India is looking to make travel more connected, accessible and experience-led, with the Ministry of Tourism working on digital initiatives, simpler visa processes and better distribution of tourism demand across the country.

Speaking at the session on India Tourism Growth, Investment and Global Opportunities on Day 2 of the ICC Global Business Summit 2026 at Taj Palace, New Delhi, Bhuvnesh Kumar, IAS, Secretary, Ministry of Tourism, Government of India, highlighted the changing tourism landscape and the need to offer experiences that can match global standards.

“Till about 2021, we used to be net foreign exchange positive on travel, and now we are net foreign exchange negative. That means Indians are spending more abroad than the foreigners coming and spending in India. The industry needs to be ready for that and offer tourism experiences which are at par with the best in the world,” Bhuvanesh Kumar said.

He noted that domestic visits reached 429 crore last year, while hotel development is also expanding beyond major metros. One hotel group operating around 365 hotels has told him it plans to open another 300 hotels over the next three years. Growing demand in Tier 2 and Tier 3 cities is also helping reduce the risks earlier associated with developing hotels outside established tourism circuits.

However, the Secretary said the focus should not simply be on increasing visitor numbers. “We don't really need more domestic tourism. We need distributed demand,” he said. The Ministry has formulated Dekho Apna Desh 2.0 to encourage travellers to explore lesser-known destinations such as Turtuk in Ladakh, Gurez and Doodhpatri in Jammu and Kashmir, and Varkala in Kerala.

Visa reforms are also part of the changing travel ecosystem. Shri Kumar said visa categories have been reduced from 22 to nine, while the medical value visa is now valid for one year instead of 60 days. The e-visa facility is currently available to 171 countries.

On digital tourism, the Ministry piloted ONDC in Varanasi with around 180 tourism products and has now identified around 23,000 products and experiences across the country. It is also working towards a single customised travel pass that could bring different travel and tourism experiences together.

The shift towards experience-led travel was also highlighted by Shri Harvinder Singh, Director, India Knowledge Center and Head, Middle East and India, United Airlines. He said travellers are increasingly planning around experiences rather than destinations.

“We are moving from destination to experience, and I am talking about the end-to-end experience. It is not only about the Taj Mahal or Jaipur or Agra today,” he noted.

He also highlighted the importance of digital visibility for emerging destinations. “The real estate on the digital platform is equally important as it is on the ground,” he said.

H.E. Ms. Aliki Koutsomitopoulou, Ambassador of Greece to India, shared the growing interest in Greece among Indian travellers. According to India’s Ministry of Tourism data cited by her, Indian nationals travelling to Greece increased from 21,630 in 2022 to 29,523 in 2023 and 37,150 in 2024, representing almost 72 per cent growth in two years.

“The direct flights did not create Indian interest in Greece. The demand was already there. Connectivity can now unlock it,” she said. Direct scheduled flights between India and Greece began in January 2026.

Greece also introduced a new special spatial framework for tourism in August 2026 to guide tourism investment and destination capacity. The two tourism ministries are also working towards an updated cooperation agreement, with the existing agreement signed in New Delhi in 1998.

From October 4 to 7, Rhodes will host the 40th anniversary convention of the Travel Agents Federation of India (TAFI), with more than 400 Indian travel professionals expected to attend. The event will provide an opportunity for travel professionals to experience the destination, meet Greek businesses and explore products for the Indian market.

The discussions highlighted three important areas shaping the next phase of tourism: experiences that are ready to book, destinations that are easy to discover online and connectivity that can keep pace with changing traveller demand.