Indian travel companies urge government to enhance marketing efforts

Travel companies in India are asking the government to enhance overseas promotions to attract more foreign tourists. Despite a small increase in 2024, foreign visitor numbers remain below pre-pandemic levels. Industry leaders are calling for better marketing, easier visa processes, and improved air connections. Recent figures from the tourism ministry show a 6.6% drop in foreign arrivals in December 2024 compared to the previous year. The numbers also fell by 16.1% from December 2019, before the pandemic. In total, India welcomed over 9.65 million foreign tourists in 2024, which is a slight increase from 2023 but still down from nearly 11 million in 2019. Rajiv Mehra, president of the Indian Association of Tour Operators, highlighted a lack of buzz about India in overseas markets. He hopes for stronger participation in upcoming travel fairs to boost visibility. Rajeev Kohli, a travel industry executive, noted that the Indian government is not funding enough overseas promotional efforts. Experts stress the importance of marketing tourism effectively since it is a discretionary purchase. Jyoti Mayal, chairperson of the Tourism and Hospitality Skill Council, suggested that simplifying visa applications and enhancing air travel routes would help revitalize international tourism. Historical data shows that foreign tourist arrivals grew steadily for decades until the COVID-19 pandemic led to a sharp decline. Kohli emphasized that tourism should be viewed as a broader sector, involving airlines, hotels, and more, to better tackle these challenges.