Home TTJ Spotlight Features From Reflection to Action: 2024’s Success Powers Global Destinations Toward Bold 2025...

From Reflection to Action: 2024’s Success Powers Global Destinations Toward Bold 2025 Growth

International Tourism Boards India Travel

In 2024, global tourist destinations saw a significant rise in Indian visitors, driven by evolving preferences for experiential, adventure, and cultural tourism. TTJ interacted with several National Tourist Offices based in India, where they highlighted their diverse offerings—from sports tourism to offbeat adventures and sustainability initiatives. Looking ahead to 2025, these offices plan to build on this momentum with targeted campaigns, strategic partnerships, and unique experiences, aiming to engage India’s growing traveller base further and offer personalised experiences that resonate with Indian tourists.

Australia to Capitalise on Cricket to Promote Unique Experiences

Nishant Kashikar, Country Manager, India & Gulf, Tourism Australia
Nishant Kashikar, Country Manager, India & Gulf, Tourism Australia

The increasing affluence and travel aspirations of Indian travellers are driving demand for high-end travel experiences. We anticipate continued growth in Indians exploring international destinations, driven by increasing disposable incomes and a desire for experiential travel.

Event and Sports Tourism, the New Trend: The growing trend of event globetrotting is driving Indian travellers to seek out collective experiences like sports events, immersive culture and art and music festivals. Sports tourism has now become a popular way to explore new places, experience different cultures, and participate in sports activities. The Border-Gavaskar Cricket Test Series is one such example.

Leveraging Cricket Fever: As we witness increased arrivals from India, we are leveraging this cricket fever to showcase Australia’s diverse offerings through a range of activities, positioning it as an ideal holiday destination for Indian travellers. We have collaborated with Australian cricket stars like David Warner and Pat Cummins, the current Test cricket captain, to invite more Indians to experience the Land Down Under. Additionally, we have hosted Bollywood and TV celebrities in Australia to showcase the country’s experiences.

Moving Forward: Tourism Australia will continue to capitalise on the India opportunity through a three-pronged strategy of, a) Driving consideration for Australia through a range of marketing and PR initiatives, leveraging the power of advocacy; b) collaborating with our key distribution partners and Aussie Specialist Agents to drive conversions; and c) improving access by working closely with our key airlines and the department of home affairs promoting our competitive and efficient visa offering.

Spain to Showcase Unique, Sustainable Journeys for the Affluent Indian Traveller

Elena Orland, Director, Tourism Office of Spain, Mumbai
Elena Orland, Director, Tourism Office of Spain, Mumbai

In 2024, the Tourism Office of Spain focused on promoting Spain as a diverse travel destination appealing to affluent Indian travellers. Our campaigns emphasised Spain’s rich culture, art, gastronomy, and luxury while highlighting emerging trends in wellness tourism, eco-tourism, and active exploration. We have aligned our marketing with the growing interest of Indian millennials and Gen Z travellers in immersive, sustainable experiences.

Focus on Unique and Sustainable Experiences: Spanish tourism is embracing nature-based trips, gastronomic experiences, and itineraries centred on local festivals. We have integrated sustainable tourism into our strategy, ensuring that our offerings not only benefit travellers but also preserve Spain’s cultural and natural heritage. The emphasis on sustainability will continue into 2025, supporting local communities and eco-conscious tourism.

Collaborating with Indian Partners: We actively collaborate with Indian tour operators, media, and travel agents to strengthen Spain’s position as a prime destination. Our partnership with Spain’s Convention Bureau has led to organising familiarisation trips for travel agents, and we have press trips for journalists to provide firsthand experiences. Influencer campaigns will engage younger audiences, increasing Spain’s visibility and enabling our partners to promote the destination effectively.

Highlighting Lesser-Known Regions: In 2025, we will spotlight Spain’s lesser-known regions like Cantabria, Asturias, Galicia, and Basque Country, along with interior areas such as Extremadura and Castilla y León. Simultaneously, we will continue promoting iconic regions like Madrid, Catalonia, and Andalusia. A special focus will be on offering fresh, unique experiences in well-known destinations, such as exploring the Sierra de las Nieves National Park in Marbella and attending musical concerts in the Drach Caves in Mallorca.

Dual Year India-Spain in 2026: Looking ahead, we are already planning for the Dual Year India-Spain in 2026, a collaboration focused on tourism, culture, and AI to further deepen the cultural and tourism ties between our countries.

Tourism Fiji to Unlock Tier 2 and Tier 3 Markets for Sustainable Growth

Brent Hill, CEO, Tourism Fiji
Brent Hill, CEO, Tourism Fiji

In 2024, Tourism Fiji strategically aligned itself with two of India’s most influential cultural pillars—Bollywood and cricket—to enhance visibility and connect with the Indian audience. Hosting Bollywood celebrities in Fiji and launching targeted campaigns during the IPL helped amplify Fiji’s appeal to millions. These efforts ensured significant media coverage and positioned Fiji as an attractive destination.

Strengthening Trade Relationships: Tourism Fiji focused on strengthening its relationships with Indian travel agents through seminars, training sessions, and FAM trips. These initiatives provided agents with firsthand knowledge of Fiji’s offerings, ensuring they could effectively promote the destination. Collaborations with key partners further amplified the messaging and facilitated bookings, solidifying Fiji’s position as a top destination for Indian travellers.

Promoting In-demand Experiences: Fiji’s offerings align well with the growing demand for wellness tourism, eco-tourism, and cultural experiences among Indian travellers. The destination’s focus on wellness retreats, sustainable resorts, and nature-focused activities resonates with the desire for enriching, responsible travel. Tourism Fiji also highlights cultural immersion opportunities, connecting travellers with local traditions and cuisine to enhance their travel experience.

“Happy Passports” Campaign: In 2025, Tourism Fiji will focus on strengthening its presence in India through the launch of the “Happy Passports” campaign. This initiative aims to inspire Indian travellers to explore Fiji for unforgettable experiences. Exclusive training for tour operators, seminars, and media partnerships will amplify the campaign’s reach, ensuring that Fiji remains a top-of-mind destination for both honeymooners and families seeking immersive and enriching travel.

Targeting Tier 2 and Tier 3 Markets: Tourism Fiji plans to tap into the growing potential of Tier 2 and Tier 3 Indian markets, where rising disposable incomes are driving demand for unique international travel experiences. By emphasising wellness, eco-tourism, and cultural immersion, Tourism Fiji aims to position itself as the go-to destination for Indian travellers seeking both adventure and relaxation.

Long-Term Growth and Sustainability: Tourism Fiji is committed to building long-term relationships with Indian travellers and the travel trade, ensuring sustainable growth in bookings, and establishing Fiji as the ultimate destination for unique, culturally enriching experiences.

Singapore to Celebrate 60 Years of India-Singapore Relations with Exciting New Attractions

Markus Tan, Regional Director, IMESA, Singapore Tourism Board
Markus Tan, Regional Director, IMESA, Singapore Tourism Board

In 2024, the Singapore Tourism Board (STB) successfully increased awareness and attracted a record number of visitors from India, surpassing 1 million visitors by October—two months ahead of 2023. This was driven by Singapore’s strategic approach to offering diverse experiences bolstered by strong air connectivity between the two nations.

Targeted Campaigns: STB tailored its campaigns to appeal to different Indian traveller segments. The “Made in Singapore” campaign, launched in March 2024, reimagined the “Passion Made Possible” brand by showcasing Singapore’s ability to transform ordinary moments into extraordinary ones. A significant partnership with Bollywood actress Ananya Panday introduced hidden gems in Singapore through a four-episode series, further strengthening the destination’s appeal.

Strategic Partnerships: STB formed key partnerships to boost inbound travel. Collaborations with MakeMyTrip and PhonePe facilitated cross-border transactions and curated holiday packages for Indian travellers. The “Family Playdates. Made in Singapore” campaign, with partners like Singapore Airlines and Sentosa Development Corporation, offered exclusive deals for families, driving family tourism.

New Offerings in 2025: Singapore continually reinvents its offerings to attract travellers. 2024 saw major attractions, such as the Harry Potter exhibit at Sentosa and international music performances by Taylor Swift and Coldplay. Looking forward, eco-friendly and wellness experiences, like the Mandai Rainforest Resort by Banyan Tree (opening April 2025), highlight Singapore’s commitment to sustainability. Additionally, the Rainforest Wild Asia zoological park, set to open in 2025, will provide an immersive experience in conservation and wildlife.

Focus on Indian Travel Trade: STB is committed to strengthening relationships with the Indian travel trade. In 2025, STB will host a multi-city roadshow in Bengaluru, Chandigarh, and Mumbai, showcasing Singapore’s attractions. Workshops, seminars, and educational programmes for Indian travel agents will continue to equip them with the knowledge to effectively promote Singapore.

Celebrating 60 Years of India-Singapore Relations: 2025 marks the 60th anniversary of India-Singapore cultural relations. In January, STB plans special offers and experiential trips alongside events like Singapore Art Week to commemorate this milestone. With an exciting array of new attractions, including the Minion Land at Sentosa and the expanded S.E.A. Aquarium, Singapore aims to remain a top destination for Indian travellers in 2025.

Malaysia to Prepare for Visit Malaysia Year 2026, Targeting Indian Tourists

Noriah Jaafar, Director, Tourism Malaysia, Mumbai
Noriah Jaafar, Director, Tourism Malaysia, Mumbai

Malaysia continues to grow in popularity among Indian tourists, thanks to its affordability, accessibility, and wide range of attractions that cater to every kind of traveller. Whether you are a family looking for fun-filled experiences, a solo traveller seeking adventure, or a business traveller attending a MICE event, Malaysia offers something for everyone. With its vibrant cities, pristine beaches, natural reserves, and rich culinary landscape, it is easy to see why Malaysia has become a top choice for Indian tourists.

Targeted Campaigns and Roadshows: To further boost the number of Indian visitors, we have been proactive in our marketing efforts. These include product briefing seminars, webinars with state tourism boards, and participation in key travel marts like OTM and SATTE. Additionally, we have organised B2B roadshows in Tier 2 cities, with more than 35 delegates participating from Malaysia. These events have been crucial in increasing awareness and driving bookings, enabling us to connect directly with travel agents and tour operators across India.

Catering to Evolving Tourism Segments: Post-COVID, we have noticed a growing interest in female-centric tourism, with more women seeking safe, enjoyable, and culturally enriching travel experiences. Malaysia is increasingly becoming a preferred destination for bachelor groups who enjoy vibrant nightlife and beach destinations, with spots like Langkawi, Penang, and Kuala Lumpur leading the way. We also continue to see Malaysia as a hub for educational tourism, attracting international students to affordable higher education institutions like Universiti Malaya.

Offbeat and Adventure Tourism: Another exciting trend is the rise of offbeat and adventure tourism. More Indian travellers are seeking secluded, tranquil destinations away from the crowd. Areas like Cameron Highlands, Tioman Island, and Borneo have gained popularity for their natural beauty and serenity. Borneo’s lush landscapes and pristine beaches have become a hotspot for adventure tourism, offering trekking, water sports, and opportunities to explore rich sea beds.

2024 Achievements and Plans for 2025: In 2024, we successfully welcomed 1,009,114 Indian tourists, surpassing our target and achieving a 47 per cent growth compared to 2019. As we look ahead to 2025, we are committed to maintaining this momentum. We will focus on joint promotions and tactical campaigns to further boost Indian arrivals. We are also excited to prepare for Visit Malaysia Year 2026, which will serve as a cornerstone for our future tourism initiatives, aiming to attract more visitors from India and worldwide.

Visit California Aims to Position the State as the Ultimate Road Trip Destination

Caroline Beteta, President and CEO, Visit California
Caroline Beteta, President and CEO, Visit California

California has long been the top US destination for Indian travellers, and Visit California is working to maintain this momentum. In 2024, the state introduced its new global branding, positioning itself as “The Ultimate Playground” for travellers seeking a wide range of adventures and experiences. Through media campaigns, trade integrations, and social media promotions, Visit California aims to highlight its playful lifestyle, luxury offerings, family-friendly attractions, and diverse cultural experiences that resonate with Indian travellers.

Trends in Indian Travel: Research indicates that Indian travellers are increasingly opting for longer, more frequent visits with flexible, customised itineraries. There is a rising demand for exclusive luxury and culinary experiences and a growing interest in major events. Visit California is responding by offering more immersive, culturally rich experiences, focusing on the state’s world-class accommodations, easily accessible attractions, and close-knit diversity of experiences.

Marketing Strategies and Partnerships: Visit California’s marketing strategy emphasises California’s unique appeal, highlighting cultural and culinary offerings. The California Star training programme continues to engage travel agents by educating them about the state’s varied attractions. Partnerships with key trade, airline, and media entities help amplify California’s position as the premier destination for Indian travellers.

Looking Ahead: In 2025, Visit California plans to launch a refreshed road trip campaign that provides Indian travellers additional inspiration, tools, and itineraries. This campaign will further establish California as the ultimate road trip destination, with a special focus on the centennial celebration of the iconic Route 66 in 2026, reinforcing the state’s reputation as a must-visit destination for adventure and exploration.

Philadelphia to Leverage its Vibrant Culture to Attract Indian Travellers

Svetlana Yazovskikh, VP - Global Tourism, Philadelphia Convention and Visitors Bureau
Svetlana Yazovskikh, VP – Global Tourism, Philadelphia Convention and Visitors Bureau

India continues to emerge as one of the most significant contributors to global tourism. The increasing affluence and evolving preferences of Indian travellers are driving demand for unique, culturally rich, and immersive travel experiences. Today’s Indian traveller is confident, curious, and eager to explore destinations that offer more than just traditional landmarks. As disposable incomes rise and experiential travel becomes a priority, Indian tourists are venturing beyond well-known spots, and Philadelphia is positioned as an ideal destination for these travellers.

Experiential Travel: The shift towards experiential travel is reshaping how Indian tourists plan their holidays. They are seeking authentic experiences that immerse them in local culture, history, and creativity. Philadelphia, with its rich historical heritage, dynamic arts scene, and vibrant neighbourhoods, provides a wealth of experiences that resonate with this growing trend. From the iconic Liberty Bell and Independence Hall to the murals of the Philadelphia Mural Arts Program, Philadelphia is a city that offers much more than just the typical tourist attractions.

Strategic Partnerships: To reach this market, we have actively collaborated with Indian travel agents, media, and influencers to promote Philadelphia’s distinct offerings. By working with well-known Indian personalities, we have showcased the city’s cultural and historical richness, engaging Indian travellers in a relatable and authentic way. These partnerships have helped establish Philadelphia as a must-visit destination, highlighting its blend of history, culture, and arts.

Engaging Indian Sports Fans: With sports tourism rising, we are also capitalising on major upcoming events like the 2025 FIFA Club World Cup and the 2026 FIFA World Cup. These events provide an excellent opportunity to promote Philadelphia as a prime destination for sports enthusiasts, offering world-class sporting action and cultural immersion.

Welcoming More Indian Visitors: As we move into 2025, our focus remains on deepening engagement with the Indian market through targeted campaigns and collaborations. We are excited to welcome more Indian travellers to Philadelphia, offering them unforgettable experiences that combine culture, history, and world-class hospitality.

Immersive American West Experiences Await in Utah

Rachel Bremer, Director, Tourism Global Markets, Utah Office of Tourism
Rachel Bremer, Director, Tourism Global Markets, Utah Office of Tourism

As we look ahead to 2025, Utah is poised to continue its impressive growth in international tourism, with the Indian market playing a key role in this expansion. In 2024, we saw record-breaking visitation and visitor spending, surpassing pre-pandemic levels. Visitor spending in Utah reached over $12 billion in 2023, and Indian travellers contributed significantly, spending $16.7 million, placing India 12th among global markets. The forecast for 2025 is even more promising, with continued growth in both visits and spending.

Immersive and Unique Experiences: Our goal is to ensure that Indian visitors are well-prepared to fully enjoy Utah’s diverse landscapes, which range from majestic national parks to scenic byways and stargazing spots. Whether trekking in the Wasatch Mountains, skiing in Park City, or exploring the red rock formations of Arches National Park, we want visitors to appreciate Utah’s natural beauty to the fullest. One of the highlights we are excited to share with our Indian visitors is Utah’s growing collection of International Dark Sky Places. We recently designated Castle Dale as our 26th Dark Sky location, which adds to the state’s already impressive range of stargazing opportunities. Utah, home to the world’s highest concentration of dark sky parks and reserves, is a dream destination for night sky enthusiasts. Visitors can enjoy unique experiences like glamping and guided dark sky tours, particularly at our national parks.

Film Tourism: Another growing trend is the rise in “Set Jetting,” where travellers visit iconic film locations. Utah has long been a destination for filmmakers, with its dramatic landscapes inspiring hundreds of films over the years. In 2025, visitors can follow the Utah Film Trail, exploring film locations like Dead Horse State Park (featured in Thelma & Louise) and Coral Pink Sand Dunes (seen in Westworld). This trend ties perfectly with the return of the Sundance Film Festival in January and February 2025, drawing film lovers from around the world.

Expanding Utah’s Brand Awareness in India: The potential for growth in the Indian market is enormous. We anticipate more than 200 per cent growth in visitor spending and over 100 per cent in visits from India between 2019 and 2028. As we expand Utah’s brand awareness in India, we aim to position Utah as a key destination for travellers looking to explore the American West. Whether for a road trip with family and friends or to discover the state’s natural wonders, Utah offers a wealth of experiences that will appeal to the adventurous Indian traveller. We look forward to welcoming more visitors from India to Utah in 2025 and beyond.