How to Grow Inbound Tourism in India: Unlocking Long-Haul Opportunities

Report Overview

This report explores India’s inbound tourism paradox — why the country struggles to attract international visitors despite its strong global visibility and growing travel demand. It analyzes key barriers such as safety concerns, visa complexities, infrastructure limitations, and awareness gaps.

Drawing on survey data from key source markets (the U.S. and the UK), the report examines how India is perceived as a travel destination and what influences potential visitors’ decisions. It also introduces the Skift India Travel Perception Index (ITPI), a proprietary framework assessing India’s competitive position against other Asian destinations.

Beyond challenges, the report provides a comprehensive look at potential travelers — their motivations, travel styles, research and booking behaviors, and key decision-making factors — offering a nuanced understanding of what drives inbound tourism.

Finally, it highlights opportunities in cultural and culinary tourism, the biggest revenue drivers for inbound travel, with actionable recommendations to enhance India’s appeal, improve travel experiences, and drive sustainable growth.

What You'll Learn From This Report

• Key barriers preventing foreign travelers from choosing India

• Travelers’ perceptions of India compared to competing Asian destinations

• Factors shaping travel decisions from long-haul markets

• Profiles of potential travelers and their preferences

• Experiences sought by inbound travelers and their revenue potential

• Strategies to position India as a high-value global destination

• Actionable steps for industry stakeholders to attract and retain visitors