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HomeNewsIndia TourismGateway to Indian Tourism: The Representation Business

Gateway to Indian Tourism: The Representation Business

The tourism representation business plays a pivotal role as a bridge between destinations and potential visitors as well as trade in India, facilitating seamless interactions and promoting travel experiences.

T3 examines the burgeoning growth of the tourism representation industry and the evolving trends.


Neeti Sharma, Director, Intrepid Marketing and Communications mentions to T3, “India’s potential as an outbound travel market has indeed been on the rise, and the tourism representation business in India has been actively engaging to capture this growing market. Tourism boards and hospitality brands across the globe are customising offerings to cater to Indian preferences, such as vegetarian cuisine, cultural immersion, and family-oriented activities, as a common strategy. Given India’s strong digital presence, it’s plausible that tourism representation businesses have amplified their digital marketing efforts, leveraging social media, travel websites, and influencers to reach a broader audience.

Along the same lines, Lubaina Sheerazi, CEO & Co-founder, BRANDit, mentions, that the representation business in India is experiencing significant growth and evolution. “We are witnessing an increase in demand for representation services as destinations recognise that travel is becoming more accessible for India’s developing middle class as a result of the country’s strong GDP growth, thriving economy, and increased disposable income, combined with a strong desire to travel internationally for unique experiences.

India as a source market

Destinations have started to prioritize India as a crucial source market by meticulously understanding and respecting Indian culture, preferences, and traditions, says Sharma. They are now crafting tailored marketing campaigns and travel packages that resonate with Indian travelers, highlighting attractions and experiences that align with their interests. Providing services in Indian languages, simplifying visa procedures, and ensuring safety measures are key components of their strategy. By fostering cultural exchanges, celebrating Indian festivals, and promoting sustainability, destinations aim to tap into India’s burgeoning outbound tourism potential, offering unique and appealing experiences to Indian travelers.

Lubaina adds that the G20 Presidency has presented several exciting opportunities for the tourism representation business in India. With more and more Indian travellers seeking unique and off-the-beaten-path experiences, there is a heightened demand for representation services to promote lesser-known and remote destinations. The G20 Presidency’s focus on India in the global tourism arena brings about new avenues for the tourism representation business.

As more destinations recognise India’s potential as a source market, possibilities for our agency to build representation services for these new destinations arise. With the spotlight on India during the G20 Presidency, there is an opportunity for marketing initiatives to be innovative. We may capitalize on this global attention to create engaging and powerful campaigns that reflect the changing interests of Indian travellers, she further mentions.

Shift in Indian traveler trend

Indian travellers are currently embracing a variety of trends, expresses Sharma. By putting an emphasis on experiencing travel that immerses them in local culture and adventure, they are exploring unusual locations outside of standard tourist destinations. Custom itineraries are becoming more popular, environmentally friendly accommodations and activities are becoming popular, popularity of solo travel is growing, especially among younger generations. The preferences of Indian visitors travelling overseas are changing and now place a strong emphasis on luxury, wellness, gastronomic adventure, and the occasional digital detox.

According to Lubaina, there is a growing preference for one-of-a-kind and novel experiences over traditional tourist attractions. To genuinely connect with each place they visit, travellers seek opportunities to engage with local culture, explore hidden gems, and savour distinctive cuisine. Furthermore, as the concept of ‘slow travel’ becomes more prevalent, travellers frequently prefer longer stays to thoroughly immerse themselves in the local culture, traditions, and way of life.

Indian travelers are steering away from typical tourist activities and overcrowded attractions. They want to find hidden spots and partake in activities that will offer a more authentic and culturally enriching journey.






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