What India's Tourism Diplomacy Needs Now

Although well respected as an engine of economy, tourism in its essence is storytelling. The weaving of history, tradition and identity into experiences that shape global narratives. What could serve as a more powerful channel of diplomacy than this expansive forum of cultural immersion? For India, a nation with staggering diversity of art, architecture, craft, cuisine, language and landscape, there has never been a more opportune or pressing time to recognise tourism not only as an industry but as a multilateral soft power with growing international reach.

- BY SHRUTI SHIBULAL, EXECUTIVE VICE CHAIR OF THE BOARD OF DIRECTORS AT TAMARA LEISURE EXPERIENCES

Our national and regional campaigns have captured the attention and aspirations of a wide variety of demographics. The next opportunity lies in fueling this momentum, in part through cohesive, thoughtful and holistic narratives that move from raising awareness to deepening resonance through an experience of trust, discovery and lasting memories.

The World Economic Forum's Ten Principles for Sustainable Destinations (2022), notes that the inspiration and, indeed, the invitation to travel should be matched with stewardship. Tourism diplomacy is not only about welcoming the world to our shores, it is also ensuring - at multiple layers - that their experience is marked by depth, care and continuity.