The Indian outbound market, which has recently been identified as the most growing in the tourism segment - is all set to surprise the world. There is 25% rise in Indians planning holidays this winter as against last year and 70% rise in Indians travelling overseas.

The known course of evolution of the Indian Outbound Traveler - to pick from neighboring outbound trips to Bangkok - Thailand or Singapore first and then leading towards off-beat outdoor destinations is all set to change. Indians are frequently picking up destinations like Cambodia, Vietnam, Japan or even Europe as their first international experience for exploration of different personal interests.

These changing stats are the result of travel promotion’s in tier-2 / tier-3 cities and the simplified visa policies for Indian travelers. Also I am of the view that the Indian traveler is gaining much more knowledge due to the various marketing initiatives and literature available on these new destinations.

In a country like ours where after every 100 Kms everything including - language / cuisines and landscape changes - there cannot be a uniform marketing initiative per say.

Each region of the country demands a different outbound experience. Preference’s could vary as certain regional segments like to travel alone or with families while other’s travel in group’s. Marketing initiatives in terms of campaigns and promotions, thus, strictly requires the coherent impact wherein travelers at different geo locations, identifies the element of personal touch in the promotions.

The paradigm on spending are also changing. The focus of Indian traveler is shifting from shopping to the gourmet cuisines, sightseeing experiences, luxury hotels, destination weddings, wellness and art & culture.

The need of the hour is apt communication that one has to address and place to the decision makers thus empowering them to make correct decisions - be it a tour operator, individual travelers or corporates.

Jasmine Duggal
Director - Pathika Representation & Marketing