Incredible India, but not yet for Indians

While domestic travel numbers are impressive on paper, the reality paints a different picture.

It is again that time of the year when people plan their annual vacations clubbed with holidays and the new year. India stands at 39 among 119 countries in the Travel and Tourism Development Index 2024 report published by the WEF. Foreign tourists visiting India is gradually increasing but not yet to the pre-COVID year level. Tourism contributes about 5% to the GDP directly and indirectly.

Clearly, the ‘Incredible India’ campaign had captivated audiences worldwide, presenting the country as a treasure trove of culture, heritage, and natural beauty. But ask many Indians about their experiences travelling within the country, and a different narrative emerges, especially from those who have travelled abroad – one of discomfort, high costs, poor hygiene, and systemic inefficiencies. While domestic travel numbers are impressive on paper (more than. 1.6 billion tourist visits, according to the Ministry of Tourism, and this is expected to peak in 2026), the reality paints a picture of unmet expectations and avoidable frustrations. Here are a few insights:

The High Cost of “Budget” Travel

Contrary to the popular belief that India is an affordable destination, domestic travel can burn a hole in the pocket, especially for middle-class families. Airfares, for instance, have seen a steady increase. A comparative study by DGCA in 2023 found that average domestic airfares on key routes have risen by nearly 20% since 2018, making air travel a luxury for many Indians. During festival and holiday season, this is probably more than 50-100% higher.

Even train travel, traditionally the lifeline of affordable tourism, is no longer as pocket-friendly. Premium trains like the Vande Bharat Express are fast but priced significantly higher than conventional options. For budget-conscious tourists, this leaves road trips as an option – an endeavour plagued by exorbitant toll charges and increasing fuel costs. Accommodation adds another layer to the financial burden. A decent stay in popular destinations like Goa or Jaipur can cost upward of Rs 4000 per night during peak season. For families, this pushes total travel expenses well beyond the realm of affordability, making international destinations like Thailand or Dubai more appealing due to competitive pricing and all-inclusive packages. Even for high-end tourists, places like Kerala and Kashmir can be more expensive than a Swiss trip.

Hygiene Is a Persistent Irritant

The promise of an "incredible" experience falters when tourists encounter the stark reality of hygiene standards in India. Public restrooms, particularly in smaller towns and rural areas, remain a nightmare for most folks. According to a report by the World Bank, less than 50% of rural households had access to improved sanitation as of 2022.  Even the maintenance in trains like Shatabdi is pathetic and toilets remain a sore spot for women travellers.

As for urban tourist hubs, issues like littering, poorly maintained facilities, and open dumping of waste are pervasive. Take Agra, home to the iconic Taj Mahal – India’s most visited monument. While the monument itself is pristine, the surrounding areas are marred by unclean streets and inadequate waste disposal, leaving many tourists with a sour taste. Hygiene concerns also extend to food safety. Many people hesitate to try local delicacies from street vendors due to fears of food-borne illnesses, limiting their culinary experiences and overall satisfaction.

Unethical Practices and Overcharging

One of the most frequent complaints among domestic tourists is the prevalence of unethical practices. Overcharging tourists, particularly in popular destinations, is an open secret. Whether it’s inflated taxi/auto fares, overpriced food at tourist hotspots, or “special entry” fees at monuments, visitors are treated as cash cows. As an example, in Rajasthan, domestic tourists report paying 20-30% more for camel rides or cultural performances compared to locals. A 2022 survey report says that 65% of domestic tourists felt they had been overcharged during their travels.

Tour guides, too, are unregulated, with many providing misinformation or pushing tourists to visit shops where they earn commissions. This commodification of tourism creates mistrust and detracts from the authenticity of the experience.

Accessibility and Connectivity Challenges

Despite significant investments in infrastructure, access to many remote destinations remains a challenge. Roads to places like Meghalaya’s Living Root Bridges or Himachal Pradesh’s Spiti Valley are poorly maintained, making travel physically taxing. Even popular tourist hubs like Varanasi or Amritsar face connectivity issues. Reaching Khajuraho from Mumbai takes over 10 hours even with flight.

Overcrowded trains, delayed flights, and poorly managed bus services make reaching these destinations a test of patience. The Travel and Tourism Competitiveness Report 2021 ranked India 54th out of 140 countries in infrastructure, which shows how much more needs to be done. Domestic tourists with disabilities face even more hardship, as most public transport and tourist sites lack adequate facilities such as ramps, elevators, or accessible restrooms.

Many Indian travellers express a preference for international destinations, citing better experiences abroad for comparable costs. Countries like Singapore, Malaysia, Thailand and the UAE are considered “cleaner,” “better organised,” and “more welcoming.” A survey by travel platform Yatra revealed that 70% of Indian respondents preferred travelling abroad for vacations due to higher standards of cleanliness, better-managed tourism facilities, and fewer instances of overcharging. Moreover, the prestige associated with international travel plays a role. For many Indians, a trip to Europe or Southeast Asia carries more social cachet than exploring lesser-known destinations within the country.

Making India Incredible for Indians

To make domestic tourism appealing for Indians, systemic changes are needed:

Affordable travel solutions: Introduce subsidised travel packages and special fares for families and groups like the ones IRCTC is attempting to do.  Develop budget-friendly accommodation options such as hostels or homestays in collaboration with local communities. Revive the state yaatri niwas to have adequate quality standards.

Improve hygiene standards: Invest in clean, well-maintained public restrooms along major travel routes and at tourist destinations Launch awareness campaigns to promote responsible waste disposal and sanitation practices among tourists and locals alike. Recall how Swiss trains provide instructions to use the toiler in trains?

Eliminate unethical practices: Implement stringent regulations to curb overcharging and fraud in the tourism sector. Develop government-certified training programmes for tour guides to ensure professionalism and authenticity.

Enhance accessibility and connectivity: Improve last-mile connectivity to remote destinations through better roads and public transport. Prioritise accessibility for travellers with disabilities by upgrading facilities at monuments, transport hubs, and hotels.

Change perceptions: Expand tourism campaigns like Dekho Apna Desh to include testimonials from domestic travellers about offbeat destinations. Promote the cultural and experiential richness of domestic travel as something unique and irreplaceable.

Incredible India campaign is stale now after several decades. State level campaigns will be needed and continually revived. The God’s Own Country campaign of Kerala is an case in point, Perhaps that made the difference for Kerala to attract maximum domestic tourists every year. (149 million as against 21 million for the  next best state, Goa).

The allure of destinations abroad will continue to overshadow the rich experiences waiting within domestic borders, which begs the question: When will Incredible India truly become incredible for Indians?