Another key announcement was the ‘Paryatan Mitra & Paryatan Didi’ initiative, designed to improve the visitor experience at India’s top 50 tourist hotspots. This initiative embodies the Prime Minister’s vision of tourism as a tool for social inclusion, employment, and economic growth. The pilot phase of this initiative, already launched in six destinations, aims to train residents to become tourism ambassadors.
As India continues to prepare for an influx of global visitors in a bid to revive the inbound tourism, a promising development emerges with the government set to introduce free visas soon. Making the major announcement during the World Tourism Day celebrations on September 27 in Delhi, Union Minister of Tourism & Culture, Gajendra Singh Shekhawat, unveiled that one lakh free visas would be issued to foreign tourists under ‘Chalo India’ Campaign.
“Today, the world’s curiosity to explore India is at an all-time high,” said Shekhawat. “Under Chalo India campaign initiated by our Prime Minister, the Tourism Ministry will offer one lakh free visas to international travellers, allowing them to experience our incredible destinations. This initiative aims to further the reach of the Incredible India brand globally,” he added, saying that more details will be shared by the Ministry of Tourism soon.
Notably, the Prime Minister launched the ‘Chalo India Global Diaspora Campaign’ with an aim to inspire the Indian diaspora to become Incredible India ambassadors and promote tourism to India. The campaign was launched based on the clarion call of the PM, wherein he requested Indian diaspora members to encourage at least 5 non-Indian friends to travel to India.
Speaking further, Shekhawat emphasised the importance of a united effort from various government departments to drive tourism growth. “The tourism sector has seen tremendous benefits from the ‘Whole of Government’ approach. Ministries like Civil Aviation, Surface Transport, Ports, Shipping, and Waterways will soon collaborate to create a comprehensive master list for the development of new destinations. This list will be a milestone in shaping India’s tourism landscape over the next three years,” Shekhawat added.
In a bid to involve private stakeholders, the government will make this master list public, encouraging industry participation in the development of these destinations.
Shekhawat pointed to India’s infrastructure boom, including the development of 150,000 kilometers of new roads, over 500 new aviation routes, and more than 150 airports, as a foundation for future tourism growth. He noted that new high-speed railways are also contributing to India’s status as a world-class destination.
Another key highlight of the event was the announcement of the ‘Paryatan Mitra & Paryatan Didi’ initiative, designed to improve the visitor experience at India’s top 50 tourist hotspots. “This initiative embodies the Prime Minister’s vision of tourism as a tool for social inclusion, employment, and economic growth,” Shekhawat stated. The pilot phase of this initiative, already launched in six destinations, aims to train residents to become tourism ambassadors, welcoming and guiding visitors with pride and local knowledge.
Since its pilot launch in August 2024, 3,000 individuals across six destinations, including Orchha, Gandikota, Bodh Gaya, and Jodhpur, have been trained to create positive experiences for tourists, according to Shekhawat. “These Paryatan Mitras and Didis will serve as ambassadors, ensuring that tourists feel welcomed and engaged during their stay.”
Further, to engage and involve citizens in tourism development and growth, Ministry of Tourism is also introducing mechanisms at airports and railway stations across the country, for tourists to provide their feedback on their visits to tourist attractions and destinations in India. Feedback and rating of experiences by is travellers is being done by enabling them to scan a QR code placed at relevant points at airports and railway stations, while spending around 30 seconds to rate their tourist experience and provide any feedback.
Besides these, several other key initiatives were announced and launched by the minister. These included the signing of MoUs between eight leading hospitality groups and 21 Central Institutes of Hotel Management, the announcement of the Winners of the Best Tourism Villages Competition 2024, the release of a Handbook for States and Union Territories on granting Industry Status to the Tourism and Hospitality Sector, and the launch of the Incredible India Content Hub and Digital Portal.
Also present at the event, Union Civil Aviation Minister Kinjarapu Ram Mohan Naidu, emphasised India’s unique appeal. “India is more than just a country—it’s a world within itself,” he said, adding that what truly distinguishes the nation is not only its stunning landscapes and historic sites but also its people. The minister lauded India’s cultural ethos, highlighting the concept of “Atithi Devo Bhava” which translates to “guests are like gods,” as a cornerstone of the country’s hospitality.
Naidu also underscored the critical role of air connectivity in tourism growth. He pointed to the success of airports developed under the Regional Connectivity Scheme (RCS), such as Tezu in Arunachal Pradesh, Kannur in Kerala, and Kishangarh in Rajasthan, which have opened up new tourist destinations. He further discussed the recent unanimous passing of the Delhi Declaration during the 2nd Asia Pacific Ministerial Conference on Civil Aviation and noted the Ministry of Civil Aviation’s ongoing efforts through initiatives like UDAN, Digi Yatra, and the expansion of airport infrastructure.
Vice President of India Jagdeep Dhankhar also addressed the gathering, advocating for a ‘Whole of Government’ approach to tourism development. Elaborating how economic development is intertwined with the tourism, he highlighted sector’s potential for job creation and called for greater innovation in the sector. Dhankhar also encouraged everyone to travel more, noting that “education is the best form of travel.”
“If we align ourselves with global standards and fully tap into our tourism potential, we can address the key areas that will set a model for the world. The reason why having expert professionals to manage tourism is essential because every tourist arrives with a dream, not expecting setbacks. They need support when necessary and seek a seamless experience. While various factors contribute to this, human resources are crucial. I urge the tourism minister to collaborate with educational institutions to develop a highly skilled workforce for the tourism sector,” he suggested.
