A journey through India is a sensory experience—more to be lived than described. But selling this to global travellers is no easy task. Let’s admit it: India isn’t always for the cautious tourist. It calls out to the truly curious—those who seek depth, diversity, and intensity. That’s why the story we tell the world must reflect that same spirit: insightful, immersive, and refreshingly untold.
To reimagine India’s global image, we need a bold marketing refresh that goes beyond clichés and captures the country’s timeless, multi-civilisational richness. If we truly want to improve India’s standing on the World Tourism Index, we must shift from big-budget campaigns to authentic, practical, cost-effective strategies. We must spotlight real stories, celebrate regional wealth, and appeal to today’s travellers seeking meaningful experiences.
Here’s how India can reposition itself as a compelling year-round destination for the world.
Over the centuries, India has rightfully earned its place as one of the world’s most culturally rich destinations. It doesn’t offer just one tourist season—it offers a calendar of festivals that spans every region and month. Each festival is a vibrant window into India's soul, from the colour-drenched Holi in March to the lantern-lit Diwali in November.
It’s time we formally promote a "Festivals of India" travel calendar that goes beyond the usual suspects and helps global travellers plan trips around lesser-known yet equally magical celebrations—such as Onam in Kerala, Mahamaham in Kumbakonam (Tamil Nadu), the Hampi Festival in Karnataka, or Losar in Arunachal Pradesh.
With over 550 million people participating, including global celebrities and business leaders, the Maha Kumbh Mela is a remarkable case study of India's event-handling capability. What made it successful? Robust infrastructure, curated cultural and spiritual experiences, and compelling storytelling on National Geographic and BBC platforms.
This model offers a replicable blueprint for regional festivals across the country. Host states can draw from this template to become magnets for immersive, experience-driven travel. Here are some must-experience festivals for global tourists:
Hornbill Festival (Nagaland) – Music, tribal culture, crafts
Rann Utsav (Gujarat) – Desert glamping, folk performances
Onam (Kerala) – Boat races, flower carpets, temple rituals
Durga Puja (Kolkata) – Art installations, community feasts
Losar (Ladakh/Sikkim) – Buddhist New Year, masked dances
Baul Music Festival (West Bengal) – Spiritual folk traditions
The best travel memories are often bite-sized — small moments that linger. Micro itineraries offer visitors, especially from neighbouring countries, an opportunity to savour India without long stays or expensive trips.
Instead of overused circuits like the "Golden Triangle," let’s promote untold stories and hidden routes. These short trails can offer an emotional and cultural high:
The Monsoon Mandala: Cherrapunji → Majuli → Ziro Valley
Textile Tales of the West: Kutch → Bhuj → Patan
Sacred South Sojourn: Chidambaram → Srirangam → Madurai
Folk & Fire Trail: Jaisalmer Desert Festival → Nagaur Fair → Bikaner Camel Fest
Countries like Singapore, Turkey, and Iceland have aced transit tourism by offering free or discounted short-stay packages for long-haul travellers. Ideally located between Europe, Asia, and Africa, India should tap into this opportunity through 1–2 day stopover packages at airports like Delhi, Mumbai, and Bengaluru.
Short but immersive options—from wellness breaks and spiritual experiences to local shopping and street food crawls—can transform layovers into rich travel memories, especially for Gen Z professionals who crave meaningful micro-adventures.
Remember how Game of Thrones turned Croatia’s Dubrovnik into a global hotspot? That’s film-induced tourism at work. Fans today want to walk where their heroes walked—turning cinematic landscapes into travel goals.
India must leverage its growing global cinema clout—from RRR to Laapataa Ladies—and partner with filmmakers and OTT platforms to strategically embed destinations into narratives. Think “RRR Trails” or “Laapataa Locations”—complete with itineraries, stays, and guided experiences.
The Ministry of Tourism has launched powerful initiatives like Chalo India, Wed in India, and Travel for LiFE. India must actively engage international influencers across social and on-ground platforms to amplify these further.
One idea: #IncredibleIndia100—a global challenge inviting influencers to explore and document 100 unique destinations across India. Incentives like merchandise, digital badges, or lifetime travel perks can help the campaign go viral. More importantly, it positions India as diverse, layered, and endlessly discoverable in the eyes of a global audience.
Sports are more than events—they’re cultural moments. The Indian Premier League (IPL) has shown how cities can become tourist hubs during matches, with packed hotels and cultural spillover.
India’s growing global sports ambitions—including its bid for the 2036 Olympics—present a major opportunity. But we need a plan.
Think:
Stadium tours and locker room visits
"Breakfast with a Cricketer" or "Coffee with a Coach"
Fan journeys with clubs like Mohun Bagan
Surfing, golf, trekking, and marathons in scenic locations
States like Odisha are already showcasing best practices in hockey tourism. A national blueprint could create year-round sporting circuits that attract both fans and travellers.
(Farhat Jamal is a veteran hotelier and Chairman of the Travel, Tourism & Hospitality Committee at IMC Chamber of Commerce and Industry, Mumbai)
