August 21, 2025 TnH Global

In Conversation with IATO President Ravi Gosain: Rejuvenating India’s Inbound Tourism

India’s inbound tourism stands at a critical juncture. After the devastating impacts of the pandemic, the sector has demonstrated remarkable resilience, yet formidable challenges remain. As the Indian Association of Tour Operators (IATO) holds its 40th Annual Convention (22nd to 25th August) in Puri, Odisha, the theme ‘Rejuvenate Inbound @2030’ sets a clear and ambitious target. In an exclusive interview, Ravi Gosain, President of IATO, provides a comprehensive overview of the industry’s recovery, the hurdles ahead, and the proactive strategies IATO is employing to secure India’s position as a premier global destination.

Path to Recovery: A Mixed Picture of Growth & Challenges

According to Gosain, the numbers tell a story of strong yet incomplete recovery. “In 2023, India saw a strong resurgence post-COVID, with Foreign Tourist Arrivals (FTAs) nearing 90% of 2019 levels and overall international tourist arrivals surpassing them.” This momentum continued into 2024, with visitor numbers reaching new heights and spending exceeding previous records. Despite these gains, Gosain notes a crucial caveat: international arrivals have not fully regained the 2019 count.

IATO closely monitors key performance indicators to track this recovery. These include monthly FTAs, visa issuance timelines, and tourism promotion budgets. While the jump in FTAs from 6.44 million in 2022 to 9.24 million in 2023 is encouraging, the journey back to pre-pandemic levels is still underway.

Strategies for Overcoming Obstacles

When asked about the most pressing obstacles, Gosain was unequivocal: limited global marketing. “As President, I’m engaging with ministries for streamlined visas, pushing safety training across stakeholders, and advocating for a stronger ‘Incredible India’ campaign,” he said.

Yet, IATO is not waiting solely for government action. The association is leading the charge with proactive initiatives. Dedicated committees are curating secure itineraries showcasing India’s heritage, wellness, and eco-tourism strengths.

To address the gap left by insufficient marketing, IATO is driving global B2B outreach through its members and conventions. Innovative collaborations with airline alliances and content creators are being explored to highlight untapped destinations. In the pipeline are a multilingual inbound portal and an AI-driven campaign to boost visibility in high-potential source markets.

Imperative of Reforms & Tourism Board

A long-standing advocacy point for IATO has been the creation of an India Tourism Board with a substantial budget for international marketing. On this, Gosain admitted, “No progress worth the reckoning so far, but we are pursuing the matter.” IATO’s strategy involves sustained follow-ups with policymakers and comprehensive documentation to strengthen the case for this initiative. Beyond marketing, the inbound tourism sector urgently requires policy reforms. Gosain highlighted several priorities:

Rationalization of taxes: High Goods and Services Tax (GST) rates make India less competitive.
Visa facilitation: Special efforts are needed for the North East to attract tourists from Nepal and Bhutan.
Infrastructure: Not only air connectivity through schemes like UDAN but also last-mile connectivity via surface transport.
Accommodation: High costs and limited supply in the organized sector deter international visitors.
Airline fares: High airfares remain a significant barrier for inbound tourists.

40th IATO Annual Convention: A Vision for the Future

The upcoming convention in Puri is a milestone event. With the theme ‘Rejuvenate Inbound @2030’, it aims to foster critical discussions and strategic planning. The focus is on a realistic five-year horizon, covering diverse tourism segments and state-level policy initiatives.

Its impact will be reflected in carefully designed business sessions, state presentations, and post-tour itineraries—encouraging B2B networking, policy advocacy, and knowledge sharing. For Odisha, it presents a valuable opportunity for national exposure and readiness for inbound tourism.

IATO plans to promote Odisha as a key destination by bringing leading inbound tour operators under one roof. A special session on Odisha tourism, coupled with eight post-convention tours, will serve as an on-ground marketing strategy, enabling operators to experience the state’s offerings first-hand.

A Collaborative Push Towards 2030

The IATO Annual Convention is more than just a gathering—it is a strategic summit to shape the future of Indian tourism. For IATO members, it promises tangible takeaways, from new partnerships to market insights. For Odisha, it serves as a launch pad to the global stage. For India’s wider tourism sector, it highlights the potential of East India while encouraging collaborative strategies for post-pandemic growth and sustainable practices.

The journey to ‘Rejuvenate Inbound @2030’ is challenging, but with IATO’s relentless advocacy, innovative initiatives, and collaborative spirit, the vision of a thriving, competitive, and welcoming India for global travellers is well within reach.

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