SATTE 2026 puts ‘Opportunity Called India’ at the heart of global travel dialogue; next edition set for January
With 2,200 exhibitors, over 40,000 industry professionals, 200 international buyers, notable participation from states, international boards, tech companies, hotels & more, SATTE 2026 turned Yashobhoomi yet again into the epicentre of the global travel trade. Buoyed by a great industry response, SATTE also announced the next edition from January 19–21, 2027.
With India emerging as one of the world’s most important travel markets, SATTE 2026 once again transformed Yashobhoomi, New Delhi, into the epicentre of the global travel trade. Drawing 2,200 exhibitors and over 40,000 industry professionals, alongside 21 Indian states and 13 international tourism boards, the latest edition of South Asia’s premier travel exhibition demonstrated how the platform continues to scale up—both in size and strategic relevance—year after year.
The edition brought together global tourism leaders, ambassadors, industry associations, technology innovators, and travel businesses to deliberate on emerging opportunities across the travel ecosystem. Worth noting that the senior officials from the Ministry of Tourism maintained a strong presence across multiple sessions during the three-day programme, signalling the government’s active engagement with the industry’s evolving growth agenda.
The event was inaugurated by Union Minister for Tourism and Culture, Gajendra Singh Shekhawat, alongside Kavinder Gupta, Lt. Governor of Union Territory of Ladakh, Pasang Dorjee Sona, Minister of Tourism, Govt of Arunachal Pradesh, Datuk Manoharan Periasamy, Chairman of Tourism Malaysia, Dr. Upasna Arora, Chairperson, SEPC, Dr Subhash Goyal, Chairman, STIC Group, Yogesh Mudras, Managing Director, Informa Markets India and Pallavi Mehra, Sr. Group Director- Informa Markets & Publisher- T3.
Suman Billa IAS, DG & Additional Secretary, Ministry of Tourism, Govt of India set the context with a keynote speech while Anita Mendiratta, Special Advisor to Secretary General- UN Tourism delivered a special address during the inaugural session.
Notably, the event was also attended by the Chief Minister of J&K, Omar Abdullah on day 3.
SATTE mirroring the broader tourism trajectory
Reflecting on the evolution of the exhibition, Yogesh Mudras, Managing Director, Informa Markets India, noted that SATTE’s growth has mirrored the broader trajectory of India’s tourism sector over the past three decades. With the largest and most diverse edition of the show to date, he said the scale and energy witnessed across the exhibition floor was a clear indicator of an industry that has not only recovered from the pandemic but has also reinvented itself through new business models and emerging travel trends.
Mudras highlighted that India’s tourism ecosystem is currently being driven by what he described as a triple-engine growth model. “India’s tourism sector today is powered by a triple-engine growth model — a strong domestic market with over 303 crore tourist visits annually, a rapidly expanding outbound segment projected to reach US$42 billion, and an inbound sector steadily returning to pre-pandemic levels,” he said.
According to him, this combination has positioned India as one of the most strategically important tourism markets globally, drawing increasing interest from destinations, travel brands and tourism stakeholders looking to tap into the country’s travel demand. Mudras added that SATTE 2026 reflects this momentum, bringing together thousands of exhibitors and tourism stakeholders from across India and overseas.
Highlighting initiatives designed to strengthen business outcomes, he said platforms such as the Atithi Buyer–Seller Meet, which hosts more than 200 international buyers, are helping facilitate structured partnerships for the industry, opening new avenues for partnerships. He also emphasised on the launch of SATTE 365, an initiative aimed at year-round engagement beyond the three exhibition days.
SATTE banks on not just scale, but satisfaction
Also reflecting on SATTE’s journey, Dr. Subhash Goyal, who has been the founding member for the show, recalled that the exhibition began more than three decades ago with a simple vision—to create a platform where Indian small and medium tour operators could connect with international buyers without having to travel to global trade shows like ITB Berlin or WTM London. The first edition, he noted, was held on a modest scale at Taj Palace Hotel in New Delhi, but its success from the outset laid the foundation for what has now become one of the region’s most important tourism trade platforms.
Today, he said, the scale of the exhibition, with over 2,000 exhibitors, thousands of visitors and significant business transactions taking place on the show floor, demonstrates how the platform has evolved into a major marketplace. “What makes SATTE successful is not just the scale, but the satisfaction of buyers, sellers and partners who come together here to do business.”
In her comments, Dr. Upasna Arora from SEPC said the Atithi Inbound Travel programme, organised in collaboration with SATTE, has strengthened the event’s position as one of India’s most significant tourism business platforms. This year’s edition has brought together over 150 overseas buyers from nearly 60 countries for structured B2B meetings, effectively turning the show into a truly global tourism marketplace.
She noted that SATTE has evolved into a meeting ground where destinations, cultures and businesses converge, enabling meaningful partnerships across the global travel ecosystem. With India’s infrastructure rapidly improving and global interest in the country’s heritage and experiential offerings rising, she added that the strong presence of senior policymakers and industry leaders at the event reflects its growing role in driving inbound tourism and new international collaborations.
India’s tourism movement arrives
Addressing the inaugural session in New Delhi, Union Minister Shekhawat said the exhibition has evolved over three decades into a platform that shapes tourism dialogue, partnerships and industry collaboration across India and the Asia-Pacific region. “Today’s gathering is particularly significant because the global tourism industry is witnessing a historic moment — India’s tourism movement has truly arrived on the world stage,” he noted.
He emphasised that under the leadership of Prime Minister Narendra Modi, tourism has moved “from the margins of policy to the centre of national development,” playing a vital role in livelihoods, community empowerment and inclusive growth as India advances towards Viksit Bharat 2047.
Pointing to policy initiatives such as Swadesh Darshan 2.0 and PRASHAD, he said the government is focusing on sustainable destination development, heritage preservation and community-led tourism growth. Spiritual tourism, he noted, has witnessed a remarkable resurgence, citing Ayodhya welcoming nearly 70 million visitors in a year, while the redevelopment of the Mahakal Corridor in Ujjain has pushed pilgrim numbers from a few lakh earlier to several crores annually.
“Domestic tourism has reached unprecedented levels, generating economic vitality in tier-2 and tier-3 destinations and making India one of the most resilient tourism markets in the world,” he said, adding that India’s domestic tourism boom, improved e-visa access, expanding airports, highways and regional air connectivity, along with world-class venues are strengthening the country’s position as a global tourism and MICE hub.
Inviting global stakeholders to participate in India’s growth story, he said the sector offers opportunities across heritage hospitality, eco and rural tourism, cruise tourism, wellness tourism, wildlife tourism, gastronomy, adventure tourism and MICE, supported by 100% FDI under the automatic route and progressive state policies.
“Our objective is simple: growth that benefits people, protects the planet and positions India as a responsible global tourism leader. Therefore, the future of Indian tourism will be defined by sustainability, technology integration, skill development, innovation and strong community participation,” the minister added.
Concluding his comments surrounding the theme, he said, “An Opportunity Called India is not just the theme of this event — it reflects a nation confident in its future, ready to invest, innovate, experience and grow together with the world.”
India’s tourism demand far outpacing supply
Delivering the keynote address, Billa highlighted India’s rapidly expanding tourism economy, noting that the country remains one of the few global tourism markets where demand significantly exceeds supply.
Backing the opportunity with figures, he noted that India currently receives around 20 million inbound tourists annually, generating nearly USD 32 billion in foreign exchange earnings, while about 30 million Indians travel abroad each year, spending roughly USD 37 billion. However, he stressed that the real driver of India’s tourism momentum is domestic travel, with domestic tourist visits surging nearly 40% in a year, from about 2.4 billion to almost 3 billion visits.
Billa said the government is focusing on two key priorities to support this growth: enhancing ease of travel and improving ease of doing business. Infrastructure expansion has already strengthened connectivity, with airports increasing from about 75 a decade ago to nearly 150 today, and another 30–40 airports expected in the next five years, alongside national highways, Vande Bharat trains, and modern hotel infrastructure.
At the same time, the Ministry is working on an India Tourism Digital Stack, integrating platforms such as DigiYatra, DigiLocker, facial recognition technology, UPI and the Open Network for Digital Commerce (ONDC) to enable seamless travel experiences and make even small tourism enterprises globally visible and discoverable.
On the investment front, Billa noted that India currently has around 1.8 lakh branded hotel rooms and nearly 15 lakh unbranded rooms, while the country requires almost double that capacity, signalling significant opportunities for hospitality development. The government, he said, is working with industry to remove regulatory bottlenecks, streamline approvals and encourage states to introduce incentives, creating a more investment-friendly ecosystem.
“For those who are betting on India’s tourism story, my advice is simple: take a long-term view. What we are seeing today is only the tip of the iceberg. India is entering a long-term expansion phase in tourism, and those who invest with ambition and patience will see the rewards in the years ahead.”
Also reflecting on the evolution of SATTE since he first attended the show in 2004, Billa said the exhibition has grown into a major global travel platform, with venues like Yashobhoomi enabling India to host events of truly international scale.
People and community, the core strengths
Mendiratta, representing UN Tourism, highlighted that India’s tourism strength lies not only in its destinations but in the people and communities that shape the visitor experience. She said the country’s tourism narrative extends far beyond branding, emphasising that the real appeal of India lies in the warmth, culture and spirit of its people.
“India’s tourism story is not just about Incredible India as a destination; it is about the power of Incredible Indians,” she said.
Mendiratta further noted that the pandemic fundamentally reshaped global travel behaviour, with travellers now seeking deeper purpose and connection in their journeys. According to her, 82% of travellers today prefer flexible travel experiences that allow them to engage with local communities, while demand for community-based and traditional accommodation has grown significantly.
She added that India is uniquely positioned to benefit from these evolving trends, supported by rapid aviation expansion and improved connectivity, including over 1,500 aircraft expected to join Indian airline fleets and regional connectivity programmes like UDAN opening new routes across the country.
“With the national vision to double tourism’s contribution to GDP, the future of tourism in India will depend on collective action — governments, businesses and communities working together to shape the next chapter of the industry.”
“At the heart of it all lies a simple promise to travellers around the world: when we take care of our people and our communities, we can truly welcome the world to experience India,” she added.
Ladakh, Arunachal, Malaysia growth stories took the spotlight
Highlighting Ladakh’s rapidly evolving tourism landscape, Lieutenant Governor of Ladakh, said the region has witnessed significant transformation in recent years through infrastructure upgrades, improved connectivity and enhanced public services. He noted that investments in roads, electricity, water supply, healthcare, digital connectivity and air access have opened up even remote border areas, creating new opportunities for tourism and economic development.
A key milestone, he said, will be the Zoji La Tunnel project, which is expected to ensure year-round connectivity between Ladakh and the rest of the country, eliminating the four-to-five-month winter isolation that previously restricted travel and will give tourism in Ladakh a new momentum.
Gupta added that Ladakh is increasingly emerging as a globally sought-after destination, with attractions such as Pangong Lake, Nubra Valley, Khardung La Pass, Tso Moriri, Hemis Monastery and Zanskar Valley drawing travellers worldwide. The region’s pristine environment and unique landscapes, along with initiatives such as a new tourism logo, upcoming UT-level festivals and familiarisation trips for international tour operators, are expected to further strengthen its global tourism appeal.
He also lauded SATTE serving as an important platform connecting travel businesses from across the world. This event, he said, plays a significant role in giving direction and momentum to the tourism industry.
Tourism Minister of Arunachal Pradesh Sona said the state represents one of India’s most diverse and largely undiscovered destinations. With a population of around 1.3 million spread across nearly 84,000 square kilometres, he noted that Arunachal Pradesh offers vast tourism opportunities across cultural, spiritual and adventure segments. “India’s greatest strength lies in its diversity, and Arunachal Pradesh reflects this richness in its most authentic form.”
Describing the state as a ‘Mini India’, Sona pointed out that Arunachal is home to 23 major tribes and more than 100 sub-tribes, each with unique traditions, dialects and cuisines, alongside landscapes ranging from tropical forests to alpine mountains.
“The Government of India has been extending strong support to strengthen tourism in the Northeast, helping address infrastructure gaps and enabling better connectivity. Connectivity has improved significantly in recent years with better roads, improved infrastructure and accommodation facilities, which has made Arunachal Pradesh far more accessible than before.”
Platforms like SATTE, he added, are crucial in bringing global visibility to emerging destinations like Arunachal.
Highlighting the growing importance of the Indian outbound market, Datuk Manoharan from Tourism Malaysia, said the destination has maintained a strong presence at SATTE for over 25 years, reflecting the strategic value of India for Malaysia’s tourism growth. He noted that more than 1.6 million Indian visitors travelled to Malaysia last year, with the destination now targeting two million arrivals from India by 2026.
“India continues to be one of our most significant source markets, and our long-standing engagement with the Indian travel trade has been central to this growth.”
Periasamy added that improved air connectivity remains a key enabler, with over 241 weekly flights currently operating from 14 Indian cities to Malaysia, linking travellers not only to Kuala Lumpur but also to destinations such as Selangor and Penang. Looking ahead, Tourism Malaysia is keen to expand connectivity further by encouraging airlines to operate from Tier II and Tier III Indian cities, while leveraging the Visit Malaysia 2026 campaign to attract a broader range of travellers, including leisure tourists, destination weddings, adventure seekers and younger experiential travellers.
Notably, Malaysia also took centre stage as the official focus destination at this year’s SATTE and also hosted an exclusive networking evening for the travel trade on show’s first day. On day 2, ITQ & Travelport hosted the special evening.
Houseful conference sessions
Alongside the main exhibition, a series of conference tracks, panel discussions and destination briefings ran parallelly over the first two days, sparking lively debate and valuable industry and product insights. Covering a wide spectrum of emerging themes and market shifts, the sessions addressed both opportunities and challenges shaping the future of travel. Some of the most engaging discussions explored topics such as “Reimagining Incredible India,” “India: The Next Travel Goldmine,” “From Hype to Habit: How AI is Reshaping Global Travel,” and “Decoding ‘Affordable’ Luxury.”
The knowledge programme also examined industry preparedness and evolving consumer trends through sessions including “India’s MICE Readiness: Evolving Landscape” (an ICPB session), “Scaling Tourism through Communities,” “LCCs as Game-Changers for New Growth Markets,” “Where Flavours Lead: Why Food is Becoming the Instant Passport for Travellers,” and “Agency-Led Growth: Mastering the Digi Shift.” Besides, in association with SEPC, a special discussion around inbound tourism was also organised on February 26. Notably, all the sessions were well-attended and were houseful.
Additionally, day 2 also saw the SATTE Awards, recognising excellence, innovation and leadership across various segments of the travel and tourism industry. (A detailed coverage on awards to follow in our next edition)
2027 edition in January
Closing the show on high note, Pallavi Mehra, Senior Group Director, Informa Markets India & Publisher- T3, highlighted the strong collaborative effort behind the success of the 33rd edition of SATTE, noting that the presence of leaders from governments, tourism boards and the global travel industry reflect the growing importance of partnerships and collective vision in shaping tourism’s future. “Our endeavour is to make SATTE not just an exhibition but a catalyst for progress, partnerships and long-term industry growth.”
Besides thanking SEPC for their support & MoT for their prominent presence, Mehra also acknowledged partner states including UP, Andhra Pradesh, Jammu & Kashmir, Ladakh, Gujarat, Kerala, Madhya Pradesh, Maharashtra, Odisha, Punjab, Rajasthan, Goa and Uttarakhand, as well as partner countries such as Thailand, Hong Kong, Sri Lanka, Nepal and Maldives, among others. She further thanked industry associations including IATO, ADTOI, ATOAI, TAAI, TAFI, OTOAI, ICPB, TIA, PATA, SKAL, ETAA, THSC, ABTO, FAITH, GAEHP along with media partners and stakeholders who contributed to the platform’s success.
Overall, the 2026 edition concluded on an optimistic note, witnessing strong industry participation, impressive visitor footfall and positive feedback from the exhibitors, buyers and stakeholders. Building on this momentum, team SATTE is already gearing up to deliver an even bigger and more impactful platform next year. Block your calendars as we will see you in Yashobhoomi from January 19–21, 2027.
