In this special report, we attempt to uncover the ground realities of India’s inbound tourism market from experts on the front lines. Leading inbound travel agents share their perspectives on the factors impeding growth, expectations of international visitors, and what it will take for India to position itself as a more competitive global tourism destination.
India’s inbound tourism market is at a pivotal moment, brimming with potential yet facing complex challenges. While India’s rich tapestry of enchanting heritage, ancient culture, exceptional landscapes, and invaluable experiences inspires the world, the real question is: Are we fully capitalising on this potential?
TTJ goes beyond the numbers and reports to hear directly from the people shaping the inbound sector—travel agents and tour operators who navigate the realities of the inbound market daily. What is working? What is holding India back? How can the industry evolve to attract more international travellers? These questions often sear to the surface through heated debates with no definitive answers yet.
India’s Tourism Paradox
India’s tourism sector has witnessed a steady post-pandemic revival. In 2023, India recorded 18.89 million International Tourist Arrivals (ITAs), while Foreign Tourist Arrivals (FTAs) stood at 9.52 million. The country’s Foreign Exchange Earnings (FEEs) through tourism reached Rs 2,31,927 crore, while Domestic Tourism Visits (DTVs) soared to an astounding 2509 million.
However, these figures barely scratch the surface of a country of India’s scale and potential. Despite its vast selection of tourism products, India has yet to unlock its true inbound potential, especially compared to the corresponding boom in outbound travel. As Indian travellers increasingly explore global destinations, driven by rising disposable incomes, improved connectivity, and heightened accessibility, international tourism boards are scrambling to tap into this lucrative market.
Global Perception of India
‘Incredible India’ conjures up colourful images of a treasure trove of traditions, celebrations, wildlife adventures, culinary extravaganzas, and the nation’s gracious hospitality mantra – ‘Atithi Devo Bhava’ (the Guest is God). While the country continues to enchant travellers, it also grapples with complex challenges that shape its global perception.
Ranju Joseph, Director and CEO, Pioneer Personalized Holidays, observes that foreign travellers often arrive with preconceived notions but leave with a newfound appreciation. He says, “My experience is that foreign clients are pleasantly surprised at how modern India is, even as traditions stay alive on the other side.” This juxtaposition of the ancient and the modern remains one of India’s most fascinating aspects.
Nitin Sambhi, Director, Terra Ignota Tours, highlights both the admiration and concerns that international visitors travel to India with. “While many see India as a vibrant and welcoming destination, concerns about safety, cleanliness, and pollution remain. We must address these issues through active sensitisation, which is crucial in reinforcing India’s image as a safe and traveller-friendly country,” he notes.
Munish Abrol, Chairman and Director, Incredible Voyages, has experienced first-hand the great awe that foreign travellers associate with India. However, he firmly asserts that India’s urban landscape presents a challenge and says, “The untreated garbage on our streets tarnishes the country’s image and often deters foreign tourists from booking trips to India. Cleanliness and urban management must be prioritised to enhance India’s global appeal.”
Vishwas Makhija, Founder and President, Luxury India Holidays, acknowledges the reservations many foreign travellers harbour about safety, hygiene, and poverty. He observes, “These mental barriers can deter potential visitors. I have seen many clients arrive with doubts, but when they experience India with boots on the ground, they fall in love with the country, its magic, warmth, and unparalleled hospitality.”
Anil Dwivedi, Co-Founder, Quality India Tours, highlights the enduring impact of the nation’s signature hospitality, which captures your heart and makes you yearn for more. He shares, “From the moment guests arrive, they are welcomed by warm hospitality, world-class accommodations, and a diverse array of experiences. They realise one visit is not enough and are always eager to return!”
Suggested Strategies to Boost India’s Inbound
As international demand remains fragmented and post-pandemic revival is still in process, the need for a strategic overhaul in marketing, branding, and global outreach has never been greater.
With over 35 years in the industry, Vishwas has witnessed various shifts in strategy and execution. He advocates for a pragmatic promotional plan positioning Incredible India as a year-round destination. He notes, “Our sheer size and diverse climate allow for tourism in every season. We need focused efforts to brand India as a safe, sustainable adventure travel destination, leveraging our vast portfolio of outdoor activities. Let us not forget—73 per cent of the entire Himalayan range lies within India.” He further emphasises, “Selecting the right global media companies to actively support India’s growth is essential. We must run campaigns across North and Latin America with strong visual storytelling.” He also sees culinary tourism as an untapped goldmine in India. “We have not even scratched the surface of India’s gastronomic depth. A focused push on culinary tours could open up brand new avenues for inbound tourism,” he predicts.
Ranju highlights the role of government support. He says, “The inbound tourism fraternity needs backing through increased advertising in key markets, reinstatement of the MDA scheme, and Forex benefits like SEIS.”
Emphasising the importance of extensive government-led publicity campaigns, Anil explains, “It is an accepted worldwide practice that governments allocate funds for tourism promotion through roadshows, advertisements in media, and branding in public spaces. Earlier, we held ‘Festivals of India’ across the world. These exhibitions, road-shows, and fairs showcased and promoted India’s cultural and architectural heritage – Reviving such initiatives is crucial.”
Further, he recommends the need for a well-structured participation strategy in international travel shows. “India Tourism must announce its annual calendar for events like ITB Berlin or WTM London a year in advance. This would allow stakeholders to prepare and provide incentives for those bringing Forex into the country, encouraging proactive marketing.”
Conversely, Munish emphasises the need to reinvigorate India’s tourism campaigns. “First and foremost, we need to kickstart ‘Incredible India 2.0’ internationally with renewed energy and a substantial budget. The Ministry of Tourism’s investment has been negligible, and India as a brand is completely missing in action.”
Nitin observes the lack of demand for India among international travellers. “In my frequent travels across Europe and the Americas, our partners consistently share feedback on India not being a sought-after destination post-pandemic. Most international tour operators do not have the bandwidth or enthusiasm to promote India in a low-demand scenario as they are busy selling destinations with higher traction.” He insists on a macro-level rebranding effort to align India’s tourism products with evolving consumer demands. “We need a robust, aggressive, and consistent digital marketing footprint alongside global promotions and events. Influential personalities, PR companies, and media collaborations can help create buzz around destination India. It would also be worthwhile to have a prominent face for our country’s tourism, much like Lionel Messi for Saudi Arabia or Roger Federer for Switzerland.”
Engaging International Tour Operators to Boost Visibility
A targeted approach and data-driven strategy is the need of the hour to increase India’s visibility globally. Anil says, “The government must reopen tourist offices worldwide and revive roadshows, exhibitions, and cultural events to promote India. Massive advertising campaigns across print, digital, radio, and television platforms are crucial to increase visibility. If consumer demand rises, more tour operators will be driven to promote India. Simply put, ‘Jo Dikhta hai, Wohi bikta hai’ (What is visible sells).” He also highlights the broader economic impact of increased tourism, stating, “More tourists mean more business not just for us agents, but for hotels, transporters, restaurants, guides, and even auto and taxi drivers. It also translates to higher GST revenue and job creation.”
Vishwas highlights the importance of proactive engagement with international tour operators (ITOs). “We need to bring ITOs on fully government-sponsored educational trips to India, ensuring a seamless, welcoming experience showcasing the best of what India offers. Stakeholders such as DMCs, hotels, and lodge owners—must collaborate to conduct extensive roadshows in key source markets managed by professional country-specific PR firms. Regular educational sessions for ITOs, along with DMCs, are essential to deepen their understanding of India’s diversity and tourism products,” He shares.
Munish stresses the need to spotlight India’s emerging destinations. “With our expanded network of airports and newly built highways, we must highlight new destinations and encourage tour operators who have yet to promote India.”
Nitin calls for direct government support for industry stakeholders. “Incentive plans and financial backup for major tour operators across markets are essential for promotional campaigns and FAM trips. Regular Destination India events and roadshows must be organised to create awareness and stimulate demand in overseas markets. Countries like Canada, Austria, Dubai, Qatar, France, and Spain consistently engage tour operators through networking events—yet India’s tourism authorities remain hesitant. “I fail to understand why our tourism authorities shy away from this engagement, which is disappointing not only to us but also to the international tour operator.”
Ranju focuses on the importance of promoting India’s renowned signature tourism experiences. “We need to increase awareness about India in key international markets. Products such as India’s Ayurveda and wellness tourism, in particular, should be aggressively promoted,” he notes.
Most Visited Inbound Destinations in 2024
India’s inbound tourism landscape in 2024 has been shaped by traditional favourites and emerging trends. Munish states, “This financial year has seen a surge of interest in Prayagraj for Kumbh, which is well known. On the other hand, central India’s wildlife parks and reserves have been a big hit with inbound tourists.”
Noting that classic destinations continue to thrive, he says, “In the North, the Golden Triangle—Delhi, Jaipur, and Agra—along with Varanasi and Rajasthan, saw the highest tourist footfall in 2024. In the South, Kerala and Tamil Nadu were leading, while among NRIs, Ayodhya has seen a surge in demand.” The current trend leans toward immersive experiences, with travellers opting for more extended stays in each destination. “The Northeast, especially Assam and Sikkim, is fast emerging as a popular traveller’s choice for authentic and sustainable travel experiences,” he adds.
Nitin also acknowledges the enduring popularity of traditional destinations while observing shifting travel trends. “We have experienced a consistent footfall in the popular destinations of Rajasthan and Uttar Pradesh, with a growing influx to Ladakh, Kashmir, Sikkim, and Karnataka.”
Ranju has observed an attraction for the South, “The whole of South India has been popular with our partners. That trend seems to be continuing into 2025.”
Noting the strengths of key states, he says, “Rajasthan has always done well, and Kerala has gone way beyond with its wellness story. Madhya Pradesh has put ‘Heart of India’ on the global map with its tiger story. The rest of the country has shown scattered results.”
Promising International Markets for India
While traditional markets like the USA, UK, and Western Europe remain strong, emerging regions present fresh opportunities.
Anil emphasises the need to attract high-value travellers to India, for which speedy infrastructural development is key. “Scandinavian and Eastern European countries have strong potential, and reopening tourism from China should be a priority given its proximity and traveller base. He comments on the limited and expensive flights to India: “We must encourage an open skies policy and bring in more international airlines. Direct flights save time and make India a more convenient destination.” He also explains the importance of issuing long-term visas to international visitors. “Similar to the 10-year US visa, it will encourage repeat visits. India deserves many repeats – one for the North, one for the South, and one for Ladakh, if not a fourth for the Northeast!” Anil also shares his faith in the high potential of Incentive Travel to India and Wildlife Tourism, which can be a game changer in India’s tourism story.
Nitin believes it is time we shifted focus from conventional markets to newer regions. He elucidates, “Our tourism authorities have concentrated on the USA, UK, Australia, Western and Southern Europe for years. It is time to target emerging markets like Latin America, Eastern Europe, Japan, South Korea, Thailand, Singapore, and Indonesia.”
Ranju mentions two key markets that demand greater focus, “Australia and the USA should be a top priority in India’s inbound tourism strategy.” With strong spending power and a keen interest in culture, heritage, and unique experiences, travellers from these regions represent a significant opportunity.
Vishwas also highlights the spending power and travel preferences of particular regions. “North America, the UK, and select Latin American countries show significant interest in India’s mystical stories. These are high-spending travellers who prefer premium accommodations and unique experiences. Once they visit, they become India’s best ambassadors. The UK, in particular, has a deep-rooted connection with India and a strong appetite for culture, nature, and wildlife.”
Munish sees an untapped opportunity in the East European countries. “They hold immense potential, but India has not been easily accessible to them. With better airline connectivity and strategic promotions, these markets could drive a new wave of inbound travellers in the coming years,” he shares.
India’s Tourism Future Hinges on Action, Not Potential
India’s inbound tourism holds immense potential, but realising sustained success demands strategic action. To secure a larger share of the global tourism market, the country must go beyond effective marketing and actively reshape outdated perceptions that limit its growth. By offering compelling reasons for international travellers to visit, extend their stay, and return, India can fully leverage its unparalleled diversity to its advantage. However, potential alone cannot drive numbers. The way forward demands a synchronised effort between policymakers and industry leaders who truly understand and can deliver the magic of India.
Munish concludes with a candid call to urgently revive and revamp the Incredible India brand. He emphasises, “Without greater government investment, India risks losing its competitive edge. The responsibility of promoting the country globally cannot rest solely on inbound operators, who are already struggling with financial constraints from GST taxation and limited resources. If enhancing India’s global image is left entirely to us, then only god can help us.”
The message from industry leaders is clear: India must reclaim its global standing with a bold, government-backed push and make India truly incredible again!
