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India needs to bridge the gap between a thriving outbound market and untapped inbound potential, as well as what the country’s position in global tourism will be in the future.
Peden Doma Butia
In this episode of the Skift India Travel Podcast, Asia Editor Peden Doma Bhutia explores India’s inbound tourism landscape with Skift Research Analyst Saniya Zanpure. Last month, the Indian government announced initiatives aimed at revitalizing the tourism industry, including providing 100,000 free visas. Despite a surge in outbound travel, inbound recovery has been slow, making these measures important. Catch them as they discuss the factors behind this disparity, including security concerns, visa issues and infrastructure challenges, as well as the untapped opportunities that make India more attractive.
Important points
Strong growth in India’s outbound tourism: India’s outbound tourism has shown strong growth, with international departures increasing by 14% in the first half of this year compared to 2023. This growth is 12% higher than 2019 levels and reflects a sustained recovery and growing enthusiasm for travel. Among Indians post-pandemic.
Spending power and diverse travel preferences: With rising disposable income and affordability of international travel, Indian travelers will spend an estimated $19 billion abroad this year. Trends show an increased interest in off-season travel, package deals and exploring new destinations beyond traditional favorites such as Dubai and Saudi Arabia.
Inbound tourism recovery challenges: Despite strong performance in India’s domestic and outbound markets, inbound tourism in India continues to lag, remaining at 90% of 2019 levels. Factors include safety concerns, limited international marketing efforts, visa complexity, and reduced promotional budgets.
Opportunities to promote inbound tourism: India can tap into diverse tourism offerings such as cultural experiences, adventure, wellness and luxury through targeted and aggressive international marketing. Hosting large-scale events such as the G20 summit and the World Cup has already shown the potential to increase overseas interest.
Importance of infrastructure: Improving infrastructure such as roads, railways, and airports is very important to improve the tourism experience. Improving connectivity within India through an expanded rail network and new airports is essential to ensure a positive experience for international travelers, especially those visiting outside major cities such as Delhi and Mumbai.
Perceptions and safety concerns: Addressing safety concerns and changing negative perceptions about India is important to attract more tourists. Negative global headlines about isolated incidents can deter potential visitors, making it imperative for India to emphasize safety and hospitality in its messaging.
Marketing to specific segments: Increase India’s appeal by tailoring marketing campaigns to specific interests and demographics, such as the Indian diaspora and niche segments such as honeymooners and luxury travelers. You can. It may be useful to learn from targeted marketing efforts in other countries such as Fiji and South Africa.
Potential impact of campaigns like Chalo India: Campaigns like ‘Chalo India’, which aims to encourage Diaspora Indians to use visa incentives to invite friends to India, have the potential to There is a possibility that However, more active and diverse promotions beyond digital platforms are needed to have a significant impact on inbound tourist numbers.
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Episode summary
This episode of the Skift India Travel podcast delves into the exciting growth of outbound tourism in India. India’s outbound tourism grew by 14% year-on-year in the first half of 2024, even surpassing pre-pandemic 2019 figures. With international travel totaling a staggering $19 billion this year, the appetite for international travel is clear. The conversation explores trends such as a shift to off-season travel and a growing curiosity to explore destinations other than Dubai and Saudi Arabia, with countries such as Vietnam, Japan and Malaysia becoming popular.
We also look at the other side of the story: the challenges faced by inbound tourism in India. Despite the country’s rich history, diverse experiences and improved infrastructure, inbound tourism remains at 90% of pre-pandemic levels. It also touches on fundamental issues such as security perceptions, limited global marketing, visa complexities, and the impact of recent promotional spending cuts.
But not everything is gloomy. India has plenty of opportunities to take advantage of experiential travel and take advantage of large-scale events such as the G20 and the World Cup. Aggressive targeted marketing and infrastructure investments such as railway and airport expansion could make India a more attractive destination for tourists from around the world. The ‘Chalo India’ campaign and the potential of leveraging the Indian diaspora as brand ambassadors will be discussed, along with ideas for promoting India’s unique products from luxury to adventure.
