The Indian tourism industry is experiencing significant growth as it emerges from the shadows of the COVID-19 pandemic, with initiatives to showcase the country's diverse offerings and attract international visitors. From the breathtaking landscapes of Jammu and Kashmir to the electrifying atmosphere of major concerts, India is positioning itself as a prime destination for global travelers.
Recently, Chief Minister Omar Abdullah visited the Jammu and Kashmir Tourism Pavilion at the Outbound Travel Mart (OTM) 2025, Asia's largest travel trade show held from January 30 to February 1, 2025, at the Jio World Convention Centre, Mumbai. The event featured 120 tourism trade and travel operators, highlighting the region's unparalleled tourism potential.
During his visit, Abdullah engaged with stakeholders, including travel operators and tourism officials, to discuss the arrangements for participation, underscoring the government's unwavering commitment to tourism promotion. "Our participation in events like OTM is a step toward achieving this vision," he stated, emphasizing tourism as a top priority for his administration. Abdullah directed the Tourism Department to maximize outreach by engaging actively with major travel marts across the country and internationally.
Beyond regional showcases, India is becoming increasingly attractive on the global stage for travel due to the notable decline of Chinese outbound tourism. According to Skift Research, worldwide travel performance has seen modest yet steady growth, now 9% above 2023 levels, as destinations pivot their focus toward Indian travelers.
While Chinese tourists once dominated global tourism, their numbers have plummeted following substantial reductions in international travel routes and economic slowdowns, costing the global travel economy around $130 billion. Reports predict India will rise to the 5th largest market for outbound travel by 2027, with spending projected to hit $89 billion.
The trend is visible already as 15 million Indians traveled abroad within the first half of 2024, marking 14% growth from the previous year. Travel agencies have noted significant increases not only in the numbers of travelers but also in spending, with reports indicating Indian travelers spend as much as $7,000 on international trips.
India's youthful population, with a median age of just 28, coupled with its growing middle class, drives demand for travel. Social media platforms, particularly Instagram, play a role too, inspiring young travelers to explore unique destinations. To cater to this burgeoning market, airlines are increasing their flight capacities, hospitality sectors are adapting with Indian cuisines, and several countries have adjusted visa protocols to encourage more Indian visitors.
On another front, Prime Minister Narendra Modi highlighted the economic impact of international concerts, emphasizing the importance of live events like Coldplay's concert at Ahmedabad's Narendra Modi Stadium on January 26, 2025, which attracted over 100,000 fans. Modi detailed the significant boost to local tourism and job opportunities created by such large-scale concerts, urging the private sector and state governments to invest more in concert infrastructure.
The term 'concert economy' has gained traction, referring to the broad economic activity generated by live music events. Recent data shows India is becoming one of the largest markets for live music, with projections estimating up to 300 large concerts (over 5,000 attendees) by 2025. Concert revenue is forecasted to reach Rs 1,000 crore, reflecting 25% growth from current levels.
Large concerts not only stimulate the entertainment sector but also ripple across various industries, driving revenue for local hospitality, food services, and transport. Major events have recorded spikes in hotel occupancy and food delivery rates, alongside significant increases in flight bookings—up to 350% during popular concerts.
International stars continue to favor India as a key tour destination, with artists like Ed Sheeran and Shawn Mendes among those scheduled to perform this year. Homegrown talent is also experiencing newfound demand; Punjabi singer Diljit Dosanjh has seen multiple sellout shows across various cities.
Looking forward, the opportunities for growth within India’s tourism and concert economy are immense, highlighted by initiatives to create experiential offerings, luxury travel options, and partnerships with Bollywood to promote local attractions. With rising incomes, changing demographics, and increasing interest from international destinations seeking to attract Indian travelers, it's clear India's role on the global travel stage is set to expand.
India's tourism future seems bright, invigorated by both government initiatives and market trends conducive to collaboration. The case of the missing Chinese tourist has remarkably opened doors for India, allowing it to emerge as one of the most transformative players shaping international tourism today.