IATO Charts Roadmap for India’s Inbound Tourism Growth

India’s inbound tourism is entering a new chapter. As global travellers seek immersive, transformative experiences, India is uniquely positioned to deliver from spiritual retreats in Rishikesh to heritage walks in Jaipur and wellness escapes in Kerala. The country’s rich tapestry of culture, nature, and tradition is being reimagined for a global audience. However, India’s inbound tourism, once a vibrant contributor to the economy, has yet to bounce back to its pre-pandemic momentum despite the global recovery. Yet, while India holds a beautiful place for the tourists, its inbound tourism is still playing catch-up. 

In 2023, the country welcomed 9.52 million foreign tourists, a 47.9 per cent increase from 2022, yet still 13 per cent short of pre-pandemic numbers. By 2024, international visitor arrivals rose to 20 million, surpassing 2019 figures by over 2.3 million. Projections for 2025 estimate tourism will contribute over Rs 22 trillion to the Indian economy, with international visitor spend hitting Rs 3.2 trillion and supporting over 48 million jobs. The potential is extraordinary if India can now seize the moment.

With competition from Southeast Asia and perception challenges hindering growth, the Indian Association of Tour Operators (IATO), under its new President Ravi Gosain, is pushing for structural reforms, international partnerships, and a renewed focus on marketing. Coupled with insights from recent industry reports, IATO's roadmap aims to reposition India as a world-class travel destination.

Marketing First!

“Our foremost priority is to revive and strengthen inbound tourism through aggressive global marketing,” said Ravi Gosain, President, Indian Association of Tour Operators (IATO). “We aim to re-establish India’s presence in international travel tourism marts and roadshows. Familiarisation trips for foreign tour operators and travel bloggers will help showcase India’s tourism experiences on the ground.”

Gosain added that India's inbound tourism “is a sleeping giant,” and the urgency to act is now. “We have the product, the history, the culture and diversity, but we just do not have unity and a global banner. The time to act is not tomorrow; it is now”.

Gosain called for an “India Tourism Board” with joint representation from the public and private sectors. Such a board, he stressed, must be headed by professionals to drive marketing decisions, rather than fragmented efforts by different states.

IATO is also lobbying to revive the long-stalled Marketing Development Assistance(MDA) scheme, which would enable smaller operators to participate in overseas promotions. Additionally, a simplified GST structure and better credit access for businesses in remote areas are among the key tasks.

To address regulatory gaps, IATO has initiated quarterly task force meetings and sub-committees focused on issues such as licensing, hotel rate parity, and infrastructure barriers. “Our goal is to create a collaborative framework with government bodies to streamline processes and reduce bureaucratic hurdles,” said Gosain.

The Ministry of Tourism has also expanded initiatives like the ‘Swadesh Darshan’ and ‘PRASHAD’ schemes for infrastructure development, and launched capacity-building programmes such as ‘Incredible India Tourist Facilitator’ and ‘Paryatan Mitra’.

Safety and Perception

Recent events like the Jammu terror attack have cast a shadow on India’s tourism image. Gosain acknowledged the impact and said IATO is working closely with regional chapters and state governments. “Familiarisation trips, like the recent one to Kashmir, are part of our strategy to rebuild confidence by showcasing the ground realities,” he noted.

Stating similar concerns, the FICCI-Skift report found that 63 per cent of potential long-haul travellers from the US and UK do not consider India a top priority. However, this signals opportunity, not disinterest, the report states.

Competing Globally

While FTAs in India reached 9.52 million in 2023, an increase of 47.9 per cent from 2022, they still lag behind the pre-pandemic benchmarks by about 13 per cent. Globally, international travel has already surged 5 per cent above pre-COVID levels. India’s competitors like Thailand, Vietnam, and the UAE are set to surpass their pre-pandemic peaks.

In contrast, India saw a record Rs 3.1 trillion international visitor spend in 2024, a 9 per cent rise from 2019 levels, signalling latent demand. Total travel and tourism contributed nearly Rs 21 trillion to the economy and supported 46.5 million jobs in 2024.

Visa & Digital Support and Global Ties

Visa rigidity remains a key barrier. Gosain stated, “Streamlining visa processes, especially for groups and MICE travel, is essential. We also need better digital infrastructure for bookings and payments.”

The e-visa scheme has expanded to 167 countries, but issues such as long appointment wait times in key markets like the US remain. WTTC has called for further simplification and reciprocal arrangements to help unlock more inbound arrivals.

Vision

“My vision is to make IATO a more inclusive and globally connected body,” said Gosain. “We are planning to sign MOUs with international tourism boards and associations to facilitate knowledge exchange and joint promotions. By collaborating with global partners, we aim to bring best practices to India and open new avenues for our members to grow their inbound business.”

Upon this strategy, WTTC has recently signed an MoU with WTTC India Initiative (WTTCII) to strengthen global-local tourism leadership. According to WTTC forecasts, international visitor spend is expected to rise to Rs 3.2 trillion in 2025, and the sector could contribute nearly Rs 42 trillion to the economy by 2035.

Closing the Gap

To realise this vision, a national relaunch of “Incredible India 2.0” has been proposed by IATO, combining storytelling, influencer outreach, and global branding. “We need to upgrade skills through skill development plans and match the service standards to an international level,” Gosain asserted.

India has always offered the world something more than just destinations. It offers meaning. Whether it's the quiet grace of a temple town at dawn, the vibrant chaos of a local market, or the warm smile of a host welcoming someone home, it is these moments that define the Indian journey. The world is ready. Now, it’s India’s turn to welcome it back.