Thiruvananthapuram, June 5: India needs to move beyond promoting tourist destinations and focus on building globally competitive tourism experiences if it wants to fully harness the sector’s potential as a major source of jobs and foreign exchange, Union Tourism Additional Secretary and Director General Suman Billa said on Thursday.
Addressing the Global Travel Mart (GTM) 2026 in Thiruvananthapuram, Billa said India’s rapid economic growth, rising incomes and massive investments in infrastructure have created ideal conditions for tourism expansion, but the sector is yet to realize its full potential.
He noted that increasing prosperity has fuelled a growing appetite for travel among Indians, with more people seeking unique experiences and destinations. Social media, he said, has further accelerated this trend by influencing travel aspirations and consumer behaviour.
Highlighting the country’s infrastructure transformation, Billa pointed out that the number of airports in India has more than doubled over the past decade, crossing 150, while highway and expressway networks have significantly improved connectivity and accessibility.
Despite these developments, tourism growth has not matched the pace of the broader economy, he observed.
According to Billa, international tourist arrivals to India have doubled over the past decade to nearly 20 million. However, outbound travel by Indian citizens has expanded even faster, resulting in India becoming a net spender of foreign exchange in tourism.
He described domestic tourism as one of the country’s biggest success stories, with annual domestic trips reaching nearly four billion, making India one of the fastest-growing tourism markets in the world.
At the same time, he said the growing gap between inbound and outbound tourism requires policymakers and industry stakeholders to rethink their approach.
“Tourism was once one of India’s largest foreign exchange earners. Today, outbound travel is growing rapidly, and this is something we need to reflect upon,” Billa said.
Emphasising the economic importance of the sector, he noted that tourism supports a wide range of livelihoods extending far beyond hotels and transport operators. Farmers, artisans, local entrepreneurs, guides and small businesses all benefit directly from a thriving tourism ecosystem.
Calling for a new strategy, Billa urged states and industry players to focus on creating memorable visitor experiences rather than merely marketing destinations.
He said tourists should leave India carrying with them positive impressions of the country’s culture, traditions, hospitality and values.
Referring specifically to Kerala, Billa said the state’s competition is no longer limited to domestic destinations but includes established international tourism hubs such as Thailand, Indonesia and Malaysia.
To remain competitive, he stressed the need for improvements in airport connectivity, transport systems, sanitation, cleanliness, water availability, traffic management and overall visitor experience.
Billa proposed the development of at least ten world-class tourism destinations in Kerala over the next five years and called for the creation of new signature tourism products capable of attracting both domestic and international travellers.
His remarks came during the second edition of Global Travel Mart (GTM) 2026, a three-day business-to-business tourism expo that has brought together more than 1,000 tourism operators, buyers and industry stakeholders from India and abroad.
The event, being held at the Golden Palace Convention Centre near Amaravila in Neyyattinkara, aims to facilitate new partnerships, generate business opportunities and strengthen Kerala’s position in the global tourism market.
The expo features over 200 stalls showcasing hotels, resorts, airlines, travel technology firms, tourism boards and tour operators. Dedicated pavilions have been established for wellness tourism, Ayurveda, yoga, wedding tourism, corporate travel, home stays and serviced villas.
A special Travancore Experience Zone highlights the region’s heritage, cuisine, culture, literature and adventure tourism offerings, while a HoReCa pavilion showcases products and solutions for the hospitality industry.
The event also includes expert sessions, networking meetings and business interactions aimed at identifying emerging tourism trends and expanding market opportunities.
As India’s tourism sector seeks to increase its global footprint, industry leaders at the event agreed that creating world-class destinations and enhancing visitor experiences will be critical to sustaining long-term growth and improving the country’s competitiveness in the international travel market.
