BY JYOTI MAYAL,
CHAIRPERSON,
TOURISM & HOSPITALITY SKILL COUNCIL & INDUSTRY LEADER
NEW DELHI | 12 MAY 2026
Prime Minister Narendra Modi’s recent appeal to curtail foreign travel for one year, framed as “economic patriotism” in the midst of a global energy crisis, is a powerful call to action. The intent is clear: conserve foreign exchange, protect the Rupee, and stabilize our economy against global volatility. But for the tourism industry, this moment cannot remain a sentiment alone — it must become a strategy.
Aviation & Connectivity: Balancing Outbound and Domestic India’s aviation sector is deeply tied to global networks. Outbound travel is a major revenue driver for carriers, and a sudden drop risks grounding fleets and raising domestic fares. To sustain connectivity, we must pivot capacity toward domestic routes, ensuring affordability and frequency while keeping airlines viable.
Hospitality Capacity and Pricing:
Domestic tourism cannot thrive if staying in Rajasthan or Kerala costs more than a trip to Southeast Asia. India faces a severe shortage of midscale and premium rooms, leading to “extortionate” pricing. A fast tracked infusion of hotel inventory — especially 3 and 4star hubs — is essential to make domestic travel financially rational, not just patriotic.
Diversifying Destinations and Experiences:
We cannot funnel every traveller into the same ten iconic spots.
India must expand into “unseen India” with new destinations and experiences:
*Astro and Night Tourism in Ladakh and Spiti and all tier cities
* Ethnic, Tribal and Village Tourism through homestays that bring revenue to grassroots communities.
* Concert and Event Tourism with worldclass arenas to stop the “event drain” to Singapore or Dubai.
* MICE and Weddings positioned in the Northeast, temple corridors, and pristine islands, heritage sites as alternatives to Italy, Vietnam or Thailand.
Human Capital: Certified Workforce
A worldclass destination requires worldclass service. Every tribal guide, village host, and safari operator must be trained and certified to international standards. Industry designed curricula, supported by government vocational infrastructure, will ensure safety, quality, and premium experiences.
Incentives, Governance and Safety:
Tour operators, agents, and hospitality providers are the engines of growth. They need performance linked incentives to pivot outbound demand into domestic bookings. Tax rationalization — such as lowering GST on domestic packages — will make “Choosing India” financially attractive. Crucially, we as industry leaders with massive tourism experience must have a seat at the table in policymaking and campaign design, ensuring marketing is sharp, data driven, and conversion focused.
A robust tourism ecosystem must rest on strong governance. Safety is non negotiable — cities and destinations should be equipped with CCTV surveillance, smart monitoring systems, and regular police patrolling to reassure both domestic and inbound travellers.
Dedicated women police units and visible enforcement not only enhance security but also symbolize empowerment, making India’s destinations more inclusive and welcoming. By embedding community safety into policy and infrastructure, we create confidence for families, solo travellers, and international visitors alike.
Marketing on a War Footing:
Our marketing budgets must move from awareness to conversion. India must be showcased not just as a cultural museum but as a hub for adventure, wellness, luxury, and events. Bundled packages — flights, hotels, experiences — should rival the ease of booking a foreign tour.
The Path Forward:
This is not just about saving foreign exchange for one year. If we expand room capacity, diversify destinations, certify our workforce, and incentivize providers through a robust Public Private Partnership(PPP) model, 2026 can be remembered as the turning point when India transformed from asking citizens to stay home out of duty to making them stay home out of desire.
“Incredible India” must evolve from a slogan into a globally competitive reality. The world is watching, but more importantly, our own citizens are waiting to be convinced.
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