KATHMANDU: Madhesh Province has long been the first thing millions of Indian visitors see when they cross into Nepal — the open border, the shared language, the familiar temples and festivals.

But for years, the region has functioned more as a transit corridor than a destination in its own right. Madhesh Travel Mart 2026, which concluded Sunday after three days across Birgunj, Jitpursimara, and Janakpurdham, was a deliberate attempt to change that.

Organised in collaboration with Jitpursimara Sub-Metropolitan City and facilitated by NATTA Madhesh Province, the June 12 to 14 event brought together 55 tourism entrepreneurs and media representatives from India alongside 25 tourism professionals from across Nepal — a trade gathering with a clear strategic purpose: turn the gateway into a destination.

B2B at the border

The mart's core was a programme of Business-to-Business meetings, networking sessions, and panel discussions focused on cross-border tourism development, destination marketing, and the creation of new tour products and packages. For Indian travel agents — many of whom route clients through Birgunj or Raxaul to Kathmandu and Pokhara without a second thought — the event offered a first-hand look at what Madhesh itself has to offer: religious sites, cultural heritage, historical landmarks, and natural attractions that rarely feature in standard Nepal itineraries.

A dedicated familiarisation tour gave delegates direct exposure to the province's tourism geography, allowing them to experience rather than simply discuss what the region can offer to Indian travellers.

A natural partnership

Nepal Tourism Board Officiating CEO Hikmat Singh Ayer, speaking at the inaugural ceremony in Birgunj, framed the Madhesh-India tourism relationship in terms that go beyond policy — pointing to the open border, the deeply shared religious and cultural heritage, and the centuries-old people-to-people connections between the two sides as a ready-made foundation for tourism growth that the industry has yet to fully leverage.

He expressed confidence that the presence of Indian travel trade figures and media at the mart would translate directly into increased Indian visitor arrivals to Nepal, and that Madhesh — precisely because of its proximity and cultural familiarity — is well placed to capture a segment of that market that more distant Himalayan destinations cannot.

Photo Courtesy: NTB

Welcome in Simara

A special welcome ceremony in Simara set the cultural tone for the event, with delegates received through traditional cultural performances showcasing Madhesh Province's heritage. Jitpursimara Sub-Metropolitan City Mayor Rajan Paudel welcomed participants and expressed confidence in the mart's contribution to provincial tourism. Among those attending were Deputy Mayor Bhola Prasad Adhikari, Consul General of India in Birgunj Devi Sahai Meena, NATTA Madhesh Province President and Mart Coordinator Mohan Sharma, NATTA Koshi Province President Punya Prasad Bhattarai, and Hotel Association Nepal Chitwan Chapter President Om Pandey.

A foundation, not a finish line

NTB said it views Madhesh Travel Mart 2026 as having laid the groundwork for positioning the province as a leading destination for religious, cultural, and cross-border tourism — and as a meaningful step toward deepening Nepal-India tourism cooperation more broadly. With Indian outbound travel continuing to grow and the overland Nepal market remaining underdeveloped relative to its potential, the mart's organisers are betting that the gateway, given the right attention, can become a destination worth staying for.