ITC Hotels Limited has expanded its presence in Goa with the signing of a management agreement for a 51-key hotel in Assagao, North Goa, under its growing Storii by ITC Hotels brand.

The upcoming Storii Assagao is being planned as a distinctive hospitality destination that draws inspiration from the character of the region. Its location will give guests easy access to Assagao’s culinary experiences, natural beauty, boutique retail offerings and some of Goa’s well-known beaches and attractions.

The hotel will feature well-appointed rooms and suites, along with an all-day dining restaurant and a selection of dining, social and recreational experiences. The signing further strengthens ITC Hotels' presence across Goa and supports its plans to grow in high-potential leisure destinations.

Commenting on the signing, Anil Chadha, Managing Director, ITC Hotels Limited, said, "Goa continues to be one of India's leading tourism markets and remains a key focus area for our leisure growth strategy. Assagao has emerged as an attractive micro-market, driven by its distinctive character, strong visitor appeal, and evolving travel preferences. Storii Assagao will seamlessly blend the essence of the locale with the brand's focus on personalized service and memorable guest experiences. We are delighted to partner with Ananda Hospitality Services Private Limited on this exciting project."

Purshottam Sharma and Dilip Sharma, Partners at M/s Ananda Hospitality Services Private Limited, said, "Assagao has steadily evolved into one of Goa's most sought-after hospitality destinations, attracting travellers looking for enjoyable and well-curated stays. We are pleased to collaborate with ITC Hotels and look forward to creating a hospitality offering that reflects the unique appeal of the region while delivering exceptional guest experiences."

The new signing adds to ITC Hotels' growing presence in North Goa, which continues to benefit from tourism demand, improving connectivity and the rising interest in experiential leisure travel.

With its tree-lined avenues, charming neighbourhoods, food scene and evolving hospitality market, Assagao has become an increasingly popular destination for travellers seeking a more relaxed Goa experience. Storii Assagao is expected to build on this appeal while adding another option for guests exploring North Goa.