The Ministry of Tourism, Government of India, aims to position the country as a preferred tourism destination and boost visitor arrivals. According to provisional data from the Bureau of Immigration, foreign tourist arrivals in India during January to April 2023 reached 79% of the arrivals during the same period in 2019. The ministry's integrated marketing and promotional strategy involve participating in travel fairs, exhibitions, and road shows, as well as advertising in local media and organizing cultural festivals. To attract international tourists post-pandemic, the ministry organized B2B meetings, press meets, and India Evenings to showcase India's diverse tourism products, including culture, heritage, cuisine, wellness, and wildlife.

To facilitate travel, the ministry has been working with the Ministries of Home Affairs and External Affairs to ease the visa regime. The e-Visa scheme is available to nationals of 166 countries in five categories: e-Tourist Visa, e-Business Visa, e-Medical Visa, e-Conference Visa, and e-Medical Attendant Visa, valid for entry through designated airports and seaports.