New Delhi: The Indian government has embarked on an ambitious endeavor to develop 50 new tourist destinations across the country, revealing a commitment to the growth of its tourism sector. Manisha Saxena, Director General of the Ministry of Tourism, highlighted this initiative during an event organized by Mastercard in the capital city.
Saxena emphasized the significance of tourism in India’s economic landscape, echoing the sentiments expressed by Prime Minister Narendra Modi, who regards tourism as a vital economic activity. With India’s rich cultural heritage and countless heritage monuments, Saxena believes this is an opportune moment to promote the nation on the global stage.
In the Union Budget for FY24, proposals were made to identify and develop 50 new tourist destinations, creating fresh and immersive tourism experiences. The Ministry of Tourism is also working on a long-term projection, with the aim of transforming the tourism industry into a $1 trillion powerhouse in India by 2047.
In a collaboration between the Payments Gateway and Invest India, a microsite named ‘Priceless.com’ has been launched, offering travelers access to exclusive deals and experiences in India. This platform, which curates experiences across countries, represents a shift from traditional advertising-led marketing to experience-based marketing. Raja Rajamannar, Chief Marketing and Communications Officer and President of the healthcare business at Mastercard, expressed optimism about the site’s potential in altering India’s global travel image.
Additionally, the platform is set to include culinary, sports, entertainment, and wellness experiences, enhancing the offerings available to card users.
Mastercard’s investment in this program, while unspecified in monetary terms, is described as substantial and expected to yield positive returns. The platform has been introduced at a time when there is a 65% increase in spending on experiential travel in the Asia Pacific region since 2019, driven by pent-up demand.
The initiative aligns with the Ministry of Tourism’s ‘Dekho Apna Desh’ campaign, which was initiated during the pandemic to encourage domestic tourism.
