The Taj Mahal, a white marble mausoleum considered to be one of the seven wonders of the modern world, the temples of Khajuraho, famous for their erotic stone sculptures, and the churches of Goa: India boasts some 43 UNESCO World Heritage sites and many other treasures.

Yet the country is struggling to attract foreign tourists. According to official figures, only 9.52 million tourists visited India in 2023, while France welcomed over 100 million and Thailand, 28 million. "We have of course picked up business, but sales are still 15% below pre-pandemic levels," confirmed Rajiv Mehra, president of the Indian Association of Tour Operators.

While many Asian countries are redoubling their efforts to attract foreign travelers, India is not investing in international tourism. The budget allocated to its promotion has been reduced from €11 million to €3.6 million between 2023 and 2024, a drop of 67%.

"It is imperative to allocate strategic funds for marketing campaigns, promotions and key messages abroad to improve India's global tourism ranking and attract international visitors," stated an August 2024 report by consultancy firm KPMG, which emphasizes the sector's "enormous multiplier effect" on the economy. In its 2025-2026 budget, presented to Parliament on Saturday, February 1, India has identified tourism as a key area for stimulating employment-led growth. The Ministry of Tourism will see its overall budget increase significantly, from €95 million for 2024-2025 to €283 million for 2025-2026.

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