I spent the past few days at ITB India 2025, held from 2–4 September at the Jio World Convention Centre in Mumbai. As one of Asia’s fastest-growing travel trade shows, ITB is a space where the global tourism industry gathers to showcase destinations, forge partnerships, and set the tone for the year ahead.
Walking through the stalls, I couldn’t help but notice a trend: the overwhelming focus on outbound travel. Bali, Thailand, Oman, Vietnam, Norway, Kenya, Georgia, and Egypt had strong representations. Countries are aggressively courting the Indian traveler and why not? Indians are traveling abroad more than ever before.
But this raises an important question: are we giving our domestic destinations the spotlight they truly deserve?
What I Observed at ITB India 2025
- Bali, Vietnam & Thailand dominated with vibrant pavilions, experiential booths, and new package launches.
- Oman & Kenya positioned themselves as cultural and adventure hubs, drawing parallels with India’s mountain and desert experiences.
- Even smaller countries like Sri Lanka highlighted how they bounced back quickly after crises, attracting global visitors again.
In contrast, Indian state tourism boards had a much quieter presence. While a few promoted Rajasthan’s heritage, Madhyan Pradesh, Chatisgarh and Kerala’s Ayurveda, the enthusiasm and scale paled in comparison.
The Missed Opportunity
India is home to destinations that rival global icons:
- North East India – Cultural festivals, natural wonders, and unique homestay experiences.
- Ladakh & Kashmir – High-altitude landscapes, monasteries, and trekking routes.
- Kerala – Backwaters, Ayurveda, and eco-tourism.
- Goa – Once India’s crown jewel, but slowly losing its first-choice tag to Bali.
- Andaman Islands – Pristine beaches and scuba diving that can compete with Maldives or Bali.
- Chhattisgarh & Madhya Pradesh – Rich forests, tribal culture, and hidden heritage.
And let’s not forget Rajasthan, whose palaces and luxury hotels already match Middle Eastern opulence—yet somehow, the world still looks elsewhere.
Learning from Global Campaigns
Countries like Japan and Thailand have experimented with innovative strategies such as free flight campaigns to attract tourists. Imagine India adopting something similar—free domestic flights for select foreign tourists or heavy discounts during off-season. The ripple effect on our economy would be massive.
Pair that with the new GST regime (effective 22 September 2025), which makes Indian hotels, stays, and travel packages more affordable, and we have the perfect formula to boost domestic tourism.
👉 If you haven’t read my take on the GST reforms and their impact on domestic tourism, check it out here: New GST Regime 2025: What It Means for Domestic Tourism in India.
The Role of Positive Storytelling
One of the biggest challenges for Indian tourism is perception. Natural crises like floods and landslides in mountain states make headlines globally. Negative stories spread fast, while positive efforts often go unnoticed. We must actively highlight:
- Successful eco-tourism initiatives.
- Community-led tourism models.
- Safety measures and improved infrastructure.
Because when foreign tourists praise India, it doesn’t just attract more global visitors—it also inspires domestic travelers to rediscover their own country.
RidingSolo’s Takeaway from ITB 2025
At RidingSolo, our mission is to bridge the gap between domestic hidden gems and international favorites. Yes, we curate unforgettable trips to Bali, Thailand, Vietnam, Oman, Georgia, and Egypt. But we’re equally passionate about showcasing Ladakh, Kashmir, Spiti, Rajasthan, Goa, Andaman, and the Summer & Winter treks.
By promoting both sides of the travel spectrum, we aim to ensure Indian travelers see value at home as much as abroad.
Final Thought
ITB India 2025 reinforced one truth: the world sees India as a major outbound market. But the time has come to also position ourselves as a world-class inbound and domestic destination. With the right mix of policy support (like GST cuts), creative campaigns, and strong industry collaboration, Indian tourism can shine on both sides of the global stage.
👉 Planning your next adventure? Whether it’s Bali’s beaches, Kasol in Himachal, or Goa’s Beaches, RidingSolo is here to craft the perfect journey for you. Our ATS accommodation options are available on more then 100 plus locations.
Our team is just a ping away, talk to us now to book your accommodation or entire package.
I was joined with my colleague and director Pooja Singh.