ITB India 2026 Opens in Mumbai as Indonesia Targets 6,600 Travellers Through Tourism Partnerships

ITB India 2026 Opens in Mumbai as Indonesia Targets 6,600 Potential Indian Travellers Through Tourism Partnerships

ITB India 2026 has opened at the Jio World Convention Centre in Mumbai, bringing together travel companies, destination marketers, buyers and tourism organisations as Indonesia uses the three-day event to strengthen its position in the fast-growing Indian outbound travel market.

Indonesia's Ministry of Tourism is targeting approximately 6,600 potential Indian tourist visits through business generated at the event, alongside potential transactions valued at around:

Rp58.45 billion.

The Indonesian delegation is using ITB India to connect domestic tourism companies with Indian travel agents, tour operators, corporate buyers, MICE organisers and online travel platforms.

The strategy reflects India's increasing importance as a source market for international tourism.

Indonesia sees rising middle-class incomes, stronger purchasing power and greater interest in overseas travel as factors that could support further growth in arrivals from India.

At the same time, the campaign is designed to broaden Indian perceptions of Indonesia beyond Bali by promoting destinations including:

Jakarta,

Borobudur,

Lake Toba,

Mandalika,

Labuan Bajo,

Batam-Bintan,

Raja Ampat,

Lombok,

Flores,

Bunaken,

and Tanjung Puting.

ITB India 2026 Runs From September 1 to September 3

ITB India 2026 is being held from:

September 1 to September 3, 2026

at the:

Jio World Convention Centre in Mumbai.

The event marks the fourth in-person edition of ITB India and is positioned as a major business-to-business platform connecting India's travel industry with tourism companies and destinations from around the world.

The show covers several important areas of the travel economy, including:

leisure travel,

corporate travel,

MICE,

travel technology,

destination marketing,

and tourism services.

The event is being held alongside MICE Show India and Travel Tech India.

Fourth In-Person Edition Focuses on Business Partnerships

The 2026 edition is built around the theme:

“Future of Travel, Built Together.”

The emphasis is on commercial outcomes rather than purely promotional activity.

Sellers and destination organisations are using the event to meet qualified buyers capable of converting tourism interest into:

travel packages,

group bookings,

corporate travel,

events,

incentive programmes,

and long-term distribution partnerships.

This business-oriented structure is especially important for destinations seeking to enter or expand within India's fragmented outbound travel market.

Indonesia Targets 6,600 Potential Tourist Visits

Indonesia's Ministry of Tourism has set a specific commercial objective for its participation.

The ministry is targeting potential visits from approximately:

6,600 travellers

through deals and partnerships generated during ITB India 2026.

The target is linked to meetings between Indonesian tourism businesses and Indian industry partners.

Rather than measuring the event only through visitor traffic at Indonesia's exhibition space, the ministry is focusing on potential commercial conversion.

This reflects a broader shift in tourism promotion toward measurable business outcomes.

Potential Transactions Could Reach Rp58.45 Billion

Indonesia is also targeting tourism transactions worth approximately:

Rp58.45 billion.

The transaction estimate reflects business opportunities generated through B2B meetings at the event.

Tourism trade shows can create economic value long after the exhibition closes.

An Indian tour operator may negotiate with:

an Indonesian hotel,

a destination management company,

an attraction operator,

or a local tourism provider

and subsequently sell packages to thousands of travellers.

The economic value of the exhibition therefore depends on the commercial relationships created through these meetings.

India Is a Priority Tourism Market for Indonesia

Indonesia's Tourism Ministry has identified India as one of its priority international markets.

The country's importance is supported by several structural trends.

India has:

a rapidly expanding middle class,

growing disposable income,

a young population,

increasing international air connectivity,

and rising demand for overseas experiences.

These factors are expanding the number of Indians capable of taking international holidays.

For tourism-dependent economies, India is therefore becoming an increasingly important source market.

Indian Outbound Travel Market Is Expanding

India's outbound tourism industry has evolved significantly over the past decade.

International travel was once concentrated primarily among affluent households in major metropolitan areas.

That market is broadening.

Consumers from:

Tier-1 cities,

Tier-2 cities,

and increasingly smaller urban centres

are exploring international travel.

Demand is growing across several categories, including:

family holidays,

honeymoons,

luxury travel,

adventure tourism,

MICE travel,

destination weddings,

and short international breaks.

Destinations capable of building strong distribution networks inside India can benefit from this expansion.

Indonesia Wants to Strengthen Wonderful Indonesia Brand

The country's presence at ITB India also supports the Wonderful Indonesia tourism brand.

Indonesia wants Indian travellers to view the country as a broader tourism destination rather than primarily associating it with Bali.

Bali remains Indonesia's most recognised international destination.

However, the country contains thousands of islands and a wide variety of tourism experiences.

The tourism ministry is therefore promoting a broader portfolio to Indian buyers.

Beyond Bali Strategy Is Central to Tourism Promotion

A key component of Indonesia's marketing strategy is encouraging travellers to explore destinations beyond Bali.

The ITB India delegation is showcasing places including:

Jakarta,

Borobudur,

Lake Toba,

Mandalika,

Labuan Bajo,

Batam-Bintan,

Raja Ampat,

Borneo,

Lombok,

Flores,

Bunaken,

and Tanjung Puting.

These destinations offer different combinations of:

nature,

culture,

marine tourism,

adventure,

heritage,

wildlife,

and premium leisure travel.

Diversifying visitor flows can help Indonesia spread tourism income across a larger number of regions.

Bali Remains Important Gateway for Indian Travellers

Despite the wider destination strategy, Bali remains a critical entry point for Indian tourism.

The destination has strong awareness among Indian consumers and appeals across several travel segments.

These include:

honeymoons,

family holidays,

luxury travel,

wellness tourism,

destination weddings,

and group travel.

Bali's established tourism infrastructure also makes it easier for Indian travel companies to package the destination.

Indonesia can therefore use Bali as a gateway before encouraging repeat visitors to explore other regions.

Labuan Bajo Offers Premium Nature-Based Tourism

Among Indonesia's increasingly promoted destinations is Labuan Bajo.

The gateway to Komodo National Park has become an important part of Indonesia's premium tourism strategy.

The destination offers:

island landscapes,

marine tourism,

diving,

cruising,

and wildlife experiences.

For Indian travellers seeking high-end experiential holidays, destinations such as Labuan Bajo can provide an alternative to more conventional Southeast Asian itineraries.

Borobudur Strengthens Cultural Tourism Offering

Borobudur provides another distinctive tourism proposition.

The historic Buddhist monument is one of Indonesia's most internationally recognised cultural attractions.

Cultural heritage can be particularly important for Indian travellers interested in Southeast Asia's historic links with South Asia.

Tourism packages combining heritage, culture and nature could help Indonesia attract visitors who want more than beach tourism.

Lake Toba Adds Nature and Cultural Tourism

Indonesia is also promoting Lake Toba as part of its destination diversification strategy.

The destination offers:

natural landscapes,

volcanic geography,

local culture,

and relatively less crowded tourism experiences.

Destinations such as Lake Toba allow tour operators to create differentiated packages for travellers who have already visited more established Southeast Asian tourism markets.

This is particularly important as repeat international travel grows among Indian consumers.

Raja Ampat Targets Premium Marine Tourism

Raja Ampat represents another specialised tourism product.

The destination is globally recognised for:

diving,

marine biodiversity,

island landscapes,

and premium nature-based travel.

It appeals to a smaller but higher-value tourism segment.

As Indian outbound tourism matures, demand is increasingly expanding beyond mainstream sightseeing toward:

diving,

wildlife,

expedition travel,

and specialised adventure experiences.

Indonesia's diverse geography gives it an advantage in these categories.

Batam-Bintan Can Benefit From Short-Haul Regional Travel

Batam and Bintan offer different advantages.

Their proximity to Singapore creates opportunities for multi-country itineraries.

Indian travellers visiting Singapore can potentially combine the trip with:

resort stays,

beach tourism,

golf,

and short island breaks

in Indonesia.

Tour operators can therefore package these destinations as extensions to existing Southeast Asian itineraries.

This can reduce the challenge of introducing unfamiliar destinations to first-time visitors.

Fifteen Indonesian Co-Exhibitors Participate

Indonesia's participation at ITB India 2026 includes:

15 co-exhibitors.

These represent different parts of the country's tourism industry.

Participants include:

destination management companies,

tour operators,

star-rated hotels,

tourist attractions,

and regional tourism partners.

The structure allows Indian buyers to negotiate directly with companies capable of building and operating travel packages.

This is more commercially useful than destination marketing alone.

B2B Meetings Are Central to Indonesia's Strategy

The Indonesian delegation is using the event heavily for business-to-business meetings.

These meetings connect Indonesian suppliers with Indian tourism intermediaries.

Potential partners include:

travel agencies,

tour operators,

corporate travel managers,

MICE organisers,

and online travel platforms.

These intermediaries play a major role in influencing outbound travel decisions.

A successful partnership can place Indonesian destinations inside:

brochures,

digital booking systems,

travel-agent recommendations,

corporate programmes,

and group-tour packages.

Indian Travel Agents Remain Important Distribution Channel

Although online travel booking has expanded rapidly, travel agents and tour operators continue to play an important role in India's international tourism industry.

This is particularly true for complex trips involving:

multiple destinations,

visa requirements,

large families,

groups,

corporate travel,

and premium itineraries.

Destinations seeking rapid growth therefore often work directly with Indian travel companies.

ITB India provides a concentrated environment where these commercial relationships can be developed.

Online Travel Platforms Offer Scalable Distribution

Online travel platforms provide another important route to Indian consumers.

Digital platforms can rapidly promote:

flights,

hotels,

activities,

packages,

and destination content

to millions of potential travellers.

Partnerships between Indonesian suppliers and Indian online platforms could therefore help improve destination visibility.

Data-driven marketing can also target specific customer segments based on:

travel history,

budget,

interests,

and booking behaviour.

MICE Tourism Creates High-Value Opportunity

Indonesia is also targeting India's MICE market.

MICE refers to:

meetings, incentives, conferences and exhibitions.

This category can generate high tourism spending because groups frequently purchase:

premium hotels,

conference facilities,

transportation,

food and beverage,

entertainment,

and organised activities.

Indian companies increasingly use international destinations for:

sales conferences,

employee incentives,

leadership meetings,

and corporate events.

Indonesia's resort infrastructure makes it well positioned to compete for this segment.

Destination Weddings Represent Another Growth Segment

Indian destination weddings have become an important part of the international tourism market.

Large weddings can involve hundreds of guests travelling overseas for multiple days.

They generate significant spending across:

hotels,

venues,

food,

entertainment,

transport,

event management,

and tourism activities.

Indonesia, particularly Bali, already has strong appeal in this category.

Expanding partnerships with Indian wedding planners and travel companies could help capture additional demand.

Air Connectivity Will Influence Tourism Growth

Tourism promotion can generate demand, but aviation connectivity plays an equally important role.

Travellers generally prefer destinations that are:

easy to reach,

competitively priced,

and connected through convenient flight schedules.

Greater direct connectivity between India and Indonesian destinations could therefore support tourism growth.

Where direct flights are unavailable, connections through major Southeast Asian hubs remain important.

Travel companies will evaluate flight availability when designing new tour products.

Visa Convenience Can Also Affect Destination Choice

Visa procedures can significantly influence international travel demand.

Indian travellers frequently compare destinations based not only on attractions and cost but also on ease of entry.

Destinations offering:

visa-free entry,

visa-on-arrival,

or efficient electronic visas

can gain an advantage in short-haul leisure markets.

Tourism authorities increasingly recognise visa policy as part of destination competitiveness.

Smooth travel procedures can make it easier for Indian consumers to make relatively spontaneous international bookings.

Competition for Indian Travellers Is Intensifying

Indonesia is not alone in targeting India's outbound tourism market.

Countries across:

Southeast Asia,

the Middle East,

Europe,

Central Asia,

and the Indian Ocean

are increasing marketing campaigns aimed at Indian travellers.

The competition reflects the scale of the opportunity.

Destinations are competing on:

air connectivity,

visa access,

pricing,

food options,

family friendliness,

shopping,

luxury experiences,

and tourism diversity.

Indonesia therefore needs both strong branding and strong commercial partnerships.

Value Proposition Could Support Indonesia's Position

Indonesia offers several characteristics that can strengthen its competitiveness.

The country can provide:

premium resorts,

affordable accommodation,

cultural tourism,

marine experiences,

adventure,

nature,

wellness,

and nightlife

across different price points.

This diversity allows tour operators to target several Indian customer segments.

A honeymoon couple may want a completely different itinerary from a family group or corporate incentive trip.

Indonesia can create products for all three.

Indian Cuisine and Dietary Preferences Matter

Food is an important consideration for Indian outbound travellers.

Tourism businesses increasingly adapt their offerings to accommodate:

vegetarian preferences,

Indian cuisine,

religious dietary requirements,

and family dining habits.

Hotels and destination management companies that understand these preferences can improve customer satisfaction.

As Indonesia expands its Indian tourism strategy, localisation of hospitality services could become an important competitive factor.

Tourism Partnerships Reduce Market-Entry Friction

For unfamiliar destinations, distribution partnerships can reduce the difficulty of entering the Indian market.

Indian travel companies understand:

consumer preferences,

seasonality,

pricing,

local marketing,

and regional demand.

Indonesian suppliers bring destination knowledge and local operational capabilities.

Combining the two can produce travel packages more suited to Indian customers.

This explains why B2B events such as ITB India remain important despite the growth of online booking.

Tourism Promotion Can Support Regional Economies

Indonesia's Beyond Bali strategy also has an economic-development dimension.

Concentrating international tourism in one location can create:

infrastructure pressure,

environmental strain,

housing challenges,

and economic imbalance.

Expanding visitor flows into other destinations can distribute tourism revenue more widely.

Local economies can benefit through increased demand for:

hotels,

restaurants,

transport,

guides,

attractions,

and small businesses.

Indian outbound growth could therefore contribute to Indonesia's regional tourism-development goals.

Sustainable Tourism Is Becoming More Important

As international tourism expands, sustainability is increasingly important.

Travellers, regulators and tourism companies are paying more attention to:

environmental impact,

local communities,

marine conservation,

waste management,

and responsible development.

Many of Indonesia's most attractive destinations depend directly on natural ecosystems.

Protecting those ecosystems is essential to maintaining long-term tourism value.

The industry's challenge is to increase visitor numbers without damaging the attractions generating demand.

ITB India Connects Global Sellers With South Asian Buyers

The wider significance of ITB India extends beyond Indonesia.

The event functions as a gateway into India's and South Asia's growing travel markets.

International tourism boards, hotels, technology providers and travel companies can meet qualified buyers within one business environment.

The model becomes increasingly valuable as Indian outbound demand diversifies.

Rather than marketing only to a small group of large travel companies, international destinations increasingly need relationships across a broader network of regional and specialist operators.

Travel Technology Is Transforming Tourism Distribution

ITB India also includes a strong travel-technology component.

Technology is changing how customers:

discover destinations,

compare prices,

book flights,

select hotels,

plan itineraries,

and purchase activities.

Artificial intelligence is likely to accelerate that transition.

AI-powered travel platforms can increasingly create personalised itineraries based on:

budget,

travel dates,

family composition,

interests,

and past behaviour.

Destinations that integrate effectively with digital distribution systems could gain greater visibility.

India Could Become One of the World's Most Important Outbound Markets

The strategic importance of events such as ITB India is likely to increase if Indian outbound travel continues expanding.

India combines:

large population scale,

rising incomes,

young consumers,

expanding passport ownership,

and greater international connectivity.

As more households move into higher income brackets, international travel can transition from an occasional luxury toward a recurring discretionary expense.

That could make India one of the most sought-after source markets for global tourism destinations.

Indonesia Is Positioning Early for Long-Term Growth

Indonesia's 6,600-traveller target should therefore be viewed within a broader strategy.

The immediate objective is to generate business from ITB India 2026.

The longer-term objective is to strengthen Indonesia's position inside India's outbound travel ecosystem.

Building sustained growth requires:

trade partnerships,

consumer awareness,

air connectivity,

competitive pricing,

and repeat visitation.

The relationships created during this year's event could support tourism flows well beyond the initial transaction target.

Conclusion

Indonesia's participation at ITB India 2026 reflects the growing strategic importance of Indian outbound travellers to international tourism markets.

The country's Tourism Ministry is targeting approximately 6,600 potential tourist visits and Rp58.45 billion in transactions through B2B partnerships generated during the three-day exhibition at Mumbai's Jio World Convention Centre.

Fifteen Indonesian co-exhibitors are participating, connecting destination management companies, hotels, tour operators and attractions with Indian travel agents, corporate buyers, MICE organisers and online platforms.

While Bali remains Indonesia's strongest tourism brand in India, the government is using the event to promote a broader Beyond Bali portfolio including Borobudur, Lake Toba, Labuan Bajo, Raja Ampat, Lombok and several other destinations.

For Indonesia, the immediate opportunity lies in converting industry meetings into measurable bookings.

The larger opportunity is positioning the country for India's next wave of outbound travel growth as higher incomes, expanding connectivity and changing consumer preferences create a much larger international tourism market.