India, with its vast repository of history, culture, and heritage, is uniquely positioned to become one of the top 10 global tourist destinations. This was the consensus among industry leaders at a panel discussion titled “Beyond Borders: Boosting India’s Tourism on the Global Map” during the ET World Leadership Forum 2024. However, to achieve this goal, the country must focus on developing infrastructure and improving accessibility, particularly through features like e-visas, to attract more foreign travelers.
Mandeep Lamba, President and CEO, South Asia, HVS Anarock, who moderated the session, highlighted that the current momentum in infrastructure development in India is unprecedented. “This is the first time independent India has seen such impetus or focus on developing infrastructure, both from the government and the private sector. We are seeing significant investments in road networks, improvements of stations, world-class airports, sports stadiums, and convention centers,” Lamba stated. This infrastructure development is essential for enhancing the tourist experience and making India a more attractive destination for international travelers.
Rajesh Magow, CEO of MakeMyTrip, shared that tourism in India experienced a remarkable 300% year-on-year growth in 2023. However, he emphasized that there is still a long way to go in terms of changing the global perception of India as a tourist destination. “We have to create awareness and change the perception of the country because people (tourists) also worry about security and safety,” Magow noted. Despite the impressive growth, tourism in India is still only at 85% of what it was in 2019 before the COVID-19 pandemic hit. This indicates that while recovery is underway, there is still significant room for improvement.
Puneet Chhatwal, Managing Director and CEO of The Indian Hotels Company Ltd (IHCL), added that India’s current international visitor numbers are still below pre-pandemic levels. “India currently gets about 9.8 million overseas visitors, compared to over 11 million before the pandemic,” he said. Chhatwal also pointed out that this figure includes a substantial number of non-tourists, such as business travelers attending events like the G20 summit or working in multinational companies with offices in India. This distinction is crucial as it underscores the need to increase the number of genuine tourists visiting the country.
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The United States remains the largest source of tourists to India, followed by the United Kingdom, Australia, New Zealand, Japan, France, and Germany. These tourists tend to spend the most on jewelry and apparel, according to data from Visa, which tracks the payment footprint of foreign travelers. This spending pattern highlights the potential for India to further capitalize on its rich cultural heritage, particularly in sectors like artisanal crafts and luxury goods.
Sandeep Ghosh, Group Country Manager for India and South Asia at Visa, emphasized the growing popularity of health and wellness tourism among international visitors. “Leveraging the Ayush initiative can be a big opportunity for the government,” Ghosh said. The Ayush initiative, which promotes traditional Indian systems of medicine, including Ayurveda, Yoga, and naturopathy, can be a unique selling point for India in the global wellness tourism market. This sector has the potential to attract a niche but high-spending segment of tourists looking for holistic health experiences.
In addition to wellness tourism, the aviation sector also plays a crucial role in boosting India’s tourism prospects. Neelu Khatri, Co-founder of Akasa Air, discussed the importance of utilizing technology and artificial intelligence (AI) to enhance customer experience. “With Indian carriers increasing their fleet size and network, airlines can focus on customers using artificial intelligence,” Khatri suggested. She proposed the development of AI-driven mechanisms to offer hyper-focused passenger services, which could significantly improve the travel experience and make India more appealing to international tourists.
However, while technology is important, the essence of hospitality lies in human connections, as highlighted by Lakshyaraj Singh Mewar, Promoter of HRH Group of Hotels. “Hospitality is about people-to-people connect. Talking about health and hospitality is something that you can touch, something that you can feel, something that you can see,” Mewar emphasized. This human element is integral to the tourism experience and is something that India, with its rich cultural traditions of hospitality, can uniquely offer.
In conclusion, while India has the potential to become one of the top 10 tourist destinations in the world, achieving this goal will require a multifaceted approach. The country must continue to invest in infrastructure, leverage its cultural and wellness heritage, and utilize technology to enhance the tourist experience. By addressing these areas, India can not only attract more international visitors but also change global perceptions and solidify its place on the world tourism map.
