Tourism Operators Demand ₹1,000 Cr Boost for Incredible India Revival

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The Indian Association of Tour Operators (IATO) has formally petitioned Prime Minister Narendra Modi to allocate ₹1,000 crore to the Incredible India campaign and establish a central India Tourism Board. The aim: reinvigorate foreign tourist arrivals, which remain below 2019 levels despite global travel recovery.

In their June 2025 letter, IATO President Ravi Gosain argued inbound tourism is a resilient “non-tariff export,” capable of driving foreign exchange inflows even amid trade disruptions. He noted that tourism holds unique potential to stabilize India’s current account and bolster employment.

Data shows that while domestic tourism surged to 2.5 billion trips in 2023—surpassing pre-COVID numbers—foreign tourist numbers are yet to recover. IATO recommends a unified tourism board to oversee marketing, visa support, and global promotion, leveraging the strong brand identity of Incredible India.

Industry analysts underscore the urgency: with limited time before the next peak season, a coordinated national marketing blitz is essential. Tourist agents say a sizable budget and streamlined governance could transform India’s inbound travel narrative—attracting quality tourists and elevating spending.

As India eyes ambitious targets—such as hosting 100 million foreign tourists by 2047—the demand for significant investment and institutional reform signals a shift. The Incredible India campaign may require more than creativity—it needs serious funding and centralized leadership to regain global prominence.