India’s outbound travel landscape has reached an unprecedented milestone. In January 2024, over 6.52 million Indians traveled abroad, a remarkable 17% increase compared to January 2023.
Thanks to increasing incomes, enhanced air connectivity and the impact of social media, India has emerged as one of the fastest-growing outbound source markets in Asia. For destinations and businesses seeking to capitalize on this high-potential market, understanding the key factors driving Indian travelers’ choices is crucial. This blog explores five decisive factors shaping their preferences and highlights actionable insights aimed at attracting Indian travelers.
1. Destination Appeal
Destination appeal serves as the foundational factor for any traveler’s choice, and Indian travelers are no exception. How attractive and culturally resonant a destination appears significantly influences decision-making.
To Indian travelers, proximity is an important deciding factor – about 70% of Indian travelers choose nearby destinations in the Middle East and South Asia region. For example, Dubai, according to Statista, attracted over 6 million Indian visitors in 2023, thanks to its competitive edge in geographic location, cultural familiarity, and diverse entertainment options.
“India Diaspora” – one of the main reasons why Indians travel outbound is to visit family and friends in their country of residence or hometown. Many Indians travel abroad to attend weddings, family reunions or important cultural festivals. Destinations like Dubai, and Singapore have become popular among Indian travelers due to their strategic promotion of family-friendly activities, shopping experiences, and scenic beauty. Moreover, the availability of vegetarian or Indian cuisine often adds to a destination’s charm, making it more appealing to this audience.
For destinations seeking to enhance their appeal, tailoring marketing campaigns to highlight unique cultural experiences, festivals, or even Bollywood tie-ins can create a strong emotional connection. Showcasing how the destination aligns with Indian travelers’ interests — be it adventure, relaxation, or luxury — can further solidify its position in their minds.
Many Indians travel abroad to attend weddings, family reunions or important cultural festivals.
2. Accessibility
Ease of access can make or break a destination’s desirability. Indian travelers value simplicity in visa processes, and destinations that streamline these requirements often gain a competitive edge.
For instance, countries offering e-visas or visa-on-arrival options, such as Thailand and the Maldives, have witnessed a steady influx of Indian tourists. Simplified visa applications not only reduce friction but also communicate a welcoming attitude. Conversely, destinations with complex or time-consuming visa procedures risk deterring potential visitors.
To attract more Indian travelers, destinations should consider implementing hassle-free visa systems. Collaborative campaigns with Indian travel agencies to demystify visa processes and promote “easy access” destinations can further amplify their appeal.
3. Connectivity
Direct flight connectivity plays a pivotal role in destination selection for Indian travelers. As one of the largest aviation markets globally, India boasts numerous international airports connecting major cities to global hubs. However, the availability of convenient flight routes significantly influences travel decisions.
Destinations with well-connected and affordable flights, such as Bangkok and Kuala Lumpur, are consistently favored by Indian tourists. Additionally, short-haul destinations within 4-6 hours of flying time often appeal to families and working professionals seeking quick getaways.
Investing in stronger airline partnerships and promoting direct flights can help destinations capture a larger share of the Indian market. Beyond convenience, affordable ticket prices and seasonal promotions can further enhance the connectivity-driven appeal.
4. Destination Services
Budget considerations are critical for Indian travelers. While affordability is important, so is value for money, particularly when it comes to accommodation and on-ground services.
Destinations like Bali and Vietnam have gained popularity among Indian travelers for their ability to offer diverse options across price ranges, from luxury resorts to budget-friendly hotels. The presence of Indian-friendly services, such as restaurants serving vegetarian food, also plays a significant role in making these destinations accessible and welcoming.
For destinations aiming to win over Indian travelers, developing infrastructure to cater to varying budgets is essential. Additionally, training hospitality staff to understand and cater to Indian tourists’ preferences can elevate their overall experience, encouraging repeat visits and positive word-of-mouth.
Vietnam emerges as a favorite destination of Indian travelers.
5. Travel Experience
Finally, the actual travel experience shapes how Indian tourists perceive a destination and whether they would recommend it to others. Key elements include the destination’s weather, the quality of attractions, and the ease of communication.
Indian travelers appreciate destinations where local residents can communicate in English, ensuring seamless navigation and interactions. Furthermore, attractions that are family-friendly, unique, or Instagram-worthy tend to resonate strongly. For instance, Japan ranks highest in Net Promoter Score among Indian travelers to 10 Asian destinations, often leaving a lasting impression due to its unique scenic landscapes and vibrant culture.
Destinations can elevate their travel experiences by investing in cultural sensitivity training for local staff, ensuring attractions cater to diverse demographics, and promoting off-peak travel seasons with favorable weather conditions. Enhancing these experiences not only boosts satisfaction but also strengthens the destination’s reputation.
Conclusion
As India outbound travel industry continues to grow, destinations must adapt to the evolving preferences of this dynamic market. The five key factors — destination appeal, accessibility, connectivity, destination services, and travel experience — are critical touchpoints influencing Indian travelers’ decisions.
By prioritizing these factors, destinations can position themselves as attractive options for Indian tourists, fostering sustainable growth and long-term loyalty.
