India’s Tourism Associations recalibrate for domestic travel growth

India’s domestic tourism landscape is undergoing a dynamic transformation, driven by shifting traveller preferences, digital evolution, and the rise of niche segments. Leading industry associations like FAITH, TAAI, TAFI, ADTOI, and ATOAI are playing pivotal roles in steering this growth through collaboration, policy advocacy, sustainability efforts, and capacity building. Together, they are trying to shape a resilient, inclusive, and future-ready ecosystem that aims to unlock the full potential of India’s travel economy.

- Prashant Nayak

FAITH: Building a Unified Front for Domestic Tourism Growth

According to Rajiv Mehra, General Secretary, FAITH (Federation of Associations in Indian Tourism & Hospitality), FAITH member associations are witnessing a sharp upswing in domestic travel. This growth is largely fuelled by a burgeoning middle class, enhanced connectivity, and heightened interest in spiritual, rural, and experiential tourism. However, gaps in infrastructure, complex regulations, and the slow pace of digital adoption continue to be key concerns. Thus, FAITH plays a critical role in convening stakeholders, pushing for policy reform, and spearheading skill development and digital transformation initiatives to ensure the sector remains robust and future-ready.

Aligning Centre-State Tourism Policies

FAITH acts as a central coordinating body, liaising with the Ministry of Tourism, other central ministries, and state governments to ensure cohesive tourism policy across India. Mehra highlights FAITH’s involvement in pre-budget meetings, policy forums, and joint task forces that advocate for regulatory simplification, better infrastructure, and seamless interstate travel. The federation also works on destination branding and capacity-building efforts in partnership with state governments, ensuring that domestic tourism grows under a unified national strategy.

Driving Digital and AI Integration

Emphasising the transformational potential of digital tools and artificial intelligence, FAITH is championing their adoption across the tourism value chain. Mehra points to AI’s role in enhancing traveller experiences through personalisation, predictive insights, and automation. FAITH supports capacity-building, especially among MSMEs, and engages government bodies to promote smart tourism infrastructure, digital payment ecosystems, and virtual interfaces that make travel more seamless and appealing.