NEW DELHI: The Indian Railway Catering and Tourism Corporation (IRCTC), a Government of India enterprise, has been entrusted with the responsibility of organising India’s participation in the prestigious International Tourism Expo (ITE) Vietnam 2025.

This comes after Prime Minister Narendra Modi announced 2025 as the ASEAN-India Year of Tourism, marking a renewed commitment by India to strengthen its cultural, economic, and tourism ties with ASEAN countries.

This expo is being organised from 4 to 6 September this year at the Saigon Exhibition and Convention Centre (SECC) in Ho Chi Minh City, Vietnam.

The Prime Minister’s bold proclamation essentially outlines the pivotal role of tourism in improving people-to-people connectivity, fostering mutual prosperity, and strengthening the bonds of friendship between India and the ASEAN countries.

According to an official source, IRCTC is setting up an exclusive ASEAN-India Pavilion that will showcase a diverse range of tourism offerings from India. These include the country’s rich cultural heritage, spiritual and wellness packages, natural beauty, adventure activities, and premium travel products such as the world-class IRCTC luxury trains: the Maharajas’ Express, the Golden Chariot, and the Buddhist Circuit luxury AC train.

Vipra Pandey, Consulate General of India, inaugurated the ASEAN-India Pavilion in Ho Chi Minh City.

Lufthansa German Airlines has launched the latest chapter of its signature campaign, Lufthansa Insider, bringing a fresh perspective for 2025. The new edition—Insider Guide 2.0—features acclaimed Indian actress Sreeleela alongside UK creator Anastasia, presenting London not just as a destination, but as an unfolding journey of culture, lifestyle, and discovery. 

With this campaign, Lufthansa once again positions itself as more than an airline. It emerges as a premium travel-lifestyle brand, one that understands the evolving desires of Indian travellers who now seek experiences that go beyond itineraries. 

The airline’s philosophy of “inspiring journeys” shines through in every frame—whether it is savouring flavours in a bustling market, soaking in art along the Thames, or experiencing the thrill of London’s iconic landmarks.

Exploring London with a new lens 

The campaign takes viewers along an itinerary that blends the city’s timeless icons with hidden gems. On the Southbank, Sreeleela visits the Young Vic theatre and the Hayward Gallery—spaces that represent London’s artistic heartbeat. Walking through this district, she discovers street performances, riverside cafés, and a cultural rhythm that reflects the city’s diversity. 

A stop at the OXO Tower brings panoramic views of London’s skyline, where modern dining meets creative spirit, setting the perfect backdrop for conversations on culture and connection. 

Food lovers will find resonance in the next chapter of the journey. A visit to Tayyab’s, one of London’s most iconic dining institutions, immerses Sreeleela in the aromas of sizzling kebabs and rich Punjabi flavours. With its vibrant atmosphere and cult following, it reflects the city’s multicultural heartbeat and culinary authenticity. 

From there, Borough Market offers a different flavour of discovery—artisanal cheeses, freshly baked bread, and global tastes that capture London’s diverse character. Its cobbled alleys and Victorian architecture transport visitors to a different era, while the lively buzz of cafés and boutiques adds a modern touch.

These stops underline Lufthansa’s message: that travel is as much about tasting the world as it is about seeing it.

Fashion, lifestyle, and iconic landmarks 

The campaign further explores London’s identity through its fashion and lifestyle. At Portobello Market, Sreeleela dives into a treasure trove of vintage fashion, quirky antiques, and vibrant street life—a true reflection of London’s eclectic style. 

In contrast, Sloane Square offers a taste of luxury, with its chic boutiques and designer storefronts that epitomise sophistication. Together, these stops highlight the city’s dual identity: edgy and classic, youthful and refined.

Art takes centre stage once more at the Saatchi Gallery, where contemporary works push boundaries and spark curiosity. Dinner at Azzura adds a culinary flourish to the evening, with a fine-dining experience that blends elegance with innovation.

Even a stop at The Oval Stadium, one of the world’s most iconic cricketing venues, finds a place in the itinerary—symbolising how sport, like travel, unites people across geographies and cultures.

Lufthansa: A brand thatinspires journeys 

What makes Insider Guide 2.0 compelling is the chemistry between Sreeleela and Anastasia. While Anastasia provides local insider knowledge, Sreeleela brings the warmth, charm, and relatability that connect with Indian travellers. Together, they create a narrative that feels authentic and aspirational—a hallmark of Lufthansa’s brand positioning.

Sng Ju Stephanie, Head of Marketing, South Asia, Southeast Asia & Pacific, Lufthansa Group, remarked, “We’re thrilled to present Lufthansa Insider 2.0, an experience-led campaign that embodies our ethos of inspiring journeys. With Sreeleela at the forefront, this initiative showcases Lufthansa as a travel and lifestyle brand that goes beyond flying—celebrating culture, sparking curiosity, and creating lasting memories. Through innovative storytelling and authentic influencer engagement, we invite travellers to rediscover the joy of flying with Lufthansa.”

The campaign reflects Lufthansa’s deep commitment to connecting cultures and elevating travel experiences. By focusing on authenticity, meaningful connections, and premium service, the airline continues to distinguish itself as the preferred choice for discerning Indian travellers. 

More than a destination

For today’s traveller, a flight is no longer just a way to get from one place to another. It marks the beginning of a journey of discovery, where every destination presents opportunities for culture, taste, and connection. 

With Insider Guide 2.0, Lufthansa captures this beautifully—inviting travellers to see London not through a checklist of sights, but through its people, stories, and hidden moments.

By blending luxury with relatability, tradition with modernity, and authenticity with aspiration, Lufthansa proves that it is not just flying passengers across the globe—it is helping them experience the world in all its richness.

With this campaign, the airline sets a new benchmark for what cross-cultural, influencer-driven travel storytelling can achieve.

With Lufthansa, the journey is never just about reaching a destination. It is about living it, feeling it, and carrying a piece of it with you long after the trip ends.

Amin Lakhani, President, Client Solutions, WPP Media South Asia, remarked, “For the latest edition of our Insider 2.0 series, our teams at Mindshare (a WPP Media brand) India and UK came together with one clear goal – delivering an extraordinary campaign for Lufthansa. From mapping the consumer journey to capturing cultural nuances, every step was designed to reflect Lufthansa’s premium travel experience. This collaboration has brought travel, culture, and creator storytelling into perfect harmony, raising the bar for what a cross-border collaboration can achieve for the brand.

(This article is from the Brand Desk. User discretion is advised.)