Tourism has long been recognised as one of the most dynamic sectors in the global economy. It not only stimulates growth and job creation but also enhances cultural exchange, fosters understanding among nations, and strengthens global connectivity. By serving as a bridge between people and places, tourism highlights a region’s heritage, diversity, and natural beauty, while contributing significantly to economic prosperity.
In 2025, the United Nations World Tourism Organization (UNWTO) has chosen the theme “Tourism and Sustainable Transformation” for World Tourism Day. This theme reflects the sector’s potential to bring about positive change socially, economically, and environmentally. However, achieving such transformation requires more than just growth. It calls for good governance, strategic planning, effective monitoring, and prioritisation of long-term sustainability.
Malaysia will host the official celebrations of World Tourism Day, alongside the World Tourism Conference (WTC) 2025, from September 27 to 29 in the historic city of Melaka, underscoring Asia’s rising prominence in global tourism.
History and Significance of World Tourism Day
World Tourism Day is celebrated every year on September 27, commemorating the adoption of the UNWTO statutes in 1970. The day highlights the critical role of tourism in advancing socio-economic development and supporting the United Nations Sustainable Development Goals (SDGs).
The first official celebration took place in 1980, and since then, it has become a global platform to raise awareness about tourism’s value. Each year, host countries organise events that reflect both their cultural identity and the international significance of tourism.
India’s Tourism Landscape
India, with its diverse landscapes, centuries-old heritage, and vibrant cultural traditions, has always been a global tourism hotspot. Over the past decade, the Government of India has introduced transformative initiatives aimed at scaling up the sector and positioning it as a key driver of economic growth, employment, and cultural diplomacy.
As of June 2025, inbound tourism stood at 16.5 lakh visitors, while outbound tourism recorded 84.4 lakh travellers. This activity generated ₹51,532 crore in foreign exchange earnings. According to the National Accounts Statistics 2025, the tourism sector contributed ₹15.73 lakh crore to India’s GDP in 2023–24, accounting for 5.22% of the total economy. Employment generation is equally significant, with 36.90 million direct and 47.72 million indirect jobs, representing 13.34% of the nation’s total workforce.
These achievements align with the government’s twin vision of “Vikas” (development) and “Virasat” (heritage), redefining tourism in terms of scale, inclusivity, and sustainability.
Major Government Initiatives
Swadesh Darshan Scheme
Launched in 2014-15, the Swadesh Darshan Scheme (SDS) was designed to develop thematic tourism circuits across India. A total of 76 projects worth ₹5,290.30 crore were sanctioned, of which 75 have been completed.
Revamped in 2023 as Swadesh Darshan 2.0 (SD 2.0), the programme now emphasises sustainable, tourist-centric destination development. In just two years, 52 projects worth ₹2,108.87 crore have been approved. Destinations developed include the Buddhist Circuit in Bihar, the Eco Circuit in Uttarakhand, the Wildlife Circuit in Assam, and the Himalayan Circuit in Himachal Pradesh, among others.
The Challenge-Based Destination Development (CBDD) scheme, under Swadesh Darshan, is further selecting 42 destinations under four themes—Culture & Heritage, Spiritual & Eco-tourism, Amrit Dharohar, and the Vibrant Villages Programme.
. PRASHAD Scheme
The Pilgrimage Rejuvenation and Spiritual Heritage Augmentation Drive (PRASHAD), launched in 2014–15, focuses on improving infrastructure at pilgrimage centres. As of August 2025, 54 projects across 28 states and union territories have been sanctioned, with funding exceeding ₹1,168 crore. This scheme enhances tourist convenience and also preserves the spiritual essence of heritage cities, generating local employment and community engagement.
Dekho Apna Desh
Introduced in January 2020, the Dekho Apna Desh initiative encourages Indians to explore their own country. It uses webinars, roadshows, digital campaigns, and even citizen polls like the “People’s Choice” awards to promote domestic tourism. The campaign has played a crucial role in revitalising travel post-pandemic, boosting destinations that might otherwise remain overlooked.
Vibrant Villages Programme (VVP-I & II)
The Vibrant Villages Programme (VVP-I), launched in February 2023, focuses on developing villages near the northern borders by promoting tourism, skill development, and entrepreneurship. VVP-II, launched in April 2025, expands this model to villages along other international borders, with a total budget of ₹6,839 crore till 2029.
Special Assistance to States for Capital Investment (SASCI)
Launched in July 2025, SASCI aims to create iconic tourist centres with world-class facilities. With 40 projects worth ₹3,295.76 crore, it provides full central funding, while state governments manage implementation. The projects are designed to strengthen local economies and empower artisans and communities.
Capacity Building and Digital Transformation
Through the Capacity Building for Service Providers (CBSP) scheme, the government has launched initiatives like Paryatan Mitra/Paryatan Didi, empowering local communities, women, and tribal groups in tourism roles.
On the digital front, the Incredible India Digital Portal serves as a one-stop solution for travellers, offering bookings, itineraries, and even an AI-powered chatbot. In 2024, it logged 294.76 crore domestic tourist visits. The Incredible India Content Hub further provides high-quality images, films, and resources for global travel stakeholders.
Emerging Sub-Sectors in Indian Tourism
Festival Tourism: Through the Utsav Portal, India showcases festivals and live events as tourism drivers.
Adventure Tourism: Over 120 new mountain peaks have been opened for trekking and mountaineering.
Wedding Tourism: Campaigns like “India Says I Do” and “Wed in India” position India as a top global wedding destination.
Cruise Tourism: The Cruise Bharat Mission (2024–29) plans 51 cruise circuits across 14 states and 3 UTs.
Pilgrimage Tourism: PRASHAD and Swadesh Darshan continue to upgrade religious destinations, with 50 new sites proposed in the 2024–25 budget.
Medical Tourism: The “Heal in India” initiative highlights affordable, world-class healthcare, integrating Ayurveda and Yoga to attract global patients.
Tourism as a Force for Transformation
India’s recent tourism trajectory has been nothing short of remarkable. The government’s strategic focus on infrastructure, sustainability, and digitalisation has placed India firmly on the global tourism map. From heritage-rich circuits to modern adventure trails, from wedding venues to wellness hubs, India offers something unique for every traveller.
On the occasion of World Tourism Day 2025, as the world reflects on the theme of sustainable transformation, India stands as a shining example of how tourism can fuel economic growth while preserving cultural identity and empowering local communities.
Tourism today is more than a journey-it is an agent of change, a promoter of peace, and a driver of shared prosperity. As India continues to embrace innovation and inclusivity, the sector is poised not only to boost economic development but also to strengthen the nation’s soft power and its global standing in the years ahead.
Marking World Tourism Day 2025, key figures from the tourism industry reflected on the sector’s progress and shared their vision for the future.
Dr. Sanjay Sethi, MD & CEO, Chalet Hotels Limited.
As we mark World Tourism Day 2025 under the theme ‘Tourism and Sustainable Transformation’, we stand at a pivotal moment where recovery is nearly complete, but the true journey of transformation is just beginning. At Chalet Hotels, sustainability is core to our strategy. As the first hospitality company globally to join all three Climate Group initiatives – RE100, EP100, and EV100 – we have shown that environmental stewardship and financial performance go hand in hand. Our commitment to achieve net-zero emissions by 2040 reflects this resolve.
With 83% of travelers now prioritizing sustainable tourism, the shift in consumer consciousness is clear. India’s tourism sector, contributing 5.22% to GDP and projected to reach USD 55 billion by 2025, must anchor this growth in responsibility, preservation, and inclusive development. The future of tourism lies in the convergence of sustainability, technology, and authentic experiences – creating superior value for guests, communities, the environment, and shareholders alike.”
Mr Aviral Gupta CEO of Zo World and Zostel
“Tourism is at an inflection point. For too long, it has been measured in arrivals and revenues, but the true measure is in the lives it touches and the communities it uplifts. At Zo World, we have witnessed this shift first-hand, from our Zostel beginnings that democratized travel for young explorers, to Zo Trips that curated authentic journeys, to Zo Houses and Zo Villas that redefined living spaces, and Zostel Plus which showcased unique, premium experiences. Each of these steps has been about building more than products; it has been about creating an ecosystem. On World Tourism Day, we reaffirm our belief that travel must go beyond consumption, it must empower. As we expand into Japan, Russia and Malaysia, our mission is to enable authentic exchanges where culture is preserved, local entrepreneurs thrive, and travelers leave with more than memories they leave with connections. With a community of over 5 million of travelers and creators across 100+ destinations, we are living proof that travel can unite the world under the spirit of Vasudhaiva Kutumbakam, one world, one family. That is the future Zo World is committed to leading.”
Pardeep Kumar Siwach, DGM- Accommodation at Mayfair Spring Valley Resort, Guwahati
Travel today is no longer just about where people go. It is about how they engage with the places they visit and the impact they leave behind. At Mayfair Spring Valley Resort, we see this as an opportunity to redefine hospitality in a way that reflects the theme of this year’s World Tourism Day: Tourism and Sustainable Transformation.
Sustainability is not something we treat as an added feature. It is built into the way we operate every day. We focus on energy-efficient infrastructure, renewable energy use, water conservation, and sourcing produce locally. These choices help reduce our environmental impact while offering guests a more genuine connection to the region. When guests enjoy food grown nearby or spend time in nature guided by local knowledge, the experience becomes much more personal and meaningful.
We find that travellers today are increasingly looking for more intentional and rooted experiences. Whether it is a wellness retreat, a cultural exchange, or a simple nature walk, they want each part of their stay to carry purpose and depth.
Sustainable travel is not just the right thing to do. It is essential to create the kind of meaningful, lasting experiences that people remember long after their journey ends.
Mr. Vikram Dhawan, Chief Strategy Officer, Ebix Travel- Delphi World Money Ltd.
“The global sustainable tourism market is projected to grow from USD 2.73 trillion in 2023 to an estimated USD 9.17 trillion by 2032, underscoring a worldwide shift toward responsible and regenerative travel models. In India, where tourism contributes nearly 5% to the GDP, the government is taking proactive steps to align growth with low-carbon infrastructure, local value creation, and circular resource use.
As we reflect on the theme of World Tourism Day, it’s clear that true progress in sustainable tourism requires alignment across public policy, private investment, and grassroots stakeholders. To establish global leadership in this space, India must define and track meaningful success metrics, such as per-visitor carbon footprint, local economic retention, and circular waste management, that can serve as benchmarks for the global industry.”
Tarandeep Singh Sekhon, Chief Business Officer of KidZania India ,
“World Tourism Day is a reminder that travel isn’t just about places — it’s about shaping perspectives. At KidZania, our Madhya Pradesh Tourism Experience Center lets kids and parens explore virtual jungles and rivers, discover India’s tiger capital, and learn through play and quizzes. We’re not just sparking curiosity — we’re raising India’s youngest ambassadors for responsible tourism and proving that true exploration begins with conservation.”
Also Read
“Tourism and Peace” will be the theme of World Tourism Day 2024
Watch on Youtube
