Borders and beyond: Decoding how India's tourism sector stands tall

As diplomatic temperatures rise once again between India and Pakistan, the fallout is no longer confined to military or ministerial briefings. The standoff, intensified by recent cross-border skirmishes and a surge in political rhetoric, is casting a long shadow over India’s inbound tourism sector. Travel advisories, negative international headlines, and social media speculation are collectively threatening to erode the hard-earned image of India as a safe, welcoming, and culturally rich destination.

For a country where tourism is not just an economic driver but a global brand identity, the stakes have never been higher. Yet amid the smoke of uncertainty, some of India’s states with high tourist footfalls such as Madhya Pradesh, Rajasthan, and Goa, they are not only holding ground, but pushing back with strategy, soul, and sheer resolve.

Heartland Unshaken
Madhya Pradesh, the geographic heart of India, has emerged as a symbol of calm in the crossfire of geopolitical anxiety. “As a landlocked state with no international borders, MP continues to radiate stability, safety, and soulful hospitality,” Sheo Shekhar Shukla IAS, Managing Director, Madhya Pradesh Tourism Board and Principal Secretary, Tourism, Culture, and Religious Trusts & Endowments Department asserts. Despite headlines that might suggest otherwise, the numbers tell a different story, over 100 million domestic tourists explored Madhya Pradesh in 2023–24.

“Here, time-honoured temples hum with devotion, heritage monuments whisper tales of dynasties past, and natural wonders stretch unbothered under open skies,” Shukla adds. For a nation seeking sanctuary in its own soul, MP has become a magnetic draw—its cultural confidence unshaken by diplomatic turbulence.

Domestic Surge
With many international travellers pausing or rerouting their plans due to perceived instability, domestic tourism has turned from fallback to front-runner. “In Madhya Pradesh, domestic tourism is not merely a fallback, it is a flourishing lifeline and a celebration of India’s travel renaissance,” explains Shukla. With its rich biodiversity consisting of 12 National Parks, 9 Tiger Reserves, and 24 Sanctuaries, MP is cashing in on the renewed national interest in nature, wellness, and cultural immersion.

“Our campaigns, from offbeat circuits to homestay empowerment, have inspired millions to rediscover India through its vibrant, verdant heart.” And this is not just a short-term pivot; it’s a long-term repositioning of domestic tourism as a vital pillar, not a backup plan.

Western Rajasthan is echoing this sentiment, with hard data to prove it. “The current trends in Western Rajasthan make a compelling case for the strength of domestic tourism,” says Dalip Singh Rathore, Joint Director, Rajasthan Tourism.

The numbers are emphatic: Jaisalmer alone clocked over 2.24 crore domestic visitors, compared to just 1.6 lakh from overseas. Jodhpur followed closely with 25 lakh Indian travellers. “These numbers reveal a strong interest from Indian travellers in exploring the cultural and historical offerings of their own country,” Rathore notes.

Festivities
In times of uncertainty, culture becomes a nation’s strongest soft power—and states like Rajasthan and Madhya Pradesh are doubling down. “Our iconic festivals—Khajuraho Dance Festival, Tansen Samaroh, and Jal Mahotsav—are not only surviving, but soaring,” states Shukla. These aren’t mere spectacles—they are rooted expressions of regional pride and identity.

Rajasthan has gone one step further by fortifying its events against international volatility. “Even if international attendance diminishes, the essence and scale of these festivals remain intact because they are deeply rooted in community practices,” says Rathore. With 38 annual festivals, including cattle fairs, folk performances, and culinary fests, the state is unrelenting in its cultural calendar.

“These events offer domestic travellers a chance to witness authentic experiences—Kalbelia dance, Usta art, puppet theatres—that are often unavailable elsewhere,” he adds. In short, even if the foreign cameras dim, the show goes on—and the spotlight shines inward.

Frontline Fortitude
If there’s any region that has mastered the art of thriving under scrutiny, it is Western Rajasthan—India’s most visible borderland. “The border districts of Rajasthan—Jodhpur, Jaisalmer, Barmer, and Bikaner, have long been known for their openness to tourists, even in challenging times,” says Rathore. With military installations and cross-border tensions never too far away, these districts have developed a unique cultural resilience.

“Even during national uncertainty, Rajasthan was chosen to host three IPL matches—this reflects deep trust in our law enforcement and civil administration,” he recalls. “Being a border area, there’s a distinct sense of awareness and responsibility among the local community... This consciousness extends to their hospitality.”

Here, tourists don’t just find safety—they find solidarity, pride, and impeccable service from communities that understand both vigilance and warmth.

Living History and Heritage
Rajasthan’s border zones are not just strategic—they’re spectacular. Villages like Salawas, Chopasni, Phalodi, and Pokhran are cultural powerhouses, brimming with traditional music, textiles, and art forms. “This region is a living museum of folk culture,” says Rathore. From the mesmerising Langas and Manganiyars to Kalbelia dancers (recognised by UNESCO), this region doesn’t just survive in difficult times—it thrives.

Government initiatives are also helping. A landmark MoU with UNESCO is developing 10 rural tourism destinations across the state. “About 1,500 traditional artists have been involved. Their music, craft, and art form the pillars of border tourism,” Rathore says. The message is clear: culture is not a casualty of conflict—it is its antidote.

Coastal Confidence
Even Goa, India’s beach paradise far removed from the LOC, is not immune to the ripple effects of national incidents. But the coastal state is responding with agility and unity. “As the Prime Minister ensured a swift and resolute response through Operation Sindoor, it was equally important for us, as a tourism-driven state, to evaluate the ripple effects on travel sentiment,” noted Goa Tourism Minister Rohan A Khaunte, referencing a recent terror attack in Pahalgam.

Goa’s strength, he said, lies in its grassroots: “Every Goan is a stakeholder, an influencer, and a tourism ambassador.” The message is loud and clear, resilience must be built bottom-up.

Kedar Naik, Director of Tourism, reinforced the need for inclusive dialogue, “We are here to ensure that the voice of every stakeholder is heard. From formal hotels to homestays, from digital platforms to community operators, Goa Tourism belongs to all of them.”

New Narrative
If diplomacy casts a long shadow, tourism can offer a counter-light. And states like Madhya Pradesh are keen to seize the moment. “Indeed, this moment beckons a resplendent reawakening of India’s identity and Madhya Pradesh stands nobly at the forefront,” Shukla sheds light on the new narrative regarding India and the state. “Through curated circuits, responsible tourism, and inclusive development, MP offers the world and India that is not only secure and serene, but radiant with meaning and memory.” With 3 UNESCO World Heritage Sites and 15 awaiting inscriptions, MP is shaping itself as a spiritual and ecological anchor in an otherwise turbulent moment.

Strategy Over Surrender
While tensions at the border may stoke anxiety, India’s tourism heartland is choosing action over apprehension. From the sand dunes of Jaisalmer to the forests of Kanha and the beaches of Calangute, the message from the states is clear: this is a moment to lead, not to pause.

With community-driven hospitality, domestic travel resurgence, and deep cultural confidence, India’s most visited states are not just defending tourism, they’re redefining it.