TravTalk India Online Magazine
In his new role as the Head of Tourism Services at VFS Global, GB Srithar sheds light on the dynamic terrain of global tourism. Emphasising on the importance of technology, sustainability, and targeted communication strategies, he says that adaptability and innovation will be key in meeting the evolving needs and preferences of travellers worldwide.
Janice Alyosius
GB Srithar, Head of Tourism Services at VFS Global, says that in the evolving landscape of global tourism, staying ahead of trends and catering to diverse audiences is crucial. Talking about his plans in the new role as Head of Tourism Services at VFS Global, he says, “Today, VFS serves nearly 70 client governments across 140 countries. Along with my team, we strive to facilitate the promotion of these destinations to diverse audiences worldwide. India, as a crucial market, is significant, and I eagerly anticipate representing destinations to Indian audiences.”
Highlighting the emerging trends in travel, Srithar points out the influence of India’s youthful population on global travel experiences. “India has been an important source market for the last few years, and it is set to grow even further in the next decade. One key travel trend that is going to emerge out of India, given the fact that 67 per cent of the population is under the age of 35 years, is that the young travellers of India are going to shake and shape a lot of the travel experiences that destinations are offering,” he says. The transition in family travel towards smaller, nuclear units, is reshaping the way destinations cater to travellers. “The second trend involves family travel, which is evolving from a three-generational type to a more nuclear format, with parents and kids. While family travel with grandparents still occurs, the concept of nuclear and smaller families travelling is shaping experiences,” says Srithar.
Another aspect that Srithar underscored is sustainability. “Sustainability is becoming increasingly important to travellers. Many are seeking sustainable travel experiences, prompting countries to focus on eco-friendly offerings to meet this demand in the coming years,” he shares.
Emphasising on the importance of technology, Srithar says, “Technology is a significant factor. We are all grappling with how AI and technological advancements will impact the communication of travel experiences, shaping various aspects of the industry.” Technology plays a pivotal role in VFS Global’s visa services, and Srithar prioritises exploring how technology can enhance tourism services and communication strategies. “VFS itself is a highly technology-enabled organisation. Given that our main core business, which is visa, relies heavily on technology for its operations, it is essential to have secure, trustworthy, and credible technology infrastructure. Technology is integral to the way VFS Global operates. As I transition into my role, understanding how technology can be utilised in the tourism services vertical, particularly in terms of communication, to connect with our trade partners, is paramount,” he shares.
