The Ministry of Tourism marked World Tourism Day 2026 with two major launches: the National Digital Tourism Stack and the Dekho Apna Desh Campaign 2.0, aimed at reshaping India’s tourism sector through technology and decentralized growth.
At an event in Bharat Mandapam, New Delhi, Union Minister for Tourism and Culture Gajendra Singh Shekhawat unveiled both initiatives, emphasizing a shift toward authentic, community-driven tourism over mass visits to crowded destinations. The new stack will integrate digital infrastructure—such as verified supplier credentials, payments, and grievance systems—while the campaign targets lesser-known destinations to balance tourism demand across regions.
Digital Infrastructure to Streamline Travel
The National Digital Tourism Stack, developed with the Open Network for Digital Commerce (ONDC) and supported by the International Centre for DPI Innovation and Advancement (ICDIA), will act as a shared platform for tourism providers. It will enable seamless discovery, bookings, and trust mechanisms, such as identity verification and ratings, across participating services.
Implementation will proceed in phases, with a pilot launch scheduled for January 2027. The stack aims to reduce fragmentation in India’s tourism ecosystem by standardizing digital interactions, from supplier listings to visitor feedback. Officials noted that the system will draw on India’s existing Digital Public Infrastructure expertise, applying it to tourism for the first time.
Meanwhile, Dekho Apna Desh Campaign 2.0 focuses on redistributing tourism demand by promoting destinations currently overshadowed by major hubs. The initiative will identify hill stations, coastal areas, heritage towns, and pilgrimage sites with underutilized capacity, developing curated itineraries that include local experiences, transport, and accommodation. States and union territories will collaborate to ensure these destinations meet visitor needs while preserving sustainability.
Related Post: Expedition voyages drive ultra luxe travel demand
Partnerships to Expand Reach
Five Memoranda of Understanding (MoUs) were signed with industry partners to support the initiatives:
- Airbnb India will develop homestay opportunities and host training programs.
- FlixBus will promote intercity mobility and responsible travel.
- Glance Digital Experience will create digital content and visitor messaging.
- Eicher Group Foundation will focus on sustainable tourism in the Himalayas.
- MakeMyTrip will highlight unexplored villages and local shopping experiences.
All agreements are non-commercial, non-financial, and non-binding, prioritizing collaboration over financial transactions. The partnerships align with the government’s push for inclusive tourism, ensuring benefits reach local communities, artisans, and small businesses. Shekhawat highlighted that the next phase of India’s tourism growth must prioritize women, youth, and entrepreneurs in regional areas, not just urban centers.
Dr. Vivek Raghavan, co-founder of Sarvam AI, delivered the keynote on this year’s theme: “Digital Agenda and Artificial Intelligence to Redesign Tourism.” He argued that AI could optimize every stage of travel, from discovery to post-visit engagement, making experiences more personalized and accessible. The Ministry’s digital stack aligns with this vision, using data and automation to improve efficiency without sacrificing authenticity.
Broader Goals and Awareness
The event also launched a social awareness TV campaign on Swachhta (cleanliness), urging citizens to maintain pilgrimage sites, temples, and heritage locations. The campaign reflects growing concerns about overtourism and environmental strain in popular destinations.