In a candid and insightful conversation, Lubaina Sherazi, Co-Founder & CEO of BRANDit, reflects on the shifting dynamics of India’s outbound travel market. From value-driven travel behaviour to the rising importance of immersive storytelling, she highlights how destinations must evolve their narratives and strategies to stay relevant.
Priyanka Saxena Ray
The outbound travel landscape from India is no longer just about driving volume, it is more about value, intent and identity. We are now witnessing a paradigm shift as Indian travellers, especially post pandemic, are no longer satisfied being passive observers; they are active participants, seeking experiences that are authentic and gratifying. That is a significant departure from pre-pandemic travel mindset
At BRANDit, I see this reflected in the way international destinations are now tailoring their narratives to appeal to the Indian audience. Highlighting iconic landmarks is not going to cut it anymore; what really connects are the stories, the local people and unexplored gems. This is where destination storytelling becomes an effective tool, when it is rooted in local culture and in line with traveller aspirations.
From the perspective of representation, I have also observed that the most effective strategies are those that foster long-term trust with the travel trade through consistent education, collaborations and on-ground activations that go beyond the transactional. While digital touchpoints are imperative, human touch continues to define success in the India market.
As the ecosystem matures, I believe more destinations will adapt their offerings to meet the changing needs of Indian travellers. Whether through enhanced accessibility, easier visa norms or curated itineraries. It is evident that India is no longer a viable source market. It is a priority market. And destinations that understand this distinction fully, will ride the wave of outbound growth going forward.
This evolution is also changing the way success is determined. It is no longer only about the volume of arrivals but also about the level of engagement and connection that travellers establish with a destination. Today, Indian travellers value discovery; they want to interact with the locals, sample local food, partake in cultural experiences and more. This behavioural shift presents an opportunity for destinations to co-create meaningful experiences keeping the Indian traveller in mind. We have seen this work very well with those tourism brands that have invested in bespoke narratives and campaigns that resonate with the Indian market. The future belongs to those who strive for relevance rather than just reach.
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