The Indian Association of Tour Operators (IATO) has urged the government to adopt a comprehensive international marketing strategy to enhance India tourism’s global visibility and attract more foreign visitors.
In a statement released on Wednesday, the association proposed appointing Tourism Attachés or Nodal Officers in at least 30 key embassies around the world, supported by professional PR and marketing teams to lead regional campaigns.
IATO also recommended allocating dedicated tourism promotion funds to Indian diplomatic missions, enabling them to design country-specific initiatives.
The appeal follows a June letter addressed to Prime Minister Narendra Modi, in which IATO requested a budgetary allocation of ₹1,000 crore under the Incredible India campaign and the creation of an India Tourism Board under the Prime Minister’s leadership to accelerate foreign tourist arrivals (FTAs).
According to the Ministry of Tourism’s India Tourism Data Compendium 2025, India recorded 99.51 lakh FTAs in 2024, compared to 1.09 crore in 2019. Figures for 2025 so far continue to lag behind pre-pandemic levels, with only 4.27 million visitors between January and June, down from 4.91 million during the same period last year.
IATO President Ravi Gosain told Business Standard that foreign tourist numbers are now ‘within a close margin’ of 2019 levels, but emphasized that India still needs stronger global promotion to fully recover.
To maximize efficiency, IATO proposed a cost-sharing mechanism between the Ministry of Tourism and state governments for global campaigns, suggesting a 50:50 funding model.
The association also called for replacing fragmented state booths at international fairs with a unified India Pavilion and launching a refreshed Incredible India brand identity in 2026 to unify the country’s tourism message.
Gosain further recommended preparing an annual calendar of roadshows, exhibitions, and digital marketing events through coordination between central and state agencies to avoid duplication of efforts and ensure effective resource allocation.
“India needs a stronger global presence through integrated campaigns across both traditional and emerging markets, supported by digital outreach, roadshows, and public-private partnerships,” he said.
“A long-term, country-specific marketing strategy and consistent branding under Incredible India are vital to position India as a year-round destination. We hope the Finance Commission recognizes tourism’s multiplier effect and provides greater fiscal support for promotion and infrastructure development.”
To enrich India’s image abroad, IATO suggested hosting themed ‘India Evenings’ at global trade fairs, featuring Bollywood, heritage, festivals, and traditional markets in collaboration with leading Indian hotel chains.
The association also urged reforms to the Marketing Development Assistance (MDA) scheme, proposing its expansion beyond Ministry-led overseas events to include digital marketing, hybrid formats, sustainable tourism promotion, and support for small and medium enterprises.
IATO further recommended extending assistance to niche sectors such as adventure, experiential, and rural tourism, along with campaigns in emerging source markets.
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