The Indian Association of Tour Operators (IATO) has urged the government to adopt a comprehensive and coordinated strategy to boost India’s global tourism presence. Citing the need to position India among the world’s top travel destinations, the association called for dedicated Tourism Attachés, stronger international branding, and sustained marketing investments.
According to IATO’s latest proposal, at least 30 Indian embassies in key markets should have designated Tourism Attachés or Nodal Officers backed by professional PR and marketing teams. These officials would be responsible for region-specific campaigns, digital outreach, and partnership-building. The association has also sought ₹1,000 crore under the Incredible India campaign and the formation of a national tourism board chaired by the Prime Minister to drive coordination and results.
Global Presence Still Below Pre-Pandemic Levels
While inbound tourism is gradually recovering, India’s foreign tourist arrivals (FTAs) remain below pre-pandemic levels. As per the India Tourism Data Compendium 2025, India recorded 9.95 million FTAs in 2024, compared to 10.93 million in 2019. In the first half of 2025, arrivals reached 4.27 million, down from 4.91 million in the same period last year.
IATO President Ravi Gosain said that India is now “within a close margin” of pre-COVID numbers, but consistent international marketing and better coordination are essential to bridge the gap.
Unified Marketing and Cost-Sharing Framework
To eliminate fragmented efforts, IATO proposed a cost-sharing model between the Ministry of Tourism and state governments, with each contributing 50% toward overseas marketing campaigns. The association also called for the creation of a unified India Pavilion at global tourism fairs, replacing disjointed state-led booths to project a cohesive national image.
Further, IATO recommended the launch of a refreshed Incredible India brand identity in 2026, uniting all stakeholders under a single thematic direction. “A unified campaign approach will help India stand out in the global market and attract more long-haul travelers,” said Gosain.
Strengthening Marketing Assistance and Themed Promotions
The association also urged reforms to the Marketing Development Assistance (MDA) scheme to include hybrid events, digital marketing, and sustainability initiatives. It proposed extending financial support to SMEs, niche tourism operators, and emerging markets like Latin America and Eastern Europe.
Additionally, IATO recommended hosting “India Evenings” at international trade shows, featuring Bollywood, heritage, cuisine, and craft showcases to highlight India’s diverse cultural appeal.
Collaborative Approach for Long-Term Growth
Gosain stressed the need for a joint annual calendar of international roadshows and exhibitions, co-created with state tourism boards and the private sector. “Tourism promotion requires continuity, collaboration, and creative storytelling,” he said. “India’s diversity is its strength, but it must be presented through a consistent and professional global voice.”
With tourism’s strong multiplier effect on jobs, infrastructure, and foreign exchange, IATO expects renewed government focus on policy reforms and fiscal support to unlock India’s potential as a year-round global destination.