN tourism experts earlier in the year. The ongoing second phase involves collaborative engagements at the MATTA Fair, where Indian and ASEAN counterparts are actively collaborating to develop and promote joint tourism ventures, the Minister explained.
This significant initiative follows the declaration by Prime Minister Narendra Modi at the 21st ASEAN-India Summit in Lao PDR, which designated 2025 as the ASEAN-India Year of Tourism, he stated.
The overarching aim of this collaboration is to foster mutual learning, develop market-relevant tourism products, and encourage sustainable travel practices across borders.
“On our part, India has allocated USD 5 million to the ASEAN-India Tourism Work Plan for the period 2023-27”, the Minister announced.
He clarified that these funds will be strategically deployed to support promotional campaigns, capacity-building programs, and sustainable tourism projects.
The Minister passionately described the eight states of Northeast India as being “blessed with scenic natural beauty, rich biodiversity, unique wildlife, historical sites, distinct cultural and ethnic heritage and most of all warm and welcoming people.”
With an impressive track record of over 180,000 visitors and business transactions exceeding RM 300 million in each edition, the MATTA Fair stands as a premier platform for destination promotion in Southeast Asia.
India’s diverse representation this year includes a strong contingent of 50 delegates hailing from Assam, Meghalaya, Arunachal Pradesh, Nagaland, Sikkim, Mizoram, Delhi, Gujarat, Kerala, Rajasthan, Tamil Nadu, Jammu and Kashmir, and the Andaman and Nicobar Islands, each contributing their unique regional strengths to a unified national presentation.
The opening ceremony witnessed the presence of esteemed dignitaries including the Chief Minister of Kedah Darul Aman Dat Seri Sandi Bin Md Noor, the Indian High Commissioner in Malaysia B N Reddy, the Managing Director of ATDC Padmapani Bora, as well as delegates from ASEAN countries, Indian tourism boards, travel operators, cultural groups, and government officials.
The India Pavilion will remain open to welcome both public and trade visitors until today, April 20th.
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