The United Kingdom, home to a significant Indian diaspora of nearly 1.9 million, is India’s second-largest source of inbound tourists. In 2023, the country attracted 9.5 million foreign visitors, with 920,000 coming from the UK alone. Recognising this robust connection, the Indian Ministry of Tourism has crafted an India Pavilion at WTM 2024, highlighting the rich blend of Indian cultures, languages, and traditions. The pavilion also showcases a broad range of niche tourism experiences, including spiritual and wellness retreats, adventure tourism, eco-tourism, and gourmet travel.
A Special Focus on MICE, Wedding, and Mahakumbh Tourism
This year’s pavilion focuses on three significant tourism sectors: MICE (Meetings, Incentives, Conferences, and Exhibitions), wedding tourism, and the upcoming Mahakumbh. A central attraction within the pavilion is a mock mandapam, or wedding altar, designed to convey the opulence and cultural vibrancy of traditional Indian weddings, which are increasingly popular among international visitors. The MICE sector, which aims to position India as a key destination for global business events and conferences, is another key highlight, with representatives sharing insights into India’s top-tier facilities and venues.
State Participation and Collaborative Showcase
India’s representation at WTM extends beyond the Ministry of Tourism, with active participation from several Indian states and union territories. Key contributors include state tourism departments from Uttarakhand, Goa, Odisha, Kerala, Tamil Nadu, Telangana, Karnataka, Rajasthan, Uttar Pradesh, and Madhya Pradesh, as well as the union territories of Jammu and Kashmir, Puducherry, and Dadra & Nagar Haveli and Daman & Diu.
Each state offers unique tourism experiences, allowing potential partners and travelers at WTM to connect with representatives and explore the distinct attractions these regions offer.
Tourism ministers from various states, including Parvati Parida, Deputy Chief Minister of Odisha, and representatives from Telangana, Goa, and Uttarakhand, joined in the inauguration of the pavilion. The High Commissioner of India to the UK, Vikram Doraiswami, and Mugdha Sinha, Director General of the Ministry of Tourism, presided over the launch, emphasizing India’s commitment to global tourism outreach.
‘Chalo India’ Initiative: Diaspora’s Role in Promoting India
India’s participation in WTM 2024 also marks the launch of the ‘Chalo India’ campaign in the UK, an initiative spearheaded by Prime Minister Narendra Modi to leverage the influence of the Indian diaspora in promoting India’s tourism. The ‘Chalo India’ initiative encourages the diaspora to invite non-Indian friends and colleagues to experience the cultural richness and diversity of India firsthand. The campaign includes incentives such as gratis e-tourist visas for referred guests, aiming to make travel more accessible and appealing.
To support this effort, the Ministry of Tourism has developed the ‘Chalo India’ portal, a digital platform where diaspora members can register and refer non-Indian friends to visit India. Through this collaborative approach, the Ministry hopes to boost inbound tourism by highlighting India’s unique tourism appeal to international audiences through the country’s well-connected diaspora network.
The ‘Incredible India’ Digital Portal and Content Hub
In line with India’s digital transformation efforts, the Ministry of Tourism launched the ‘Incredible India Content Hub and Digital Portal’ on World Tourism Day, September 27, 2024. This platform serves as a comprehensive resource for a diverse range of users, including tour operators, journalists, filmmakers, and researchers. The portal provides access to curated content, multimedia resources, and tourism-related information, creating a centralised hub to enhance the travel experience for visitors to India.
India’s tourism strategy aligns closely with its broader environmental and economic goals. As the world’s fastest-growing major economy, India remains committed to sustainable tourism, supporting the G20 Goa Roadmap for developing eco-friendly and nature-positive tourism destinations. India’s ambitious goal of achieving net-zero emissions by 2070 underscores this commitment, with initiatives aimed at promoting green tourism infrastructure and eco-conscious travel experiences.
The G20 leadership year has been instrumental in showcasing India’s tourism potential, emphasising the nation’s capacity to meet global challenges while preserving its rich heritage and natural beauty.
India’s participation at WTM 2024 marks another step in its journey to position itself as a premier global travel destination. The delegation, the themed pavilion, and initiatives like ‘Chalo India’ reflect a strategic approach to engaging international audiences, promoting niche tourism experiences, and celebrating India’s cultural wealth. As the Ministry of Tourism continues to work with state governments and industry stakeholders, India’s vision of welcoming the world to experience its ‘Incredible India’ brand becomes ever more attainable, strengthening the country’s position on the global tourism map.
Through initiatives that leverage both its heritage and digital innovation, India seeks to redefine its tourism landscape, inviting the world to discover the kaleidoscope of experiences it offers.
