The Rise of Travel Enthusiasts from India’s Smaller Towns
The travel landscape in India is witnessing a remarkable shift as more travelers from tier two and tier three cities embark on international journeys. This trend is catching the attention of overseas tourism boards, travel companies, and destination marketing firms, all eager to tap into this burgeoning market.
Expanding Horizons: Dubai’s Strategic Move
Bader Ali Habib, the regional head at the Dubai Department of Economy and Tourism (DET), highlights Dubai’s initiative to enhance flight connectivity to 23 Indian cities, including Jaipur, Pune, Coimbatore, Lucknow, Kochi, and Surat. He notes, “The potential for outbound tourism from tier two and three cities is immense, driven by higher spending power and a growing demand for MICE (meetings, incentives, conferences, and exhibitions), weddings, honeymoons, and sports.”
Singapore’s Growing Popularity
Markus Tan, regional director at the Singapore Tourism Board, reveals that Singapore welcomed over 629,000 Indian visitors in the first half of 2024, positioning India as its third-largest source market. “The surge in tourism traffic is fueled by aspirational consumers from India’s growth markets, keen on exploring world-class destinations like Singapore,” he says.
Abu Dhabi’s Focus on Emerging Markets
Liam Findley, CEO of Miral Destinations, shares that Yas Island Abu Dhabi has seen a 40% increase in visitors from India, with significant engagement from tier-two and tier-three markets. “Cities like Chandigarh and Jaipur, along with Rajkot and Kolhapur, are showing rising interest,” he notes.
Tailored Tours for Regional Travelers
Rajeev Kale of Thomas Cook (India) points out that rising disposable incomes and improved connectivity are driving demand from smaller cities. “Our regional tours cater to specific markets such as Marathi, Bengali, Gujarati, and Tamil, ensuring a personalized experience with regional language-speaking tour managers and local delicacies.”
MakeMyTrip’s Impressive Growth
Rajesh Magow, co-founder of MakeMyTrip, reports a 38% year-on-year growth in outbound travel searches from smaller towns. “Tier two cities have seen a 25% growth, while tier three cities have experienced a staggering 67% increase,” he adds.
Luxury Travel from Smaller Cities
Chamindra Goonewardene from Resplendent Ceylon notes an increasing interest in luxury travel experiences from tier two and tier three cities like Madurai, Surat, Coimbatore, Jaipur, and Chandigarh.
This surge in travel enthusiasm from India’s smaller towns signifies a promising future for the travel industry, with more destinations and experiences becoming accessible to a broader audience.
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