India is expected to see a significant increase in visa applications this year, with 380,000 visitors projected to arrive in the US. Out of the total visitors entering the US, the New York City remains the number one entry point with more than 60 per cent Indian tourists embarking on their US journey through New York.
New York City is home to the world’s busiest airport system and the number one port of entry for US international travellers. New York City welcomed a total 61.8 million travellers in 2023, marking a recovery of 93 per cent of the City’s record 2019 visitation levels. It remains on track to welcome 64.5 million visitors this year.
New York City welcomed 336,000 India travellers – marking full recovery of the market’s pre-pandemic visitation levels – with 383,000 expected to visit this year.
During 2023, the New York City saw the average length of stay increase to 11 days (up from 9.9 days pre-pandemic) and spending increased from an average USD 1,955 to USD 2,200 per person per trip. Compared to all overseas visitors to NYC, Indian visitors skew to more leisure, tend to travel alone, and stay in hotels. Indian visitors generally prefer to book air travel to NYC in March, April, and May.
India continues to be a significant source of international visitors to New York City, and various initiatives taken by the New York City’s tourism board underscores the their commitment to providing Indian travellers with a warm welcome and a memorable experience.
New York City Tourism + Conventions, the official destination marketing organisation and convention and visitors bureau for New York City’s five boroughs, successfully wrapped up three-city Sales Mission in India earlier this year, where it hosted events across Mumbai, Delhi and Ahmedabad. The tourism board also recently launched online travel trade academy with Hindi subtitles providing increased education and sales support for travel trade.
As part of this mission, representatives the NYC Tourism delegation engaged with key stakeholders and travel agencies in three feeder cities – including Ahmedabad (first time post pandemic) – across India and showcased the diverse offerings that New York City has for Indian travellers.
“We were pleased to be back in India, a rapidly growing feeder market for New York City tourism, for our annual sales mission, said Makiko Matsuda Healy, Senior Vice President, Tourism Market Development for New York City Tourism + Conventions. “Recently, we introduced the Travel Trade Academy program, thoughtfully enriched with Hindi subtitles to ensure that the Indian travel trade can fully engage with the five-borough destination. By incorporating Hindi subtitles, we aim to empower the trade to adeptly respond to evolving consumer demands, providing a diverse and personalised array of NYC experiences that resonate with the preferences of the Indian audience.”
The decision to ramp up efforts to draw Indian tourists follows a significant backlash against the Maldives triggered by derogatory remarks made against India and Prime Minister Narendra Modi on social media by three Maldivian officials. This backlash led to numerous cancellations of reservations and a drop in plans to visit the Maldives by Indian tourists, including several celebrities.
Talking about the growth of tourism in New York from the Indian market, Healy said the development has been really promising. “India has increasingly become a significant source market for international visitors for NYC. Factors such as improved air connectivity, growing disposable income among Indian travelers, and the appeal of New York City’s iconic attractions, diverse culture, and shopping opportunities have contributed to this growth. Additionally, targeted marketing efforts, collaborations with travel trade partners, and initiatives to enhance the overall visitor experience have also played a role in attracting more Indian tourists to NYC,” she added.
During the Sales Mission in Delhi, Beate Mauder Kakkar, Managing Director, Indiva Marketing, who represent New York City Tourism + Convention in India in conversation with ETTravelWorld discussed marketing strategies for promoting New York City tourism to India.
When asked about the key focus areas and activities of the Tourism Board’s mission to India, Kakkar said metro cities like Mumbai and Delhi are the top sources of visitors but smaller emerging cities like Ahmedabad are also important targets. “Throughout the year, the Board conducts various initiatives in India through their trade and PR managers based in the country,” she added.
Talking about the re-branding of NYC & Company to the New York City Tourism + Convention, Kakkar said, “The new name is a lot clearer and better understood,” adding that it aims to improve communication around the city’s tourism and conventions efforts.
Whereas, Healy reaffirmed that the primary goal of the rebranding, which happened last year, was to strategically position the organisation to continue leading NYC’s tourism economy and reestablish its purpose and mission as the official destination marketing organisation and convention and visitor’s bureau for one of the world’s greatest destinations.
“The rebranding of New York City’s tourism efforts has likely had a positive impact on the Indian market, evident in increased visibility and clarity about who we are and how we can support the travel trade. By clearly defining who we are and establishing our new brand, we hope to further cement our position in the market and increase the desirability for key trade to partner with us in-market,” she added.
Dubbed “TIME FOR TAIWAN,” the program comprises nine comprehensive modules covering a wide array of topics, ranging from cultural insights and visa procedures to transportation options, accommodation choices, itinerary planning, MICE incentives, Indian restaurants and venues. Through engaging content and interactive webinar sessions, participants will gain invaluable insights about Taiwan.
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Last year, without direct flights, Bali welcomed over 400,000 Indian tourists. This staggering figure underscores the immense potential for growth once direct flight routes are established, stated Ina H. Krisnamurthi, Ambassador, Embassy of the Republic of Indonesia in India.
“Thanks to initiatives like IndiGo’s direct connection to Jakarta and Vistara‘s efforts in establishing direct links from Delhi, we are now in a better position to encourage travel to Bali. The availability of these direct flights presents an opportunity to significantly enhance tourist inflow between our nations, as evidenced by last year’s influx of over 400,000 Indian visitors to Bali, a figure we anticipate will grow,” the ambassador said.
In terms of overall tourist numbers, Indonesia welcomed a staggering 11.67 million visitors in 2023, almost double the number in 2022. Bali alone received 5.23 million visitors, accounting for nearly half of Indonesia’s total tourism arrivals.
The ambassador further urged the Indian stakeholders to seize the opportunity presented by improved connectivity. She highlighted that despite the Indian populace expressing keen interest in Bali, their actual visitation numbers remain relatively low, primarily due to the absence of direct flights.
“While traffic from India may exhibit seasonal trends or focus on wedding-related travel, we must strategise on maintaining consistent demand and exploring new avenues for engagement,” she said.
Vistara Bombay-Bali to be a reality soon
Payal Mehta, Regional Manager Sales -North India at Vistara – TATA SIA Airlines Ltd. informed that the airline is also exploring options for flights from Bombay. “Vistara currently operates daily direct flights from Delhi, which is performing satisfactorily. Nevertheless, with the continued support and contributions from everyone involved, our flight operations are progressing well. Our next step involves introducing Boeing LR series aircraft to Bali, offering approximately 300 seats per departure. Plans for flights from Bombay are indeed on cards, pending bilateral approvals and support. Rest assured, we are actively working towards these goals and anticipate positive outcomes in the near future,” she told ETTravelWorld. “If all goes according to plan for strengthening our Delhi departures, we may introduce wide-body aircraft from Delhi in the future. Merger is on the cards with Air India and we are still assessing on how it opens or works out,” she added.
Mumbai remains a consistent frontrunner as the primary source city for South African Tourism in India. Reflecting this trend, inbound tourism from Mumbai saw a substantial 37 per cent year-on-year growth in 2023, contributing to the overall surge in leisure and business travel. Overall, for India, there has been a 43 per cent increase from previous year. Neliswa Nkani, Hub Head – Middle East, India, and South East Asia, South African Tourism shares more.
$10 tourist fee an investment in environmental conservation, not a deterrent
To conserve the cultural richness of Bali and to avoid the repercussions of overtourism, the Indonesian government had recently introduced a USD 10 levy on foreign tourists upon their arrival. This measure exempts domestic travellers, diplomatic visa holders, and citizens of ASEAN countries from the tourism levy.
“We all admire Bali, which is a sought-after destination for Indians. Indonesia, as a nation, is known for its warm hospitality and excellent services. However, tourism also brings about certain challenges, such as environmental damage and waste generation. Therefore, it’s crucial to address these issues by focusing on waste reduction at the source. Given that 80 per cent of Bali’s economy relies on tourism, it’s paramount to safeguard it,” said Sanjay Sondhi, Country Manager, Visit Indonesia Tourism Office India.
Acknowledging that the recent implementation of a tourist fee is a must to preserve the local culture and protect the environment, Sondhi said that it’s essential for the local community to feel involved and not suffer from the negative impacts of tourism.
“Bali boasts ancient irrigation systems, UNESCO heritage sites and picturesque paddy fields, offering unique experiences beyond urban areas. It also stands out for its cultural diversity, with over 20,000 temples and a rich Hindu heritage. Tourism specialists in India can tailor itineraries to showcase these authentic experiences and promote a harmonious coexistence with nature,” he suggested.
“The USD 10 fee should be viewed as an investment in environmental conservation rather than a deterrent, following the example set by other nations like Bhutan, where a USD 100 fee is imposed per person. As stakeholders from India, we should support these efforts to ensure sustainable tourism practices and protect Bali’s natural assets,” Sondhi expressed.
75 years of bilateral relations to foster tourism
Notably, Indonesia is also completing its 75 years of bilateral relations with India. Symbolising the enduring bond between the two nations, the ambassador referenced the shared values and historical ties represented by the special logo, adorned with colours reminiscent of both the Indian and Indonesian flags.
She said that a series of celebrations, showcasing Indonesia’s commitment to deepening cultural and economic exchanges with India have been planned this year. This includes cultural and dance performances, festivals, and sales missions across major Indian cities.
Echoing the sentiments through a popular quote- Bali is more than a place. It’s a mood; it’s magical. It’s a tropical state of mind, the ambassador remarked, “As a representative of the government, I am encouraged by the growing closeness between Indonesia and India, which is reflected not only in our symbolic gestures in the logo but also in tangible collaborations post-COVID-19,” she concluded.
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Turkey is setting ambitious goals for tourism, aiming to welcome 3.5 lakh Indian tourists in 2024, said Onur Gozet, Deputy General Director of Promotion, Ministry of Culture and Tourism of Turkey, during a joint roadshow in Delhi.
“India is an increasingly important market for Turkish tourism. The number of Indian tourists visiting Turkey has been increasing year on year and this growth trend is a testament to the growing interest and rapport between our nations. In 2022, despite the challenges posed by Covid-19, we welcomed 2.3 lakh Indian tourists. Though the numbers are not out yet, for last year, we expect that this figure rose to 2.7 lakh. Our target for 2024 is 3.5 lakh, a significant milestone in our efforts to strengthen bilateral ties through tourism,” he stated.
Speaking during the roadshow jointly hosted by Travel Agents Association of India & The Ministry of Culture and Tourism of the Republic of Turkiye and Turkiye Tourism and Promotion Agency, Gozet also underscored the role of airlines in enhancing connectivity between the two countries. He noted the existing services provided by Turkish Airlines and IndiGo between Istanbul and major Indian cities like Delhi and Mumbai, with plans for expanded routes will further stimulate tourist inflows. Presently, there are 14 flights per week, with each carrier operating flights from the aforementioned cities.“Our aim is to increase the number of flights with plans for further expansion to other Indian cities in near future,” he shared.
Adding to this, Gozet emphasised the goal of elevating India to one of the top ten tourism source markets within the next two to three years for Turkey. Highlighting Turkey’s growing popularity among Indian couples seeking destination weddings, Gozet described last year’s surge as ‘remarkable’.
“We are actively targeting the Indian wedding segment, considering it a strategic avenue for promoting Indian culture within the country,” he stated.
Gozet also elaborated on Turkey’s appeal for destination weddings, citing its unique historical venues, waterside mansions, royal palaces along the Bosphorus, luxurious hotels, and other picturesque locales ideal for hosting the wedding ceremonies. In addition to weddings, Indians are drawn to Turkey for its rich culture, history, events, shopping opportunities, and other MICE (Meetings, Incentives, Conferences, and Exhibitions) activities, as revealed by Gozet during his presentation.
To foster Goan home stays among tourists, the Department of tourism Goa has also finalised agreements with MakeMyTrip, Agoda, and various other players, shared Rohan A. Khaunte, the state’s Tourism & IT Minister. Speaking to ETTravelWorld, the minister also detailed the upcoming policies and revealed plans to develop 100 villages to attract digital nomads.
Speaking during the roadshow, the Ambassador of Turkey in India, Firat Sunel acknowledged the streamlined visa procedures, particularly the hassle-free e-Visa system, designed to expedite the entry process for Indian travellers. “For group travellers attending events like MICE or weddings, we’ve streamlined the visa application process, ensuring quick and efficient issuance with less documentation. These initiatives aim to enhance the overall tourist experience and further boost visitor numbers between our nations,” he said. The roadshow’s timing is crucial, said the ambassador reflecting on last year’s G20 meetings in India which spurred significant diplomatic activity, with Turkey’s top officials visiting. “This engagement has positively impacted bilateral relations, including tourism. Enhanced people-to-people exchanges contribute to deeper understanding and stronger relations between our countries. Our aim is not only to encourage Indian tourists to visit Turkey but also to promote travel from Turkey to India,” he added.
Echoing Sunel’s thoughts, Jyoti Mayal, President, TAAI, spoke about the significance of tourism as a catalyst for fostering people-to-people connections. She stressed the importance of sustained engagement between the two countries through initiatives like roadshows to fortify relationships and drive tourism growth. “We believe that these engagements will further encourage innovation and increase footfalls, creating stronger opportunities for both tourism and economic growth,” she stated.
Mayal further underscored the evolving landscape of travel post-pandemic, noting shifts in traveller demographics as well as the agents’ way of doing travel business. She emphasised the need for continuous training and specialisation among travel professionals to effectively promote destinations like Turkey. Embracing the vision of becoming Turkey specialists, Mayal emphasised the pivotal role of education and collaboration with TAAI to ensure seamless travel experiences for Indian tourists.
Concluding the first leg of the roadshow, the Delhi event witnessed participation from over 200 tourism fraternity members of Turkey and India. It also served as a pivotal platform for showcasing the destination tourism offerings to the Indian travel trade community. The 6-city roadshow will continue its journey with subsequent sessions to be held in Kolkata, Chennai, Hyderabad, Bangalore, and the concluding event in Ahmedabad.
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The Korea Tourism Organization (KTO) has set a target of welcoming 200,000 travellers from India this year, stated Myong Kil Yun, Regional Director, India & SAARC Countries at KTO.
This announcement comes against the backdrop of Korea‘s overarching goal of reaching a record-breaking 20 million foreign visitors by 2024.
Yun emphasised the strategic importance of India in Korea’s tourism plans, highlighting the country’s success in attracting Indian visitors. Last year saw a significant milestone with 120,000 Indian travellers experiencing Korea’s attractions.
“With their boundless enthusiasm and deep appreciation for K-pop, K-drama, K-beauty, and the Korean culture in general, we recognize the tremendous potential of the Indian travellers. Our strategic 2024 in-market initiatives will play a crucial role in helping us achieve our ambitious targets and to paint a vibrant picture of Korea’s diverse offerings for these discerning tourists. These include joint marketing promotions, FAM trips, digital marketing promotions, multi-city roadshows, and participation in such prominent industry events,” he added.
The Indian travel trade professionals present during the meet unanimously agreed on the need for a concerted push in overall and consumer marketing for Western Australia tourism. They advocated for increased awareness of the destination, aggressive promotional campaigns and the creation of segment-specific packages to cater to diverse traveller interests.
Determined to weave a tighter tapestry of B2B partnerships and to keep Korea at the top of Indian travellers’ must-visit lists in 2024, KTO is also marking its presence with a sizable delegation at the country’s upcoming travel trade shows including Outbound Travel Mart (OTM) in Mumbai from February 8-10, 2024, and the 31st edition of South Asia’s Travel and Tourism Exchange (SATTE), to be held from February 22-24, 2024.According to KTO, the attendees at the exhibitions will have the opportunity to engage in one-on-one meetings with the attending delegation who will showcase Korea’s abundance of offerings, including luxury, hallyu, culinary, MICE, among others. The delegation will comprise of key tourism industry stakeholders representing various entities such as Regional Tourism Organizations, Destination Management Companies and Airlines.
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The Ministry of Road Transport and Highways has taken up 321 NHs projects in a length of about 8,544 km and amounting to INR 1,49,758 crore for improvement of important tourist / religious connectivity.
Union Minister of Road Transport and Highways, Nitin Gadkari said that the Ministry is primarily responsible for development and maintenance of National Highways (NHs). The development of NHs is carried out after network planning on PM Gati Shakti principle with the whole of the government approach.
While planning the development, important economic, tourist and religious connections are invariably taken up with special focus on Way Side Amenities (WSAs), adequate signages and road side / median beautifications and more. Thus, there is no requirement of dedicated funding / scheme for development of tourist / religious destinations, the minister stated during his Lok Sabha session.
During his address, Prime Minister Modi underscored the city’s burgeoning appeal as a hub of faith and tourism, citing the escalating number of tourists visiting Kashi Vishwanath Dham, exceeding the count of 13 crore devotees. Emphasising domestic tourism, he reiterated his call to explore 15 domestic destinations before contemplating international travel, expressing contentment in witnessing the populace embracing domestic travel.
The National Highways Authority of India (NHAI) has undertaken several projects across various states and union territories aimed at enhancing connectivity to important tourist and religious destinations. In Andaman & Nicobar Islands, 2 projects worth 540 cr are underway, while Andhra Pradesh has 5 projects covering INR 2,588 crore. Arunachal Pradesh sees 7 projects totaling INR 7,648 crore rupees, while Assam has 9 projects for INR 1,861 crore. Ladakh has 8 projects aiming for INR 2,368 crore. Other states include Bihar, Chhattisgarh, Dadra & Nagar Haveli, Daman & Diu, Gujarat, Haryana, Himachal Pradesh, Jammu & Kashmir, Jharkhand and more.
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In the past few years, India has seen a significant rise in medical tourism, with a clear upward trend in the number of medical tourists. The influx of medical tourists to India has grown steadily from 1.83 lakh in 2020 to 5.04 lakh in 2023 (till October).
In the past few years, India has witnessed a steady increase in medical tourism, as indicated by the rising numbers of medical tourists arriving in the country, stated Union Minister for Culture, Tourism and DoNER, G. Kishan Reddy. In 2020, the count stood at 1.83 lakh, which surged to 3.04 lakh in 2021, followed by a substantial increase to 4.75 lakh in 2022. Notably, the trend continued upward in 2023, reaching 5.04 lakh by October.
To support this burgeoning sector, the Government of India has taken substantial steps, according to data from the Ministry of Health and Family Welfare. A USD 14.8 billion loan injection has been announced, aimed at bolstering infrastructure. Additionally, financial aid in the form of working capital and personal loans has been extended to revive tourism-related businesses post the pandemic setback.
Focusing on healthcare infrastructure, major players like Apollo Hospitals, MAX Hospitals, ASIAN Hospitals, SHALBY Hospitals, Fortis Hospitals, and the Manipal Group are spearheading initiatives to establish cutting-edge medical facilities in tier-II and tier-III cities. This development is making advanced medical procedures, such as dental implants and cosmetic surgeries, accessible in these cities, challenging the notion that such treatments were limited to larger urban centers due to distance and time constraints.
Sharing the numbers from the last three years, the minister said the FTA provisional figures for 2023 stood at 6.43 million (from January till September), 1.52 million in 2021 and 6.43 million in 2022. The foreign exchange earnings from tourism jumped to INR 1,66,660 crore during Jan-Sept this year compared to INR 1,39,935 crore for the full year in 2022.
The National Accreditation Board for Hospitals & Healthcare Providers (NABH) plays a pivotal role in accrediting healthcare organisations. Recognised by the International Society for Quality in Healthcare (ISQua), NABH accreditation holds international acclaim, significantly boosting India’s standing in medical tourism. Moreover, NABH also extends accreditation to Medical Value Travel Facilitators, an important segment within the medical tourism domain that was previously largely unregulated.
To further promote domestic tourism, the Ministry of Tourism revised the guidelines for the Scheme of Market Development Assistance (MDA) in November 2020. This revision aimed to expand the scheme’s scope and benefits, including provisions tailored for Medical Tourist Service Providers. Financial support under MDA for the promotion of Domestic Tourism has seen an upward trajectory, totaling INR 20,37,118 across the years 2021-24.
Over the years, significant financial aid has been provided for the promotion of domestic tourism initiatives, shared Reddy. As per the data, in 2021-22, an amount of INR 6,86,237 was released, followed by INR 7,06,668 in 2022-23. The support continued into 2023-24, with INR 6,44,213 released till mid-December, culminating in a substantial total amount of INR 20,37,118 allotted for this purpose.
Underpinning these efforts is the Ministry of Tourism’s formulation of a National Strategy and Roadmap for Medical and Wellness Tourism, disclosed Reddy, who was speaking during a Lok Sabha session.
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The Char Dham yatra this year has breached all previous records of pilgrim numbers, with a total of 44.7 lakh pilgrims participating in the journey to the revered shrines of Badrinath, Kedarnath, Yamunotri, and Gangotri located in the Garhwal Himalayas.
Last year, the pilgrimage season saw 44.2 lakh devotees offering prayers at the four sacred sites. Also, for the first time, Kedarnath witnessed a higher turnout of devotees than Badrinath.
During the last pilgrimage season in 2022, Badrinath saw 17.6 lakh visitors while Kedarnath registered 15.6 lakh pilgrims. Yamunotri and Gangotri shrines received 4.8 lakh and 6.2 lakh pilgrims respectively. In addition, 2.4 lakh pilgrims offered prayers at Hemkund Sahib, the revered Sikh shrine situated near Badrinath.
Nepal is looking to attract 1 billion travelers to the sacred site of Kailash Mansarovar in Tibet once an agreement with China is finalized. The pilgrimage is highly regarded by Hindus worldwide, and many Indians opt to go through Nepal to save time and avoid the difficult trek through Indian terrain.
This year, Yamunotri and Gangotri, both located in Uttarkashi district, have also seen a significant increase in visitors, with 6.7 lakh and 8.1 lakh pilgrims respectively. So far, 14.5 lakh have visited Badrinath, 15.3 lakh have visited Kedarnath, and another 1.69 lakh devotees have made their way to Hemkund Sahib.With approximately 50 days remaining for the yatra to conclude, authorities anticipate that the total number of pilgrims may well exceed the 50 lakh mark. Notably, after seeing a lull during the monsoon season, the Char Dham circuit now continues to attract around 40,000 pilgrims each day, as per officials.
Before 2022, the highest recorded number of pilgrims was 32.41 lakh in 2019. Subsequently, the yatra seasons in 2020 and 2021 were curtailed due to the Covid-19 pandemic.
Tourism minister Satpal Maharaj said, “Despite the challenges, we have strived to provide the best possible facilities to pilgrims. This encouraging response motivates us to continue improving.”
The Gangtori, Yamunotri and Kedarnath shrines will close around Diwali (November 12), while Badrinath usually closes around 20 days after the festival of lights. The official closing dates of the shrines though are yet to be announced.
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The South Asian country, Singapore has long held a special place in the hearts of Indian travellers. Looking back to the statistics of 2022, India was listed among the top five tourist markets for Singapore. Fast forward to 2023, and Singapore still remains a top destination for Indian travellers, trailing only behind Indonesia.
“Up to July 2023, Singapore extended a warm welcome to 6.28 lakh Indian visitors, showcasing a robust growth trajectory. This diverse influx includes segments like families, young adventurers, cruise enthusiasts, business meetings and incentive groups,” said GB Srithar, Regional Director, India, Middle East & South Asia, Singapore Tourism Board (STB), in conversation with ETTravelWorld.
Srithar added that the Indian audience coming to Singapore underscores its enduring significance as a vital source market. “Even at the midway point of the year, India maintains its place among the top markets, poised to become the fourth largest source market, trailing just behind Indonesia and Australia.”
While India remains a cornerstone market, he added that Singapore has also been successful in attracting visitors from other traditional markets such as Indonesia, Malaysia, and Australia. “Additionally, long-haul markets like the US and UK also continue to contribute positively to Singapore’s visitor numbers,” he added.
Capturing the young audience
Post-Covid, there has been a noticeable shift in the preferences of Indian travellers, particularly the younger generation and for Singapore, the initiatives like “Lost and Found in Singapore” have helped in capturing the imagination of young Indian travellers. A first-of-its-kind initiative by a National Tourism Organisation in India, as mentioned by Srithar, this interactive film project is a collaboration with MX Player, allowing viewers to explore alternative storylines and endings, showcasing Singapore’s experiences in an engaging manner.
“With initiatives like these, we continuously seek creative and innovative projects that authentically promote Singapore as a destination. We’ve worked on OTT series, TV programs, Bollywood collaborations, and more. The unique aspect of Lost and Found was its interactive element, offering alternative twists and turns in the storyline,” Srithar shared.
Apart from these, Srithar said the country would bring more such initiatives that will offer fresh experiences to the young audience. Some of the standout events that also attract this segment include the thrilling Formula One Singapore Grand Prix, the Singapore Food Festival, and the ZoukOut dance music festival.
The destination has a growing popularity among Indian millennials and Generation Z travellers, particularly as the destination of choice for cruise vacations and vibrant nightlife, he shared.
“They are actively partaking in various experiences, including visits to food and beverage outlets and for the younger Indian audience, those under the age of 35, they are seeking out lifestyle events and entertainment hotspots,” he added.
The two city roadshow aimed to present Qatar’s tourism offerings and to position the Middle Eastern country as a leading tourism destination. India is one of Qatar Tourism’s 15 priority markets identified in its long-term strategy to make Qatar the fastest growing tourism destination in the Middle East by 2030.
Robust connectivity and visa-friendly travel
With over seven years of experience as the Regional Director at STB, Srithar understands what makes Singapore a preferred destination for Indian travellers. He believes that the high brand affinity Indians have for Singapore stems from several factors, one being the connectivity.
“With a flight time of just five and a half hours, coupled with an extensive network of 17 direct connections to various Indian cities, Singapore stands out as one of the most well-connected destinations for Indian travellers. The visitation from India remains a pivotal aspect of Singapore’s tourism, and the intention is to continually welcome Indian tourists and as we look ahead to the remainder of the year, the prospect of enhancing connectivity remains crucial,” explained Srithar.
When asked, he added that the extent of this expansion, however, hinges on discussions and negotiations between aviation authorities and airlines. “At this juncture, it is challenging to provide specific details, as it is contingent upon economic factors and airline decisions. Nevertheless, the hope is that over time, more direct connections to Singapore will materialise, further enhancing accessibility, Srithar commented.
“We are open to opportunities when it comes to new city connections within India. The recent successful launch of the Bhubaneshwar connection serves as an example of the proactive collaboration between state governments and aviation authorities,” he said.
On similar lines, Srithar highlighted that Singapore ranks among the most extensively linked destinations for Indian travellers, given the fact that the visa application process is user-friendly, offering the convenience of obtaining a visa typically within a swift timeframe of three to five days.
Singapore’s appeal doesn’t stop there; it constantly rejuvenates and reinvents itself based on feedback from travellers and industry professionals in India, said Srithar. This continuous evolution ensures that visitors are treated to fresh and exciting experiences with every visit, he said.
Trade ties with ‘partner-friends’ crucial
In a world where partnerships can make or break tourism destinations, Srithar underscored the pivotal role that Indian travel trade plays in Singapore’s marketing and promotion.
“The Singapore Tourism Board (STB) stands out as one of the most proactive and dedicated National Tourism organisations, especially when it comes to engaging with the travel trade. In fact, our approach goes beyond mere business relationships; we like to refer to our counterparts in the travel trade as ‘partner-friends,’ a term I prefer to use with profound conviction,” said Srithar.
This unique nomenclature, he said, reflects the depth of STB’s partnerships in India. “Over the years, we’ve had the privilege of collaborating with numerous travel trade partner-friends who share a genuine enthusiasm for working closely with us. They actively participate in discussions, eagerly receive our product updates, offer valuable insights, and collaborate on initiatives aimed at promoting Singapore to Indian audiences.”
At STB, travel trade engagement represents a cornerstone of their endeavors and therefore, the approach revolves around deepening connections and achieving together. “We actively participate in various road shows and travel trade engagement platforms, continually seeking opportunities to strengthen these bonds,” Srithar elaborated.
Sustainability: A shared commitment
The global emphasis on sustainability is a topic of paramount importance, and Singapore is fully committed to the cause. According to Srithar, the country’s commitment to sustainability is a collaborative effort involving close coordination with its tourism stakeholders as the active participation of businesses across Singapore in integrating sustainability into their offerings showcases a collective endeavour to shape a greener future.
According to him a significant milestone in Singapore’s sustainable journey was the introduction of the Singapore Green Plan 2030 in 2021, which establishes ambitious and clear objectives for the coming decade. This also underscores Singapore’s dedication to align with the United Nations’ 2030 Agenda for Sustainable Development.
“The Singapore Tourism Board (STB) actively seeks to lead and collaborate with the tourism industry to promote sustainable practices. A noteworthy achievement is Singapore’s certification to the Sustainable Tourism Council (GSTC) Destination Criteria by Vireo Srl in March 2023, underscoring its commitment to becoming a sustainable urban destination while maintaining its status as a City in Nature,” Srithar noted.
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