India’s Inbound Tourism Slows as Global Travel Rebounds: IATO

India, with its beautiful cultural and geographic diversity, holds an important tourism potential. Yet, its inbound tourism is facing a harsh reality; it's not just slow, but stagnating. While countries like Thailand, Vietnam, and the UAE have bounced back strongly, surpassing pre-COVID business levels, India’s Foreign Tourist Arrivals (FTAs) were still 10 per cent below 2019 levels in the first half of 2024.

The Indian Association of Tour Operators (IATO) suggests a more collaborative and unified strategy to handle the situation. Proposals include reinstating the Marketing Development Assistance (MDA) scheme to support small operators and forming a national India Tourism Board to streamline decision-making.

Global international travel has already rebounded, exceeding pre-pandemic levels by 5 per cent. India’s own outbound tourism tells another story, growing at over 12 per cent annually highlighting a growing imbalance.

One key barrier remains India’s visa and entry processes. While e-visas have helped in some cases, they are inadequate for group, long-haul, and MICE travel. Bureaucratic delays and complex rules often frustrate travellers. Perceptions of safety, especially after isolated incidents like the Jammu terror attack, also affect traveller confidence even when these events don’t reflect the wider reality.

To truly compete globally, India must also upgrade its tourism infrastructure and relaunch Incredible India 2.0 a compelling global campaign powered by storytelling, digital outreach, and influencer partnerships.

Ravi Gosain, President of the Indian Association of Tour Operators (IATO), stated that "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."