The Indian Association of Tour Operators (IATO) has called upon the Government of India to urgently adopt a comprehensive strategy to boost international tourism promotion (ITP). Highlighting the sector’s significant potential to drive economic growth and employment, IATO demands focused, coordinated, and well-funded efforts to position India as a top global travel destination.
IATO suggested that Indian diplomatic missions be provided with dedicated tourism promotion funds, allowing them to design region-specific campaigns. The association stresses the appointment of Tourism Attachés or Nodal Officers in at least 30 priority embassies worldwide, supported by specialized PR and marketing teams to lead promotional activities.
Furthermore, IATO insists on advance-approved budgets for these missions to organize roadshows, trade fairs, and other promotional events throughout the year. Missions should actively engage local tour operators, airlines, media, and private stakeholders to maximize outreach, working closely with the Ministry of Tourism (MoT), states, and industry players to coordinate joint international events.
To enhance efficiency and present a unified brand globally, IATO suggests a cost-sharing mechanism between the MoT and states/union territories, suggesting a 50:50 funding split for international marketing campaigns. The association also advocates for a shared annual calendar of roadshows, exhibitions, and digital campaigns in consultation with IATO to prevent duplication and ensure strategic deployment.
IATO President Mr. Ravi Gosain said, “We welcome the Ministry of Tourism’s initiative to present a comprehensive plan for the promotion of Indian tourism before the 16th Finance Commission. As the apex body of inbound tour operators, IATO has recommended that international marketing efforts be significantly scaled up with a dedicated and consistent budgetary allocation. India needs a stronger global presence through integrated campaigns in both traditional and emerging markets, supported by digital outreach, roadshows, and joint promotions with the private sector. A long-term, country-specific marketing strategy and continuity of branding under the ‘Incredible India’ campaign are essential to strengthen India’s position as a year-round destination. We are hopeful that the Finance Commission will recognize tourism’s multiplier effect on the economy and employment, and extend enhanced fiscal support for global promotion and infrastructure development
IATO emphasizes the need for joint promotion support for Ministry-approved Indian tour operators, including financial assistance for brochures and online marketing. The association calls on the government to collaborate with Indian hospitality chains, airlines, wellness centers, food, and fashion brands to create impactful global campaigns.
A notable demand is the introduction of an “Incredible India Endorsement” program to engage prominent Indian brands and private sector leaders as tourism ambassadors. IATO insists that only Ministry-approved inbound tour operators be permitted to co-exhibit at India pavilions at international fairs, ensuring quality and consistency in India’s representation. Financial and branding support for Indian cultural, sports, wellness, and green tourism events abroad is another key demand. IATO recommends organizing themed “India Evenings” at international trade fairs in partnership with Indian hotel chains and brands, showcasing Bollywood, festivals, heritage, and bazaars to enhance India’s global appeal.
IATO calls for urgent reform of the Marketing development assistance (MDA) scheme, which it describes as overly restrictive. The association demands the scheme allow participation beyond Ministry planned overseas events, including digital marketing, hybrid events, and sustainable tourism initiatives. Reimbursement rates should be to cover up 90% of expenses, including space cost, airfare and hotel accommodation. The scheme should also extend support to SMEs, niche tourism sectors like adventure, experiential trips and rural tourism, and promotion in emerging source markets. Simplification of application and reimbursement processes through digital platforms is also a top priority.
To strengthen India’s presence at global tourism fairs, IATO requests the creation of a unified “India Pavilion,” replacing fragmented state booths. The association also calls for launching a refreshed Incredible India brand identity in 2026 to unify all stakeholders under one cohesive theme.
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