Northeast India took center stage at Malaysia’s prestigious MATTA Fair 2025, held on April 18 and 19 in Kuala Lumpur. Led by the Assam Tourism Development Corporation (ATDC) and the Indian High Commission in Malaysia, the initiative showcased the region’s unique heritage, crafts, and natural beauty under the broader ASEAN-India tourism cooperation framework.
The Indian delegation was headed by Union Minister of State for External Affairs and Textiles, Pabitra Margherita, whose presence underscored the importance of Northeast India in India’s Act East Policy. The event, held under the ASEAN-India Tourism Professionals Exchange Programme 2025, saw the Indian pavilion bustling with enthusiastic visitors curious to learn more about the cultural richness of the northeastern states.
A Cultural Showcase That Dazzled
The Indian pavilion stood out for its immersive and interactive presentation of Northeast India. Traditional music, colorful folk dances, handwoven textiles, and indigenous cuisines created a lively, multi-sensory experience for visitors. From the rhythmic drumbeats of Assam to the intricate weaves of Nagaland and the bamboo artistry of Mizoram, each element of the display told a story of cultural diversity and unity.
Attendees had the opportunity to engage with artisans and performers, many of whom had traveled from various parts of the Northeast to participate in the fair. Live demonstrations of handloom weaving and craft-making attracted curious onlookers, while interactive tourism stalls offered information on unexplored destinations in Arunachal Pradesh, Meghalaya, Manipur, Tripura, and more.
Tourism as a Bridge Between Cultures
Speaking at the event, Minister Pabitra Margherita emphasized the power of tourism to build bridges between nations and cultures. He highlighted how India’s Northeast, with its strategic geographic location and cultural affinity with Southeast Asia, plays a pivotal role in fostering stronger ties with countries like Malaysia.
“We are here not just to promote destinations, but to share a part of our identity and invite the world to discover a region that has so much to offer in terms of heritage, hospitality, and natural beauty,” Margherita said during his remarks.
He also met with Malaysian officials and travel industry stakeholders to explore possibilities of bilateral tourism exchanges, joint campaigns, and tour package development targeting both Indian and Malaysian travelers.
A Boost for Northeast India’s Global Outreach
The participation of India in the MATTA Fair focused on enhancing the global visibility of Northeast India—a region that remains largely untapped by international tourists. The event opened up new networking opportunities for Indian tour operators, hospitality businesses, and cultural ambassadors.
Several Malaysian tour operators expressed keen interest in adding Northeast India to their travel itineraries, impressed by the region’s blend of adventure tourism, eco-tourism, spiritual trails, and cultural experiences. The fair also witnessed the signing of preliminary agreements for collaborative promotional activities between Malaysian agencies and ATDC.
With growing interest in offbeat travel and sustainable tourism, Northeast India’s pristine landscapes, tribal traditions, and eco-conscious practices positioned it as an ideal destination for modern travelers seeking authenticity and responsible travel options.
Looking Ahead: A Shared Tourism Vision
The MATTA Fair was not just a tourism event—it was a strategic platform for diplomacy, trade, and cultural understanding. As 2025 marks the ASEAN-India Year of Tourism, India’s presence at the fair carried symbolic and practical significance. It reflected a shared commitment between India and Malaysia to deepen ties through cultural tourism, education, and people-to-people exchanges.
The Assam-led delegation’s efforts reinforced the region’s growing relevance on the international stage and laid the foundation for future partnerships that can bring mutual economic and cultural benefits.
As the curtains fall on the fair, the echoes of traditional music and the visuals of smiling dancers in colorful attire linger as a reminder that the Northeast is no longer India’s best-kept secret—it is ready for the world to explore.