In recent years, India’s tourism sector has witnessed a significant resurgence, with international tourist arrivals reaching 14.3 million in 2022, representing 1.47% of the global inbound tourism market share. A substantial portion of these visitors comprises the Indian diaspora, which accounted for 26.9% of foreign tourist arrivals in 2023.
Recognizing this potential, the Ministry of Tourism, Government of India, participated in the World Travel Market (WTM) in London held in 2024 between November 5 to November 7, aiming to strengthen ties with the diaspora and promote India as a premier travel destination.
The United Kingdom, hosting approximately 1.9 million individuals of Indian origin, is the second-largest source market for inbound tourists to India. At WTM 2024, India’s delegation, comprising nearly 50 stakeholders—including state governments, inbound tour operators, airlines, and hoteliers—showcased the nation’s vibrant cultural diversity and a wide array of tourism products.
This initiative aligns with India’s strategic goal to enhance inbound tourism by leveraging the strong connections with its diaspora. The Indian government has been proactive in promoting tourism as a vehicle for social inclusion, employment, and economic progress. Efforts include the launch of the Incredible India Content Hub, a comprehensive digital repository designed to amplify India’s appeal in global marketing efforts. Additionally, the ‘Chalo India’ campaign encourages the Indian diaspora to invite their non-Indian friends to visit India, with incentives such as 1,00,000 free e-visas announced for the remaining part of the current financial year.
These initiatives are part of a broader strategy to position India as a premier global travel destination. The government’s commitment is evident in the allocation of ₹2,479 crore for the tourism sector for FY25. The continuous efforts are reflected in the improvement of India’s ranking in the Travel and Tourism Development Index, moving from 65th to 39th among 119 countries.
By actively engaging with the Indian diaspora through platforms like the World Travel Market, India aims to tap into this influential community to boost tourism, foster cultural exchange, and drive economic growth. The diaspora’s deep-rooted connections and growing interest in exploring their heritage present a significant opportunity for India’s tourism industry to flourish in the coming years.