Travel is increasing again. According to the UN tourism agency, international travel for all purposes reached 97% of its pre-pandemic level in the first quarter of 2024. In some regions, such as Africa and Europe, arrivals are already exceeding these levels.
Indian travelers in particular are driving this growing trend – no country’s outbound tourism market is growing faster. In response to this rapidly growing travel boom, Indian airlines ordered a record number of new aircraft in 2024.
The Indian travel market is huge, with its middle class now representing 31% of the country’s population. This figure is expected to increase to 60% by 2047, meaning there will be more than 1 billion middle-class Indians by the middle of the century.
For the emerging Indian tourist, the future of travel looks exciting. But for many destinations already beset by overtourism, this new market may be viewed with a more skeptical eye.
Nonetheless, Indian tourists are expected to spend US$33.3 billion (£25.3 billion) in 2023, and many destinations are recognizing their potential. For example, in April, Japan launched a new e-Visa system for Indian tourists in hopes of increasing arrivals.
Two months ago, Dubai created a five-year, multiple-entry tourist visa tailored for Indian visitors. South Africa’s simplified visa scheme will also begin in 2025, while other countries including Malaysia, Kenya, Thailand and Iran have completely waived visa requirements for Indian tourists.
India’s outbound tourism market is growing rapidly. (symbolic image)
Evidence shows that these plans work. Tour operator Thomas Cook reported in May that Indian demand for holidays to Georgia had grown 600% year-on-year since the country launched an e-visa system for Indian tourists in 2015.
Other European markets have been slower to adjust. Europe’s border-free Schengen zone has introduced a new “cascade” system that will allow Indian visitors who have used short-stay visas twice in the last three years to now apply for a two-year, multiple-entry visa. Can apply for tourist visa.
But, while this is a positive step towards easier travel for some Indian tourists, it will have no impact on new travelers. The Schengen visa process can still take months, require significant paperwork, and appointments are extremely difficult to obtain.
It’s the same story for British visas. Many people in India as well as other applicants feel that the process is too rigorous and can be humiliating. Countless paperwork is required, including bank statements and invitation letters, and rejections are often not explained.
In a study of travel trends in India, online travel platform Booking.com also found that Indian tourists usually book their travel at the last minute. They spend an average of only 30 days planning a vacation, compared to an average of 63 days for Americans and 90 days for Britons. Many people can’t be bothered with time-consuming visa requirements, and are instead opting for easier and more welcoming destinations.
So, where are they going?
Budget airlines flying to relatively close destinations have contributed to the tourism boom in India, which is rapidly increasing in popularity in Southeast Asia. According to Google Trends, Vietnam was the most researched destination by Indians in 2023.
That year, the Vietnam National Tourism Authority recorded a 231% increase in visitors from India compared to 2019. Other South-East Asian countries such as Thailand, Singapore and Indonesia are also seeing a similar surge in arrivals.
Indian travelers are highly influenced by television and movies and often choose to visit places that they have seen in Bollywood. Despite visa restrictions, the number of Indian tourists visiting Spain increased by 40% in 2011 la tomatina The festival – where participants throw tomatoes at each other – was featured in the popular Hindi film Life will not happen again,
It is a similar story for Switzerland. Indian tourism love affair with this country has developed as a result of many Bollywood films being filmed there over the past 50 years. The Swiss Tourist Board also offers Bollywood tours to various destinations featured in Indian cinema.
While only 9% of Indian travelers focus on long-haul destinations in Western Europe, Switzerland has been a top 20 destination for Indian tourists for over a decade.
Other destinations have started using Bollywood actors in their promotional campaigns. For example, Dubai is promoted by Indian acting superstar and filmmaker Shah Rukh Khan. And Dil Ki Dhadkan actor Sidharth Malhotra has been the brand ambassador of New Zealand since 2015.
By 2040, the number of international tourists departing from India could reach 90 million, not far from the 104 million Chinese tourists who traveled in 2019. However, research shows that Chinese holidaymakers are increasingly deciding to travel at home, meaning Indian tourists may soon overtake them. Them.
As more people flock to airport departure lounges in India, tourist destinations around the world are jostling for a place in the race to get their share.
,Author: Ross Bennett-Cook, Visiting Lecturer, School of Architecture + Cities, University of Westminster)
,disclosure statement: Ross Bennett-Cook does not work for, consult to, hold shares in, or receive funding from any company or organization that would benefit from this article, and has not received any relevant information beyond his academic appointment. Affiliation not disclosed)
This article is republished from The Conversation under a Creative Commons license. Read the original article.
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