India: The Country That Has Everything, and Still Crawls

A raw, honest reflection on who we are, what we have, why we're invisible, and what we need to do.

Let me start with something that every Indian traveler has felt at least once — that moment when you're somewhere in Southeast Asia, maybe Bali or Bangkok, watching a tourist in shorts with a wide-eyed grin and a drink in hand, and you think: we have all of this back home, and more. Why aren't they coming to us?

That question doesn't have one answer. It has many. And most of them are uncomfortable.

What India Actually Is

Before we talk about the gaps, let's talk about what we're dealing with. Because I genuinely believe most people — even Indians — don't fully understand the scale and the depth of what this country holds.

India is not just a country. It's a civilization that never stopped running. One of only a handful of ancient cultures that survived colonization, invasion, partition, and still came out the other side with its languages, temples, food, and philosophy largely intact. That's not a small thing. That's extraordinary.

And the geography? It's almost unfair compared to the rest of the world.

You have the Himalayas in the north — the highest mountain range on the planet, home to Ladakh's cold desert, Kashmir's valley of heaven, Uttarakhand's glaciers and sacred rivers, and Sikkim's alpine lakes that look unreal even in photographs. You come south and the land softens into the rolling hills of Himachal, the misty tea gardens of Darjeeling, the green corridors of Assam with its one-horned rhinos. You go further and the heartland opens up — the Thar Desert in the west with its sand dunes lit gold at dusk, the wetlands of Rann of Kutch where flamingos descend in winter by the thousands, the jungles of Madhya Pradesh where you have some of the best tiger reserves in the world.

Head south and you arrive in a completely different world — the Deccan plateau, ancient temple towns, the granite boulders of Hampi that look like a landscape from another planet. Then the coastline. India has over 7,500 kilometers of coastline — beaches in Goa with their Portuguese legacy, Kerala's famous backwaters where houseboats drift through coconut forests, the empty white sands of Odisha and Andhra that tourists haven't even found yet, and the Andaman Islands, whose water is so clear it doesn't look real.

And scattered across all of this — 44 UNESCO World Heritage Sites, placing India 6th globally. 44. That's more than the entire United States. Ancient caves at Ajanta and Ellora that rival anything Europe has produced. Temples so precisely carved they make you question what ancient India was capable of. Forts and stepwells and mausoleums and astronomical observatories built centuries before modern science had the tools to explain their accuracy.

We also have wellness. India didn't just invent yoga. India invented the entire philosophy of living in alignment with nature — Ayurveda, meditation, the concept of retreat as healing. The world's wellness industry is worth trillions of dollars today, and most of it is built on ideas that originated here, in this land, thousands of years ago.

Culture, food, music, dance, textiles, religion, philosophy, festivals — at a scale no other single country on Earth can claim.

So the honest question is: with all of this, why is India ranked 20th in global tourist arrivals with just 9.95 million foreign visitors in 2024? Why does Thailand — a country you can drive across in a few hours — get 35.5 million tourists? Why does France receive over 100 million visitors a year when India, with arguably more to offer, can't even crack 10 million foreign arrivals?.

Something is deeply wrong. And we need to talk about it honestly.

Where India Stands — The Real Numbers

Let's put the data on the table first.

India ranks 39th in the World Economic Forum's Travel and Tourism Development Index 2024, up from 54th in 2021 — progress, yes, but we're still a long way from where we should be. In 2024–25, India climbed to 8th place in the world's biggest tourism economies with a contribution of $231.6 billion — which sounds impressive until you realize that the top three — the US, China, and Germany — are so far ahead that calling it a race would be generous.

Tourism contributes around 9.1% to India's GDP and supports nearly 46.5 million jobs — 9.1% of total employment. That's a sector that employs nearly as many people as the entire population of Spain. It matters enormously. And yet the international visitor spend, while reaching a record ₹3.1 trillion in 2024, is a fraction of what it should be given what we have to offer.

India accounts for just 1.5% of international tourist arrivals globally. 1.5%. A country with 17% of the world's population, one of the world's oldest civilizations, 44 UNESCO sites, and possibly the most diverse landscape on the planet — contributing 1.5% to global tourist flows.

That gap between potential and performance is the story of Indian tourism.

What's Holding India Back — The Real, Uncomfortable Truth

The Colonial Hangover We Don't Talk About Enough

Two hundred years of colonial rule didn't just drain India's wealth. It fractured something deeper — the confidence of a civilization in its own identity. When the British left, they didn't just leave behind a new set of borders. They left behind a population that had been systematically told their traditions were primitive, their knowledge was superstition, and their way of life was backward.

That psychological residue lingers in how India presents itself to the world. For decades after independence, India's international image was built around poverty narratives — a "developing" country, a land of snake charmers and slums. The early Bollywood exports, the spiritual tourism of the 60s and 70s that brought hippies to ashrams — these weren't a full picture, they were fragments. And those fragments became the only picture the world saw.

The loot of colonialism is also economic. The drain of wealth from India during colonial rule — estimated by economists at trillions of dollars — meant that post-independence India was building tourism infrastructure from zero, in a country that had just been impoverished by design. Countries like France, Italy, and Switzerland had centuries to build their hospitality ecosystems without that interruption. India was starting a race already 200 years behind.

The Infrastructure Problem Is Real

Let's be honest. India's tourism infrastructure is inconsistent in a way that frustrates even domestic travelers, let alone international ones.

The airports in Mumbai, Delhi, and Bangalore have improved dramatically. The road network has expanded. The rail network is being upgraded. But get even 100 kilometers off the beaten tourist trail and things change quickly. Many tourist destinations lack basic amenities — clean restrooms, reliable transportation, quality mid-range accommodation. The road to a national park might be spectacular and also broken. The homestay near a heritage village might be beautiful but completely invisible on any booking platform.

Only 30% of tour guides in India are formally trained, and many lack English proficiency. The experience of a foreign visitor navigating an Indian heritage site without a good guide is often confusing at best, deeply underwhelming at worst. Meanwhile, trained, certified guides in Japan or Italy turn a museum into a three-hour journey through time.

India's GST on tourism services is among the highest in the world — 18% on many categories. Compare that to France at 10%, Southeast Asian countries at 7–8%. This makes India an expensive destination for international travelers, particularly when compared to Vietnam or Thailand where similar quality experiences cost significantly less. An international tourist choosing between India and Vietnam isn't just comparing landscapes — they're comparing total trip cost, ease of booking, and peace of mind. On all three counts, many Southeast Asian destinations currently win.

The Safety Perception Problem

This one stings, but it's real. A survey found that 32% of foreign travelers listed "getting sick" as their biggest concern about India, while 27% listed "safety and security". Women travelers in particular — who make up an enormous and growing segment of solo and group travel globally — frequently cite India as a destination they're not comfortable visiting alone.

Is India actually more dangerous than the world thinks? Probably not in most places. But perception is reality in tourism. A news story about harassment in a tourist town in India travels faster than ten stories about breathtaking experiences. The industry hasn't figured out how to systematically counter this narrative.

Incidents of scams, overcharging, touts at heritage sites, unhygienic conditions — these aren't hypothetical. International travelers report these experiences, write about them in reviews, and share them with friends. One bad experience at a major tourist site can undo a hundred positive stories.

The Political Will — Present But Inconsistent

The government launched "Incredible India" in 2002 and it genuinely worked — Foreign Tourist Arrivals grew at a CAGR of 13.19% in the years following the campaign launch. It was a good campaign. But campaigns aren't strategy. They're moments.

What India's tourism sector has consistently lacked is the kind of long-term, non-partisan, government-industry-state partnership that countries like Singapore, Japan, or Spain have maintained for decades. Every election cycle brings a new tourism minister, new priorities, new schemes. The budget allocation for overseas promotion and publicity in 2025–26 is just ₹43.48 crore — that's roughly $5.2 million to market a country of 1.4 billion people with 44 UNESCO sites to the entire world. By comparison, Singapore spends hundreds of millions of dollars annually promoting a city-state the size of a small Indian town.

The 2025–26 Budget did include visa waivers for certain tourist groups, development of 50 major tourist destinations, and a "Heal in India" medical tourism initiative — all the right moves. The e-visa system now covers 166 countries. But these are still structural improvements playing catch-up. The real challenge is projecting a consistent, aspirational global narrative for India as a destination — and sustaining it for 20 years, not just during an election cycle.

Lack of a Unified Brand Story

France is romance and gastronomy. Japan is precision, tradition, and technological wonder. Bali is spiritual escape. New Zealand is adventure and nature purity. Each of these countries has a single, coherent brand story that travels globally.

India has everything — and that is precisely the problem. When you have too much, the world doesn't know where to start. Our marketing often tries to show everything at once — spirituality, wildlife, heritage, beaches, food, wellness — in a single 60-second commercial that overwhelms rather than invites. The result is that international travelers who don't already have a deep curiosity about India often defer the trip indefinitely. It's "too complicated," "too much to plan," "I don't know where to start."

The countries winning the inbound tourism game have mastered the art of simplicity in messaging — giving one compelling reason to show up, then letting the destination surprise you with everything else. India hasn't cracked that formula at scale yet.

The Education and Civic Responsibility Gap

There is something that nobody wants to say loudly but everyone in the industry privately acknowledges: the experience of many tourist destinations in India is actively harming the country's image. Overcrowding, littering, poor waste management — these are not just aesthetic problems. They are business problems. A beach covered in plastic, a heritage monument surrounded by touts, a forest trail with garbage — these images circulate online and become the identity of a place.

This isn't about blaming tourists. This is about a systemic failure to build civic responsibility into education, hospitality training, and destination management. Countries that get tourism right don't just build infrastructure — they build culture. A culture of preservation, of pride in shared spaces, of treating every visitor as someone whose experience you are personally responsible for.

The Foreign Gaze — What International Travelers Actually Think

The truth is, the world is curious about India. Deeply curious. The problem is the gap between curiosity and conversion — between wanting to visit and actually booking a ticket.

The Skift India Travel Perception Index found that India's biggest barriers aren't lack of interest — they are safety concerns, visa complexity, infrastructure limitations, and awareness gaps. International travelers, particularly from the US and UK, see India as a fascinating but intimidating destination. Fascinating because of the culture and history. Intimidating because of the perceived complexity of navigating it.

India's closest competitors in this space — Vietnam, Thailand, Sri Lanka, and even Nepal — have positioned themselves as "easy" versions of the South Asian experience. Clean, affordable, safe, simple to navigate, friendly to solo travelers. They've essentially packaged and marketed parts of what India offers — tropical beaches, ancient temples, local cuisine, spiritual retreats — at a fraction of the friction.

The lesson here isn't that India needs to become Thailand. India should never be Thailand. But India needs to become easier to access, easier to trust, and easier to love on the first trip. The second trip usually takes care of itself.

What India Can and Should Become

India ranked #1 in GlobalData's 2025 Tourism Potential Index — assessed across cultural richness, infrastructure development, tourism spending growth, and FDI attractiveness. The world's tourism analysts are not saying India might succeed. They're saying India is already positioned for it. The gap is between potential and execution.

India's projected trajectory has it rising to 4th place in global tourism economies within the next decade, with the domestic market alone set to surpass Japan and Mexico by 2030. The demand is growing. The middle class is expanding. The government is investing in heritage corridors, Buddhist circuits, wellness tourism under the Heal in India initiative, and major infrastructure projects.[21][7]

But projections aren't destiny. The question is whether we act on the potential or admire it from a distance.

India should be:

·       In the top 5 for international arrivals, given its landscape diversity, heritage depth, and geographic accessibility

·       A global leader in wellness tourism, given that Ayurveda and yoga are original Indian exports

·       The world's premier spiritual tourism destination, connecting the Buddhist, Hindu, Jain, and Sufi heritage circuits into a seamless journey

·       A luxury eco-tourism destination that competes with Africa and South America, given our wildlife, forest reserves, and biodiversity

·       A culinary destination in its own right — a cuisine that spans 29 state traditions, as diverse and deep as anything Europe offers

The Role of Tour Operators — And Our Responsibility

Here is where it gets personal. Because those of us in the tourism industry need to stop waiting for the government to fix everything and start asking what we can do from where we sit.

Tour operators — big and small — are the front line of how India is experienced by the world. Not the Ministry of Tourism. Not the government ads. Us. The itinerary we design, the hotels we choose, the guide we deploy, the language we use to describe a destination — that's what becomes the memory a foreigner carries home.

There are 1,633 Tourism Service Providers recognized by the Ministry of Tourism who have pledged commitment to Safe, Honorable, and Sustainable Tourism. That's a start. But the reality is most tourism businesses in India operate without those standards consistently applied.

What tour operators need to own:

·       Storytelling with depth. A trip to Hampi shouldn't be "old ruins." It should be the story of the Vijayanagara Empire at its peak — the largest city in the world in 1500 AD, a civilization that produced art and architecture of staggering sophistication before it was destroyed. That context transforms a visitor from a spectator into a witness. That's what creates lifelong advocates for India.

·       Quality control that doesn't compromise. We cannot keep accepting that "good enough for India" is an acceptable standard. A foreign traveler has made a long, expensive journey to be here. The guide needs to be trained. The vehicle needs to be clean. The hotel recommendation needs to be genuine. These are not optional.

·       Responsible destination promotion. Small operators should be championing hidden India — the places that are genuinely extraordinary but not yet overrun. Meghalaya's living root bridges. The Ziro Valley in Arunachal Pradesh. Chettinad's mansion-towns in Tamil Nadu. The unexplored beaches of Odisha. The moment these places appear on a traveler's radar as legitimate alternatives, it relieves pressure from the overcrowded sites and creates new economic ecosystems for communities that need them.

·       Being honest about India. The worst thing we can do is over-promise. A traveler who comes expecting the fantasy and finds the reality feeling chaotic will leave disappointed. But a traveler who is prepared — told what to expect, what to embrace, what to look past — will almost certainly fall in love. Preparation is part of the product.

·       Pushing back on the system. If a heritage site is poorly maintained, we need to say that to the relevant authorities. If a state tourism board is running an outdated marketing narrative, operators should be vocal about it. We are the feedback loop between visitor experience and policy. We need to act like it.

What Travelers Can Do

Tourism is not a passive act. Every person who travels to a place shapes that place.

International travelers coming to India deserve to be told: come with curiosity, not just a checklist. India will confuse you, overwhelm you, move you in ways you didn't expect, and occasionally frustrate you. Let it. That's not a bug — it's the feature.

But Indian travelers also carry a responsibility. When 1.4 billion people travel within their own country, how they treat shared spaces becomes national infrastructure. A clean, respectful, curious Indian traveler is the best advertisement for India to the world. The opposite is also true.

And those who travel abroad — you carry India's image with you, whether you signed up for that responsibility or not. The way we behave in public spaces internationally is slowly becoming part of how the world decides whether to visit us in return.

The Honest Conclusion

India is not failing at tourism because it lacks product. India is failing at packaging what it already has. The product is extraordinary. The packaging is inconsistent. The narrative is fragmented. The systems are still being built.

This will change. It has to — because the trajectory of the world's travel demand points directly toward the kind of depth, culture, and experience that only places like India can provide. The superficial beach holiday era of mass tourism is giving way to travelers seeking meaning, history, wellness, and authenticity. Those are things India has in abundance.

But "the world will eventually realize this" is not a strategy.

The work is now. Building trails. Training guides. Fixing that last-mile connectivity. Pushing for policy changes. Pricing responsibly. Telling the story louder, better, and with pride.

India is ranked #1 in tourism potential. It's time to stop acting like a country still figuring out if it deserves to be on the map.

We've always been on the map. We built some of the oldest ones.

Written from the perspective of someone who has watched this industry from the inside — and believes, deeply, that we haven't even scratched the surface of what India can be.