India is rapidly emerging as a crucial source market for global tourism, driven by significant economic growth, demographic changes and infrastructure improvements, as highlighted in the Arabian Travel Market's (ATM) 2024 future stage, when the premier travel event returned. Middle East travel and tourism. to Dubai World Trade Center (DWTC) in its 31st year.
During the Unlocking the True Potential of Indian Travelers session, Virendra Jain, CEO and Co-Founder of VIDEC, a boutique travel, tourism and hospitality advisory and analytics firm, shared key insights including market opportunity assessments, channel analysis and distribution, characteristics and behaviors of Indian travelers and projections of India's outbound travel trends over the next decade.
According to VIDEC's Indian Traveler Behavior and Outlook Report 2023, more than three-quarters of respondents prioritize travel and tourism as discretionary spending. The report also shows that 59% of Indian travelers prefer short weekend trips and 79% choose domestic destinations over international ones. Of international travelers, 84% did so for the first time, with Thailand, the United Arab Emirates and Singapore being the main destinations, chosen for their proximity, climate and cultural appeal.
Showcasing the findings of the report, which Jain co-authored with Deepak Jain, he said: “The main motivator for these trips is the need for a break from daily life, with 33% of travelers seeking leisure getaways. Additionally, 69% book flights well in advance, in contrast to last-minute intercity bus bookings. Coupled with India’s growing digital competition and infrastructural improvements like the UDAN scheme, these trends are making India a dynamic source market for global tourism, requiring targeted engagement strategies to capitalize on this growth.”
The presentation was followed by a panel session of the India Market Insights Summit at the ATM 2024 Global Stage with notable speakers including Ross Veitch, CEO and Co-Founder, Wego; Raj Rishi Singh, Chief Marketing Officer & Business Head – Corporate, MakeMyTrip; and Ankur Garg, Chief Commercial Officer, Air India Express. Speakers emphasized the strategic importance of understanding and targeting the Indian travel market with innovative and customized marketing strategies, focusing on sectors such as air transport, hotels, railways and intercity buses.
Commenting on the impact of the session, Danielle Curtis, ME Exhibition Director, Arabian Travel Market, said: “Today's discussion on the Indian travel market highlighted the wealth of opportunities and the strategic importance of marketing approaches. nuanced marketing that meets the unique needs of Indian travelers. “This session is a cornerstone in fostering deeper understanding and cooperation between Middle Eastern travel professionals and Indian travel companies.”
Elsewhere at the ATM 2024 Market Insight Summit, panelists from leading hospitality brands, including LOTUS, Arabian Adventures, NexusCube and Trojena – NEOM, explored new sustainable developments, attractions and entertainment offerings that can open up new opportunities for the Americas.
Held in conjunction with Dubai World Trade Centre, ATM 2024 strategic partners include Dubai Department of Economy and Tourism (DET), Destination Partner; Emirates, official airline partner; IHG Hotels & Resorts, official hotel partner and Al Rais Travel, official partner of DMC.