In 2024, 2.2 million Indians travelled to the U.S. For the entire set of U.S. cities and destinations that Sartha represents, India ranked among the top 5 source markets. Sheema Vohra, Managing Director, Sartha Global Marketing, shares more.
Priyanka Saxena Ray
Indian tourist footfalls & growth
In 2024, 2.2 million Indians travelled to the U.S. For the entire set of U.S. cities and destinations that Sartha represents, India ranked among the top 5 source markets. Despite global economic headwinds, India’s stable and resilient economy is expected to continue fuelling outbound travel in 2025, with positive growth numbers to date.
Key promotional strategies
For most of the destinations we represent, we have adopted a three-pronged strategy: engaging and educating the travel trade; digital marketing, including social media, to connect with consumers; and working closely with the Indian media to generate positive PR coverage. Since Indians traveling to the U.S. are typically well-travelled, educated, and digitally savvy, social media and digital platforms are a primary focus, integrated into our overall PR and marketing efforts. Although independent travel is expected to increase further, many Indian travellers still depend on travel agents, with rising demand for customizable programs. Therefore, we partner with bespoke agencies, airlines, OTAs, and other regional and national travel companies through training and joint marketing efforts to effectively reach this audience. Our destination marketing campaigns aim to raise awareness and inspire travellers, whether they are solo travellers, couples, families, or groups.
Adapting to Indian demands for offbeat and sustainable travel
The USA is one of the few countries worldwide that offers something for every type of traveller. The various destinations that we promote feature diverse highlights and present a wealth of untapped experiences, making them perfect for offbeat, immersive travel. Despite the US being a popular and aspirational destination for Indians, many travellers are unaware of the extensive experiences available there. Our strategy to meet these shifting preferences primarily focuses on raising awareness of newer destinations beyond the well-known sites, including attractions, outdoor areas, urban neighbourhoods, small towns, and one-of-a-kind dining and luxury experiences.
New visa measures / air connections / trade collaborations
Air connectivity from India to the U.S. has greatly improved, exceeding pre-pandemic levels. Most European, Middle Eastern, and Asian airlines are focusing on their U.S. flights, and Air India has announced plans to expand its U.S. network. We’re also encouraged by IndiGo’s growth into long-haul routes and its increasing connectivity to the U.S. through airline partnerships.
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