P Krishna Kumar
New Delhi, Jan 30 (.) The government is considering a package of promotional measures to boost the inbound tourism segment by helping globally brand India as a destination, said officials.
International inbound traffic to India figures showed a slump of nearly 12 per cent in January – October 2025 compared to the same period in the year before.
The Economic Survey, released on Thursday too has proposed aggressive and sustained marketing and promotional activities for brand ‘Incredible India’ to drive demand for Indian destinations in key source markets of India.
The Finance Ministry has in previous years given lower allocations in overseas marketing and promotions budgets, complain Tourism ministry officials who have sought a greater amount this year.
After closing down India Tourism offices in overseas destinations post-Covid, the government had cut marketing and promotions budgets for tourism in consecutive annual budgets, eventually making it a nominal Rs 3 Crore, just to keep the budget head alive, in the last budget.
This evoked sharp reactions from Trade and industry in the country. With no budget support for promotions, Ministry of Tourism had to discontinue overseas roadshows, participation in travel shows in a subdued way and discontinue with brochure support for foreign agents and trade partners.
The travel and tourism trade in India has been raising the issue for long and also highlighted the matter in their recent meeting with the new Tourism secretary, Dr Srivatsa Krishna, here.
“We have got assurances from the Ministry that they will resume overseas marketing from this year. The Ministry has participated in Fitur travel show in Spain actively this month and participating in the upcoming ITB Berlin show as well. They might also do a few overseas road shows also this year, we are being told.
“There are also indications that the ministry may appoint a few overseas representation offices this year,” said a senior leader of Indian Association of Tour Operators (IATO), apex body of inbound tour operators. . KK