Tourism has long been recognised as a major driver of economic growth, cultural exchange, and employment. For India — with its unparalleled heritage, diverse landscapes, and deep spiritual traditions — the potential is enormous. Yet despite its strengths, India still trails several global peers in converting its tourism promise into sustained economic outcomes. With fresh strategies, smart investments, and targeted marketing, India could dramatically expand both domestic and international tourism — benefiting millions of citizens and strengthening soft power on the global stage.
Where India Stands Today
Tourism contributes significantly to India’s economy. According to government data, India’s domestic tourism visits numbered nearly 29,471 lakh in 2024, with states like Uttar Pradesh, Tamil Nadu, and Karnataka leading in domestic footfall. Pilgrimage and heritage sites are major magnets for travellers, with religious tourism alone generating large-scale economic activity.
In the Union Territory of Jammu and Kashmir, improvements in security and infrastructure have led to dramatic increases in visitors in recent years. Domestic tourist visits rose from just over 25 lakh in 2020 to more than 2.35 crore in 2024, while international arrivals also rebounded strongly. This resurgence underscores both the latent potential of the region and the importance of peace, stability, and connectivity in driving tourism growth.
Learning from Global Success Stories
Countries around the world have implemented focused strategies that India can adapt.
Spain, for example, recorded a record 96.8 million foreign tourists in 2025. Tourism now accounts for over 12 % of its GDP, and the country has prioritised high-quality experiences, improved transport connectivity, and responsible tourism models that balance volume with sustainability.
South Korea’s “Korean Wave” demonstrates the power of cultural exports in driving tourism. By exporting popular media such as dramas and music, Korea saw its annual tourism numbers more than double over two decades. Strategic branding tied to pop culture helped reshape the country’s global image, attracting visitors who want to experience locations featured in entertainment.
Spain and Korea’s success shows that strong branding, cultural engagement, and strategic marketing are essential — especially in capturing new international source markets. As European and Asian travellers seek immersive cultural experiences, India can position itself not merely as a destination, but as a heritage and experience brand.
Temple Tourism: India’s Untapped Powerhouse
India’s thousands of sacred temples are among the world’s most unique tourism assets. According to tourism analysts, temple travel accounts for a significant portion of domestic trips, supporting millions of jobs in hospitality, transport, retail, and crafts.
Schemes like Swadesh Darshan — which develops theme-based tourism circuits including religious trails like the Ramayana Circuit — aim to knit together cultural and spiritual destinations with improved infrastructure and services. Pilgrimage sites such as Tirupati, Somnath, and Vaishno Devi already attract millions annually; targeted investments in cleanliness, visitor facilities, digital wayfinding, and crowd management can further increase their global appeal.
Moreover, embracing technology — such as AI-driven crowd control and digital guides deployed at major temples — can improve visitor experience and safety, encouraging repeat visits and positive word-of-mouth internationally.
Budget 2026–27: New Measures to Fuel Tourism Growth
In the Union Budget 2026–27, the Government of India introduced several strategic measures to invigorate the tourism sector. These go beyond general infrastructure spending and directly support tourism infrastructure, skills development, destination sustainability, and global positioning:
- World-Class Destination Development
The Budget proposes development of 15 archaeological and heritage sites into immersive tourist destinations. These include iconic places such as Lothal, Dholavira, Rakhigarhi, Sarnath, and Leh Palace. This approach blends heritage conservation with visitor engagement, enhancing both domestic and international appeal. - Skill Building and Professionalisation
Tourism thrives on quality service. The Budget upgrades the National Council for Hotel Management into a National Institute of Hospitality, which will act as a centre of excellence for training hospitality professionals.
A pilot programme to upskill 10,000 tourism guides across 20 major destinations was also announced. Guides trained through world-class courses — many in partnership with esteemed academic institutions — will enhance the visitor experience and narrative quality at iconic sites. - Digital and Research Infrastructure
A new National Destination Digital Knowledge Grid will systematically document India’s cultural, spiritual, and heritage assets. This digital architecture aims to support research, content creation, and innovative technology solutions for tourism. - Adventure, Wildlife, and Heritage Trails
India will invest in ecologically sustainable mountain, coastal, and wildlife trails, including in sensitive areas like the Himalayas and Western Ghats. In Jammu and Kashmir, emphasis on mountain trails is expected to generate local employment and diversify tourism offerings.
Additionally, India plans to host the Global Big Cat Summit, bringing global leaders together on wildlife conservation — strengthening eco-tourism and diplomatic engagement. - Promoting Medical and Wellness Tourism
Support for five regional medical tourism hubs will position India as a global destination for high-quality, low-cost medical care. This, combined with the expansion of traditional wellness systems, taps into an expanding global market for health travel. - Facilitating Travel and Connectivity
Measures such as expanded regional connectivity through the UDAN scheme, visa reforms, and customs duty adjustments aim to make travel easier and more affordable for both Indian and international tourists. - Cultural and Pilgrimage Circuit Enhancements
New Buddhist circuits across the Northeast (including Arunachal, Assam, and Sikkim) are planned, connecting spiritual sites with better amenities and transportation — a move that can boost both domestic and foreign pilgrim flows.
India has all the pieces of a tourism success story — diverse landscapes, deep cultural roots, rich spiritual heritage, and a youthful population eager to travel. The Union Budget 2026–27 reinforces tourism as a cornerstone of economic and cultural progress, with targeted investments in destinations, infrastructure, skills, digital systems, and sustainability.
Pairing these fiscal initiatives with strong global branding (learning from countries like Spain and South Korea) and community participation will help India not just attract more tourists, but also ensure that tourism becomes an engine for equitable and resilient growth.
The author can be reached at-
mumarmir@gmail.com
