Policy Update
Tarushi Parihar
Background
Tourism is a key pillar of India’s economy, contributing approximately ₹20–21 trillion (around 6–6.6% of GDP) in 2024 and supporting over 46 million jobs . The sector is largely driven by domestic tourism, which accounts for nearly 84% of total tourism spending in the country.
However, the COVID-19 pandemic led to a sharp contraction in tourism activity during 2020–21. In response, the Ministry of Tourism launched the Dekho Apna Desh campaign in 2020, which was further expanded into Dekho Apna Desh Campaign 2.0 in 2024 to consolidate recovery and promote sustainable domestic tourism.
The campaign aligns with broader policy priorities such as Atmanirbhar Bharat and Vocal for Local, emphasizing domestic travel as a driver of economic resilience. A key emerging policy pattern is the shift from destination-centric tourism to decentralized and experience-based tourism, with a focus on lesser-known destinations, thematic circuits, and regional diversification.
Functioning of the Campaign
Dekho Apna Desh 2.0 operates as a digital-first tourism promotion initiative, combining awareness generation, stakeholder collaboration, and thematic outreach.
The campaign promotes diverse tourism segments including heritage, spiritual, eco-tourism, adventure, and rural tourism, encouraging citizens to explore beyond traditional hotspots. A major component is digital engagement; The Ministry of Tourism has conducted 150+ thematic webinars, showcasing destinations, cuisines, and cultural experiences. This reflects a broader governance shift towards digital platforms as policy tools for behavioural change and tourism promotion.
The campaign also functions through collaboration with:
- State tourism departments
- Private sector stakeholders
- Local communities
It complements infrastructure-driven schemes such as Swadesh Darshan, under which 110 tourism projects across thematic circuits have been developed , creating an integrated tourism ecosystem.
Performance (Last 2–3 Years)
India’s tourism sector has demonstrated strong post-pandemic recovery, largely driven by domestic demand.
- Domestic tourist visits rose significantly, with over 303 crore visits recorded in 2025 (till August).
- Domestic tourism spending reached ₹15.5 trillion in 2024, exceeding pre-pandemic levels by over 20%.
- The sector’s GDP contribution increased to nearly ₹20.9 trillion in 2024
This growth highlights the effectiveness of domestic tourism promotion initiatives, including Dekho Apna Desh. However, a critical pattern persists: tourism growth remains concentrated, with a few states accounting for a large share of total visits, limiting balanced regional development.
Impact
Dekho Apna Desh Campaign 2.0 has contributed significantly to the revival of domestic tourism and local economies.
Domestic tourism now forms the backbone of the sector, accounting for over 84% of total tourism spending , highlighting its role in economic resilience. The campaign has:
- Boosted demand for local services (hospitality, transport, handicrafts)
- Promoted cultural awareness and heritage engagement
- Supported MSMEs and informal sector employment
At the same time, a dual trend is visible, while overall tourist numbers have surged, benefits remain uneven, with lesser-known destinations yet to fully integrate into mainstream tourism circuits.
Emerging Issues
Several structural and implementation‑level challenges continue to constrain inclusive growth:
- Regional concentration of tourism: A few states dominate tourist inflow, limiting equitable distribution of benefits
- Infrastructure gaps: Emerging destinations lack adequate connectivity and facilities
- Over-tourism: Popular destinations face congestion and environmental stress
- Low rural tourism penetration: Rural tourism remains underdeveloped despite policy push
- Skill gaps: Tourism workforce remains largely informal with limited training coverage
Suggested Solutions
To address these issues, the following policy‑oriented interventions are suggested:
- Promote data-driven tourism planning using real-time visitor analytics
- Strengthen destination management systems in high-traffic areas
- Expand skill development programs with measurable outcomes
- Improve infrastructure through public-private partnerships (PPP models)
- Enhance promotion of rural and community-based tourism
Way Forward
India’s tourism policy is increasingly shifting towards sustainable, digital, and decentralized growth models. The emphasis on domestic tourism reflects a structural transformation in policy thinking after the pandemic.
Recent trends indicate a move towards integrated tourism ecosystems, combining infrastructure investment, digital outreach, and stakeholder collaboration. However, addressing regional imbalances, infrastructure gaps, and sustainability challenges will be critical.
With domestic tourism contributing nearly 84% of total spending and continuing to grow , initiatives like Dekho Apna Desh 2.0 can play a transformative role in ensuring inclusive, balanced, and resilient tourism development in India.
References
- Ministry of Tourism, Government of India. Dekho Apna Desh Campaign 2.0: Overview and Objectives. New Delhi, 2024.
- Ministry of Tourism, Government of India. Swadesh Darshan Scheme: Progress and Project List. New Delhi, 2024.
- Ministry of Tourism, Government of India. India Tourism Statistics and Economic Impact Report 2024. New Delhi, 2024.
- Ministry of Statistics and Programme Implementation (MoSPI), Government of India. Gross Value Added by Tourism Sector, 2024. New Delhi, 2024.
- Ministry of Tourism, Government of India. Post‑Pandemic Domestic Tourism Recovery and Dekho Apna Desh Webinars. New Delhi, 2023–2025.
- NITI Aayog. Atmanirbhar Bharat and Tourism: Policy Directions for Domestic Travel and MSMEs. New Delhi, 2022.
- Ministry of Tourism, Government of India. Integrated Tourism Infrastructure and Rural Tourism Promotion Strategy. New Delhi, 2023.
About the Contributor
Tarushi Parihar is a Policy Research Intern at Impact and Policy Research Institute (IMPRI).
Acknowledgement
The author sincerely thanks Ms Tulsi, Ms Vishvaney, and the IMPRI team for their constructive comments and editorial guidance during the review of this policy update.
Disclaimer: Any views expressed in this article are those of the author and do not necessarily reflect the views of IMPRI.
Read More at IMPRI:
Information Technology and E-Governance Reforms in India
On a Beijing business trip: Trump-Xi meet signals managed rivalry, not reset in US-China ties
