IATO renews demand for proactive promotion of India Tourism overseas

Seeks funds, marketing campaigns integrated India Pavillions at overseas tourism eve

The Indian Association of Tour Operators (IATO), a leading travel trade association, has urged the government to adopt a coordinated and well-funded strategy to boost India’s global tourism promotion and strengthen the ‘Incredible India’ brand.

The Indian Association of Tour Operators (IATO), a leading association of inbound tour operators in India, has renewed its demand for the government to adopt a comprehensive, well-funded international tourism promotion strategy.

In a press statement, IATO says that it has called for dedicated tourism budgets for Indian diplomatic missions, the appointment of Tourism Attachés in 30 priority embassies, and coordinated roadshows and trade fairs in partnership with the Ministry of Tourism, states, and industry stakeholders. A 50:50 cost-sharing model between the Ministry and states was suggested, along with an annual shared calendar to avoid duplication.

IATO says that it has emphasised joint promotion support for Ministry-approved tour operators, including financial assistance for brochures and online marketing. It has also proposed collaboration with Indian hospitality chains, airlines, wellness centres and food and fashion brands to strengthen global campaigns.

A key recommendation was the “Incredible India Endorsement” programme to engage Indian brands as tourism ambassadors, alongside exclusive participation for approved operators at India pavilions, and themed “India Evenings” at global fairs showcasing Bollywood, heritage, and festivals.

 

The statement adds that the association has demanded reforms to the Marketing Development Assistance scheme, allowing broader participation in digital and hybrid events, sustainable tourism promotions, and niche sectors such as adventure and rural tourism. It sought reimbursement of up to 90 pc of expenses, simpler online processes, and support for SMEs. IATO also called for a unified “India Pavillion” at global tourism fairs and a refreshed Incredible India brand identity in 2026.

“We welcome the Ministry of Tourism’s initiative to present a comprehensive plan for the promotion of Indian tourism before the 16th Finance Commission. As the apex body of inbound tour operators, IATO has recommended that international marketing efforts be significantly scaled up with a dedicated and consistent budgetary allocation. India needs a stronger global presence through integrated campaigns in both traditional and emerging markets, supported by digital outreach, roadshows, and joint promotions with the private sector. A long-term, country-specific marketing strategy and continuity of branding under the Incredible India campaign are essential to strengthen India’s position as a year-round destination. We are hopeful that the Finance Commission will recognise tourism’s multiplier effect on the economy and employment, and extend enhanced fiscal support for global promotion and infrastructure development,” says Ravi Gosain, President, IATO.