"It was never really an area of focus for us."
Since the pandemic, the world has seen countless cases of over-tourism. As travel demands surged, so did airfares and anti-tourist protests.
But some destinations have avoided the post-Covid rush—one of them is India, where international arrivals were down almost 10% between January and June 2024 compared to pre-pandemic levels.
India should attract more global visitors than it does.
In the World Economic Forum’s 2024 Travel and Tourism Development Index, it ranked ninth for cultural resources and sixth for natural resources.
Yet, overall, it placed 39th—lagging behind destinations like Hungary and Belgium, due to low scores in health, hygiene, digital infrastructure, and the labour market.
Tourism contributes just 2% to India’s GDP. Domestic travel, however, is booming.
In 2023, Indian travellers made 2.5 billion stays within the country, while only 18.89 million international visitors arrived.
The government responded by slashing its global tourism marketing budget by over 80% in 2024 while doubling spending on domestic promotions.
One operator said: “Domestic tourism is booming in India.
“Many property owners and tourist boards are happier to focus on this market as it’s easier to service.”
However, not everyone has welcomed the move.
Rajiv Mehra, president of the Indian Association of Tour Operators said:
“This continuous reduction in funds post-Covid has resulted in the Ministry of Tourism repeatedly seeking approvals from the Finance Ministry for participation in overseas events.
“This has led to diminished international representation for India, unlike competing nations such as Singapore, Malaysia, Thailand and Mauritius, which invest substantially in their tourism promotions and secure greater visibility in global travel markets.”
One region has particularly felt the impact.
In late 2024, social media influencers clashed with Goa’s tourism board. Instagram and TikTok videos surfaced showing empty beaches and hotels, sparking outrage from tourism minister Rohan Khaunte.
He said: “These influencers are paid influencers onboarded by people to malign Goa.
“As far as data is concerned, we have surpassed the figures for domestic tourist arrivals [as compared to last year].
“The season has been good, exceptional… and we expect 2025 will also be good for tourism.”
But rising prices for taxis and hotels have dented Goa’s image as a backpacker’s paradise, allowing competitors to gain ground.
Sri Lanka now boasts high-quality stays at competitive prices, while Vietnam continues to grow as a friendly, easy-to-explore alternative.
Nick Pulley, founder of Selective Asia, said: “I’ve certainly heard rumours of Goa going off the boil.
“It was never really an area of focus for us.
“The south of Goa is still home to the best of the state’s beaches and there are fascinating cultural sites to be found nearby, but we favour the more remote sands of the Andaman Islands for beach.”
Another issue is the lack of luxury accommodation.
Domestic demand has soared, making it harder for international travellers to find the high-end stays they expect.
Rama Mahendru, Intrepid Travel’s general manager for India, said:
“When it comes to accommodation, major cities and hubs have a good range of premium and boutique options on offer, but emerging towns and destinations have a lack of high-end options which makes it harder to attract customers wanting a comfortable or luxury stay.”
Then there’s the visa process.
It improved with the introduction of an e-visa system in 2015 but still presents hurdles.
Mahendru added: “Some travellers face problems with getting visas processed, which is a deterrent for last-minute bookings to the country.”
Meanwhile, some countries gained momentum post-pandemic as dream travel spots.
Pulley said: “Japan is taking the focus from everywhere.
“Forty per cent of all Selective Asia’s enquiries from 2025’s recent Destinations Travel Show were for the country.”
When travellers do choose India, they increasingly want experiences beyond the usual Golden Triangle and Kerala backwaters.
Pulley said: “Clients are looking beyond Rajasthan’s Golden Triangle and a straightforward backwater of Kerala trip – they want to go further and scratch deeper beneath the surface.
“We are seeing growing interest in regions such as Karnataka and Gujarat.”
Mahendru added: “The north-east region, including areas like Meghalaya, Arunachal Pradesh and Nagaland, are emerging as the main choice for adventure seekers who are looking for an alternative holiday with fewer crowds.
“The region offers amazing wildlife reserves, wetlands and mountain villages with interesting history.
“Intrepid’s India Expedition: Sikkim, Assam and Nagaland visits Nagaland and includes a stay in a traditional Naga village – with the indigenous people of north-eastern India and north-west Myanmar.
“Travellers learn about their wildlife conservation work and get a glimpse into traditional tribal life.”
InsideAsia will launch holidays to India for the first time in late 2025.
Alastair Donnelly, Inside Travel Group’s co-founder, said:
“Regarding the visitor numbers being down, we don’t make decisions based on short-term trends.
“India has enormous potential for our style of travel and approach. It’s a crazy place and a huge amount of fun. And we like that.”
Signs suggest a revival in British tourism to India.
Passenger numbers on Newmarket Holidays’ India tours rose 76% in 2024. Saga and Titan reported massive surges in bookings for 2026—up 118% and 78% respectively.
Looking ahead, the Indian government has announced plans to improve infrastructure and hotels near 50 key attractions, enhance hospitality training, introduce some visa waivers, and promote wellness and medical tourism in 2025 and 2026.
The shift may soon turn “watch this space” back into “book this place.”
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