- India Pavilion welcomed more than 10,000 visitors at New York’s Jacob Javits Center
- Indian travel companies participated directly, some planning New York offices
- Focus on increasing US tourism, which already accounts for 20 per cent of foreign visitors
- Pavilion featured dance, food, art, VR experiences, and regional crafts
- Officials emphasized e-visa access and outreach to younger Indian Americans
India showcased its diverse tourism destinations, rich cultural heritage, and culinary traditions at the Travel & Adventure Show 2026 in New York, offering thousands of visitors a vibrant introduction to the country’s travel experiences and deepening outreach to American travelers.
The Consulate General of India in New York participated in the two-day event, held January 24–25 at the Jacob Javits Convention Center, one of the largest exhibition venues in the city. According to officials, the India Pavilion attracted more than 10,000 visitors over the course of the show.
This year, the India Pavilion was located at the main entrance of the convention center, giving it a high-profile presence at the expansive travel marketplace. The pavilion was inaugurated by India’s Consul General in New York, Binaya Pradhan, who highlighted the growing importance of the US market for Indian tourism.
While the Indian Consulate participates in the Travel & Adventure Show annually, Pradhan noted that the 2026 edition marked a significant step forward. Several tour and travel companies based in India traveled specifically to New York to showcase their offerings at the India Pavilion.
“Some of these companies are now opening offices in New York City to facilitate more tourism from the United States to India,” Pradhan said, underscoring the growing commercial engagement between Indian travel operators and the U.S. market.
Pradhan pointed out that approximately 20 percent of all foreign tourists visiting India currently come from the United States. He said Indian authorities and industry partners are focused on increasing that number by positioning India more prominently within mainstream American travel choices.
“Our effort is to take Indian tourism into the mainstream of the United States,” Pradhan told PTI. He added that a key goal is to encourage second-, third-, and fourth-generation Indian Americans to visit India and experience the country beyond family connections.
The Indian diaspora in the United States numbers around 5.2 million and remains culturally connected to India. However, Pradhan said outreach efforts are increasingly focused on younger generations, many of whom may not have traveled extensively within the country.
“We want them to experience India firsthand, its culture, civilization, spirituality, and diversity,” he said.
With major American travel agencies and tour operators attending the show, Pradhan said the event serves as an effective platform to promote India as a destination for US travelers. He also highlighted steps taken by the Indian government to simplify travel, including the widespread use of electronic visas.
According to Pradhan, about 95 percent of US tourists traveling to India now use e-visas, significantly easing the process of planning trips to the country.
The India Pavilion featured participation from several partner organizations, including Air India, Veena World, Sky Bird Vacations, Tiwari Tours, TopTours and Travels, Shikhar Travels, and Palace Tours. Each showcased curated travel packages ranging from heritage tours and luxury travel to spiritual journeys and adventure tourism.
Cultural experiences were a major attraction at the pavilion. Visitors enjoyed traditional and folk dance performances, immersive virtual reality experiences showcasing Indian destinations, henna art sessions, and live displays of Madhubani paintings by New Jersey-based artist Nupur Nishith.
One standout artwork depicted the New York City skyline, including the Statue of Liberty and the Empire State Building, rendered in the traditional Madhubani style against a rising sun, symbolizing cultural exchange between India and the United States.
Culinary experiences also drew crowds, with visitors sampling popular Indian offerings such as chaat and masala tea. India’s “One District One Product” initiative was highlighted as well, showcasing regional crafts, textiles, and specialty products from across the country.
The Travel & Adventure Show is considered the premier travel marketplace in the New York metropolitan area, bringing together destination representatives, industry experts, and travel enthusiasts under one roof. Organizers describe it as the region’s only comprehensive travel show, featuring destinations from around the world — from India and the Caribbean to local Northeast getaways.
