India as a journey vacation spot suffers from a picture challenge. And its widespread tourism mottos, ‘Atithi devo bhava’ or ‘Unimaginable India’, aren’t doing a lot to vary the notion. 

Based on the findings of a survey carried out by Reserving.com, as many as 32% of overseas travellers to India listed “getting sick” as their largest concern, whereas 27% worldwide travellers to India talked about “security and safety” as their largest fear. Cultural variations (13%) and language boundaries (12%) had been additionally cited as different issues. Well being and issues of safety had been additionally the largest elements cited by overseas vacationers who visited India however didn’t want to return.

The survey, particular to India’s inbound journey developments, was carried out in August and concerned 2,000 adults from 19 international locations, additionally mentions that different Southeast Asian international locations are attracting extra travellers on account of their simple visa regimes and value-for-money propositions for vacationers. 

Why India Has Lagged Behind

International vacationer arrivals in India have remained effectively under pre-pandemic ranges, regardless of a restoration in 2023. It reached 4.78 million within the first half of 2024, displaying a restoration from 4.38 million in 2023, however nonetheless in need of pre-Covid figures of 5.29 million in 2019. Apparently, extra Indians at the moment are travelling overseas. However proportionately, fewer overseas vacationers are coming into India.

We could also be a welcoming nation, however our visa course of is cumbersome. We could have constructed roads and metros however we nonetheless have not been capable of match infrastructure-friendly international locations, together with some Southeast Asian nations, the place journey is relatively simple, organised and affordable. Lack of high quality funds inns and the absence of organised transportation are a number of causes that dissuade overseas vacationers from coming to India.

Business our bodies really feel that that is largely due to a scarcity of aggressive advertising and the absence of tourism workplaces in key markets. “Our advertising and promotions are lower than the extent of Southeast Asian international locations. The roadshows by Malaysia, Thailand, Singapore, Vietnam, and the visa facilitation by them, together with by Sri Lanka, make them locations of alternative,” says Rajiv Mehra, President of the Indian Affiliation of Tour Operators.

Worldwide vacationers, notably ladies, really feel India is an unsafe place to journey to. Frequent information experiences about rape and harassment additionally fear vacationers.

Apart from that, elements like insensitive immigration officers, the scourge of touts, chaotic airport arrivals, unhygienic places and meals, additionally depart a really destructive influence.

Even a small nation like Vietnam, an rising vacationer vacation spot, has higher roads, and higher vacationer infrastructure like buses, trains, coaches and taxis, and may be very inexpensive.

Capitalising On Buddhist Circuits

To deal with the tourism downturn, India must deal with infrastructural enhancements and focused advertising campaigns. Direct worldwide air connectivity and simplification of visa processes can assist India promote itself as a world vacationer vacation spot. “Airfares going northwards is one other deterrent. Unprecedented demand for large fats weddings amongst Indians has pushed resort charges by 25% in locations like Udaipur and Goa,” says Mehra. “The GST quantity may be very excessive in India in comparison with different international locations. For instance, towards India’s 23% GST, France expenses 10%, UK 15%, Southeast Asia and China between 7% to eight%, and so on. This has made India’s in-bound tourism sector extraordinarily uncompetitive,” he provides.

India additionally hasn’t been capable of capitalise on the massive potential of its Buddhist heritage and hasn’t been capable of popularise its Buddhist circuits. Locations like Bodh Gaya, Rajgir, Nalanda, Kushinagar, Dharamshala, Ladakh, and so on, fail to draw important numbers of vacationers on account of lack of cleanliness, facilities and security. That is ironic as there are a big numbers of Buddhists in China, Japan, Sri Lanka and Central and Southeast Asian international locations, a vacationer market India hasn’t been capable of faucet. 
Nevertheless, not all is bleak. There have been some optimistic messages within the survey as effectively. As many as 40% responders mentioned they’d by no means been to India however deliberate to go to.

To draw overseas vacationers, the Indian tourism trade should up its hospitality sport. There must be higher coordination between the Centre and states to boost the guests’ expertise. The Indian authorities has been selling home tourism in an enormous method. However the ministry should deal with prioritising the overseas vacationer sector too, as it’s a essential means for each financial and socio-cultural change. 

(The writer is Contributing Editor, NDTV)

Disclaimer: These are the private opinions of the writer