A few years ago, spotting an Indian tourist abroad often meant encountering a familiar sight, such as a large family posing in front of a landmark, searching for the nearest Indian restaurant, or rushing through a packed sightseeing itinerary.
Today, that traveller looks very different. They could be a Gen Z solo traveller taking a food trail through Vietnam, a couple planning a wellness retreat in Sri Lanka, a family flying to Japan for cherry blossom season, or a group of friends travelling to Singapore for a concert weekend. More importantly, they are travelling in unprecedented numbers and spending enough to make the world take notice.
The result is visible across the travel ecosystem. Tourism boards are launching India-specific campaigns, airlines are expanding connectivity, and hospitality brands are redesigning experiences around Indian preferences. What began with offering familiar food and language support has evolved into something much broader: tailored itineraries, destination weddings, creator-led storytelling, festival activations and experiences built around how Indians travel. Increasingly, the goal is not simply to attract Indian tourists, but to make them feel that destinations have been designed with them in mind.
“The larger shift is that Indian travellers are no longer viewed as an emerging market opportunity; they have become a strategic priority for destinations and travel brands worldwide,” says Rikant Pittie, CEO and Co-Founder, EaseMyTrip.
From awareness to localisation
For years, destination marketing revolved around postcard-worthy visuals, iconic landmarks and luxury hotels. Today, destinations are working much harder to convince travellers to choose them. According to Pittie, tourism boards are moving beyond generic campaigns to create experiences tailored specifically for Indian visitors. “This includes greater availability of Indian cuisine, multilingual support, family-friendly itineraries, curated shopping experiences, and destination-specific campaigns built around Indian travel preferences,” he says.
The trend is visible across destinations. “Today, they are curating experiences around Indian preferences and travel behaviour, with vegetarian and Jain dining options, multilingual services, family-friendly itineraries, seamless digital ecosystems and immersive cultural engagements,” says Rajeev Kale, President & Country Head, Holidays, MICE, Visa, Thomas Cook (India) Limited. He adds that tourism boards are increasingly partnering with travel companies through targeted campaigns, training initiatives and collaborative marketing programmes aimed at driving demand from India.
Countries such as Thailand, Singapore, Sri Lanka, South Korea and Japan have expanded their India-focused marketing efforts through targeted promotions, improved connectivity and partnerships with travel platforms.
The shift is also visible in the way destinations communicate. Rather than speaking to India as a single audience, marketers are increasingly segmenting travellers by interests and motivations.
“Five years ago, destination marketing was largely about awareness. Today, the approach is far more personalised and intent-driven,” says Vishal Prabhu, Creative Director – Strategy, White Rivers Media. “A honeymoon traveller, a luxury traveller, a family traveller, and a Gen Z solo traveller are all seeing very different stories from the same destination.”
This evolution mirrors broader changes within Indian consumer behaviour. As disposable incomes rise and international travel becomes more accessible, travel choices are increasingly driven by passion points rather than conventional sightseeing.
The race for Indian travellers
While nearly every tourism board wants a larger share of Indian outbound travel, some destinations are investing more aggressively than others. Thailand, Vietnam, Japan, Malaysia, Sri Lanka and several Central Asian countries have emerged among the most active players. Many have simplified visa procedures, expanded direct air connectivity, and increased marketing spends targeted specifically at Indian audiences.
Sri Lanka offers one of the clearest examples. According to the Sri Lanka Tourism Development Authority, India contributed more than 530,000 visitors in 2025, accounting for over 22% of the country’s international arrivals. Recognising India’s importance, the destination has strengthened connectivity, conducted extensive roadshows across Indian cities and introduced a free 30-day Electronic Travel Authorisation (ETA) for Indian travellers.
“The Indian outbound market has become one of the most influential drivers of tourism growth in Asia,” says Katerina Dixon, AVP - Regional Marketing and Corporate Communications, MEIA Region, Shangri-La Group. She notes that hospitality brands are responding by creating experiences that balance familiarity with discovery. At Shangri-La’s Sri Lankan properties, this includes customised culinary experiences, family-focused itineraries and destination wedding offerings designed specifically for Indian guests.
Beyond Asia, destinations such as Saudi Arabia, Georgia, Azerbaijan and the UAE are also intensifying their outreach efforts. The goal is not only to attract affluent travellers but also first-time international tourists and consumers from Tier II and Tier III cities.
“Destinations are no longer targeting only luxury travellers or honeymooners,” says Vishal Vincent Tony, Managing Director, Aratt Developers and Founder, Ayatana Hospitalities. “There is a growing focus on first-time international travellers, younger consumers, multi-generational families, and travellers from Tier II and Tier III cities.”
Convenience is the new marketing
Interestingly, the biggest competitive advantage today is not Bollywood tie-ins or Indian food. While both remain useful tools, marketers say convenience has become a far more powerful differentiator.
“The destinations winning with Indian travellers are the ones reducing friction,” says Prabhu. “Whether that’s easier visa processes, direct connectivity, Indian-friendly hospitality, curated experiences, or seamless digital planning journeys, the focus has shifted to making travel simpler and more rewarding.”
Creator-led storytelling has emerged as another key strategy. Instead of relying solely on polished tourism commercials, destinations are increasingly partnering with travel creators and influencers whose experiences feel more authentic and relatable.
Sajid Khan, Founder and Creative Director, AdVinciCode, believes this reflects a broader shift in destination marketing. “Brands are using creators, regional content, community-driven storytelling, and targeted digital campaigns to connect with specific traveller interests rather than speaking to India as one homogeneous audience.”
Selling experiences, not destinations
Perhaps the most significant change is that destinations are no longer selling places. They are selling experiences. According to SD Nandakumar, President and Country Head, Holidays and Corporate Tours, SOTC Travel, Indian travellers are increasingly seeking immersive experiences ranging from tea ceremonies in Japan and pasta-making classes in Tuscany to wellness retreats, wildlife conservation programmes and phenomenon-driven travel inspired by films, OTT shows and sporting events.
“The Indian traveller is becoming increasingly experience-centric, and this shift is reshaping how destinations and travel brands are engaging with the market,” he says.
For marketers, the brief has fundamentally changed. The challenge is no longer convincing Indians to travel abroad. It is understanding what motivates them once they decide to.
As destinations compete for a larger share of India’s outbound travel market, success will depend less on iconic landmarks and more on relevance. The winners will be those who can combine accessibility, personalisation and authentic experiences into a proposition that feels genuinely tailored to Indian travellers.
In an increasingly crowded tourism landscape, attracting Indian visitors is becoming easier. Earning their preference is where the real competition begins.
