Incredible Indians to power tourism

Highlighting infrastructure development and cultural preservation, V Vidyavathi, Secretary, Tourism, shares valuable insights into the government’s initiatives aimed at bolstering India’s inbound tourism.

TT Bureau

India’s tourism sector is at the cusp of a remarkable transformation. Over the past decade, significant strides have been made in infrastructure, with 1.5 lakh kilometres of roads laid and 57 new airports constructed, seamlessly connecting tourists to diverse destinations across the country. Highlighting infrastructure development, cultural preservation, and the importance of human experience, V Vidyavathi, Secretary, Ministry of Tourism, Government of India, urged travel agents and tour operators to embrace the growing potential of India’s tourism landscape. “Travel in India is no longer what it was 10 or 15 years ago. The journey has become smoother, and accessibility to once-remote destinations has vastly improved,” she said at the recently held Google Think Travel India 2024.

However, as much as the physical infrastructure matters, Vidyavathi emphasised that the heart of Indian tourism is its people—the human element that Artificial Intelligence (AI) and automation cannot replace.

“Tourism is about experience, and it’s the human element that defines that experience. A monument without a story is just a structure. It’s the people who bring these experiences to life,” she said.

A central theme of Vidyavathi’s vision is the creation of a tourism assets bank—a comprehensive inventory of both tangible and intangible tourism assets that resonate with the unique experiences different destinations offer. Whether it’s the biryani of Hyderabad, the beaches of Goa, or the spiritual aura of Varanasi, each destination has its own narrative, and she believes these stories should be cultivated into tourism offerings.

“We want to go beyond just promoting monuments. India’s food, culture, and traditions are equally vital to the tourism experience. It’s time to bring these intangible heritage elements into the forefront of our tourism products,” she suggested.

This push towards experiential travel is backed by data, as the ministry maps 22 touchpoints along the tourism value chain, focusing on enhancing travellers’ experiences at every stage—from arrival to accommodation and from local cuisine to cultural immersion. Moreover, the ministry’s ‘Incredible India by Incredible Indians’ initiative focuses on empowering local communities and building a welcoming, service-oriented workforce. “When a local person thanks you for visiting their country, it leaves an indelible impression. We want every Indian involved in tourism to embody this warmth and hospitality, creating unforgettable experiences for visitors,” said Vidyavathi.

For travel agents and tour operators, these initiatives present a golden opportunity. With the ministry actively developing new destinations, improving infrastructure, and focusing on creating immersive experiences, there has never been a better time to promote India as a top global destination. “Tourism in India thrives when the private sector thrives. We are in this together,” she stressed, encouraging the industry to leverage digital platforms like YouTube, Instagram, and Google to tell India’s many stories.

In her closing remarks, Vidyavathi called on the industry to continue playing a pivotal role in showcasing India’s incredible diversity, history, and charm to the world.

“Incredible India cannot exist without Incredible Indians—and that includes everyone who is the backbone of this journey,” she said.

With the ministry’s commitment to innovation and cultural preservation, the future of Indian tourism looks brighter than ever. Now is the time to act, as the world looks toward India for its next unforgettable adventure.