Union Tourism and Culture Minister Gajendra Singh Shekhawat has called for a fundamental shift in India’s tourism strategy from merely increasing tourist arrivals to creating authentic, experience-led tourism that delivers greater value and transforms every visitor into an ambassador of India’s civilisation and culture.
Addressing the inaugural session of the second annual conclave of the Federation of Associations in Indian Tourism & Hospitality (FAITH) in New Delhi, the Minister said India’s greatest competitive advantage is its culture and civilisation.
“India possesses a capital that no factory or manufacturing unit can produce. That capital is our culture, our diversity, our civilisational heritage and our dialogue with the world,” Shekhawat said.
He said India’s long-term strength would not be measured solely by GDP growth but by the country’s cultural and civilisational resurgence, adding that the world today is beginning to recognise India in a new light.
Positioning tourism as a central pillar of the government’s Viksit Bharat 2047 vision, Shekhawat said tourism is no longer viewed merely as a supporting economic activity but as a nation-building sector capable of driving inclusive development.
“Tourism is not merely an economic engine. It empowers women, creates employment for youth, encourages entrepreneurship, supports artists and artisans, creates markets for rural communities and connects remote regions with the mainstream economy,” he said.
The minister said tourism also provides global recognition to India’s crafts, cultural traditions and creative economy while carrying the benefits of development beyond metropolitan cities to villages across the country.
Highlighting changing global travel trends, Shekhawat said modern travellers are increasingly seeking meaningful and immersive experiences rather than simply visiting monuments or staying in luxury hotels.
He said India’s culture can only be understood by experiencing its festivals, spiritual traditions, villages, mountains, deserts, music, cuisine and diverse communities.
Calling for a shift in thinking, the minister said the tourism sector should now focus on enhancing the value generated by every visitor rather than concentrating exclusively on arrival numbers He said that beyond memories, the travel and hospitality stakeholders should try to convert every visitor into true ambassadors of India’s culture and covilisation.
Referring to India’s tourism performance, Shekhawat said international comparisons should not be limited to arrival figures alone. He noted that foreign tourists spend significantly longer in India than in many leading tourism destinations, making visitor experience, length of stay and value generation equally important indicators of success.
The minister also underlined the importance of adopting a whole-of-government approach for tourism development, saying coordinated policy interventions across ministries and close cooperation between the Centre and states are essential for attracting investment and building globally competitive destinations.
Drawing lessons from successful international tourism destinations, Shekhawat said robust tourism infrastructure is built through close collaboration among governments, industry and local communities. He urged all stakeholders to strengthen mutual trust and continue working in partnership.
“The trust factor between government and industry has witnessed a significant improvement over the past few years. We must build on this confidence to create an ecosystem that attracts investment and delivers world-class visitor experiences,” he said.
Under the theme *“Incredible India: Invaluable Economics*,” the Conclave will focus on strategies to accelerate tourism-led economic growth, employment generation and regional development, while realising sector’s immense economic potential and strengthening India’s position as a leading global tourism destination.
FAITH has raised a 6-point charter to achieve this goal.
1. Granting tourism *Infrastructure status* by the centre and *Industry status* across all states.This will improve access to capital and reduce financing costs enhancing sector’s investment attractiveness.
2. Fast-track the development of *50 tourism destinations on Mission Mode*, supported by clear implementation timelines.
3. Dedicated global tourism promotion campaign under a strong *‘Brand Bharat’* initiative with sustained funding to increase foreign tourist arrivals and strengthen India’s positioning in international markets.
4. *Liberal visa regime*, including expanded *e-visa* access and simplified entry procedures, can significantly boost inbound tourism.
5. Investment in *tourism infrastructure* ranging from last-mile connectivity and convention centres to wayside amenities, cruise terminals and digital infrastructure will further elevate visitor experience.
6. *Rationalizing taxation* to align with global benchmarks and creating a *single-window clearance* will encourage greater private sector participation.
The inaugural session of the FAITH Conclave was attended by Delhi Lieutenant Governor Taranjit Singh Sandhu, World Travel & Tourism Council (WTTC) President & CEO Gloria Guevara, and leaders representing FAITH’s 11 member associations from the travel, tourism and hospitality industry.