India’s tourism strategy now prioritizes spreading demand across underdeveloped regions instead of relying on domestic visitor volume growth. The Ministry of Tourism announced this shift as the sector grapples with a foreign exchange deficit, with Indian travelers spending significantly more abroad than foreign visitors do within the country. Officials cite 429 million domestic trips recorded last year but argue that concentrating on high-density destinations like Delhi and Mumbai no longer aligns with long-term sustainability. Instead, they promote Turtuk, Gurez, Doodhpatri, and Varkala as alternatives through the Dekho Apna Desh 2.0 initiative, which encourages hospitality chains to expand into Tier 2 and Tier 3 cities to distribute tourism more evenly.
Tourism Secretary Bhuvnesh Kumar emphasized that India’s foreign exchange position in travel turned negative around 2021, marking a reversal from previous years when the country ran a surplus. Kumar stated that Indians are spending more abroad than foreign visitors spend in India. To address this, the ministry now champions high-value, tech-driven tourism over raw visitor numbers, focusing on quality experiences that meet global standards.
Digital advancements are central to this transformation. The Open Network for Digital Commerce (ONDC) pilot in Varanasi initially mapped 180 tourism products and has since identified 23,000 products and experiences nationwide. Authorities aim to develop a unified customized travel pass to simplify bookings. Visa policies have also been streamlined: the number of visa categories was cut from 22 to 9, medical visas extended from 60 days to one year, and e-visa eligibility now covers 171 countries.
For emerging destinations, digital visibility is non-negotiable. Harvinder Singh, a representative from United Airlines, warned that offline appeal alone is insufficient. Singh said that emerging destinations may not sell as they should unless they are visible online. Without digital prominence, even distinctive locations risk being overlooked. The aviation industry’s strategy now extends beyond iconic sites like the Taj Mahal, focusing instead on seamless end-to-end travel experiences, including logistics and accessibility improvements.
International interest in India’s tourism sector is rising. The Greek Ambassador, Aliki Koutsomitopoulou, reported a 72% increase in Indian visitors to Greece between 2022 and 2024, driven largely by pre-existing travel interest rather than new flight routes. Direct connections launched in January 2026 have further unlocked this demand. Over 400 Indian travel industry professionals will gather at the 40th TAFI Convention in Rhodes this October to forge partnerships and share inventory, reinforcing cross-border collaboration.