How India can Double its Inbound Tourism?

The world is curious about India’s story; it’s time to narrate it louder, clearer, and more captivatingly. 62 lakh foreign tourists visited India between January to August 2024. With a focus on diversify the tourism portfolio, while ensuring that India’s natural and cultural resources are managed sustainably, let us move from Incredible India to ‘Inevitable India.’

As we all know and share, India holds immense potential for doubling its inbound tourism, leveraging its vast cultural diversity, historical richness, spiritual heritage, and natural beauty. A common refrain is that we have been unable to reap the advantage from tourism that we ought to have by now. However, achieving this ambitious goal requires a strategic, multifaceted approach that includes marketing, infrastructure development, and collaborative stakeholder efforts. Here’s a roadmap to achieve this, with a focus on overseas marketing efforts:

1. Identifying and Understanding Target Markets

Rajiv Mehra
President, Indian Association of
Tour Operators (IATO)

India’s inbound tourism strategy must focus on identifying high-potential source markets and tailoring marketing efforts accordingly.

  • High-Potential Markets: Traditional Markets: USA, UK, France, Germany, Canada, Japan, and Australia. These markets already have a historical interest in India, and campaigns here can yield quick returns. Emerging Markets: China, South Korea, Russia, Middle East, CIS, Latin America and Southeast Asia. These markets are growing rapidly and represent significant untapped potential.
  • Market Segmentation: Adventure Tourists: For trekking, river rafting, and wildlife safaris. Cultural Enthusiasts: For heritage tours, festivals, and architectural marvels. Spiritual Seekers: For yoga, meditation, and spiritual retreats. Luxury Travelers: For palace stays, wellness tourism, and premium experiences. MICE.WEDDING.
  • Data-Driven Insights: Utilize AI and big data analytics to understand tourist behaviour, preferences, and spending patterns to refine marketing campaigns.

2. Enhancing Overseas Marketing

The marketing push overseas has begun, but a structured, aggressive campaign is necessary for tangible results.

  • Revitalizing the ‘Incredible India’ Campaign: The “Incredible India” brand must remain dynamic, consistently refreshed to resonate with evolving global trends. Localized Messaging: Tailor content to appeal to specific demographics and cultures. Compelling Storytelling: Showcase immersive traveler stories via blogs, social media, and short films.
  • Leveraging Digital Platforms: Digital marketing can amplify India’s global outreach effectively and economically: Search Engine Optimization (SEO): Ensure that Indian tourism websites rank high on travel-related searches. Social Media Campaigns: Platforms like Instagram, TikTok, Facebook, and YouTube can share visually compelling content such as drone footage of destinations, behind-the-scenes festival stories, and traveler testimonials. Influencer Partnerships: Collaborate with international travel influencers to provide an authentic narrative. Virtual Reality (VR) Experiences: Offer 360-degree tours of landmarks like the Taj Mahal or Hampi, enticing potential visitors.

Here let me outline that IATO has appealed to the Hon’ble Prime Minister of India, Respected Shri Narendra Modi ji, and has recommended that

That the twenty (20) India tourism Overseas offices, which have been closed, need to be re-opened.

That Ministry of Tourism, Government of India should participate in all important overseas travel marts along with industry stakeholders by taking bigger space for which Advance planning of at least one year with dedicated funds needs to be done.

That financial support to be provided to the tour operators on their foreign exchange earnings which they could use for their overseas marketing & promotions and offer competitive packages to their foreign counterparts to compete with our neighbouring countries.

International Roadshows and Events

Conduct tourism roadshows and participate in international travel fairs (WTM London, ITB Berlin, etc.) AND LESSER KNOWN BUT IMPORTANT INTERNATIONAL TRAVEL MARTS.

Showcase India’s tourism potential with live performances, authentic cuisine, and interactive exhibits.

Collaborate with travel agents, airlines, and hospitality providers abroad to offer India-specific travel packages.

Media Collaborations: Partner with international travel magazines for feature stories on India. Engage international filmmakers to use Indian locations.

3. Strengthening Connectivity

Seamless travel is critical to attracting more tourists. Tourists do not prefer to go on holiday when flights are uncertain.

Improving Air Connectivity: Direct Flights: Increase the number of direct flights from major source markets to Indian cities. Open Skies Policy: Encourage more airlines to operate in India under liberalized air service agreements.

Visa Reforms: Simplified Visa Process: Expand the e-visa facility to include more countries, ensuring swift processing. Tourist Visa on Arrival (TVOA): Explore TVOA for strategic countries with growing outbound travel demand. Group Incentives: Offer special visa privileges for groups, encouraging larger tourist delegations.

4. Enhancing Infrastructure

For sustainable growth, infrastructure must align with increased tourist arrivals. The two must meet in a known and transparent process, infrastructure growth must align with tourism demand, and vice-versa, that tourism must be promoted where weare adding airports, road and hotels.

Accommodation: Develop a mix of luxury, budget, and eco-friendly stays. Encourage home stays and boutique properties, particularly in rural areas, to offer authentic experiences.

Transportation: Improve road and rail connectivity to secondary and tertiary tourist destinations. Introduce luxury trains and river cruises that cater to international travelers.

Hygiene and Safety: Ensure international standards for sanitation at tourist sites. Strengthen tourist police forces to ensure safety.

Accessibility: Prioritize infrastructure for differently-abled tourists at key destinations.

5. Diversifying Offerings

India must broaden its tourism appeal by introducing niche experiences. Festival Tourism, Wellness and Medical Tourism, Adventure Tourism, Sustainable and Rural Tourism, Wedding Tourism.

One of the fastest-growing segments of Indian tourism is wedding tourism. Streamlining Wedding Tourism: From Permissions to Human Capital.

6. Building Public-Private Partnerships

Collaboration is key for effective execution.

Private Sector Involvement: Work with airlines, tour operators, and hoteliers to create and promote travel packages. Incentivize private investment in tourism infrastructure.

State-Level Collaboration: Encourage states to showcase unique attractions under a unified national tourism umbrella. Promote lesser-known destinations alongside established ones.

Community Engagement: Involve local communities in tourism activities, ensuring economic benefits trickle down and preserving cultural authenticity.

7. Monitoring and Evaluation

Establish a robust system to measure the success of campaigns and initiatives.

Key Metrics: Tourist footfalls, average length of stay, and per capita spend. Conversion rates from marketing campaigns. Reviews and feedback on platforms like TripAdvisor and Google.

Adaptive Strategies: Regularly tweak strategies based on performance data and emerging global trends.

8. Role of Stakeholders

All stakeholders, including the Ministry of Tourism, state governments, and industry players like the Indian Association of Tour Operators (IATO), must work cohesively:

Conclusion

India’s journey toward doubling its inbound tourism hinges on sustained marketing efforts, infrastructure upgrades, and strategic partnerships. While the seeds of overseas marketing have been sown, intensifying these efforts with innovative campaigns, technology-driven outreach, and a focus on quality experiences will yield long-term dividends. The world is curious about India’s story; it’s time to narrate it louder, clearer, and more captivatingly. 62 lakh foreign tourists visited India between January to August 2024. With a focus on diversify the tourism portfolio, while ensuring that India’s natural and cultural resources are managed sustainably, let us move from Incredible India to ‘Inevitable India.’ When people think of travelling to the East, they have India to be their first choice.


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