Traditionally dominated by travellers from the U.K., U.S., and France, Kerala’s Tourism Department is now exploring untapped markets. In a significant move, a meeting was held with Russian authorities to facilitate a chartered flight from Russia to Kerala. While the discussions showed promise, logistical hurdles such as a shortage of Boeing aircraft in Russia remain a concern. Despite these challenges, efforts are underway to attract Russian tourists, especially considering the growing number of Russians traveling to destinations like Turkey and the UAE due to restrictions imposed by European countries.

WTTC recently unveiled a report highlighting the gap between travellers’ desire for sustainability and their actual behaviour. According to the report, cost and quality remain top priorities, with over 50% prioritising cost. Julia Simpson, WTTC President & CEO, stated, “Travellers care about sustainability, but cost and quality are king. Businesses must offer affordable sustainable options to inspire change.”

Lufthansa Group’s integration with ITA Airways brings seamless benefits for travellers. Frequent flyer programs are now interchangeable, lounge access expands across 130 locations, and codeshare flights offer over 100 new connections. From March 30, 2025, ITA Airways will also move to Lufthansa’s terminals in Frankfurt and Munich for smoother transfers.

In a written reply in Lok Sabha, Gajendra Singh Shekhawat, Tourism Minister, announced that the Government of India has sanctioned ₹3295.76 crore for 40 projects across 23 states under the Special Assistance to States for Capital Investment (SASCI) scheme. These projects aim to develop iconic tourist centres globally, with guidelines issued for evaluation and submission, and to enhance branding and marketing efforts

Finance Minister Nirmala Sitharaman, in her record eighth Union Budget, has announced a major push for the tourism sector, focusing on infrastructure, employment, and connectivity. Here are the key highlights: 🔹 ₹1.5 Lakh Crore for Tourism & Infrastructure – Interest-free loans for states to support capital expenditure and reforms in tourism development. 🔹 Top 50 Tourist Destinations to be Upgraded – Developed in partnership with states through a challenge mode, with land provision by state governments. Hotels in these areas will be included in the Infrastructure Harmonious Master List framework for better funding. 🔹 Employment & Skill Development in Hospitality – Intensive training programmes for youth in Institutes of Hospitality Management, along with MUDRA loans to support homestay businesses. 🔹 Boost to Regional Connectivity – The UDAN scheme will expand to 120 new destinations, improving access to remote and hilly regions, including helipads and smaller airports. 🔹 Simplified E-Visa & Incentives for Tourism Growth – Visa fee waivers for select tourists and performance-linked incentives for states to enhance cleanliness, marketing, and destination management. 🔹 Spiritual & Medical Tourism Focus – Special emphasis on Buddhist circuit destinations and “Heal in India” initiative to promote medical tourism through private sector partnerships and easier visa norms. 🔹 Greenfield Airport for Bihar – A new airport will be developed to meet future demands, alongside expansions at Patna and a brownfield airport project.

TeamLease’s Employment Outlook Report for HY2 FY2024-25 highlights an 8.2% net employment change in the travel and hospitality sector, with 66% of surveyed companies planning workforce expansion. Growth is driven by smart tourism technologies, MICE revival, and sustainable practices, creating demand for skilled professionals in areas like sustainability coordination and smart travel design. 

Jammu and Kashmir’s Sustainable Promotion of Emerging Alternate Destination (SPREAD) initiative seeks multilateral funding to develop alternate tourism destinations and ease overcrowding. “We aim to distribute tourist traffic evenly and ensure sustainable growth by adhering to global standards,” said Lt Governor Manoj Sinha. The initiative focuses on creating equitable opportunities while promoting sustainable tourism across the region. 

Suresh Khadakbhavi, CEO, Digi Yatra Foundation, said, “The travel and tourism industry remains a critical economic driver, contributing $178 billion to GDP.” With the market projected at $125 billion by FY 2027, he stressed, “Technology is key to growth, and this year’s budget must focus on innovation and seamless customer experiences.” 

The hospitality sector needs critical reforms, including infrastructure status, tax rationalisation, streamlined visa processes, and state-level investment incentives, said KB Kachru, President, HAI. “We need to market India in a much better way to unlock its full potential,” he added, emphasising these measures to boost global competitiveness and attract investments. 

According to UN Tourism, global tourism reached 1.4 billion international arrivals in 2024, achieving 99% of pre-pandemic levels. This represents an increase of 11% over 2023, or 140 million more international tourist arrivals, fuelled by strong post-pandemic demand, robust performance from large source markets, and the ongoing recovery of destinations in Asia and the Pacific.