Mugdha Sinha, IAS, Director General of Tourism, in conversation with T3, stressed the need to have cross-ministerial collaborations, eased connectivity for geriatric travellers & better visibility to make India ‘Invincible’.
The Rise of rejuvenative tourism:
Despite India’s rich cultural tapestry and scenic landscapes, inbound tourism numbers have been relatively modest, with 9.3 million foreign tourist arrivals (FTAs) in 2023, which is still lower than pre-pandemic levels. Mugdha Sinha, IAS, Director General of Tourism, Government of India, acknowledged this gap, saying, “From a negative spiral of 75% below the peak post pandemic, we have recovered in slow but steady measure to 9.3 million in 2023, which though 10% less, is demonstrative of an upward growth trend, given that the Asian region has recovered only by 65%, while we remain comparable to Europe and America, both with 90% plus recovery.”
India’s domestic tourism, however, saw a notable surge post-pandemic, she pointed. “What we lost in terms of FTAs, we more than made up in the Domestic sector, with an 11% increase in Domestic Tourist Visits in the year immediately following the pandemic. Moreover, borne on India’s cumulative average growth rate of 6.3%, 87% increase in global demand for passenger seats and 67% rise in demand for accommodations, the predictions for 2024 year-end recovery remain optimistic.”
According to Sinha, while the pandemic introduced new challenges, it also revealed opportunities in rejuvenative tourism, which focuses on wellness and eco-tourism in lesser-known, tranquil destinations.
To address the gaps, the Ministry is focused on promoting lesser-visited areas, encouraging responsible tourism practices, and developing physical and digital infrastructure at heritage sites. The “Adopt a Monument” scheme by Ministry of Culture is one such initiative, aiming to provide basic amenities and maintain visitor safety in collaboration with private-sector efforts, stated Sinha.
Making India tourism-ready:
Sinha, who has taken up the role of DG at the Ministry a few months back, shared her vision to make India future-ready in tourism by focusing on understanding tourist profiles and leveraging data-driven insights. “My vision is very simple – to make India tourism-ready for the future by understanding our tourist profile, using data, technology, and global travel trends for informed decision-making,” she told T3.
Sinha stated that our global competitiveness rests on us being price friendly, especially flight tickets, and hotel accommodations. “Equally important will be sentiment tracking and perception management in respect of safety, sanitation and sustainability,” she added.
The DG also emphasised that events, social media, and travel influencers will play a key role in modernising the country’s promotional strategy. Sinha also highlighted the need for inter-ministerial collaborations to improve core tourism infrastructure. “The country collaborations and inter-ministerial convergence is needed for improving the connectivity, infrastructure, safety, hygiene issues as also re-look our visa regimes and of course MICE and bespoke tourism.”
Leveraging the G20 momentum:
India’s G20 presidency played a significant role in positioning the country as a MICE tourism hub. Sinha highlighted the government’s focus on elevating India’s MICE capabilities by hosting the G20 events across 60 destinations as the country showcased its infrastructural readiness and diversity. While India has made strides, Sinha stressed that more needs to be done.
“We need to focus on last-mile connectivity, particularly for travellers with disabilities and older tourists,” she added. She also emphasised the importance of attracting large international events to India, citing the 46th UNESCO World Heritage Committee Meeting and the 49th World Anthropological Congress as recent successes. India’s ambition to host global events like the 2036 Olympics and bidding for iconic international conferences and exhibitions will further strengthen its position as a top MICE destination, she highlighted.
“Our strategy involves working with Central and State governments, international associations, and universities to bring more global MICE events to India,” she explained. Notably Sinha is also the chairperson of ICPB, an apex association promoting MICE in India.
Tapping the niche
As global travellers, including Indians, increasingly seek authentic, experience-driven tourism, the Ministry of Tourism is reshaping its strategy to position “Incredible India” as “Invincible India”, shared Sinha. This shift reflects evolving trends in the tourism market, with a focus on continuous digital engagement over traditional one-time events.
Leveraging social media, QR codes, and creative campaigns, the Ministry ensures a sustained presence in key markets with lower financial costs. Sinha detailed the Ministry’s efforts to create bespoke itineraries for different types of tourists. She spoke about travellers seeking unique experiences, ranging from adventure tourism to eco-tourism, and even “JOMO” (Joy of Missing Out) tourism, where tourists prefer slow-paced, off-the-beaten-path destinations.
The Ministry is also collaborating with state governments to ease overcrowding by promoting alternate destinations, balancing tourist influx with local community well-being. Sustainability, she said, is a core focus at MoT, with outreach programs and capacity-building efforts targeting local facilitators like guides, drivers, and homestay operators, ensuring responsible and eco-conscious tourism practices.
“India is both a destination with diversity of products, a lucrative market of impulsive travellers and high spenders for the world, as also a diaspora of brand ambassadors,” stated Sinha, adding there is no dearth of opportunities.
Takeaways from Brazil’s G20 Tourism Meet:
Sinha recently attended the G20 Tourism Ministers’ Meet in Belem, Brazil, where the delegation, led by the Minister for Tourism Gajendra Singh Shekhawat, discussed global tourism future and India’s contributions. “The G20 members agreed to carry forward India’s Goa Roadmap, which focuses on green tourism, capacity building, and digital transitions,” she said.
Several bilateral meetings during the G20 meet centered on-air connectivity and exploring code-sharing agreements for long-haul travel, data sharing between tourism operators, and investment opportunities in India’s tourism infrastructure especially for building more hotels for mid segment, shared Sinha.
Other key areas discussed included the participation and cross promotions in international tourism marts and exchange of best practices, policies, and initiatives and easing out visa challenges. Besides the participation at G20, Sinha further shared the Ministry’s approach to enhancing India’s presence at international travel fairs and exhibitions, such as the upcoming World Travel Market in London.
“We are no longer focusing on just one-time travel mart events but engaging with international markets year-round through digital marketing, social media, and creative advertising solutions,” she said. Notably, India is targeting its top ten markets and the diaspora in the USA, UK, and Australia through the “Chalo India” campaign, offering a free e-visa via Indian referrals. This also coincides well with the recent announcement of Ministry of Tourism planning to offer 1 lakh free visas to foreign tourists soon.
The Ministry is also analysing travel preferences to create customised itineraries. To streamline destination discovery, the revamped Incredible India portal will provide a one-stop platform for travel information, cultural experiences, and bookings with accredited providers.
