India well-positioned to continue captivating visitors from around the globe

India’s tourism landscape is rapidly evolving, attracting international travellers with its rich cultural heritage, stunning landscapes, and diverse experiences. Prominent tour operators from different regions in India share their insights on the inbound tourism market. While each specialises in various travel areas, their feedback reflects the unique appeal of India, highlighting the country’s dynamic and multifaceted tourism offerings.

India’s global image has evolved significantly, beyond stereotypes like “snake charmers.” Today, it is viewed through the lens of politics, Bollywood, OTT, and the achievements of its diaspora. As countries compete for tourism, India stands out for its unique offerings, encapsulated in the tagline “Incredible India.” Many travellers, often seasoned globetrotters, are drawn here for its spirituality, craft, culture, heritage, wellness, and wildlife. Improved infrastructure and connectivity further enhance India’s appeal, transforming positive interest into actual travel experiences.

Nivalink: Crafting Amazing Journeys to Inspire Travellers to Return and Refer

Nivalink is a boutique travel agency in Mumbai, established in 2001, dedicated to creating memorable experiences for all travellers. Niraj Vashi, Founder and Director, Nivalink, states, “Traditional inbound tourism has primarily attracted travellers from developed regions like Western Europe, the USA, Canada, and Australia, focusing on heritage sites, cultural experiences, and crafts. Rajasthan and Kerala have long been leaders in this area, followed by Tamil Nadu.”

According to Niraj, new inbound destinations are emerging thanks to improved infrastructure and connectivity. Better roads, hotels, and air/rail links have made travel to the Northeast more accessible. For example, he says, “Vivanta by Taj has opened a hotel in Tawang, bringing international-standard accommodation to this remote area, thus boosting tourism.” Likewise, Vijayapur (Bijapur) lacked quality hotels, which limited the promotion of Karnataka’s Heritage Triangle (Bijapur, Badami, and Hampi). Now, with several new hotels and an upcoming airport, tourism is set to increase. Additionally, Port Blair now offers a direct flight from Malaysia, enhancing regional tourism to the Andaman Islands.”

Non-Traditional Markets Fueling Inbound Travel

Discussing emerging markets for Indian travel, Niraj notes, “We have guests from Kenya who love Kashmir, and Indian-origin South Africans are coming for spiritual tourism and pilgrimages. Wellness tourism is attracting visitors from countries like Turkey, which previously had few travellers to India for this purpose. Additionally, many birdwatchers are arriving from Southeast Asia. This influx from non-traditional markets is expanding the scope of inbound travel.”

Emerging Indian Destinations

Niraj also mentions new trends and destinations in Indian tourism. The development of Ayodhya has attracted NRIs and the Indian diaspora from around the world, bringing them back in large numbers. The Rann of Kutch and its desert festival particularly appeal to Gujarati NRIs. Wildlife tourism is expanding beyond Central India’s tiger reserves, with experienced photographers exploring leopards in Rajasthan, primates in Manas National Park, snow leopards in Spiti and Ladakh, and red pandas on the Indo-Nepal border. Tiger tourism is also evolving, with new parks being established. Social media and bird-watching apps have significantly boosted birding in India, as photographers target specific species in each region. The industry is still nascent but will continue to grow with the opening of more birding lodges.

Weddings Boosting Tourism

A noteworthy trend is the rising number of international travellers coming to India for weddings, often using the opportunity to explore the country during their stay. While not entirely new, the volume of Indian weddings involving NRIs and international brides and grooms has seen a significant surge. This growth has made the pre- and post-wedding travel segments highly lucrative for inbound travel operators.

Nivalink’s traditional markets include the USA, France, the UK, Australia, and South Africa, with Singapore emerging as a robust regional market. Niraj explains, “Our strategy has always focused on extensive travel within India to explore and authenticate destinations, hotels, and experiences. We promote this expertise through our website and social media. Our areas of specialisation include luxury and experiential travel, wildlife, birdwatching, wellness, and pilgrimages. This targeted approach gives us a competitive edge in the crowded inbound travel market. Our company’s mission centres on providing travellers with exceptional experiences in India, inspiring them to return or recommend us to others.”

Atithi Devo Bhava

International travellers are often overwhelmed by the genuine warmth of Indians, particularly hotels and local guides, who embody the spirit of “Atithi Devo Bhava.” However, this may not hold in tourist-heavy areas like Agra, Varanasi, and Delhi. Niraj reflects, “Once I asked an international traveller why he keeps returning to India, to which he said, “India, beyond its cities, retains its originality and authenticity. I come for its unique elements, delicious food, and warm hospitality.’”

Progress and Challenges

Many travellers are pleasantly surprised by India’s progress, particularly with easy UPI payments. Returning visitors observe some loss of authenticity due to modernisation but recognise that growing tourism makes it challenging to preserve every traditional element. There remains a need for better washroom facilities and enhanced hygiene standards at restaurants along travel routes.

Discover Madhya Pradesh’s Rich Biodiversity with i4u Travel Services

Madhya Pradesh is a multi-faceted destination for tourism, offering a variety of experiences, including wildlife, heritage, spirituality, and leisure. i4u Travel Services, based in Jabalpur, specialises in wildlife and also caters to all the heritage, spiritual, and leisure destinations of Madhya Pradesh.

Souvik Banerjee, Director, i4u Travel Services, says, “Since the last few years, India has witnessed a surge in international tourism driven by a growing fascination with its diverse cultural heritage, spiritual allure, and breathtaking natural beauty. Notable trends among international tourists in India include a strong desire for cultural immersion, as travellers seek authentic experiences that allow them to explore the country’s rich cultural tapestry. This involves visiting ancient temples, attending traditional festivals, learning local crafts, and engaging with local communities, particularly in places like Tamil Nadu and Varanasi. Additionally, India’s reputation as a global hub for yoga and wellness has drawn many visitors to retreats in Haridwar, Rishikesh, and Uttarakhand, where they seek rejuvenation and inner peace. Wildlife tourism is also on the rise, with India’s national parks attracting nature enthusiasts and adventure seekers for activities like tiger safaris and birdwatching tours, especially in Madhya Pradesh and Rajasthan.”

Top Attractions for Foreign Visitors

India offers a diverse range of attractions for international tourists. According to Souvik, specific experiences that foreign visitors are most interested in include iconic historical and cultural sites like the temples of Tamil Nadu, the Taj Mahal, the Golden Temple, and Hawa Mahal, as well as lesser-known destinations such as Bundi and Orchha. Wildlife enthusiasts are drawn to tiger safaris in national parks like Bandhavgarh, Kanha, and Pench. At the same time, the country’s reputation as a global hub for yoga and wellness attracts many visitors to retreats. Goa’s pristine beaches, vibrant nightlife, and emerging destinations like Varkala and Gokarna cater to beachgoers. For pilgrimages, spiritual seekers flock to sacred sites such as Varanasi, Rishikesh, and Haridwar. Additionally, travellers are increasingly exploring off-the-beaten-path regions like Ladakh, Sikkim, and Arunachal Pradesh for unique cultural experiences, engaging in community-based tourism through homestays, participating in adventure activities in the Himalayas and Western Ghats, and discovering India’s diverse culinary traditions through food tours and cooking classes.

i4u Travel Services is focusing on several key segments of foreign tourists visiting India. Adventure enthusiasts are drawn to thrilling activities like trekking, rafting, and wildlife safaris. Cultural immersions attract those interested in India’s rich heritage, including historical sites, temples, and traditional festivals. Spiritual seekers come for transformative experiences and pilgrimages to sacred sites. Wellness and yoga enthusiasts seek rejuvenating retreats and practices, while luxury travellers seek personalised experiences and high-end accommodations. By targeting these segments, i4u Travel Services aims to provide tailored experiences for a diverse range of travellers.

Feedback from Foreign Tourists

International tourists often share a mix of positive and negative feedback about their experiences in India, highlighting several common themes. According to Souvik, “Travellers are captivated by India’s cultural richness, including its vibrant festivals, ancient traditions, and warm hospitality. They also appreciate the stunning natural beauty, from the Himalayas to Goa’s beaches, and find deep spiritual growth at sacred sites and yoga retreats. Indian cuisine, with its rich flavours, is often a highlight, and many budget travellers enjoy the affordability of travelling in India.”

Challenges do exist, however. Some travellers face infrastructure issues, such as crowded cities and heavy traffic. While cultural differences add to the intrigue of travel, they can also present obstacles, like language barriers. Souvik notes, “For some, safety concerns—particularly in crowded areas or late at night—are important considerations, while language barriers can create communication challenges in regions with limited English proficiency.”

From Temples to Trekking, Trip Rega Encapsulates the Essence of Uttarakhand

Uttarakhand is a northern Indian state home to part of the stunning Himalayas, often referred to as “Devbhumi” or “Land of the Gods.” Religious tourism is the largest segment in the state, featuring numerous ancient Hindu temples that attract pilgrims from across the country. In addition to its spiritual offerings, Uttarakhand is a hub for adventure activities such as trekking, river rafting, and camping, making it a popular destination for both spiritual seekers and adventure enthusiasts.

Trip Rega is one of the leading DMCs for Uttarakhand. Alpesh Kumar, CEO, Trip Rega, says, “International tourists have increasingly shown interest in India due to its rich culture, heritage, yoga, and diverse experiences. The affordability of Indian tours compared to other international destinations is another significant factor. While COVID-19 and some international issues have impacted tourism recently, it is gradually returning to normal.”

Cultural experiences are a significant attraction for foreign tourists, with India’s diverse states offering distinct and memorable activities. Alpesh shares, “Yoga has greatly influenced tourism in recent years, with walking tours in Rishikesh and Haridwar drawing considerable interest from international visitors. The Indian Himalayas are also popular for trekking tours to iconic sites like the Source of the Ganga, Kedarnath, and the Valley of Flowers. Additionally, village tourism is on the rise, as tourists seek authentic rural experiences in the Himalayan region.”

Expanding Markets

Trip Rega’s primary markets include the USA, Europe, the UK, Australia, Canada, and Israel. However, they are also focusing on Brazil, Mexico, Japan, and South Africa, recognising substantial growth potential in these regions. They utilise their network along with social media and internet marketing to reach potential customers.

Need for Stronger Tourism Marketing

Alpesh emphasises, “India needs stronger marketing to showcase its diversity beyond just five or six popular destinations. The government should collect feedback from tourists and tour operators to address existing issues. We must develop and promote more diverse experiences. Also, improvements in roads, traffic management, and cleanliness of public spaces are essential, as these are common concerns among international tourists.”