India’s Struggle for Tourism Visibility: Why Countries Like Thailand, Malaysia, Dubai, and Singapore Are Leading the Charge

Published on December 3, 2025

Despite the world’s tourism sector surging post-pandemic, India’s tourism industry is missing out on its share of the boom. Brand India’s absence from key international markets, exacerbated by limited marketing budgets and inconsistent messaging, is keeping the country from becoming a top tourist destination. While countries like Thailand, Malaysia, and Dubai aggressively position themselves on the global stage, India’s marketing efforts are falling behind. As the global competition for travelers heats up, India’s tourism industry risks missing out on foreign exchange earnings and international visibility that could drive its economy forward. The need for a more comprehensive and aggressive marketing strategy has never been more critical.

India’s Post-Pandemic Tourism: A Struggle to Bounce Back

India’s tourism sector is certainly showing signs of recovery, with foreign tourist arrivals (FTAs) increasing in recent years. In 2024, the country welcomed approximately 9.95 million foreign tourists, along with another 10.62 million non-resident Indian (NRI) arrivals, totaling 20.57 million international visitors. While this marks an improvement compared to the pandemic years, it still falls short of pre-pandemic figures. In 2019, foreign tourist arrivals alone were over 10.93 million, highlighting that India is still playing catch-up in a post-pandemic world where global tourism numbers are soaring.

India’s tourism industry has the potential to grow significantly. However, its global visibility remains constrained. Inadequate overseas marketing and outdated perceptions about safety, infrastructure, and hygiene are hampering the country’s ability to attract high-value international tourists.

Brand India’s Struggles: Why It’s Failing to Compete

Brand India’s biggest problem is its lack of cohesive global branding. The country has failed to present a unified, strong, and appealing tourism message. For example, India’s marketing budget for international outreach has dropped sharply from Rs 33 crore in FY25 to Rs 3 crore in FY26, a significant reduction that is preventing the country from maintaining an impactful presence in major travel markets. Without a robust marketing strategy, India struggles to overcome misconceptions about its infrastructure and safety, which are critical factors for travelers when choosing destinations.

Countries like Thailand, Malaysia, and Vietnam have successfully positioned themselves as attractive tourist hubs by investing heavily in digital marketing, offering modern infrastructure, and leveraging strong tourism boards. In contrast, India’s tourism marketing remains underfunded and fragmented, failing to engage international tourists effectively.

How a Larger Marketing Budget Could Turn the Tide for India

A more substantial overseas marketing budget could significantly improve India’s global standing as a tourist destination. With an enhanced budget, India could:

• Boost its presence in international travel fairs and collaborate with global influencers
• Launch targeted campaigns in source markets like the US, UK, Australia, and Canada
• Invest in developing compelling digital content and social media strategies, reaching a wider audience
• Promote its MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism to attract more international business events, generating revenue for local businesses

Such initiatives could help India close the gap with its competitors, position itself as a top-tier destination, and leverage its unique cultural and heritage offerings to attract high-spending foreign tourists.

The Importance of International Tourists for India’s Economy

While domestic tourism in India is booming, it does not match the foreign exchange earnings generated by international tourists. Foreign visitors contribute much more to the economy due to their higher spending power. International tourists not only bring in direct revenue but also play an essential role in preserving cultural heritage sites, supporting niche tourism, and fueling aviation growth.

Additionally, these tourists enhance India’s global brand image, indirectly promoting its diverse attractions. The economic benefits of inbound tourism, especially from high-spending visitors from Europe, North America, and the Middle East, are crucial for a well-rounded economic recovery in the post-pandemic era.

Targeted Markets for India’s Tourism Growth

India’s primary markets for tourism include the United States, United Kingdom, Canada, Australia, and Germany. These countries contribute significantly to foreign arrivals. For instance, in 2022, over 1.8 million tourists arrived from the US alone. India also receives considerable tourist traffic from neighboring countries such as Sri Lanka and Bangladesh, driven by both religious tourism and regional business travel. The Middle East remains a strong source market, with visitors traveling to India for medical tourism and spiritual reasons.

However, one of the significant challenges India faces in attracting tourists is its deteriorating relationship with China, which was once a crucial source market. Prior to the COVID-19 pandemic, China was one of the fastest-growing markets for India, but due to geopolitical tensions and limited air connectivity, arrivals from China have drastically fallen. Re-establishing this market could offer immense potential, as Chinese tourists are known to spend generously when they travel abroad.

Brand India’s Competitors: How They Have Gained the Edge

Destinations like Thailand, Vietnam, Singapore, and Dubai have pulled ahead of India in the race for international tourists. These countries have aggressively marketed themselves across the globe, offering streamlined visa processes, modern infrastructure, and extensive promotional efforts. Thailand and Singapore, for instance, have invested heavily in digital marketing, creating targeted campaigns that appeal to specific tourist segments. Meanwhile, Dubai has successfully positioned itself as a luxury tourism destination, attracting wealthy tourists with its state-of-the-art infrastructure and world-class attractions.

India’s struggle to keep pace with these destinations stems largely from its inconsistent tourism strategies and lack of focus on digital marketing. In contrast, countries like Thailand and Vietnam are now seeing record-breaking tourist arrivals thanks to their strategic investments in tourism promotion.

What Needs to Be Done: A Call to Action for India’s Tourism Sector

The Indian tourism sector is at a crossroads. To remain competitive, it must:

• Focus on a cohesive brand message that highlights India’s unique cultural heritage, natural beauty, and modern infrastructure
• Invest in digital marketing, leveraging social media, influencer partnerships, and content creation to reach a wider audience
• Increase the marketing budget for international outreach, ensuring that India’s tourism offerings are visible in key global markets
• Rebuild its relationship with China, targeting this lucrative market with tailored campaigns that address concerns about safety and connectivity

India has the potential to become a world leader in tourism. But without a strong marketing push and a commitment to modernizing its approach, it risks being overshadowed by its regional competitors.

Travel Tips:

• If you are planning a trip to India, don’t miss out on the incredible cultural festivals, heritage sites, and natural wonders scattered across the country.
• Ensure you check the latest visa requirements and any travel advisories before booking your trip to India.
• Be prepared for diverse climates, from tropical beaches to the cool, mountainous regions of the north.