World over whenever there has been a mention of tourism, the names of India and China are taken in the same breadth. Both competitive Asian economies are powerhouses and natural growth frontiers since their diversity and sheer size of populations are key drivers.
While outbound figures from India are on an upswing, stakeholders of Indian travel & tourism are lamenting about the dismal performance of inbound. Therefore, the gradual opening of a key market like China can be the redeeming feature. This is also pragmatic since strained relations with our neighbour Bangladesh, a top inbound market for India, is already dealing a further blow to the reducing tourist flow.
Therefore, the recent resumption of flights between India and China after a Covid-induced hiatus of five years is a silver lining in the dark clouds. While the political and diplomatic relationship with China has been for long scrutinized under cautious lens, economic ties have continued unhindered. Now, tourism can serve as that economic bridge that binds the two competitors.
There is a need for a full-scale dedicated outreach strategy for the Chinese market to aid seamless tourist movement. Tangible initiatives like ETA, long- term business visa and student exchange programmes can be the starting point. These measures will serve as initial confidence-building exercise among Chinese visitors. Equally important is a renewed discussion on the SEIS that stands suspended since 2021. An open dialogue on this subject with inbound tour operators to reexamine the policy could provide a much needed boost to revive the inbound tourism ecosystem.
Additionally, it is important for the Tourism Ministry to undertake targeted campaigns, roadshows and cultural shows, in major Chinese cities for powerful messaging. This will create platform to rekindle interest for meaningful exchange between channel partners of the inbound tourism value chain.
With the skies having reopened, time is opportune for beginning of a new chapter to put India rightly on the global tourism map. It is time to roll out the red carpet, and give wings to inbound tourism.
