Why isn’t India the tourism capital of the world?

 

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There is no reason on the face of the earth (pun intended) for India not to be the tourism capital of the world. From the lofty Himalayas and the Thar Desert to one of the longest coastlines in the world and from historical monuments and a cultural heritage that goes back several millennia, India offers more in spades than any other nation in the world. It has ski resorts and beach resorts, jungle safaris and desert safaris, alpine forests and mangrove forests, mighty rivers and serene lagoons and everything else you can imagine, like exotic tropical islands and even an active volcano! Medieval palaces, forts, ancient temples, a millennia-old classical music tradition, a cuisine more varied than any other, and a unique way of life that has evolved over thousands of years.

There is nothing that any nation in the world has that can hold a candle to what India has to offer. It compares favorably with Rome and Egypt when it comes to ancient architecture, and its cuisines from across its various regions rival those of France and Italy. India's ski resorts are no less than what Switzerland offers, and its thriving wildlife offers more than what Africa does. From the frozen deserts and icy rivers of Ladakh, to the aquamarine waters of Andaman and Nicobar islands and from the rugged river-carved canyons of Gandikota and Bhedaghat, there isn't enough space to go into the details of what India offers the world. Yet, the international tourist arrival numbers for India are abysmally low.

France, a nation one-fifth the size of India, attracted 89.4 million visitors in 2024 (the highest in the world), when compared to an extremely modest 20.57 million international tourist arrivals in the same year. In fact, India did not even make it to the list of the top 10 nations attracting international tourists, being left behind by countries like Spain, Italy, Turkey, the United Kingdom, the United States, Germany, China, Thailand and Mexico.

India earned as much as $35 billion from international tourist arrivals in 2024, a figure that would have been a whopping $151.4 billion if something like 89 million international tourists had arrived in India instead. That is not all that far from what India earns from its IT exports. Does one even begin to fathom what kind of difference that would have made to the Indian economy? With all that India offers, isn’t that a criminal waste of opportunity for a nation that has more to offer than any other in the world?

Why doesn’t India get the numbers?

If India doesn't get the international tourist arrival numbers it deserves, it has to be on account of the fact that very few of the international travellers who come here recommend it heartily to their compatriots back home or want to visit it again. This occurs because of the fact that India still has infrastructure issues. Rail, road and air connectivity have come a long way in recent years, but are still pretty inconsistent, with last-mile transportation often not being up to the mark.

India has many world-class hotels, some of which make it to several international lists of the world's greatest hotels, but it does not offer much by way of affordable accommodation comparable with other major tourism destinations. In particular, there are issues with regard to safety and hygiene, especially in areas that are not part of the well-known tourist circuits. International tourists expect things like clean public restrooms and the availability of safe drinking water, wherever they visit, no matter how remote the place may be.

Some international tourists might get put off by what they might perceive as restrictive visa rules. This is especially evident when you compare the tourism visa policies of other tourist destinations around the world. One would do well to make it possible for international visitors to come for even short-term visits, allowing them more flexibility when it comes to travel planning.

While India is a budget traveller's paradise, given the high number of expat backpackers you see in the country, the mid to high-end tourists often face quite high costs. Then, there is the question of the high taxes levied on hotels and travel services. To top it all, hotel rates and airline ticket prices are exorbitantly priced during the peak season, often making the visitors consider other destinations to visit.

Lastly, India has been rather lacklustre and inconsistent in showcasing its offerings in the world tourism market when compared to other countries like France and Italy, which have been able to develop a strong brand image in terms of what those countries offer to visitors.

How to turn the tide?

 

The critical building block with regard to putting India on the path to achieving the number one tourism destination in the world is to carry out a massive upgrade of its infrastructure.  Improvement in road connectivity, adequate accommodation of internationally acceptable standards and massive across-the-board improvement in hygiene and sanitation levels not just across the tourist destinations, but across the country. This entails a massive investment, which will pay back handsomely in the times ahead.

The safety and security of all tourists-domestic and international, have to be a matter of national pride and importance. Not only does it entail better policing, but also making the people realise that they have a stake in ensuring that the world sees India as a great place to visit, where the people are warm, friendly and well-disposed to people who visit their land. It would, in fact, be a great idea to train people throughout the length and breadth of this vast country to participate in the growth of the tourism sector. They could become a part of the very lucrative hospitality industry, helping them raise their standard of living.

India has a head start in digital connectivity thanks to its impressive mobile connectivity and the very successful rollout of its digital payments infrastructure. This can be leveraged by putting an integrated ticketing system in place. Besides, one can use apps and deploy AI to help tourists discover incredible India and make the best possible travel plans with ease and convenience.

India is a land that, at some level, beckons and fascinates the world, and this has been true since the dawn of history. In offering people everything that is good, profound and sublime in the world, it shows them the layered, intricate, diverse and nuanced aspects of its way of life. Visiting India in many ways is like finding the meaning of life itself.

We in India owe it to ourselves to show the world the very best of what India is. If we do that, there is no reason why India can't be the number one tourism destination in the world. In so doing, we will not only contribute massively to the enrichment of this vast and ancient land, going back millennia, but also bring the world closer to it. As the old Indian saying goes, "The World is One Family."