IATO Urges Government to Strengthen India’s Global Tourism Promotion Strategy

The Indian Association of Tour Operators (IATO) has urged the Government of India to adopt a comprehensive and well-funded strategy to promote international tourism. Emphasizing the immense potential of the sector to drive economic growth and employment, IATO called for a focused, coordinated approach to position India as a top global travel destination.

A Call for Enhanced Global Tourism Promotion

In its recommendations, IATO suggested that Indian diplomatic missions worldwide be allocated dedicated tourism promotion funds to design region-specific marketing campaigns. The association emphasized the importance of appointing Tourism Attachés or Nodal Officers in at least 30 key embassies across the world, supported by specialized PR and marketing teams to lead promotional initiatives.

Furthermore, IATO proposed that these missions should be granted advance-approved budgets to organize roadshows, trade fairs, and tourism events throughout the year. Such events would enable missions to engage directly with local tour operators, airlines, media houses, and private stakeholders, ensuring greater international outreach.

IATO also stressed the need for closer coordination between the Ministry of Tourism (MoT), state governments, and industry bodies to ensure a unified and impactful representation of India’s tourism offerings at global platforms.

Cost-Sharing Mechanism for Unified Branding

To ensure efficiency and a cohesive brand identity, IATO recommended introducing a cost-sharing mechanism between the Ministry of Tourism and state governments for international marketing. The association suggested a 50:50 funding split to jointly execute campaigns under the ‘Incredible India’ brand.

It also proposed developing a shared annual calendar for global exhibitions, roadshows, and digital campaigns in consultation with IATO to avoid duplication of efforts and ensure strategic deployment of resources.

IATO President Ravi Gosain’s Statement

IATO President Mr. Ravi Gosain said, “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 recognize tourism’s multiplier effect on the economy and employment, and extend enhanced fiscal support for global promotion and infrastructure development”

Collaborations with the Private Sector and Tourism Ambassadors

IATO also underscored the need for joint promotion support for Ministry-approved tour operators, including financial assistance for brochures and online marketing efforts. The association encouraged the government to collaborate with Indian hospitality chains, airlines, wellness centers, food, and fashion brands to create impactful global campaigns.

A significant proposal is the creation of an “Incredible India Endorsement” program that would involve prominent Indian brands and business leaders as tourism ambassadors, enhancing India’s global visibility.

IATO also recommended that only Ministry-approved inbound tour operators be allowed to co-exhibit at India Pavilions during international trade fairs, ensuring quality and consistency in India’s representation abroad.

Additionally, the association called for financial and branding support for cultural, sports, wellness, and green tourism events held internationally, alongside organizing “India Evenings” at global fairs. These themed events, in collaboration with Indian hotel chains and brands, would showcase Bollywood, festivals, heritage, and bazaars, amplifying India’s cultural appeal.

Reforming the Marketing Development Assistance (MDA) Scheme

One of IATO’s major demands is the reform of the Marketing Development Assistance (MDA) scheme, which it describes as overly restrictive. The association has urged the government to broaden the scheme’s scope to include digital marketing, hybrid events, and sustainable tourism initiatives beyond Ministry-led overseas programs.

IATO also recommended increasing reimbursement rates to cover up to 90% of expenses, including space costs, airfare, and accommodation for participating tour operators. The scheme should extend to SMEs, adventure tourism, experiential travel, and rural tourism, especially in emerging source markets.

Simplifying the application and reimbursement process through digital platforms remains a top priority to make the scheme more efficient and transparent.

Unified India Pavilion and Refreshed Branding for 2026

To strengthen India’s presence at global tourism fairs, IATO called for the creation of a unified “India Pavilion” – replacing the fragmented approach of individual state booths.

The association also proposed launching a refreshed Incredible India brand identity in 2026, uniting all tourism stakeholders under one cohesive theme that reflects modern India’s diversity, culture, and hospitality.

Conclusion: A Call for Unified, Scalable Tourism Promotion

IATO’s recommendations highlight the need for a strategic, well-coordinated, and adequately funded approach to global tourism promotion. With enhanced collaboration between the central and state governments, private stakeholders, and international missions, India can effectively position itself as a year-round, high-value tourism destination on the global map.