India, a country that is a highway to multi-faceted tourism destinations, draws millions of tourists every year owing to its rich heritage and myriad attractions. From the snow-covered Himalayan heights, the tropical rainforests of the south, the wildlife of Assam to the largest tea field of Kerala, there is something new to explore in every corner of this country.
For decades the country has witnessed increasing interest in tourism. The government is further cementing its status as a travel hub through initiatives such as 'Incredible India', 'Swadesh Darshan', and 'UDAN'.
Collaborative efforts of the industry through a deep emphasis on technological advancements, easy accessibility, and changing trends, along with travellers embracing the “carpe diem” philosophy are accelerating the sector’s share in the country’s economy.
By 2033, the World Travel and Tourism Council (WTTC) forecasts that India's travel and tourism sector will contribute approximately 7% to the nation's economy, amounting to $450 billion (₹ 36.8 trillion), and is expected to support 58.2 million jobs, significantly bolstering employment opportunities in the country. With that as background, here are a few trends driving the growth of India’s tourism landscape:
Booming Spiritual & Wellness Tourism:
Amidst India’s tourism boom, public and private sectors are also concentrating their efforts on making the country one of the global spiritual centres. It has been long known as a land of spirituality with diverse religious shrines, stimulating the government to push pilgrimage and spiritual tourism in the nation with schemes like Swadesh Darshan Scheme 2.0, development of spiritual circuits, PRASAD (Pilgrimage Rejuvenation and Spiritual Augmentation Drive), Heal in India initiative etc.
Contemporary interests including alternative healing practices, and a desire for transformative experiences from millennials and Gen Z are further restructuring the demographics of religious and spiritual tourism. As an intricate interplay between spirituality, history, and culture, this confluence offers a unique opportunity to attract a diverse range of travellers seeking meaningful experiences. Closely linked with spiritual tourism, wellness tourism focuses on mental and physical well-being, often sought in tranquil, local settings.
Discovering India’s hidden gems and the unique experiences they offer:
The quest for reposeful destinations will thereby unlock new avenues and encourage the development of hidden locations for tourism in India. Enhancing tourism infrastructure across every level, the country is working towards hosting more international tourists, and bringing a plethora of lesser-known destinations to the forefront.
This focus on building hidden gems accurately compliments the rise of experiential or unconventional tourism. There is a growing desire to participate in unique experiences that bring out the true essence of a destination — be it authentic culinary adventures, cultural workshops, historical tours, or local art exhibitions.
Adapting to this shift, the industry is promoting an array of sustainable activities native to the area, providing travellers a chance to connect to such hidden destinations meaningfully.
Promoting responsible tourism:
Preserving natural beauty and reducing the burden from prominent destinations are the overarching benefits of developing under-tapped destinations and experiential tourism.
Comprehensive initiatives by the government such as the National Strategy for Ecotourism, National Strategy for Sustainable Tourism, Travel for LiFE campaign, and Sustainable Tourism for India Criteria and Indicators (STCI) are tapping the eco-conscious nerve of the travellers and coming to the aid of ecologically sensitive tourism sector.
Digital Transformation & Hyper-personalisation:
Responsible tourism can benefit when technological innovations are strategically leveraged in operations by the industry. Technology integration enables the meticulous tracking of a business's impact on the planet, community, and environment, providing invaluable data for sustainable progress. Companies are automating carbon footprint calculations based on spending, offering businesses a swift method to measure and subsequently reduce their environmental impact.
At the core of the tourism evolution in India lies technology's transformative influence, reshaping the planning and booking process from user-friendly mobile apps to the potential integration of Gen AI with multi-lingual voice-enabled interactive features. Augmented reality (AR) and virtual reality (VR) further enhance the evolution, introducing virtual property tours, destination previews, and interactive planning, ushering in a new era of travel that prioritises transparency and convenience.
Simultaneously, digital advancements drive hyper-personalisation, tailoring travel experiences to individual preferences through data science modelling, Machine Learning, and Artificial Intelligence. We live in an era where technology is shaping the very essence of how people travel, and the surge in demand for unique and personalised journeys is proof of that.
The tourism sector, a significant pillar of India's GDP, is at the cusp of remarkable growth. This advancement is propelled by the combined efforts of the government, industry players, and consumers. As we celebrate the diversity and richness of our country, let's embrace the spirit of exploration.
This National Tourism Day, let us answer the call of Dekho Apna Desh and experience the vibrant beauty of India, further propelling our tourism sector to new heights in the global arena.
—The author, Rajesh Magow, is Co-founder & Group CEO, MakeMyTrip.com. The views expressed are personal.
(Edited by : C H Unnikrishnan)
First Published: Jan 25, 2024 12:30 AM IST
