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Indian tourism booms with 106% rise in foreign tourist arrivals in 2023

India has been making sustained efforts to boost tourism in the country, seeking a rise in footfall of both domestic and international tourists, after the impact of the covid-19 pandemic..

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Tourism In India Statistics 2023: The Ultimate Guide

by GoWithGuide travel specialist: Ajitsa A.

How many times a day do you use the words mango, pajamas, jungle, or shampoo? If the answer is more than once, you're already experiencing the cultural, historical, and social impact of India . Home to 1.4 billion people , and the birthplace of worldwide gems like chess and wireless communication, what you know about India is just the tip of the iceberg. The only thing that'll slow your journey is some good old information overload. No worries, you’ve come to the right place. 

Our ultimate guide to India will start your trip on the right foot, giving you the highs, lows, facts, and figures. Let's dive into what makes India so incredible, what to do once you get there, and how to create unforgettable memories in the land of mystery and diversity. 

​ Why We Love India  

India never lacks a mesmerizing scene, from the awe-inspiring Himalayas of the north to the enchanting classical dances of the south. The peninsula drew in 8.6 million foreign tourists in February 2023 alone. With 10.9 million international arrivals in 2019 and 6.98 million non-resident Indian arrivals, India beat out major tourist destinations like South Korea, Egypt, and Australia to be the 22nd most visited country in the world. 

So is tourism booming in India? Yes! 2020’s slump saw only 3 million visitors, but they bounced back in 2022 with 6.19 million visitors. So why do tourists love India? The culture, cuisine, and landscapes are a great place to start!

The Culture

Indian culture is celebrated globally, and these elements are but a glimpse of the melting pot of dialects, dressing, delicacies, and dances that await. 

• ​ Classical Indian Dances - Enchanting, vibrant, and full of life, India's folk dances are a passionate display of artistry. The energetic Bollywood moves that take the world by storm have deep roots in traditional dances such as Bharatanatyam and Kathak.
• Vibrant Festivals - If you're lucky enough to be in the country in March, carry a white shirt and a lot of energy for the world-famous Holi festival held across India. Everyone, whether you’re a believer or not, is invited and each region has a special celebration method.
• Spiritual Sites - Beautiful structures like the Vaishno Devi and the Shirdi Temple are just a drop in the ocean of India’s long romance with spirituality. 
• Buzzing Bazaars - Looking for one-of-a-kind souvenirs? Head to Delhi's Chandni Chowk, or Hyaderbad's Laad Bazaar. Markets are the backbone of India’s cities, with everything from food and spices to fabric and jewelry. Be sure to go with a local guide for safety and great deals. 
• Traveling By Train - India is known for its classic, charming trains, but if you're looking for luxury, check out the Palace on Wheels or the Maharaja Express . 

The Cuisine 

Sweet, spicy, and savory, India is often considered a mecca for culinary travelers. Each region has its gems, so the best way to discover them is with one of our all-out India food tours!

• ​ North Indian - The birthplace of butter chicken, aloo samosas, fluffy parathas, and dal makhani is an ideal place to kick off your foodie festival. A Delhi food walk would highlight the north's coveted cuisine.
• West Indian - Sweet and savory pork vindaloo, Laal maas, Ghewar, and fish curry are some of the delicious dishes you can expect from West India. 
• South Indian - Spices from the south are on another level, so dishes like the Hyderabadi biryani, masala dosa, and chicken Chettinad have transcended local tastes to become international favorites. 
• East & North East Indian - Welcome to the often underlooked east & northeast region. Khaja Pitha, mutton & pumpkin Lonvas, Sandesh and gobi manchurian are local must-haves. 
• Central Indian - There’s nothing like a fresh cup of Thandai, some Boti kebab, and some murgh musallam after a festival.

The Landscapes

When it comes to nature, India is a sanctuary blessed with scenery and terrain that makes it the only country to have tigers and lions. These landscapes will leave you breathless.

• Lohagad Fort Hiking Trail - Deep in Maharashtra lies an architectural marvel mixed with the lush greenery and steep hills that make this region a peaceful escape from the city.
• ​ Nubra Valley - Ladakh is a bucket list location for many reasons, but this cold desert valley mixed with blossoming foliage blends Tibet and Kashmir’s beauty seamlessly. 
• Alappuzha - There's a lot of praise for Kerala and with good reason. By far, the best way to enjoy this beach city is with a houseboat cruise through its backwaters. 
• Chandra Tal Lake - The thrilling nature of the Indian Himalayan Region can hardly be explained. You'll be at a loss for words when you encounter the crystal waters of ChandraTal. Simply stunning. 
• The Munnar Tea Hills - We're back in Kerala, but this time, it's to appreciate the rolling tea hills of Munnar, a spectacular example of man-made effort and nature's enduring allure. 

Who Else Loves India 

If you’re already falling in love with India, you’re in good company. The travel and tourism industry pulled in 194 billion USD , contributing to 6.8% of the country’s GDP. 

So where does India rank in tourism? According to the World Economic Forum, it ranked 34th out of 140 counties in its Travel and Tourism Competitive Index for 2019. Want to know which country sends the most tourists to India? The winner is…

• Bangladesh - With 2.5 million visitors touching down in 2019, India’s neighbor to the east has been the country’s largest tourism pool for years.
• The United States - How many US citizens visited India? In 2019,  1.5 million travelers from the United States arrived, with most touching down in India for spiritually-related travel. In fact, US citizens can stay in India for up to 180 days with a digitized e-tourist visa .
• The United Kingdom - The UK’s obsession with all things India explains the 1 million visitors that spent time in the nation greatly contributed to the Brit's passion for tea and curry.
• Australia - Over 370,000 visitors from the land down under flocked to this beloved peninsula in 2019. In fact, Australia took over Sri Lanka’s 2018 position as number 4.
• Canada - Capping off the top five is Canada with 351,859 visitors.

So we know why, and we know who, but where would you go if you touched down in India today? Decisions decisions. To ask which part of India is the most beautiful begs for a complicated answer, but we’ll do our best!

India At A Glance: Planning The Perfect Trip (Where, When & How)  

Alright, so you're ready to jet-set your way to the land of colors, but you're stumped about the rest. Here's our take on the best way to enjoy India's treasures. 

Where To Go: India’s Top Destinations

• ​ Kerala - Ask anybody which part of India is the most beautiful, and chances are they'll answer Kerala. Time Magazine agrees, dubbing Kerala the 9th greatest place in the world! Touring Kerala can take some time, so we recommend a detailed Backwater Kerala Tour that immerses you in the god's favorite land.
• New Delhi - From the India Gate to the Lotus temple and Humayun's tomb, India's capital city is the nation's heartbeat, combining stories and monuments from the nation’s grandest eras. To get a taste of the city, try a Private Delhi tour .
• Agra - One of the seven wonders of the world awaits, rested in Uttar Pradesh. This is the home of the Taj Mahal. Need we say more? Take on the Taj Mahal and Agra's history with a Hidden Gems tour .  
• Jaipur - Rajasthan’s capital city is a place for palace lovers. Known for the stunningly designed Amber Palace, Hawa Mahal, Samode Palace, and the City Palace, Jaipur's charm is glaring. The pink city is particularly magnificent at sunset, so set out early with a  Jaipur tour that features a stunning sunset dinner.
• Mumbai - With over 20 million residents, Mumbai is often considered India's New York. Swanky apartments, busy highways, and bustling markets make it the best place for a full-day Mumbai adventure.
• Varanasi - As the birthplace of Buddhism, and the home of the oldest religion in the world (Hinduism), India, and especially Varanasi, is a key spot for spiritual travelers. From the sacred temples and satisfying tea to the holy waters of the Ganges river, our Varanasi walking tours paint a vivid image of the nation’s deeply rooted spiritual history.

Travel Tip: What to know which city is the most touristy in India? It's a close tie between Delhi, Agra, Jaipur, Jodhpur, and Udaipur. Looking to escape touristy crowds? Private tours in places like Ladakh and Varanasi can be organized with a GWG private guide.

When To Go: India’s Spectacular Weather

Given its sheer size, India has a complex seasonal schedule featuring monsoons, light rains, intense heat and cold winds depending on the region. So when should you go? Let's weigh the options.

• ​ Winter: The Big Chill (January - February) Generally speaking, India’s coldest months run from December to February, with temperatures in the south and southeast ranging from 20-25°C and those in colder northwest regions dropping to 10-15°C. 
• Summer: Sweltering Heat (March - June) Summer in India is no joke. Hot and humid temperatures across the country average 30-35°C, but can go up to 40°C in parts of Central and Southern India.
• Monsoon Season: Heavy Rains (July-September) July to September bring India's legendary and terrifying monsoon season, with rains lasting from 75 to 120 days, depending on the region. Areas in the southwest and western regions are heavily affected.
• Autumn: Monsoon Recovery (October-December) By September, the rains have eased up, and temperatures generally drop from 38°C to 28°C between October and November.

Overall, Winter and Autumn are considered ideal travel times due to the cool weather and calm rains. India’s status as a peninsula invites diverse winds and terrain, creating specific weather conditions for each region. Notable regions include;

Northern & Northeast India Destinations: Delhi, Jaipur, Agra, Rajasthan, Himalayas, Varanasi Hottest Months - March to June (highs of 42°C) Average Daily Temperature - Erratic (from 20-40°C) Ideal Travel Time - October to February (average 17-26°C) Stay Inside - July to August, May.

​ Southern & Southeast India Destinations: Tamil Nadu, Kerala, Andhra Pradesh Hottest Months - March to May (highs of 40°C) Average Daily Temperature - 32°C Ideal Travel Time - November to March (average 20-30°C) Stay Inside - June to September monsoons

​ Western India Destinations: Mumbai, Udaipur, Goa Hottest Months - May (highs of 33°C) Average Daily Temperature - 26.4°C Ideal Travel Time - November to April  Stay Inside - July Rainy Season

​ How To Get There: Navigating India’s Transport Systems

Traveling through India can be hectic, as the country's transportation networks can be tricky for newcomers. These transit tidbits are a great starting point, but we recommend discussing travel options with a  knowledgeable local guide .

• Travel By Rail - Catering to 8 billion travelers per year with over 20,000 daily trips, India’s rail system is a national symbol of ingenuity and coordination. Highly affordable and highly convenient.
• Rickshaw Rides - Need to get to a nearby landmark or monument? Hop in one of these three-wheeled wonders and watch your driver navigate traffic with ease. Rickshaws are fast, super cheap, and convenient.
• Taxi, Please - Taxis are a dime a dozen in India, but picking the right one can be a hassle. It’s best to stick to services like Ola Cabs or Uber when hailing a cab. Alternatively, GoWithGuide tours can be customized with a private car to ensure you spend your time touring and not in transit.

​ Travel Truth: Tourism’s Highs and Lows

​ So what is a major problem in India's travel and tourism industry? One of the biggest hindrances is the outside world's perception of India as a nation. That takes a lot of time and money to change. This is followed by the lack of infrastructure management and expansion to meet the growing tourism sector.

What To Expect: Life In The Land Of Colors

With so much culture to absorb, some shock is bound to set in. Is India a friendly country to foreigners? Yes, but there are a few things you should know before you go. Here’s the scoop on living your best stress-free life in India.

Do’s & Don’ts  

Every country has its quirks. When in India, it’s good to keep these tips in mind.

Staying Safe: Red Flags For Travelers 

Alright, let's get to the tough stuff. India's magic can sometimes be dulled by valid safety concerns. In 2021, the National Crime Records Bureau recorded 446 crime incidents for every 100,000 people, so can you stay safe while touring the country? Yes, if you start by looking out for these red flags;

Tampered Taxi Meter -  the phrase “Sorry sir/madam, my meter is broken” followed by a hiked taxi price is common. To avoid this, agree on a price beforehand, travel with a guide, or use set prices from apps like Uber.  If your taxi doesn’t have a meter, don’t even bother getting in.

Pickpockets and Public Transport - It's unavoidable. So stay as vigilant as possible and keep your things close when on public buses and trains. The stations are where pickpocketing antics run wild.

Train Ticket Valet - After you purchase a train ticket, anyone asking you to pay for "stamped validation is a scammer". There's no such thing. Keep your ticket to yourself and only show it to the train's conductor after paying. 

Bags, Please - Anyone asking to assist you with your luggage will want a tip afterward, even if it was for two seconds. To avoid this, keep your luggage in your hands.

​ That last part can put a dark cloud over your dreams of touring India, but it shouldn't. You can dismiss those travel woes with a private tour guide, so you get to;

• Stay away from sketchy venues and vendors.
• Avoid strange people looking to take advantage of you.
• Stick to a schedule designed by Y-O-U, so every activity is what you want to do.
• Discover India’s hidden gems, known only by locals.

​ Sounds like a sweet deal right? Let’s take your trip to the next level with a customizable private guided tour , and make those memories we’ve been talking so much about. 

P.S. Looking to travel with companions? The more, the merrier. Share this post with your friends and get them as excited about touring India as you are.

Popular India Tour Guides

I am a passionate Mumbaikar and has a keen interest in the culture and heritage of Mumbai. Over the last 5 years I have been doing Buddhist cave tours and culture walks in Mumbai which tell the story of the city. My favorite walk is the Gothic and Art Deco story of Mumbai. I have hosted hundreds of guests from 15 countries on this architecture walk. I am also a media technology veteran with multiple patents. I am the founder of sync2TV, a Mobile-alongside-TV marketing platform, with which TV content/ advertising can now become interactive via mobile phone in real time. Prior to getting into tourism, I have worked for more than a decade in WPP owned media agencies across India. China and Philippines. I am a master of silent meditation and a student of comparative religion. Other than architecture walks, I also hosts Buddhist cave tours around Mumbai. I holds a Bachelors in Mass Media (advertising and marketing) from S.I.E.S College, (Mumbai University). I also hold a Post Graduation Diploma (BRM) from Mudra Institute of Communication, Ahmedabad.                                                                                                                                  

Completed long 35 years in Travel & Tourism . Met tourists from different countries along with tourists from other parts of India . I feel proud since the beginning of my carrier while meets with the guest because meeting with the people, irrespective of countries, region , state opens up the stage of learning and also exchange the views .                                                                                                                                  

Enjoying my work as a guide because most intresting thing about my profession is meeting with the people from all over the world. Being a guide I love to take initiative to make my Guest feel comfortable and let them know about our Religion, people's opinion and as well know about there religion and tradition.Recieving people from every corner of the world with warm welcome as a guest to India and say them bye as a good friend is my quality.                                                                                                                                  

I am a post Graduate in Buddhism MA currently working as a tour guide holding license from Tourism Ministry Govt Of India.I am based in Mumbai- Bombay.I am associated with leading tour operators of Mumbai offering my services in English.                                                                                                                                  

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50+ india travel & tourism statistics [fresh for 2024].

India brims with countless cultural and natural attractions, making it one of the most vibrant travel destinations in the world.

From five-star hotels to the most delicious food and beautiful architecture, there’s a lot to discover in this South Asian country.

But did you know how many tourists visit India every year?

How many jobs does the Indian travel industry provide?

In this statistics round-up, we’ve summarized everything you’ve ever wanted to know about travel and tourism in India.

Let’s dive in!

Sources : You can find the source for every statistic listed at the end of this blog post.

Travellerspoint

Which country visits India the most?

In 2020, 20.01% of all international tourists arrivals in India, or 549,273 arrivals, were by people from Bangladesh.

In 2021, the USA surpassed Bangladesh as the leading source of foreign tourists in India with 429 thousand arrivals.

How many tourists come to India every year?

In 2021, India recorded 7 million international tourists arrivals, down from about 17.9 million in 2019.

What is the total travel market in India?

• The travel market in India was valued at 75 billion U.S. dollars in 2020 and is expected to hit 125 billion U.S. dollars by 2027.

Which is the No 1 tourist place in India?

The Taj Mahal in Agra is the most popular tourist destination in India, attracting both domestic and foreign visitors.

It was the most visited ticketed monument among domestic tourists in India, welcoming 3.29 million visitors in the period of 2021-2022.

What is the rating of India for tourism?

India sat on 54th place in the travel and tourism development index in 2021, a decline from 34 in 2019. 

The first place went to Japan and second to the US.

The travel and tourism development index was based on enabling environment, policies, infrastructure, demand drivers, and sustainability. 

Main India travel statistics

• In 2021, India recorded 7 million international tourist arrivals, down from about 17.9 million in 2019.
• The top 10 countries for foreign tourist arrivals to India in 2020 were Bangladesh, USA, UK, Canada, Russian Federation, Australia, France, Germany, Malaysia, and Sri Lanka.
• In terms of region, the majority of international tourists in India is from South Asia, representing 27.33% of the total market in 2020.
• In 2019, there were 2.32 billion domestic tourist visits in India, which unfortunately fell to 610 million in 2020.
• In 2021, the Indian travel and tourism industry generated around US $178 billion to the country’s GDP.
• The most popular protected monuments in Delhi are Red Fort (2.29 million visits in 2019) and Qutub Minar (2.3 million visits in 2019).
• The Indian hotel market was valued at around 32 billion U.S. dollars in 2020 and expected to grow to 52 billion U.S. dollars by 2027.
• The average daily rate (ADR) for a hotel room in India in Q1 2022 was 5,232 Indian rupees, a fall from 6,117 Indian rupees in Q1 2020 pre-pandemic.

India inbound travel statistics

1. in 2021, india recorded 7 million international tourist arrivals, down from about 17.9 million in 2019., 2. the port of entry in india with the most foreign tourist arrivals was indira gandhi international airport in delhi, with more than 606 thousand arrivals in 2021. .

This figure accounted for 45.3% of the foreign tourist arrivals in India in 2021.

3. Based on number of foreign tourist arrivals, in 2019, India was the 24th most visited country in the world.

[India Tourism Statistics]

4. Overall, in 2021, India ranks 54th in the travel and tourism development index, falling from its 34th place in 2019.

The index was based on enabling environment, policies, infrastructure, demand drivers, and sustainability. 

Demographics of tourists in India

4. the top 10 countries for foreign tourist arrivals to india in 2020 were bangladesh, usa, uk, canada, russian federation, australia, france, germany, malaysia, and sri lanka., 5. in 2020, 20.01% of all international tourists arrivals in india (549,273 arrivals) were made by tourists from bangladesh..

Bangladesh and India share the fifth-longest land border in the world, which might explain the popularity of India for Bangladeshi travellers.

6. However, in 2021, the USA became the top source of foreign tourists in India with 429 thousand arrivals.

7. there were 394 thousand visitors arriving from the usa, which made up 14.36% of all foreign tourist arrivals in india in 2020..

The pandemic had caused the 1.5 million American tourists in India in 2019 to decline to just 394 thousand in 2020.

8. In 2021, American arrivals in India rose again to 429 thousand, though it’s still well below the 2019 figure.

9. the uk contributed 291,874 arrivals to india in 2020, or 10.63% of all tourist arrivals, which fell again to 164,140 in 2021..

In 2020, the number of British tourists visiting in India fell to just 291 thousand because of the Covid-19 pandemic, from over 1 million in 2018 and 2019 . This continued to decline to just over 164 thousand in 2021.

10. Sitting in 10th place, Sri Lankans made up 2.5% of all foreign tourist arrivals to India in 2020.

The 68,646 tourist arrivals from Sri Lanka is down from the 353,684 in 2018 and 330,861 in 2019, when they sat in 8th place.

In 2021, Sri Lanka fell out of the top 10 rank of source markets for foreign tourist arrivals in India.

11. In terms of region, the majority of international tourists in India is from South Asia, representing 27.33% of the total market in 2020.

They’re followed by tourists from Western Europe (22.76%) , North America (18.83%), South East Asia (8.44%), and East Asia (4.75%).

12. In 2020, the biggest age group of international visitors in India was 35-44 year olds (20.2%).

Meanwhile, 25-54 year olds make up more than half (58.3%) of all foreign visitors in India.

13. In 2020, 57.8% of international visitors in India were males.

42.4% of tourists arriving in India in 2020 were females. This ratio has become more evenly distributed compared to the percentage share in 2001, when only 24.5% of foreign tourists in India were females.

14. On the other hand, only 29.7% of all departure from India by Indian nationals were made by females, as opposed to 70.3% of males.

This figure is interesting as it shows that significantly fewer Indian females travel abroad.

Outbound & domestic tourism from India statistics

What is the size of outbound travel market in India?

15. In 2019, there were 2.32 billion domestic tourist visits in India, which unfortunately fell to 610 million in 2020.

16. Domestic spending contributed 94% of all tourism revenues to India in 2021, up from 82% in 2019.

17. Domestic visitor spending across India in 2021 was at 151 billion U.S. dollars. This put India in fourth place worldwide in terms of domestic tourism expenditure.

18. in 2021, the state of tamil nadu had the largest share of domestic tourist visits (17% of total, or 115 million tourist visits)., 19. the number of indian nationals’ departures from india during 1991 was 1.94 million, which grew to 26.9 million in 2019 (and fell again to 7.29 million in 2020)., 20. in 2020, the most visited country by indian nationals was uae, with 2,974,002 departures..

Indian tourism industry statistics

How big is the tourism industry in India?

21. In 2021, the Indian travel and tourism industry generated around US $178 billion to the country’s GDP.

The figure has yet to reach its all-time high of US $247 billion in 2018.

22. Meanwhile, the government in India spent a total of $2.61 billion across the tourism sector in 2017. It’s forecast to reach $5.65 billion in 2028.

23. The total domestic visitor spending in India in 2021 was US $151 billion.

24. the travel market in india was valued at 75 billion u.s. dollars in 2020 and is expected to hit 125 billion u.s. dollars by 2027..

Hotels and airlines made up the majority of the Indian travel market. 

25. The travel and tourism industry in India provided almost 80 million jobs in 2020, or 15.3% of all jobs overall.

Tourist destinations in india, 26. the most popular ticketed monument among in india for domestic tourists in 2021-22 was the taj mahal, with 3.29 million visitors that year..

For domestic visitors in India, the most visited ticketed tourism site is the Taj Mahal, which saw 3.29 million visitors between 2021 and 2022 .

27. The top five states for domestic tourists in India in 2020 were Tamil Nadu (140.7 million), Uttar Pradesh (86.1 million), Karnataka (77.5 million), Andhra Pradesh (70.8 million), and Telengana (40 million).

28. The most popular protected monuments in Delhi are Red Fort (2.29 million visits in 2019) and Qutub Minar (2.3 million visits in 2019).

As the capital city, Delhi is very popular among foreign and domestic tourists. It has lots of interesting places to visits , including Red Fort and Qutub Minar.

29. Meanwhile, Chittaurgarh Fort is the most visited protected monument in Jodhpur, with 580,321 visits in 2019.

Jodhpur is a charming blue city with many excellent hotels , especially for couples.

30. In the Chennai circle, the most visited monument was the Group of Monuments with 1.1 million visitors in 2022.

31. in goa, the portuguese fort of aguada welcomed 656 thousand visitors in 2022..

Goa itself bursts with so many interesting things to do and beautiful beaches .

Tourism trends and behavior in India

32. december tends to be the most popular month for foreign tourists in india, with 1,226,398 tourist arrivals in december 2019 alone..

January and November are the next busiest months in terms of foreign tourists arrivals in India, with 1,111,040 and 1,012,569 arrivals respectively.

33. In 2020, 58.4% of foreigners arriving in India was there for leisure purposes. 11.8% visited for business and professional reasons.

11.8% of foreign tourists in India in 2020 were there for business.

34. The share of business travel revenues in India compared to leisure spending has been slowly declining, from 21.1% in 2013 to just 4% in 2021.

35. as of june 2022, there are 211 government recognized tour operators in india., 36. in 2020, the travel agent market in india was worth 38 billion u.s. dollars. 35% of bookings made through travel agents were for airlines, while another 35% were for hotels., 37. travel apps are huge in india, with downloads growing by 38% cagr since 2019. in q4 2022, there were almost 66 million app downloads in the transportation category., accommodation in india statistics.

How big is the Indian hospitality industry?

38. The Indian hotel market was valued at around 32 billion U.S. dollars in 2020 and expected to grow to 52 billion U.S. dollars by 2027.

The hotel market in India is a booming industry, valued at US$ 32 billion in 2020 and forecast to reach US$ 52 billion in 2027.

39. In 2020, domestic travel made up 80% of the hotel market in India.

40. as of 2023, the occupancy rate of hotels in india was 68%, an increase from 34% in 2021..

The hotel industry in India is recovering in 2023, reaching a 68% occupancy rate after dipping to 34% in 2021.

41. There were more than 152 thousand hotel rooms in India in 2022, which is expected to reach 200 thousand by 2027.

The leading cities with the highest number of hotel rooms in India are Bengaluru, New Delhi, and Mumbai.

As one of the most popular cities in India with plenty of things to do , it’s no wonder that Mumbai sits among the top three.

42. As of March 2022, the Indian Hotels Company Limited (IHCL) was the leading Indian hotel or restaurant company, with a market capitalization of 318 billion Indian rupees. 

IHCL is known for its Taj hotels.

IHCL was followed by EIH and Sapphire foods, with 99.4 and 88.9 billion Indian rupees of market cap respectively.

43. The average daily rate (ADR) for a hotel room in India in Q1 2022 was 5,232 Indian rupees, a fall from 6,117 Indian rupees in Q1 2020 pre-pandemic.

When the pandemic hit and restrictions took place in March 2020, the ADR for hotel rooms in India declined to 3,365 Indian rupees.

44. In 2022, the city with the most hotel rooms was New Delhi, with more than 15 thousand hotel rooms in total.

It’s followed by Bengaluru and Mumbai.

45. In total, there were 153 thousand hotel rooms across India in 2022.

46. airbnb india made a total of 687 million indian rupees in revenue in 2020, a significant increase from 2018 and 2019 despite the second half of the year being impacted by the pandemic..

Airbnb India recorded a revenue of 687 million rupees in 2020.

Aviation sector in India

47.travel by ‘air’ is the most preferred mode of transport. in 2020, 79.2% of foreign tourists arriving in india did so by air, followed by land (19.3%) and sea (1.5%)..

The respective figures for 2019 were 77.4%, 21.7% and 0.9%. 

48. In 2023, passenger traffic in Indian airports amounted to over 327 million, 56.9 million of which were international passengers. 

49. Meanwhile, the number of domestic passenger arrivals in airports across India in 2023 was over 270 million.

50. the leading indian passenger carrier airline was indigo, which had a 55% market share in 2022..

IndiGo was followed by SpiceJet, with a 13% market share.

51. Airasia has the sixth largest domestic market share (5.7%) of passenger airlines in 2022.

Overall, India is a beautiful country everyone should visit at least once in their lives.

We hope these statistics have helped you understand more about travel and tourism in India.

Did we miss anything interesting?

Drop us a comment below.

Here’s a 3-week itinerary to inspire your trip!

And if you’re planning to visit India on a budget, this backpacking guide might be useful.

In the meantime, here are some more statistics to read:

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• India Tourism Statistics

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By: Bastian Herre , Veronika Samborska and Max Roser

Tourism has massively increased in recent decades. Aviation has opened up travel from domestic to international. Before the COVID-19 pandemic, the number of international visits had more than doubled since 2000.

Tourism can be important for both the travelers and the people in the countries they visit.

For visitors, traveling can increase their understanding of and appreciation for people in other countries and their cultures.

And in many countries, many people rely on tourism for their income. In some, it is one of the largest industries.

But tourism also has externalities: it contributes to global carbon emissions and can encroach on local environments and cultures.

On this page, you can find data and visualizations on the history and current state of tourism across the world.

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India ranks 39th on the World Economic Forum’s Travel & Tourism Development

Times of India TIMESOFINDIA.COM / TRAVEL NEWS , INDIA / Created : May 22, 2024, 23:23 IST

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The World Economic Forum's Travel & Tourism Development Index 2024 has been released, with India ranking 39th, the highest in South Asia. This marks a significant improvement from its 54th position in 2021.

The World Economic Forum's Travel & Tourism Development Index 2024 has been released, with India ranking 39th, the highest in South Asia. This marks a significant improvement from its 54th position in 2021. Read less

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Number of Indians going abroad up 137% in 2022, but still below pre-Covid level: Data

More than 1.8 crore indians travelled outside the country between january 2022 and november 2022, compared to 77.2 lakh in the whole of 2021, data from mha’s bureau of immigration (boi) showed..

• Updated Dec 12, 2022, 5:48 PM IST

More Indians are going abroad this year. The number went up by more than 137 per cent compared to last year (2021). However the number is yet to reach pre-pandemic levels, except for the number of students. Data from MHA’s Bureau of Immigration (BoI) showed that more than 1.8 crore Indians travelled outside the country between January 2022 and November 2022, compared to 77.2 lakh in the whole of 2021.

The data on Indians’ departure and arrival is maintained by BoI by capturing the purpose of travel manually. As per BoI, the record is based on either the verbal disclosure of passengers or the type of visa of the destination country produced at the time of immigration clearance.

BoI in its report said that about 40 per cent of all travellers this year, more than 72 lakh left the country as tourists or went out on visits. Over 21 lakh Indians left for employment, while others went on pilgrimage, medical treatment, etc.

Those travelling for education were the only category whose number exceeded pre-Covid levels. According to an immigration expert, the number of students going abroad will further increase in the coming months. In 2021, more than 4.4 lakh students left India to study abroad.

Between January 2017 and November 2022, over 10.3 crore Indians travelled abroad. Out of them, 3.8 crore left to seek residency, 2.4 crore were tourists and 1.6 crore went on visits.

Those travelling for employment stood at 1.2 crore and the strength of people leaving to set up business outside stood at 51.6 lakh.

Also read:  Tata Group bets big on Apple, company to open 100 iPhone retail stores in India

Also read:  RBI's report on breach of inflation target for three straight quarters not to be made public: Govt

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Indian Travelers Hit New Spending Peak: How Much They Spent Overseas

Peden Doma Bhutia , Skift

May 23rd, 2024 at 10:56 AM EDT

Of course, we know that Indians are traveling more than ever, but nothing like statistics to highlight just how significant travel spending has become.

Peden Doma Bhutia

Indian travelers have reached a new peak in overseas spending.

According to data from India’s central bank, Indians spent $31.7 billion overseas under the Liberalised Remittance Scheme (LRS) , in fiscal 2024 according to a Times of India report .

And more than half of that – 54% – was on international travel: $17 billion. That’s a 25% increase from the previous year.

This resurgence comes after a sharp decline in 2021, when international travel spending plummeted to $3.2 billion for Indians due to the pandemic.

The introduction of the Tax Collected at Source (TCS) in October 2023 has impacted the monthly average spending. Before the TCS implementation, the average monthly spend was $1.5 billion, which decreased to $1.3 billion between October 2023 and March 2024.

Under the new TCS rules, overseas tour packages up to INR 700,000 ($8,384) incur a 5% tax. Above that and the tax goes to 20%.

MakeMyTrip Co-Founder and Group CEO, Rajesh Magow, earlier told Skift that while it was initially confusing , travelers are now getting accustomed to the INR 700,000 limit.

Indians Spend Big on Travel

An earlier joint report by Booking.com and McKinsey had projected that Indians could become the fourth-largest global travel spenders by 2030.

It projected that travel spending for Indians would rise from $150 billion in 2019 to $410 billion by 2030. While outbound trips currently account for only 1% of total trips, they contribute to 25% of total expenditure, a figure anticipated to grow to 35% in the next decade.

American Express Travel’s global travel trends report also indicates that Indians plan to increase their travel spending.

The first quarter of 2024 alone saw 97 million passengers traveling through Indian airports for both international and domestic trips, Mastercard Economics Institute noted in its latest report. It’s a stark contrast to a decade ago when such figures would take a year to achieve.

The Rising Middle Class

A growing number of Indian travelers with improving incomes bodes well for the travel industry.

The Mastercard report projects that India will add over 20 million middle-class individuals (earning more than $15,000 annually) and nearly 2 million high-income earners (earning more than $80,000 annually) over the next five years.

This year’s Skift Megatrends highlighted India’s middle class, which makes up 31% of India’s population, a figure expected to rise to 38% by 2031 and 60% by 2047. And 65% of India’s population is under 35 years old.

By the middle of this century, India is expected to boast a middle-class population of around 1 billion.

International Destinations

Indian travel trends also show growth in international destinations.

As of March 2024, Indian passenger arrivals into the U.S. were 59% above 2019 levels, outperforming the overall recovery of overseas visitors to the U.S., which remains 6% below 2019 levels, the Mastercard report noted.

Similarly, travel to Japan surged by 53% in March 2024 compared to 2019. The number of flights from India to Vietnam saw an increase of 248% in March 2024 compared to the same month in 2019.

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Tags: american express , asia monthly , booking.com , makemytrip , Mastercard , middle class , skift india report , taxes , travel spending

Photo credit: Travel spending for Indian travelers is projected to rise from $150 billion in 2019 to $410 billion by 2030. jcomp / Freepik

Now boarding: Faces, places, and trends shaping tourism in 2024

After falling by 75 percent in 2020, travel is on its way to a full recovery by the end of 2024. Domestic travel is expected to grow 3 percent annually and reach 19 billion lodging nights per year by 2030. 1 Unless otherwise noted, the source for all data and projections is Oxford Economics. Over the same time frame, international travel should likewise ramp up to its historical average of nine billion nights. Spending on travel is expected to follow a similar trajectory, with an estimated $8.6 trillion in traveler outlays in 2024, representing roughly 9 percent of this year’s global GDP.

About the authors

This article is a collaborative effort by Caroline Tufft , Margaux Constantin , Matteo Pacca , and Ryan Mann , with Ivan Gladstone and Jasperina de Vries, representing views from McKinsey’s Travel, Logistics & Infrastructure Practice.

There’s no doubt people still love to travel and will continue to seek new experiences in new places. But where will travelers come from, and where will they go? We developed a snapshot of current traveler flows, along with estimates for growth through 2030. For the purposes of this report, we have divided the world into four regions—the Americas, Asia, Europe, and the Middle East and Africa.

Our analysis identifies three major themes for industry stakeholders to consider:

• The bulk of travel spending is close to home. Stakeholders should ensure they capture the full potential of domestic travel before shifting their focus to international travelers. And they should start with international travelers who visit nearby countries—as intraregional trips represent the largest travel segment after domestic trips.
• Source markets are shifting. Although established source markets continue to anchor global travel, Eastern Europe, India, and Southeast Asia are all becoming fast-growing sources of outbound tourism.
• The destinations of the future may not be the ones you imagine. Alongside enduring favorites, places that weren’t on many tourists’ maps are finding clever ways to lure international travelers and establish themselves as desirable destinations.

The bulk of travel spending is close to home

International travel might feel more glamorous, but tourism players should not forget that domestic travel still represents the bulk of the market, accounting for 75 percent of global travel spending (Exhibit 1). Domestic travel recovered from the COVID-19 pandemic faster than international travel, as is typical coming out of downturns. And although there has been a recent boom in “revenge travel,” with travelers prioritizing international trips that were delayed by the pandemic, a return to prepandemic norms, in which domestic travel represents 70 percent of spending, is expected by 2030.

The United States is the world’s largest domestic travel market at $1 trillion in annual spending. Sixty-eight percent of all trips that start in the United States remain within its borders. Domestic demand has softened slightly, as American travelers return abroad. 2 Dawit Habtemariam, “Domestic U.S. tourism growth levels off as Americans head overseas,” Skift, August 18, 2023. But tourism players with the right offerings are still thriving: five national parks broke attendance records in 2023 (including Joshua Tree National Park, which capitalized on growing interest from stargazers indulging in “dark sky” tourism 3 Scott McConkey, “5 national parks set attendance records in 2023, and the reasons may surprise you,” Wealth of Geeks, April 16, 2024. ).

China’s $744 billion domestic travel market is currently the world’s second largest. Chinese travelers spent the pandemic learning to appreciate the diversity of experiences on offer within their own country. Even as borders open back up, Chinese travelers are staying close to home. And domestic destinations are benefiting: for example, Changchun (home to the Changchun Ice and Snow Festival) realized 160 percent year-on-year growth in visitors in 2023. 4 Shi Xiaoji, “Why don’t Chinese people like to travel abroad anymore? The global tourism industry has lost 900 billion yuan. What is the situation?,” NetEase, February 12, 2024. In 2024, domestic travel during Lunar New Year exceeded prepandemic levels by 19 percent.

China’s domestic travel market is expected to grow 12 percent annually and overtake the United States’ to become the world’s largest by 2030. Hotel construction reflects this expectation: 30 percent of the global hotel construction pipeline is currently concentrated in China. The pipeline is heavily skewed toward luxury properties, with more than twice as many luxury hotels under construction in China as in the United States.

India, currently the world’s sixth-largest domestic travel market by spending, is another thriving area for domestic travel. With the subcontinent’s growing middle class powering travel spending growth of roughly 9 percent per year, India’s domestic market could overtake Japan’s and Mexico’s to become the world’s fourth largest by 2030. Domestic air passenger traffic in India is projected to double by 2030, 5 Murali Krishnan, “Can India’s airports cope with rapid passenger growth?,” Deutsche Welle, February 7, 2024. boosted in part by a state-subsidized initiative that aims to connect underserved domestic airports. 6 “India is seeing a massive aviation boom,” Economist , November 23, 2023.

When travelers do go abroad, they often stay close to home (Exhibit 2).

Europe and Asia, in particular, demonstrate strong and growing intraregional travel markets.

Recognizing this general trend, stakeholders have been funneling investment toward regional tourism destinations. An Emirati wealth fund, for instance, has announced its intent to invest roughly $35 billion into established hospitality properties and development opportunities in Egypt. 7 Michael Gunn and Mirette Magdy, “UAE’s $35 billion Egypt deal marks Gulf powers’ buying spree,” Bloomberg, April 27, 2024.

Europe has long played host to a high share of intraregional travel. Seventy percent of its travelers’ international trips stay within the region. Europe’s most popular destinations for intraregional travelers are perennial warm-weather favorites—Spain (18 percent), Italy (10 percent), and France (8 percent)—with limited change to these preferences expected between now and 2030.

Despite longer travel distances between Asian countries, Asia’s intraregional travel market is beginning to resemble Europe’s. Intraregional travel currently accounts for about 60 percent of international trips in Asia—a share expected to climb to 64 percent by 2030. As in Europe in past decades, Asian intraregional travel is benefiting from diminishing visa barriers and the development of a low-cost, regional flight network.

Thailand is projected to enjoy continued, growing popularity with Asian travelers. Thailand waived visa requirements for Chinese tourists in 2023 and plans to do the same for Indian tourists starting in 2024. It has aggressively targeted the fast-growing Indian traveler segment, launching more than 50 marketing campaigns directed at Indians over the past decade. The investment may be paying off: Bangkok recently overtook Dubai as the most popular city destination for Indian tourists. 8 “Bangkok overtakes Dubai as top destination for Indians post visa relaxation, reveals Agoda,” PR Newswire, January 18, 2024.

A McKinsey ConsumerWise survey on consumer sentiment, conducted in February 2024, suggests that Chinese travelers are also exhibiting high interest in international travel, with 36 percent of survey respondents indicating that they intend to spend more on international travel in the next three months. 9 Daniel Zipser, “ China brief: Consumers are spending again (outside of China) ,” McKinsey, April 8, 2024. Much of this interest is directed toward regional destinations such as Southeast Asia and Japan, with interest in travel to Europe down from previous years. 10 Guang Chen, Zi Chen, Steve Saxon, and Jackey Yu, “ Outlook for China tourism 2023: Light at the end of the tunnel ,” McKinsey, May 9, 2023.

Given travelers’ preference for proximity, how can tourism stakeholders further capitalize on domestic and intraregional travel demand? Here are a few strategies:

• Craft offerings that encourage domestic tourists to rediscover local gems. Destinations, hotels, and transportation providers can encourage domestic tourists to integrate lesser-known cultural landmarks into their trips to visit friends and relatives. In France, the upscale hotel chain Relais & Châteaux markets historic properties that lie far from classic tourist sights—such as Château Saint-Jean in rural Auvergne—as a welcome escape from the bustle of Paris. In Mexico, the Pueblos Mágicos program has successfully boosted domestic tourist visits to a set of “magical towns” that showcase Mexican heritage.
• Fold one-off domestic destinations into fuller itineraries. Route 66 in the United States is a classic road trip pathway, which spurs visits to attractions all along the highway’s length. Tourism stakeholders can collaborate to create similar types of domestic itineraries around the world. For instance, Mexico has expanded on its Pueblos Mágicos concept by branding coordinated visits to multiple villages as “magical routes.” In France, local tourism boards and vineyards have collaborated to promote bucket list “wine routes” around the country.
• Make crossing borders into neighboring countries seamless. Removing logistical barriers to travel can nudge tourists to upgrade a one-off trip to a single attraction into a bucket list journey across multiple, less-trodden destinations. In Africa, for example, Ethiopian Airlines is facilitating cross-border travel to major regional tourist sites through improved air connectivity. In Asia, Thailand has announced its intent to create a joint visa easing travel among Cambodia, Laos, Malaysia, Myanmar, Thailand, and Vietnam.

Source markets are shifting

The United States, Germany, the United Kingdom, China, and France remain the world’s five largest sources of travelers, in that order. These countries collectively accounted for 38 percent of international travel spending in 2023 and are expected to remain the top five source markets through 2030. But interest in travel is blossoming in other parts of the world—causing a shift in the balance of outbound travel flows (Exhibit 3).

North Americans’ travel spending is projected to hold steady at roughly 3 percent annual growth. US consumers voice growing concerns about inflation, and the most cost-constrained traveler segments are reducing travel, which is affecting ultra-low-cost airlines and budget hotels. Most travelers, however, plan to continue traveling: McKinsey research suggests that American consumers rank international and domestic travel as their highest-priority areas for discretionary spending. Instead of canceling their trips, these consumers are adapting their behavior by traveling during off-peak periods or booking travel further in advance. Travel spending by Europeans paints a slightly rosier picture, with roughly 5 percent projected annual growth. Meanwhile, the projected 12 percent annual growth in Chinese travelers’ spending should anchor substantial increases in travel spending across Northeast Asia.

Alongside these enduring traveler segments, new groups of travelers are emerging. Eastern Europe, India, and Southeast Asia are still comparatively small source markets, but they are developing fast-growing pools of first-time tourists (Exhibit 4).

India’s breakneck GDP growth of 6 percent year over year is bolstering a new generation of travelers, 11 Benjamin Laker, “India will grow to become the world’s third-largest economy by 2027,” Forbes , February 23, 2024. resulting in a projected annual growth in travel spending of 9 percent between now and 2030. Indian air carriers and lodging companies are making substantial investments to meet projected demand. Budget airline IndiGo placed the largest aircraft order in commercial aviation history in 2023, when it pledged to buy 500 Airbus A320 planes 12 Anna Cooban, “Biggest plane deal in history: Airbus clinches massive order from India’s IndiGo,” CNN, June 19, 2023. ; that same week, Air India nearly equaled IndiGo’s order size with purchase agreements for 250 Airbus and 220 Boeing jets. IndiGo later added an order for 30 additional Airbus A350 planes, well suited to serving both domestic and international routes. 13 “Airbus confirms IndiGo's A350 aircraft order,” Economic Times , May 6, 2024. The Indian Hotels Company Limited is ramping up its hotel pipeline, aiming to open two new hotels per month in the near future. International players are not sitting on the sidelines: seven hotel chains are launching new brands in India in 2024, 14 Peden Doma Bhutia, “Indian Hotels expansion plans: 2 new brands launching, 2 hotels opening every month,” Skift, February 2, 2024. including Marriott’s first Moxy- and Tribute-branded hotels in India and entrants from Hilton’s Curio and Tapestry brands. 15 Forum Gandhi, “Check-in frenzy: International hotel giants unleash fresh brands in India’s booming hospitality landscape,” Hindu Businessline , February 13, 2024. Development focus has shifted away from major metropolises such as Mumbai and Delhi and toward fast-developing, smaller cities such as Chandigarh and Hyderabad.

Southeast Asian travel spending is projected to grow at roughly 7 percent per year. Pockets of particularly high growth exist in Cambodia, Malaysia, and the Philippines. To capitalize on this blossoming source market, neighboring countries are rolling out attractive visa arrangements: for example, China has agreed to reciprocal visa waivers for short-term travelers from Malaysia, Singapore, and Thailand. 16 Julienna Law, “China launches ‘visa-free era’ with Southeast Asia. Will travel retail boom?,” Jing Daily , January 30, 2024.

Travel spending by Eastern Europeans is expected to grow at 7 percent per year until 2030—two percentage points higher than spending by Western Europeans. Areas of especially high growth include the Czech Republic, Hungary, and Poland, where middle-class travelers are increasingly venturing farther afield. Major tourism players, including the TUI Group, have tapped into these new source markets by offering charter flights to warm-weather destinations such as Egypt. 17 Hildbrandt von Klaus, “TUI develops Czech Republic as a new source market,” FVW, December 22, 2023.

Although the number of travelers from these new source markets is growing, their purchasing power remains relatively limited. Compared with Western European travelers (who average $159 per night in total travel spending), South Asians spend 20 percent less, Eastern Europeans spend 40 percent less, and Southeast Asians spend 55 percent less. Only 3 percent of the current Asian hotel construction pipeline caters to economy travelers, suggesting a potential supply gap of rooms that could appeal to budget-constrained tourists.

While acknowledging that historical source markets will continue to constitute the bulk of travel spending, tourism players can consider actions such as these to capitalize on growing travel demand from newer markets:

• Reduce obstacles to travel. Countries can look for ways to strategically invest in simplifying travel for visitors from growing source markets. In 2017, for example, Azerbaijan introduced express processing of electronic visas for Indian visitors; annual arrivals from India increased fivefold in two years. Requirements regarding passport photocopies or in-person check-ins can similarly be assessed with an eye toward reducing red tape for travelers.
• Use culturally relevant marketing channels to reach new demographics. Unique, thoughtful marketing strategies can help destinations place themselves on first-time travelers’ bucket lists. For example, after the release of Zindagi Na Milegi Dobara , a popular Bollywood movie shot in Spain with support from the Spanish Ministry of Tourism, Indian tourism to Spain increased by 65 percent. 18 “ Zindagi Na Milegi Dobara part of syllabus in Spain colleges,” India Today , June 6, 2004.
• Give new travelers the tech they expect. Travelers from newer source markets often have access to tech-forward travel offerings. For example, Indian travelers can travel anywhere within their country without physical identification, thanks to the Digi Yatra app. The Southeast Asian rideshare app Grab has several helpful travel features that competitors lack, such as automated menu translation and currency conversion. Tourism stakeholders should consider how to adapt to the tech expectations of newer travelers, integrating relevant offerings that ease journeys.
• Create vibrant experiences tailored to different price points. Crafting lower-budget offerings for more cost-constrained travelers doesn’t need to result in giving them a subpar experience. Capsule hotels, in which guests sleep in small cubbies, began as a response to the high cost of accommodations in Japan, but they have become an attraction in their own right—appearing on many must-do lists. 19 Philip Tang, “24 of the best experiences in Japan,” Lonely Planet, March 23, 2024.

The places you’ll go: The destinations of the future may not be the ones you imagine

The world’s top ten destination countries (the United States, Spain, China, France, Saudi Arabia, Türkiye, Italy, Thailand, Japan, and India, in that order) currently receive 45 percent of all travel spending, including for domestic travel. But some new locales are gaining traction (Exhibit 5).

A significant number of travelers are expanding their horizons, booking journeys to less visited countries that are near to old standbys. For instance, Laos and Malaysia, which both border Thailand—an established destination that is home to Bangkok, the world’s most visited city 20 Katherine LaGrave, “This is the world’s most visited city,” AFAR , January 31, 2024. —are up a respective 20 percent and 17 percent, respectively, in year-over-year international travel spending.

The world’s top ten destination countries currently receive 45 percent of all travel spending, including domestic-travel spending. But some new locales are gaining traction.

Several other countries that have crafted thoughtful tourism demand generation strategies—such as Peru, the Philippines, Rwanda, and Vietnam—are also expected to reap benefits in the coming years. Vietnam logged a remarkable 40 percent increase in tourism spending in the five years before the pandemic. Postpandemic, it has rebounded in part by waiving visa requirements for European travelers (while indicating intent to offer similar exemptions in the future for Chinese and Indian travelers). 21 Ashvita Singh, “Vietnam looks to offer visa-free entry to Indians: India report,” Skift, November 20, 2023. The Philippines has made a concerted effort to shift its sun-and-beach branding toward a more well-rounded image, replacing its long-standing “It’s more fun in the Philippines” tourism slogan with “Love the Philippines.” Peru is highlighting less visited archeological sites while also marketing itself as a top-notch culinary destination through the promotion of Peruvian restaurants abroad. Rwanda is investing in infrastructure to become a major African transit hub, facilitated by Qatar Airways’ purchase of a 60 percent stake in the country’s major airport. 22 Dylan Cresswell, “Rwanda plots ambitious tourism recovery,” African Business , July 28, 2022. Rwanda has also successfully capitalized on sustainable tourism: by charging $1,500 per gorilla trekking permit, for instance, it has maximized revenue while reducing environmental impact.

Tourism players might consider taking some of these actions to lure tourists to less familiar destinations:

• Collaborate across the tourism ecosystem. Promotion is not solely the domain of destination marketing organizations. Accommodation, transportation, and experience providers can also play important roles. In Singapore, for instance, the luxury resort Marina Bay Sands partners extensively with Singapore Airlines and the Singapore Tourism Board to offer compelling tourism offerings. Past collaborations have included flight and stay packages built around culinary festivals and a Lunar New Year drone show. 23 “Singapore Tourism Board, Marina Bay Sands & UOB partner to enliven Marina Bay precinct,” Singapore Tourism Board news release, January 25, 2024.
• Use infrastructure linkage to promote new destinations. By extending route options, transportation providers can encourage visitors to create itineraries that combine familiar destinations with new attractions. In Asia, Thailand’s tourism authority has attempted to nudge visitors away from the most heavily trafficked parts of the country, such as Bangkok and Phuket, and toward less popular destinations.
• Deploy social media to reach different demographics. Innovative social media campaigns can help put a destination on the map. Australia launched its “Ruby the kangaroo” campaign in China to coincide with the return of postpandemic air capacity between the two places. A video adapted for Chinese context (with appropriate gestures and a hashtag in Mandarin) garnered more than 20 million views in a single day on one of China’s largest social media platforms. 24 Nicole Gong, “Can Ruby the kangaroo bring Chinese tourists hopping back to Australia?,” SBS, June 5, 2023.
• Embrace unknown status. “Off the beaten path” messaging can appeal to widely traveled tourists seeking fresh experiences. Saudi Arabia’s “#WhereInTheWorld” campaign promoted the country’s tourist spots by acknowledging that they are less familiar to travelers, using a series of images that compared these spots with better-known destinations.

As tourism stakeholders look to the future, they can take steps to ensure that they continue to delight existing travelers while also embracing new ones. Domestic and intraregional tourism remain major opportunities—catering to local tourists’ preferences while building infrastructure that makes travel more seamless within a region could help capture them. Creative collaboration among tourism stakeholders can help put lesser-known destinations on the map. Travel tides are shifting. Expertly navigating these currents could yield rich rewards.

Caroline Tufft is a senior partner in McKinsey’s London office, Margaux Constantin is a partner in the Dubai office, Matteo Pacca is a senior partner in the Paris office, Ryan Mann is a partner in the Chicago office, Ivan Gladstone is an associate partner in the Riyadh office, and Jasperina de Vries is an associate partner in the Amsterdam office.

The authors wish to thank Abdulhadi Alghamdi, Alessandra Powell, Alex Dichter, Cedric Tsai, Diane Vu, Elisa Wallwitz, Lily Miller, Maggie Coffey, Nadya Snezhkova, Nick Meronyk, Paulina Baum, Peimin Suo, Rebecca Stone, Sarah Fellay, Sarah Sahel, Steffen Fuchs, Steffen Köpke, Steve Saxon, Sophia Wang, and Urs Binggeli for their contributions to this article.

This article was edited by Seth Stevenson, a senior editor in the New York office.

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An ex-Wall Street banker who visited every European country picked 5 underrated ones he'd recommend over Spain, France, Italy, or Greece

• Travel blogger Lee Abbamonte has visited all 50 sovereign countries in Europe.
• As Americans gear up for summer travel, Abbamonte recommends avoiding certain travel hot spots.
• He said to check out Eastern Europe and Norway and avoid most of France, Italy, Spain, and Greece.

If you're an American planning to visit Europe this summer, you'll be one of millions of other US tourists heading across the pond.

With the start of summer around the corner, many have already booked trips to what travel blogger Lee Abbamonte dubs the Big Four — Spain, Italy, Greece, and France.

Abbamonte, 45, is about as well-traveled as it gets. He told Business Insider he was inspired to travel as much as he could after 9/11 , when many of his colleagues at a Wall Street firm owned by financial services giant Cantor Fitzgerald died during the collapse of the Twin Towers .

After 2001, Abbamonte went on to visit every country in the world, the North and South Poles, and every state in the US .

Abbamonte said his preferred method of travel — taking a road trip — has allowed him to visit enchanting parts of Europe that the typical American tourists may completely miss.

"You're on your own schedule," he said. "The roads are good, it's easy to drive, a rental car is relatively cheap, and you have ultimate freedom."

One of Abbamonte's favorite regions to explore by car is Eastern Europe, which is struggling to attract international tourists due to the ongoing war between Russia and Ukraine. In 2023, the European Travel Commission reported that after the outbreak of COVID-19 brought tourism to a halt, countries closest to Russia and Ukraine, particularly those in the Baltic region, have been the slowest to recover pre-pandemic tourism levels.

Nevertheless, here are five European countries that Abbamonte said offer fewer crowds and more perks, including yummy food, beautiful architecture, and stunning scenery.

Plus, if you've already booked your trip to Spain, Italy, Greece, and France, he highlighted some hidden gem spots off the beaten path.

There's more to Romania than meets the eye, according to Abbamonte.

Abbamonte recommends only a brief pit stop in Romania's capital, Bucharest, before driving through "awesome" regions like Transylvania, known for storied castles and medieval villages lined with cobblestone streets like Brasov.

"It's a great road trip country," he said.

Many people also don't realize Romania isn't landlocked, Abbamonte added, and actually has an epic coastline along the Black Sea with stunning port cities like Constanta.

Norway is beautiful in the winter, but it's a hiker's paradise in the summer, he said.

Norway in the winter may delight snowshoers and cross-country skiers. But Abbamonte, who isn't a fan of any kind of skiing, said the best time of the year to visit the Scandinavian country is in the summer.

"It has some of the best hiking in the world, especially in the summer," he said, name-checking the iconic boulder hike Kjeragbolten, the cliffside at Preikestolen, and the scenic lake views at Trolltunga in particular. "It's just awesome from top to bottom, and you just kind of get in a car and drive. It's amazing."

Another of his favorite Norwegian spots is the Lofoten Islands, an archipelago north of the Arctic Circle known for beaches, fishing, hikes, and mountain/rock climbing, and that travel experts previously told BI usually flies under the radar.

If you visit the Czech Republic, Abbamonte advised skipping Prague and making a beeline for smaller villages.

Though Abbamonte said Prague is one of his "favorite cities in the world," he said that to truly appreciate the Czech Republic — which most Czechs call Czechia — you have to get out of the capital.

"There's so much cool stuff outside Prague to see, and most people never leave the capital," he said.

Like Romania, Abbamonte added, the Czech Republic is an "awesome" place to take a road trip through many picturesque villages and small towns.

One of his go-to stops is Český Krumlov, known for its medieval architecture, river, and gardens.

Poland is beautiful and chock-full of 'life-altering' historic sites, he said.

In Abbamonte's experience, a lot of Americans sleep on Poland.

But the Eastern European country is worth visiting, he said, to explore urban areas like the river-side city Krakow and the port city Gdansk, as well as the capital, Warsaw, which was "rebuilt" after World War II.

Abbamonte also said one of the most valuable and emotional experiences people can have in Poland is touring concentration camps like Auschwitz-Birkenau .

"That's life-altering stuff, especially if you have relatives who were a part of it," he said. "I'm half Jewish, so it was really striking for me to be there knowing that some of my relatives' descendants fled to the United States."

Serbia is worth a trip for its capital, Belgrade, alone, Abbamonte feels.

Abbamonte is a fan of the entire Balkan region, which includes Bosnia, Montenegro, Slovenia, and others.

However, Serbia stands out to Abbamonte because he finds the capital city of Belgrade "to be the singular most underrated city in Europe."

His expectations of an Eastern European city that has experienced so much violence in recent history were not high, he said.

"But then you get there, and it's beautiful," he added. "It's right on the river, it has great restaurants, a great bohemian scene, and a lot of coffee shop, and bars."

But at night, the city truly comes alive, Abbamonte said.

"It turns into this raging nightlife place, and it's beautiful," he said.

Serbia also has "beautiful mountain towns," Abbamonte added, which offer more chances to meet friendly and insightful locals.

"I find the whole country to be fascinating and the people to be interesting because they have dealt with a lot," he said.

Abbamonte tells people to seek out hidden-gem spots within heavily touristy countries including Spain, Italy, Greece, and France.

Abbamonte also has plenty of off-the-beaten-path tips for the handful of countries he calls the Big Four: France, Spain, Greece, and Italy.

If you're booked to go to France this summer, he recommended visiting Biarritz, a coastal town close to the border with Spain.

"Really only French people go there," he said. "But that's why I like it — because it has a real local old-money, Grace Kelly kind of feel."

In Spain, one of Abbamonte's favorite places to visit is A Coruña, a port city in northwest Galicia.

"It's a beautiful coastal town that nobody goes to, and it's awesome," he said.

Abbamonte also suggested checking out the smaller Italian villages of San Gimignano and Montalcino. If you're looking for the Lake Como experience, he added, there are plenty of other lakes in the Dolomite Mountains that are just as beautiful.

In Greece, Abbamonte said Meteora in Thessaly is "otherworldly," with monasteries perched on rock cliffs, and US tourists sleep on a northern city called Thessaloniki.

"Most people have never been there or have ever heard of it or can spell it," he said. "It's a very cool city, pretty cheap, and interesting."

As for Greek islands, he recommended Hydra, which is quiet and car-free.

"It's just goats, donkeys, and walking," Abbamonte said. "It's a very cool place to go."

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