The India Pavilion at the MATTA Fair 2025, held at the Putra World Trade Centre (PWTC) in Kuala Lumpur, was officially opened today. The ceremony was attended by Hon’ble Union Minister of State for External Affairs and Textiles, Pabitra Margherita, and Hon’ble Dato Seri Sanusi Bin Md. Noor, Chief Minister of Kedah Darul Aman. Also present were B.N. Reddy, India’s High Commissioner to Malaysia, and Padmapani Bora, Managing Director of Assam Tourism Development Corporation Ltd. (ATDC), along with other dignitaries and travel trade representatives.
The pavilion’s participation is part of India’s efforts to highlight tourism opportunities during the ASEAN-India Year of Tourism 2025. The event is organized through the active involvement of the High Commission of India and implemented by ATDC. This year’s focus is on promoting the tourism potential of Northeast India, which has become a key highlight of the exhibition.
The MATTA Fair, Malaysia’s largest travel and tourism event, attracts over 180,000 visitors each year, with business transactions surpassing RM 300 million in every edition. It is one of Southeast Asia’s premier platforms for tourism promotion. India’s delegation at the fair includes 50 representatives from 18 Indian states and union territories, including Assam, Meghalaya, Arunachal Pradesh, Nagaland, Sikkim, Mizoram, and others. Each state contributes its unique regional tourism offerings, combining to form a cohesive national presentation.
The opening ceremony, held on April 19, was attended by delegates from ASEAN countries, Indian tourism boards, travel operators, and government officials. The India Pavilion features immersive destination displays, cultural performances, film screenings, and dedicated B2B zones for tour operators. Special emphasis is placed on promoting spiritual tourism, eco-tourism, and lesser-known travel circuits from Northeast India.
Pabitra Margherita, Union Minister of State for External Affairs and Textiles, expressed, “This platform allows us to showcase India’s diverse cultural and geographical wealth to a global audience. Our presence at the MATTA Fair strengthens tourism ties with ASEAN countries. Assam and the Northeast region offer unique experiences, from wellness retreats and river cruises to wildlife safaris and community-led tourism models. This year, we are highlighting these distinctive attractions.”
Padmapani Bora, IRS, Commissioner & Secretary of the Government of Assam and Managing Director of ATDC, emphasized, “ATDC is honored to lead India’s participation in this significant event. We are not only representing Assam but also helping to position Northeast India as an integral part of India’s global tourism identity. This platform is about more than just exhibitions—it’s a space to build relationships, exchange ideas, and foster new growth opportunities for regional tourism stakeholders.”
India’s involvement in the MATTA Fair is part of the broader Tourism Professionals Exchange Programme 2025. This initiative aims to strengthen tourism cooperation between India and ASEAN countries. The first phase of the program, earlier this year, involved a field visit by ASEAN tourism professionals to Assam. The second phase, currently ongoing, focuses on collaborative activities at the MATTA Fair, where Indian and ASEAN counterparts work together to promote joint tourism initiatives.
This collaboration follows an announcement by India’s Prime Minister, Shri Narendra Modi, at the 21st ASEAN-India Summit in Lao PDR, where 2025 was designated as the ASEAN-India Year of Tourism. The initiative aims to foster mutual learning, develop relevant tourism products, and encourage sustainable travel practices across borders.
Key areas of focus for ASEAN-India cooperation include tourism education, the development of culturally-informed tourism products, and enhancing crisis communication strategies. These efforts are part of a broader roadmap to promote sustainable tourism across the region.
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