‘India needs bold tourism steps’

With industry leaders calling for strategic changes to elevate the country’s inbound travel potential, Vikram Madhok, Managing Director, Abercrombie & Kent India, outlines critical areas to unlock the growth.

Janice Alyosius

With a dynamic shift underway in the global tourism landscape, Vikram Madhok, Managing Director, Abercrombie & Kent India, shares his vision for India’s inbound tourism growth and opportunities in the luxury travel sector. He emphasises that India’s tourism sector, especially inbound sector, has untapped potential but needs strategic measures to drive growth. “The government is making commendable efforts with infrastructure improvements—airports, railroads, connectivity. However, for India to elevate to the next level, we need cohesive action from both central and state governments,” he said. “Today, our outbound tourism is about three times the size of our inbound numbers. We see tourism business worth billions leaving the country. We want more people coming in, perhaps with fewer going out,” he added.

Visa reforms and price balance key to unlocking growth
One major focus is enhancing ease of travel for international visitors. Madhok highlights the need to streamline visa processes to enhance India’s appeal as a travel destination. “Countries that attract large numbers of Indian tourists often offer visa-on-arrival or even waive visa requirements entirely,” he explained. “For India, introducing visa-on-arrival options for key source markets could be a game-changer. It would greatly improve ease of travel and make India a more accessible and attractive option for international visitors,” he remarked. Madhok believes that simplifying entry requirements is a crucial step toward boosting inbound tourism and positioning India competitively on the global stage. “This would address ease of doing business, something we need to prioritise,” he suggested.

He also stresses the importance of managing hotel rates to avoid pricing out potential visitors. “We can’t keep increasing rates without consequence. If costs continue to rise unchecked, we risk deterring tourists who would otherwise choose India,” Madhok said. He warned that continually hiking prices could deter tourists.

“This is something we need to be careful about if we want to sustain and grow inbound tourism,” he added. Striking a balance between offering premium experiences and maintaining affordability is essential, especially in luxury travel. “To keep luxury tourism thriving, we must ensure that high prices don’t overshadow the unique value India offers to travellers,” he opined.

Luxury travel demand growing
At Abercrombie & Kent, Madhok has witnessed a growing demand for high-quality, immersive travel experiences. “In the luxury, first-class space, travellers are increasingly spending more time at destinations. They want experiences that allow them to relax and engage deeply with local culture, sights, and activities. They are not just skimming the surface—they’re digging deeper,” he shared. He is confident in the enduring strength of the luxury segment. “Luxury is here to stay, and I see good growth ahead. Our tours cover India’s vast expanse, including states like Maharashtra, Madhya Pradesh, and Uttar Pradesh. We are dedicated to promoting these destinations,” he said.

Global market trends
On the source markets driving growth in luxury travel, Madhok highlighted several strong economies. “We are seeing an increased number of travellers from the United States, Europe—particularly Germany, Switzerland—and a resurgence in the UK. The Asia-Pacific region is also responding positively, with strong numbers from Australia, Japan, and Hong Kong.”

Reflecting on the future of tourism in the country, Madhok advises for adopting a proactive approach for the positive outcome.