While inbound tourist numbers still remain low in India, domestic traffic is skyrocketing
There was a time when more than 10 million foreign tourists used to visit India. But that was before the world changed due to the Covid-19 pandemic. Now, though the sector has recovered to pre-pandemic levels overall, inbound tourist numbers still remain subdued at 6 million or so, in other words, 40 per cent down from the previous high.
Contrast that with the numbers which accrue from domestic tourists – in 2022, within the country there were approximately 1,731 million visits by travellers. In 2023, this further increased to 2,509 million visits. The buoyancy in numbers reflects India’s rich cultural heritage, diverse landscapes, and increasing economic prosperity.
Driven by factors such as rising disposable incomes, improved infrastructure, and targeted promotional campaigns, India’s travel market experienced a 72 per cent growth in gross bookings, reaching $33.2 billion in 2022, surpassing pre-pandemic figures. This growth is largely attributed to the surge in domestic tourism.
Budget-conscious domestic travellers typically spend between ₹4,000 to ₹5,000 per night on accommodations, while premium lodging options start at around ₹9,000 per night.
Untapped potential
Even at the height of tourist arrivals from overseas, India accounted for only 1.23 per cent of global international tourist arrivals. India’s inbound tourism has traditionally been dominated by travellers from countries such as the United States, United Kingdom, Bangladesh, and Canada. Popular attractions include the Taj Mahal, Rajasthan’s palaces, Kerala’s backwaters, and spiritual hubs like Varanasi and Rishikesh. However, challenges such as infrastructure gaps, lack of coordinated marketing, and visa restrictions have hindered growth.
Strategies to grow inbound tourism
Streamlined visa processes: Simplifying visa requirements and expanding the e-Visa program can significantly enhance the ease of travel. Currently available for citizens of over 160 countries, the e-Visa program can be further refined to include more countries and reduce processing times.
Improved infrastructure: Investments in transportation, accommodation, and tourist amenities are critical. Expanding connectivity to lesser-known destinations through airports, railways, and highways can disperse tourist footfall beyond established hotspots.
Aggressive marketing campaigns: Revitalising initiatives like “Incredible India” and targeting specific segments such as adventure enthusiasts, luxury travellers, and cultural explorers can attract niche audiences. Collaborations with travel influencers and digital platforms can amplify India’s appeal.
Focus on safety and hygiene: Ensuring safety, particularly for solo and female travellers, is paramount. Initiatives like women-friendly helplines, verified guides, and safe transport options can build trust. Additionally, maintaining hygiene standards at tourist sites can enhance the overall experience.
Promotion of regional tourism: Highlighting regional festivals, cuisines, and crafts can showcase India’s diversity. States like Meghalaya, Arunachal Pradesh, and Odisha, which are less explored, can be marketed as offbeat destinations.
Digital transformation: Developing an integrated tourism app that provides information on destinations, itineraries, local guides, and real-time updates can enhance the convenience for travellers. Augmented Reality (AR) and Virtual Reality (VR) can offer immersive previews of destinations, enticing tourists.
Sustainable tourism practices: Promoting eco-tourism and implementing policies to minimise environmental impact are crucial. Certification programmes for sustainable accommodations and tours can attract environmentally conscious travellers.
Collaboration with global partners: Partnering with international airlines, travel agencies, and cultural organisations can expand India’s reach in global markets. Joint marketing campaigns with neighbouring countries can also promote multi-destination travel.
While the potential for inbound tourism is immense, challenges like bureaucratic hurdles, inconsistent service quality, and negative perceptions about safety need urgent attention. Addressing these issues through public-private partnerships and a cohesive national strategy can unlock India’s tourism potential.