Where do we go from here? In tourism matters, in terms of taking Indian tourism forward, what next? As 2026 begins, where are the industry hopes and aspirations resting?
We can sit around tables, in workshops, in industry deliberations, and somewhere we can get lost in making our wish-list, how only if, we could do this and that, achieve those milestones in India’s tourism journey. The general refrain is that we sit, deliberate, and conclude that we inevitably end in meetings, time and again, that do not produce results. That one can almost say, this must be my hundredth meeting over which we sat, and we did not produce anything!
As starters, is there a chance that there is a serious mis-match? That our subject of discussion somehow centres around people and departments that go un-represented at these meetings. If it is only industry people, sit and debate that what is within the collective reach of those present, we would get results. If the concerned people are not among the group in discussion, it becomes difficult to expect outcomes.
And those who are around, the industry walas, as things stand, seldom sit around to ask how they can collectively make the difference. Which they should, as there is a bigger and more successful world that awaits them. India’s growth story is just beginning. There is no room for complacency.
There is always something the industry can do amongst them. That government is the big catalyst, the big mover, not only in India and elsewhere, is a given. And that big spends are outside of industry outreach. Yet, there are small windows that can open, become impactful enough to bring every fresh breeze that the industry needs! Say, if we met, debated, what can we do together, as a collective? As the industry collective, can we start some momentum, become the doers, possibly the government will soon join and extend the big patronage that we are seeking. Can we ourselves become the agents of change? Like in a few areas outlined as starters.
An alternative to government advertising
As we all know, there is no campaign at present in international markets? We need an Incredible India 2.0, and the government is not looking at any such it appears. The Ministry of Tourism has a budget to spend of just Rs 3.00 crores, meaning they must go to the government with whatever specific plans they have, the government will study them case by case. Can the industry get together and work on an alternate campaign? For starters, how about a name change for a campaign, driven by industry. Here are a few samplers as alternatives:
‘Chalo Bharat! For a 1000 Reasons’; ‘It is All in Bharat, Nowhere Else!’; Bharat is Waiting! Come Home Again; India, A 1000 Destinations
Alternatives, if needed, are in plenty. Otherwise, Incredible India exists, as it is, with its full manual on how to use it, and continue with it.
Team with the state governments. They have budgets. Use your social media handles to promote diverse destinations.
Social media is a Boon, Utilise it
The cost of social media is marginal, compared to print. Why take print. If we have a set of collaterals, any big conglomerate can ask its advertising agency to make a dozen graphics, free of cost, as making a national contribution, towards marketing 2026, the year of India! Every tour operator can use them, confident this will have a viral effect, across our generating markets. Every hotel company can use these on their websites, on their email sign offs, as they correspond globally. It may not be called a national campaign, but it is there, to create more than a bubble and results will be truly incremental. Explore the power of collective marketing. How about IHCL, ITC and The Oberoi joining hands, and just creating creatives for the industry to use at large. There is already the Experience India Society, set up for this purpose, they can get down to it, right away.
A National Travel Mart?
On another note, India does not have any regular travel mart. Pro-active nations have some semblance or the other as an annual event when they invite their country’s buyers from overseas. Not a jamboree get-together, but a purposeful nationally driven travel showcase, where invited buyers are hosted and apprised of recent updates in the industry – new products, that are ready to be introduced to the world. So much is happening in India, perhaps a few hundred products coming online every year, each working for themselves, with no anchor available to them to announce their arrival. A national travel mart, funded by the industry, for the industry. Governments have a limited role, decidedly supporting them, but certainly not underwriting the costs.
An industry effort, first launched in 1996, almost 30 years ago, hosted 350 international buyers from over 30 countries, hosted by Air India and Indian Airlines, with more than a dozen hotels in New Delhi providing free rooms for three nights each. That was 1000 room nights in hospitality, that is around Rs 2 crores in today’s costs, unimagined now, when we have thrice the number of hotel rooms in the capital city, from then to now. The two airlines provided 350 complimentary tickets!! Imagine the power of the industry, even today, only if they can find a catalyst among them.
A Lobby for Tourism
Some years ago, at an open house hosted by a hotel federation, I was asked to share my thoughts on what hotels could do for themselves. I said they were world famous for building great ‘lobbies’ in their hotels, but never conceived and built a ‘lobby’ for themselves in the corridors of power. Imagine the owners of ITC, IHCL, Oberoi, and a thousand individual owners across the industry, going together to share thoughts on how hospitality can contribute to nation building! Few decades ago, WTTC-II, when the late Lalit Suri was its president, held a series of summits where they invited policy makers; not that any lobbying is required today, but at least propagating the benefits of touris.
Think Big, Think outside the Box:
Enlarge the Scope and Canvas of what we continue to call “tourism”. Enlarge the scope and canvas of most of our trade bosies. Say, domestic tourism. Should not IRTC, state bus operators, airport operators, and numerous others not only be a part but also actively participate in taking the issues before domestic travel into our industry conversations. A convention on domestic tourism, in today’s context, should attract at least 10,000 delegates! So much so, present day constituents do not even know they are essential components of India’s domestic tourism.
Or, for that matter consider MICE ‘tourism’. Presently, the industry body is ICPB, where the big movers like Bharat Mandapam, Yashobhoomi, JIO World Centre, and others like them, or not even there? Equally, the big airport operators, not to forget officials in MEA and Home, who are active players in facilitating each and every conference.
Such associations need to grow out of their shells and bring in the bigger stake holders. Cities like Hyderabad and Jaipur have large convention facilities.
Or, Responsible Tourism. Every small hotel must be roped in. Suppliers to the industry who paddle more eco-friendly items, including toothbrushes must be a part. There are more than a dozen NGOs that are active in this field. When we say that tourism is all embracing, it is not just not only sightseeing anymore, it needs to provide ecological leadership, amongst all other priorities, with what we call ‘responsible tourism’, then we are already out of the safety of the cocoon. Because, this throws us out in the open, as an invested activity in harvesting clean and green living.
Could the reason be that our bodies function within the ambit of the Ministry of Tourism, and therefore remain restricted to hotel, tour operators and continue to think within this lens? Should these move out, also become new engines in the Indian new look tourism story going forward? Should these become independent entities, with their own funds, perhaps some of it as grants from the Ministry?
At the same time, there are ideas that have lost themselves in passage of time.
How relevant are they, if implemented in present times? Has their time already passed? Past their expiry date. If implemented now, they will win a few brownie points, but only for ‘show’ purposes, not with any real value. Once they were relevant, not so much, anymore.
National Tourism Board. It should give way to a National Tourism Mission, not just a board with ten members. We need a national ‘cause’ attached to all things travel and tourism. As of now, the country has perhaps got bored with the idea of a Board, it hasn’t happened. The sooner we stop talking of outdated and outwitted suggestions, quicker we will move towards recognizing the value of what we should pursue in the road forward.
Visit India Year. Twice in the past, we announced it, did not pursue it. One time, we let it lie low through the year, with all ministry stationery carrying the logo, but without any event, per se, none at all. What we need now is a Year of Celebration, of all things travel and tourism. Not just promoting fairs and festivals, not just sightseeing, but just about every reason that beckons the overseas visitor to make an India call.
It is Time to Move on. Not just keep harking to what should have been. And coming out of the cocoon that we have built to protect petty interests and start exploring the Bigger Picture. In the last twenty years, new icons have emerged in what we call travel and tourism sphere.
Look around for new icons, new leadership that has emerged. Players like MMT, OYO and now Prism, newer hotel companies like Lemon Tree, not to mention the growing influence of airlines like Indigo and Air India. Adani Group is another emerging might, that is investing in this business. There is Jewar airport, the Prem Watsa group owning Bengaluru airport, Thomas Cook and more.
PM and the Importance of Tourism
Which brings me to another important point of consideration. WE all know, how PM Modi speaks on tourism every other day. He seems more convinced than many in the industry, in the power of tourism. He has been working steadfastly, over the last decade, in building infrastructure, that he believes will create connectivity, ease in travel, increasing mobility for travel and tourism. He appears to consider tourism in all there is in travel, which is a more holistic realisation than for many in the industry, who continue to bifurcate the two. Now the question is, how much is the PM happy with what we are doing for tourism? Is there a chance he thinks ‘others’ are not backing him? In any case, has any industry body sought time with him, to understand what nature of tourism does he have in mind as a vision of tourism for India? Not to ask for rebates, discounts and just another round of sharing another wish list. But to say, we are seeking time to understand your vision, to make our contribution to your vision?
All is Well, as Long as Well Lasts
What is the end result of the present boom in travel and tourism? That every hotel is seeing record profits. There is no ‘real’ wish list, at this point in time. Could they be asking for more, when you see how well every vertical is doing (except the smaller inbound tour operators). Hoteliers do believe that infrastructure status grant will provide further impetus for new hotels. But they are happy, too, with status quo. Hotels are getting built even today, the slump after covid is long gone. Domestic tourism has given the industry a foundation that makes it more reliable, sustainable for the industry stakeholders. There are no visible alarms that the industry needs to wary of. Not at least in the near future.
Airlines, that one other big segment, have their own problems, but none of demand. These are for bringing greater efficiencies into the system, more sustainable models for growth amidst concerns for safety. Towards creating a more balanced eco-system for all round development of airlines, airports and other stakeholders.
But for present, tourism blooms, any larger concerns can pause and be put on hold. These can also be times when all is going well, every stakeholder can do more! These are very early days in 2026. One can hope, these ideas attract traction, and make a meaningful difference.
ABOUT THE AUTHOR
Navin Berry, Editor, CS Conversations, over five decades has edited publications like CityScan, India Debates and Travel Trends Today. He is the founder of SATTE, India’s first inbound tourism mart, biggest in Asia.
Blogs at: https://www.csconversations.in/nb-blogs
