The closure of the last seven Indian Tourism Offices (ITOs) overseas in 2023 could have a profound impact on Indian tourism, particularly on inbound travel, due to the decline in the promotion and visibility of India as a tourist destination abroad. Additionally, the significant reduction in the budget allocation for overseas promotion and publicity, including market development assistance, in the Budget 2024–25 is alarming. The allocation has seen a staggering decrease of 97 per cent, plummeting to Rs 3 crore from the previous budget's allocation of Rs 95 crore. These factors collectively create a challenging environment for promoting India as a tourist destination internationally, negatively impacting inbound travel to India.
A Call for Proactive Government Action
The current situation of inbound travel in India highlights several impediments necessitating proactive government intervention. In their communication to the Honourable Prime Minister, IATO outlined two critical issues. Firstly, there is a noticeable absence of promotion in both electronic and print media channels, resulting in a lack of visibility for India's tourism offerings. Secondly, the absence of a familiarisation tour (FAM) and roadshows compounds the challenge, exacerbated by the unavailability of funds for such essential promotional activities. “ It is imperative that immediate action be taken to address these concerns. We risk remaining unnoticed without a concerted effort to amplify our presence on the global stage. It is crucial to initiate promotional activities promptly, as without a substantial external presence, attracting attention and participation will prove challenging,” says Mehra.
Concerns Over Interim Budget 2024–25
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