Indian Tourists Are Conquering the World
On any given Friday night, the vibrant scene at Indian Express is a feast for the senses. Patrons from diverse regions of India gather to savor an array of kebabs and curries. Glasses of Kingfisher beer are passed around as the air fills with the sound of Bollywood tunes. A stone’s throw away, Radha Krishna offers a vegetarian menu in a similarly lively atmosphere. This celebration of Indian cuisine isn’t in Delhi or Mumbai—it's in Bangkok.
India's economic growth has not only elevated millions from poverty but also enhanced its global influence. However, less noticed is how India’s expanding middle class is impacting global markets. The number of Indians traveling abroad has surged, with international departures jumping to 27 million in 2019 from just over half of that a decade earlier. Spending by Indian tourists abroad has also soared, reaching $33 billion in 2023, with projections of $45 billion by next year. This uptick is fueled by demographic shifts and economic growth, with a significant part of the population entering prime traveling age and the middle class expected to double by 2047. Indian passport issuance reflects this trend, having nearly doubled over the past decade.
By 2040, McKinsey estimates that up to 90 million Indians will travel internationally annually, approaching the levels seen by Chinese tourists at their peak. Unlike earlier trends where Chinese tourists favored Europe, Indian tourists are more inclined towards neighboring destinations, which have seen a marked increase in visits.
As China previously dominated global tourism, Western nations adapted by streamlining visa processes and welcoming Chinese travelers with open arms. However, they have been slower to capture the Indian market. In contrast, Middle Eastern and South-East Asian countries have been proactive, with Thailand and Malaysia even eliminating visa requirements for Indian travelers. These regions have also embraced Bollywood celebrities as ambassadors to attract more visitors, recognizing the dual benefits of economic gain and cultural influence.
South-East Asian nations have been particularly adept at attracting Indian tourists, intensifying their efforts as tourism from China declines. Thailand, for example, saw a significant drop in Chinese tourists, which was offset by an increase in Indian visitors. In just the first half of 2024, the number of Indian tourists matched the total from a decade ago. Thailand's tourism revenue from Indian visitors contributed significantly to its GDP last year.
Thailand's allure for Indians lies in its affordability, accessibility, and hospitality. The significant ease of travel, highlighted by the removal of visa requirements, has led to a spike in Indian tourists. Other countries like Iran and Kenya have followed suit, seeing substantial increases in visitors from India.
Conversely, Western nations have made it challenging for Indians to obtain tourist visas, with lengthy waiting times and high fees. The cumbersome process and high rejection rates have deterred many Indian travelers, who instead prefer the simplicity of traveling to South-East Asia. The disparity in visa policies is costing these Western countries valuable tourist revenue and opportunities to build cultural bridges.
The ease of travel is further facilitated by the increase in direct flights from India to various international destinations. The expansion of flight routes by Indian airlines has significantly boosted tourism, with new direct flights leading to sharp increases in Indian tourists to countries like Turkey and Uzbekistan.
Cost considerations also play a crucial role in travel decisions. With India itself becoming more expensive, destinations offering value for money, like Thailand during peak seasons, are particularly attractive. The growing affluence in India suggests that more Indians will have disposable income for travel in the coming years.
Lastly, cultural considerations, such as the availability of Indian cuisine, particularly vegetarian options, are paramount for many Indian tourists. The lack of Indian food can be a drawback, as seen by a Mumbai pharmacist who, despite enjoying his trip to Azerbaijan, noted the scarcity of Indian dining options.
While some Western countries may not mind fewer Indian tourists due to concerns about overtourism, they overlook the broader cultural and economic implications. Tourism not only enhances economic ties but also fosters cultural understanding and global connectivity. Countries that successfully attract Indian tourists are poised to influence future cultural perceptions and alliances, with South-East Asia and the Middle East currently leading the way, while America and Europe risk missing out on these opportunities.
