India Reorients Tourism Strategy to Distribute Domestic Demand
India's Ministry of Tourism is redirecting its focus from increasing overall visitor numbers to spreading 4.29 billion annual domestic visits across less-travelled regions, aiming to balance visitor flow and enhance global competitiveness.
India Reorients Tourism Strategy
India's Ministry of Tourism is shifting its strategic focus from merely growing domestic visitor volumes to distributing tourist traffic more evenly across the country. Tourism Secretary Bhuvnesh Kumar outlined this new direction at the ICC Global Business Summit 2026 in New Delhi, held from September 18–19.
Kumar stated that while India recorded 4.29 billion domestic tourist visits in 2025, the challenge now involves alleviating pressure on established hotspots. The Ministry's updated Dekho Apna Desh 2.0 initiative will direct travellers towards destinations that currently see less visitor traffic, aiming to manage the significant expansion in internal travel.
Expanding Destinations and Service Quality
The strategy targets specific lesser-known destinations, with Secretary Kumar citing Turtuk in Ladakh, Gurez and Doodhpathri in Jammu and Kashmir, and Varkala in Kerala as examples. Beyond geographical distribution, the Ministry of Tourism aims to ensure that both domestic and international travellers find experiences within India that rival global standards.
Kumar noted a reversal in foreign exchange earnings from travel, with India becoming net negative since 2021, meaning Indian citizens spend more overseas than foreign visitors spend in India. This financial trend drives the push for higher quality and a broader range of travel options domestically.
Hospitality Growth and Digital Reach
Investment in hospitality infrastructure is already adapting to this strategic shift, with hotel supply expanding beyond major metropolitan areas into Tier-II and Tier-III cities. Secretary Kumar mentioned that one major hotel group, currently operating around 365 properties, indicated plans for significant expansion over the next three years, particularly in smaller cities.
Digital distribution is also key to broadening tourism demand. The Ministry initially piloted the Open Network for Digital Commerce (ONDC) in Varanasi with approximately 180 tourism products. This effort has since expanded, with about 23,000 tourism products and experiences identified nationally for potential integration. A single customised travel pass is also under development to streamline visitor access.
Implications for Travellers and Operators
This reorientation by India's Ministry of Tourism means travel operators in established destinations may see a rebalancing of visitor numbers, while those in emerging regions can prepare for increased patronage. Hospitality providers in Tier-II and Tier-III cities should anticipate new demand as the Ministry actively promotes these areas.
For travellers, this strategy presents a wider array of domestic destinations and potentially enhanced service quality across India.
The success of this demand distribution will depend on the effective implementation of initiatives like Dekho Apna Desh 2.0 and the ONDC integration, with initial impacts on visitor flow expected to become clearer by late 2027 as new infrastructure comes online.
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