India’s Ministry of Tourism to Showcase Diverse Offerings at World Travel Market (WTM) in London from November 5-7, Focusing on Wedding Tourism, MICE, Cultural Heritage, and the ‘Chalo India’ Initiative

Published on November 5, 2024

India has embarked on a mission to enhance its position as a global tourism leader by participating in the World Travel Market (WTM) in London, held from November 5–7, 2024. The event, hosted at the ExCeL London exhibition centre, serves as a key platform for tourism stakeholders worldwide, and India’s involvement this year emphasizes its ongoing efforts to attract more international visitors, particularly from the UK, which is among the country’s top three sources of inbound tourism.

Showcasing India’s Rich Cultural Diversity

A major focus of India’s participation at WTM 2024 is its initiative to attract travelers to experience its diverse cultural heritage, historical landmarks, and niche tourism products. The delegation attending the event consists of almost 50 stakeholders from various sectors, including state governments, inbound tour operators, airlines, and hoteliers. Their collective goal is to showcase the country’s unparalleled tourism offerings.

India’s tourism ministry pointed out that in 2023, a total of 9.5 million foreign tourists visited India, with 0.92 million arrivals from the UK alone. This makes the UK the third-largest source market for Indian tourism. At the WTM, India is using the opportunity to strengthen its relationship with the UK’s Indian diaspora, estimated at nearly 1.9 million people. The country’s tourism ministry has launched the Chalo India initiative, which encourages members of the Indian diaspora to invite their non-Indian friends to explore the richness of India’s culture, landmarks, and unique experiences.

Chalo India Initiative: A Call for the Diaspora to Promote India

The Chalo India initiative is designed to leverage the influence of the Indian diaspora, particularly in regions with large expatriate communities like the UK, to drive tourism to India. As part of the program, the Indian diaspora can register on a dedicated Chalo India portal, where they can refer their foreign friends for a visit to India. The program includes a special incentive in the form of a free e-tourist visa for the referred guests, thus making the travel process more accessible.

This initiative aims to directly engage the Indian diaspora in the promotion of India’s tourism, inviting them to act as ambassadors who will share the wonders of India’s cultural diversity, including its festivals, traditions, cuisine, and wellness practices. The Chalo India campaign aligns with India’s broader goal of enhancing inbound tourism by offering incentives and opportunities to global travelers through the country’s rich cultural and experiential offerings.

Focus on Wedding and MICE Tourism

The India Pavilion at WTM 2024 is placing a special emphasis on wedding tourism and MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism—two lucrative sectors that have seen significant growth in recent years. India’s wedding industry has become one of the most sought-after destinations globally, with its palatial venues, rich traditions, and diverse locations providing a unique experience for couples looking to celebrate their nuptials in grandeur.

To showcase the wedding tourism sector, the pavilion features a specially designed mock “mandapam,” an Indian wedding altar setup that gives visitors a feel for the opulence and culture of Indian weddings. The focus on MICE tourism highlights India as a premier destination for corporate events, conferences, and large-scale exhibitions, offering an array of venues across the country equipped with world-class facilities.

Diverse Tourism Offerings: Wellness, Adventure, and Ecotourism

Beyond weddings and corporate events, India is also promoting its diverse range of tourism experiences, from spiritual and wellness tourism to adventure and ecotourism. The pavilion at WTM 2024 offers a glimpse into India’s vibrant spiritual practices, which attract visitors seeking meditation, yoga retreats, and wellness programs across the country’s numerous ashrams and sanctuaries.

In addition, India’s adventure tourism industry is gaining international attention, with its rich landscape offering opportunities for trekking, mountaineering, water sports, and wildlife safaris. Ecotourism is also a key focus, with many regions emphasizing sustainable travel options and wildlife conservation efforts.

Expanding Regional Participation

Several key state tourism departments are participating alongside India’s national tourism ministry at WTM 2024. These include departments from Uttarakhand, Jammu and Kashmir, Puducherry, Dadra & Nagar Haveli, and Daman & Diu, among others. Their involvement in the pavilion highlights the decentralization of India’s tourism promotion, with each state offering distinct attractions, local experiences, and cultural insights.

The diverse representation at WTM 2024 reflects the ongoing push by India’s tourism sector to spread the economic benefits of tourism beyond major cities and into lesser-known regions. With the growing emphasis on rural and sustainable tourism, these states are increasingly becoming attractive options for travelers seeking unique experiences away from traditional tourist hubs.

The Global Impact of India’s Tourism Push

India’s tourism strategy, centered on simplifying the travel process, offering diverse experiences, and engaging the diaspora, is likely to have a far-reaching impact on the global travel industry. By eliminating visa requirements and introducing incentives for travelers, India is positioning itself as a highly accessible destination. This move aligns with broader global trends in simplifying travel and enhancing cross-border tourism.

For travelers, this means easier access to a destination that offers not only rich history and culture but also modern amenities, adventure, wellness retreats, and unique local experiences. The influx of international visitors, particularly from the UK, will boost the hospitality industry, create new business opportunities for local tour operators, and encourage sustainable travel practices.

Key Takeaways:

• India’s participation in WTM 2024 highlights its strategic focus on wedding and MICE tourism, as well as its cultural, spiritual, and eco-tourism sectors.
• The Chalo India initiative seeks to leverage the Indian diaspora to promote tourism to India globally.
• With 9.5 million foreign tourists in 2023, India aims to attract even more visitors through simplified visa procedures and targeted marketing efforts.

India’s growing tourism landscape will likely create ripple effects across the global travel industry, influencing travelers’ preferences and encouraging the creation of new, diverse travel products. By focusing on both heritage and modern experiences, India is positioning itself as a key destination for global tourists in the years to come.