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The Indian Association of Tour Operators (IATO) has urged the Government of India to adopt a comprehensive and coordinated strategy to enhance the country’s international tourism promotion. Emphasising the sector’s vast potential to generate employment and drive economic growth, IATO called for focused, well-funded efforts to firmly position India as a leading global travel destination.
IATO has recommended that Indian diplomatic missions be allocated dedicated tourism promotion funds, enabling them to design targeted, region-specific campaigns. The association also stressed the need to appoint Tourism Attachés or Nodal Officers in at least 30 priority embassies worldwide, supported by specialised public relations and marketing teams to lead promotional initiatives.
In addition, IATO has called for advance-approved budgets to enable these missions to organise roadshows, trade fairs, and promotional events throughout the year. Missions should work closely with local tour operators, airlines, media, and private stakeholders to maximise visibility, while coordinating with the Ministry of Tourism (MoT), state governments, and industry partners to conduct joint international events.
To ensure efficiency and a unified global image, IATO has proposed a cost-sharing model between the MoT and the states/union territories, suggesting a 50:50 funding split for international marketing campaigns. The association further recommends a shared annual calendar of roadshows, exhibitions, and digital campaigns—prepared in consultation with IATO—to prevent duplication and ensure optimal impact.
IATO also emphasised the importance of joint promotion support for Ministry-approved Indian tour operators, including financial assistance for brochure production and online marketing. The association urged the government to collaborate with Indian hospitality chains, airlines, wellness centres, and lifestyle brands to create impactful global campaigns.
A key proposal includes introducing an “Incredible India Endorsement” initiative to engage prominent Indian brands and business leaders as tourism ambassadors. IATO insists that only Ministry-approved inbound tour operators should be permitted to co-exhibit at India pavilions at international fairs, ensuring quality and uniform representation.
The association has also sought financial and branding support for Indian cultural, sports, wellness, and green tourism events abroad. It further recommends organising “India Evenings” at major international trade fairs, in partnership with Indian hotel chains and brands, to showcase Bollywood, festivals, heritage, and bazaars, amplifying India’s cultural appeal.
IATO has called for an urgent reform of the Marketing Development Assistance (MDA) scheme, describing the current framework as too restrictive. It urges that the scheme should allow participation beyond Ministry-planned overseas events, extending to digital marketing, hybrid events, and sustainable tourism initiatives.
The association proposes that reimbursement rates cover up to 90 per cent of expenses, including exhibition space, airfare, and hotel accommodation. It also calls for the scheme to support SMEs, niche tourism segments—such as adventure, experiential, and rural tourism—and promotion in emerging source markets. Simplifying application and reimbursement processes through digital platforms remains a top priority.
To reinforce India’s visibility at global tourism fairs, IATO has requested the creation of a unified “India Pavilion”, replacing fragmented state booths. It also recommends launching a refreshed “Incredible India” brand identity in 2026 to unite all stakeholders under one cohesive national theme.
