TravTalk India Online Magazine
After the recent India-Pakistan conflict and subsequent dip in travel to Turkey and Azerbaijan, Indians are shifting their summer travel plans and opting for destinations that offer cultural depth, affordability and political neutrality.
Surbhi Sharma
In the wake of recent India-Pakistan conflict and subsequent shift in sentiments, Indian travellers are changing their travel plans away from Turkey and Azerbaijan and seeking alternative leisure destinations that are culturally rich, visa-friendly and aligned with pro-India sentiment this summer. With more than 50–100 per cent cancellations reported by some travel companies for Turkey and Azerbaijan, industry players are swiftly redirecting demand to alternative countries.
New star on the block
Isha Goyal, Executive Director & CEO, STIC Travel Group, said that response from the Indian travel industry after the India-Pakistan conflict has been swift and unified. “We have seen a strong and swift movement of traffic away from Azerbaijan and Turkey. More than 30 per cent of this demand is now heading to Jordan alone,” she said.
With its compact size, rich heritage and stable political climate, the country is fast becoming the go-to destination for Indian travellers this summer. Jordan’s liberal environment, excellent infrastructure and wide-ranging attractions are proving attractive to families, couples and solo travellers. Indian agents are seeing enhanced commissions, flexible packages and support from both airlines and tourism boards eager to fill the gap, she noted. This shift is not just consumer-driven. “Tourism boards and airlines from alternative destinations are actively collaborating with Indian agents. There are real-time repositioning efforts—flexible travel packages, co-branded marketing and enhanced commissions are all in play. From cruise operators to DMCs, partners are seizing this redirected demand with renewed focus. With Jordan leading the charge, agents are diversifying offerings, presenting offbeat options with an edge of safety and support,” said Goyal.
Rise of visa-friendly alternatives
Pankaj Nagpal, Managing Director, Travstarz Global Group, confirms a 50 per cent cancellation rate for Turkey and Azerbaijan, including premium leisure groups. But there is no vacuum. “We offer many choices to our B2B partners like Egypt, Georgia, Greece, Abu Dhabi, Oman and the USA, apart from the regular favourites like Thailand, Singapore, Malaysia, Hong Kong and Vietnam,” he said. “Some of the visa friendly destinations are Egypt, Georgia, Vietnam, Hong Kong, Sri Lanka, Thailand and UAE, and we will definitely see increased traffic to these destinations in the near future,” he said, adding that many tourism boards are already quite active in India and the recent turn of events gives them an extra opportunity to pull traffic to their countries.
Indian tourists remain cost-conscious, but recent geopolitical issues have made them conscious and rethink their travel plans. “While affordability is still crucial, the current climate has made travellers more conscious. This might be temporary, but it is real,” Nagpal shares.
Bali & CIS nations top picks for leisure
Painting a stark picture, Valmiki Hari Kishan, Founder, Valmiki Travel & Tourism Solutions, said, “We have seen 100 per cent cancellations in leisure travel to Turkey and Azerbaijan. Business travel is down by 50–60 per cent.” His agency is redirecting bookings to Bali and CIS nations, such as Kazakhstan, Georgia, and Belarus. “Social media and news channels have played a big role. Unless these nations change their stance, it’s hard to see Indian travel returning,” he said.
Highlighting the unifying power of tourism, he said, “It’s the strongest weapon to bring nations together. But if political ties weaken, even the most tourist-friendly places will suffer.”
Mediterranean circle
Emphasising that the company sees a significant drop in new bookings for Turkey and Azerbaijan over the last two weeks, Karan Agarwal, Director, Cox & kings, said, “We have noticed travellers exploring alternatives, such as Greece, Egypt, Croatia and Morocco in place of Turkey, while Georgia, Armenia, Uzbekistan and Kazakhstan are attracting those who had considered Azerbaijan, offering similar vibe and affordability.”
He added, “We are supporting impacted travellers with free cancellation, rescheduling to alternative destinations, including free-visa support.” Cox & Kings has also taken a firm stance on prioritising national sentiment. “Nation comes first. We will always align our offerings with what is safe and appropriate for Indian travellers,” Agarwal said.
Curated travel
Travel agents agree to the fact that outbound tourism from India is entering a more curated, values-aligned phase now. “Destination curation is no longer just about logistics,” said Goyal. adding that, “It is about aligning with what Indian travellers feel, believe, and want to support.”
