By Kavita Mistry 
The Indian Association of Tour Operators (IATO) has called on the Government of India to adopt a comprehensive strategy to strengthen international tourism promotion. Highlighting tourism’s potential to drive employment and economic growth, the association emphasised the need for coordinated, long-term initiatives to enhance India’s visibility and competitiveness in global markets.
IATO has recommended that Indian diplomatic missions be allocated dedicated tourism promotion funds and appoint Tourism Attachés or Nodal Officers in at least 30 key embassies worldwide. These representatives, supported by public relations and marketing teams, would lead targeted regional campaigns and ensure consistent global engagement.
The association also advocates for advance-approved budgets for roadshows, trade fairs, and collaborative events, enabling embassies to partner with local tour operators, airlines, and media outlets. A 50:50 cost-sharing model between the Ministry of Tourism (MoT) and states or union territories has been suggested to ensure joint international marketing efforts.
Ravi Gosain, President of IATO, said, “We welcome the Ministry of Tourism’s initiative to present a comprehensive plan for tourism promotion before the 16th Finance Commission. India needs a stronger global presence through integrated campaigns in both traditional and emerging markets. A sustained budgetary allocation and continuity of the ‘Incredible India’ branding will be essential in positioning India as a year-round destination.”
IATO further called for reforms to the Marketing Development Assistance (MDA) scheme, describing the current structure as restrictive. It recommended expanding eligibility to include digital marketing, hybrid events, and sustainable tourism initiatives, while covering up to 90 per cent of participation costs. Simplified digital reimbursement processes and inclusion of small and niche operators in adventure, rural, and experiential tourism were also proposed.
Among other key recommendations are the creation of a unified India Pavilion at global tourism fairs to replace fragmented state stalls and the launch of a refreshed Incredible India brand identity in 2026. IATO also urged for collaboration with Indian hospitality chains, airlines, and cultural institutions to develop high-impact global campaigns, including themed “India Evenings” at international fairs featuring Bollywood, festivals, and heritage experiences.
