How India's tourism sees uneven growth but has huge room for boom

Industry stakeholders share what's worked well for the tourism sector and what's holding its true potential backTourism growth in India isn’t evenly distributed. Some states, cities and towns have been experiencing overtourism while multiple regions with potential continue to suffer from a lack of tourist arrivals due to poor accessibility, low awareness and inadequate quality accommodation, says Rajiv Mehra, general secretary, Federation of Associations in Indian Tourism & Hospitality (FAITH).Mehra adds that tourism in India remains concentrated in the Golden Triangle (Delhi-Agra-Jaipur), Kashmir, Himachal Pradesh, Uttarakhand, Karnataka, Goa, North Bengal and Kerala. The Northeast is catching up but remains far behind its potential. Other regions attract tourists, but this is largely driven by spiritual tourism.“We have flower festivals in Kashmir and the Northeast. Have you heard of them? They are not publicised. But everyone knows about cherry blossoms in Japan. That's the difference,” shares Mehra.The Northeast, especially Arunachal Pradesh, Manipur (if the civil strife ends), Nagaland and Sikkim, have huge potential, he says, adding that these areas need to be developed and marketed for their potential in nature, adventure and cultural tourism. Similarly, some destinations such as Orchha, Khajuraho and Mandu can benefit from better integration of heritage, wildlife and experiential tourism. Besides, the Andaman and Nicobar Islands present a huge opportunity. Hence, there is a need to market India to the world on scale. “We don't sell India outside. And the reality is that other countries are competing, whether it is the Middle East or various countries in Southeast Asia. But India is nowhere on the global map,” says Nikhil Sharma, managing director and chief operating officer-South Asia, Radisson Hotel Group (RHG).Tourism success, however, is not driven by marketing alone, says Adil Zaidi, partner and leader, economic development advisory, strategy and transactions, EY India. Before these destinations make it to the tourism map, logistics have to be in place: flights, road connectivity, good hotel accommodation, development of tourism circuits. “It requires an integrated destination ecosystem connecting infrastructure, private investment, local enterprise and accountable destination management,” he says.Infrastructure plays a huge role in tourism and can make or break the overall experience of a trip. Improved flight connectivity through the UDAN scheme, a better and larger highway network, the modernisation of railway stations and the introduction of Vande Bharat trains have all contributed to the rise in tourism by making destinations more accessible and reducing travel time.Union minister for tourism Gajendra Singh Shekhawat said last December that India's National Highway network had expanded by 60 per cent, from 91,287 km in 2014 to 146,195 km, improving road connectivity to major and emerging tourist destinations.The Vande Bharat network has expanded too, reaching 82 operational routes by August 2026, up from just two in 2021. This has improved connectivity to destinations such as Varanasi, Ayodhya, Deoghar, Puri, Tirupati, Shirdi and Khajuraho, leading to a rise in rail-linked travel, according to the September 2026 CBRE Research report ‘Reimagining Indian Tourism: Unlocking the Next Wave of Growth’. The railways said nearly 39.8 million passengers travelled on Vande Bharat trains in FY2025-26, up about 34 per cent year on year from 29.7 million in FY2024-25.“The part that we've done well so far is connectivity infrastructure: city-to-city connectivity through highways, expressways, railways and the UDAN scheme for airport connectivity in smaller towns,” says Rajesh Magow, co-founder and group CEO, MakeMyTrip. This has led to a huge spurt in tourism in satellite towns near metro centres as destinations within a 300-500 km radius have come within driving distance.“What we really need to do a lot more work on is in-destination infrastructure, which is within city limits, and the experience around it, and that’s where state governments need to focus,” says Magow.The last mile, from city roads to managing tourists and monuments, needs attention. Providing a better experience—starting with crowd management, parking, hygiene and washrooms—matters. “That is one area where we are nowhere close to global benchmarks yet,” he says. “Just one poor experience, whether it is a long traffic jam or a poorly managed monument, could spoil your holiday. There, the root cause is the administrative structure.”Zaidi adds that emerging destinations such as Odisha’s Buddhist circuit of Hirakud and Satkosia; Bundelkhand and Chambal; Bastar; Majuli and the Brahmaputra region, should be planned so they do not replicate established mass-tourism centres. “Their competitive advantage lies in local landscapes, living culture, cuisine, crafts and community-led experiences, supported by carrying-capacity planning,” he says.Tourism is a state subject, so its actual execution has to happen on the ground in every state. Some states do a better job than others. States such as Kerala, Gujarat and Rajasthan are ahead of others, but even they can do a lot more. It all needs to become a top national and state agenda.The private sector, too, has a role to play. For instance, since the Dalmia Group adopted the Red Fort in Delhi, it has been better managed, with clean toilets, a good caf and a museum. In comparison, the Taj Mahal in Agra is far behind. More such different models of public-private partnership need to come up for better destination and crowd management.Also, experts says ease of travel into the country through e-visas needs to be streamlined and simplified, compared to some neighbouring countries. A distinctive destination identity, supported by the right infrastructure, will be the key to unlocking India's potential as the next major tourism destination. The appetite for travel is growing. The challenge is to make the destinations ready for it.Subscribe to India Today Magazine- Ends