Despite its rich cultural heritage, spiritual appeal, and diverse natural landscapes, India’s inbound tourism continues to struggle in catching up with global recovery trends. Data from the end of 2024 and early 2025 reveals that foreign tourist arrivals (FTAs) in India still trail 10% behind pre-pandemic (2019) levels—even as international travel worldwide has already surpassed 2019 numbers by 5%.
India possesses all the right ingredients to be a world-class travel destination: ancient heritage, vibrant culture, scenic beauty, and heartfelt hospitality. But tourism experts warn that without immediate government action, unified branding, and seamless execution, these strengths will remain underleveraged. Industry leaders urge that the time to awaken India’s “sleeping giant” of inbound tourism is now—not only for economic gains but also to secure India’s rightful place on the global travel map.
India has everything it needs to become a world-leading travel destination: heritage, culture, nature, spirituality, and hospitality. We just need to have immediate policy commitment, cohesive brand positioning, and execution in the marketplace or these opportunities will be wasted. Now is the time to awaken the sleeping giant of India's inbound tourism—not just for the benefit of the economy, but for the benefit of India's global positioning.
The sharp contrast has raised alarms across the tourism sector, with IATO President Ravi Gosain calling India’s inbound tourism a “sleeping giant” that needs urgent awakening. While countries like Thailand, Vietnam, and the UAE have successfully bounced back and even surpassed their pre-COVID numbers, India’s recovery has been slow and fragmented.
Visa Hurdles and Safety Perceptions Holding India Back
One of the biggest deterrents for international travellers remains the complex visa process. Although the introduction of e-visas helped marginally, they fall short of catering to large group tours, MICE travel, or long-haul bookings that require smoother bureaucratic navigation. Cumbersome entry procedures, especially for multi-country group travellers, continue to create friction.
Adding to the challenge is the global perception of safety, often impacted by isolated incidents like the recent terror attack in Jammu. While such events do not reflect the true state of travel safety across India, they significantly influence international tourist sentiments.
IATO urges the government to invest in safety audits and proactive communication strategies to build traveler confidence through consistent, credible messaging.
“India’s Inbound Tourism is a Sleeping Giant”: IATO President
In a candid call to action, Mr. Ravi Gosain, President of the Indian Association of Tour Operators (IATO), emphasized the urgent need for cohesive policy and marketing reforms.
"India's inbound tourism is a sleeping giant. We have the product, the history, the culture and diversity, but we just do not have unity and a global banner. To compete, we need a better partnership between the private and the public sector, ways to simplify visa regulations, and a strong push in marketing to allow India to get back on the world stage and be considered one of the top travel destinations. The time to act is not tomorrow; it is now."
IATO’s Roadmap to Reviving Inbound Tourism
To reverse the decline and restore India’s standing as a global travel hotspot, IATO recommends:
1. Simplifying visa processes further, especially for long-haul and group travellers.
2. Reintroducing the Marketing Development Assistance (MDA) scheme to help small and mid-size operators promote India internationally.
3. Establishing a centralized India Tourism Board for unified decision-making across states and ministries.
4. Investing in tourism infrastructure, especially in high-footfall circuits and spiritual destinations.
5. Launching “Incredible India 2.0”, featuring robust digital outreach, global influencer partnerships, and authentic storytelling.
Why the Time to Act is Now
India’s outbound tourism continues to rise, with a 12% compound annual growth rate (CAGR), underlining a tourism imbalance. While more Indians travel abroad, fewer global travellers are choosing India—an issue that could hamper not just tourism revenues but also the country’s soft power and global standing.
India’s inbound tourism is at a critical juncture. With the world opening up and travel booming once again, India cannot afford to remain on the sidelines. In 2025, coordinated reforms in visa policies, marketing strategies, and tourism infrastructure will be key to unlocking India’s full potential and positioning it where it belongs—among the world’s top travel destinations.
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