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India leverages yoga, ayurveda to attract more US tourists

Wednesday, July 4, 2018

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IndiaIndia is emphasizing on roadshows and the appeal of alternate therapies like yoga and ayurveda to attract maximum number of tourists from the U.S., whose numbers have swelled past those from the UK that represents the other big revenue earner for Indian tourism.

 

The country conducted its ‘Incredible India’ roadshows in New York and Chicago last month which were presided over by tourism minister KJ Alphons.

India welcomed more than 1.4 million US tourists in 201 that marked a 6% rise from a year ago and higher by about a quarter from 2014.

 

In comparison, tourist arrivals from the UK stood at 986,296 in 2017 marking a rise from 4% from a year ago and higher by 17.6% from 2014, indicating that appetite for Indian tourism remains strong among Americans.

 

As per officials, the issuing of e-visas and growing business between India and the US have boosted growth of American tourist arrivals.

 

Alphons said that they plan to flood overseas markets with new promotional videos of yoga and ayurveda and that they had about 25 tour operators in the delegation who made presentations on India and interacted with the tour operators there and covered New York, Chicago, Houston and St Louis in the US last month.

 

An official familiar with the development said St Louis and Houston are new markets which generated a good response and the strategy is to tap newer markets.

 

There is a big case of looking at Tier-II cities to drive growth in the US, the minister added. Another official said that the US was one of the earliest countries to be included under the e-visa programme. UK came in quite late. There is improvement in direct connectivity in flights to the US and the growing business between India and the US has also contributed to the numbers.

 

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