Delivering the inaugural address at the 40th IATO Annual Convention, Suman Billa, Additional Secretary and Director General, Government of India, underlined the critical role of tourism in building resilience in India’s economy amidst global challenges.
“If you have to withstand and build resilience into the economy in a tariff-ridden world, it is very essential for us to improve the tourism sector as a bulwark to raise jobs, to create jobs, as well as to ensure that we build strength into our economy,” he said, setting the tone for the deliberations ahead.
Billa highlighted that the traditional model of tour operators is facing unprecedented pressure due to the commoditization of tourism services and the dominance of online platforms. “The more commoditized tourism gets, the easier it is to be sold online. For physical, brick-and-mortar tour operators, the space is shrinking. That is why we need to reinvent ourselves,” he noted.
Calling for innovation and agility, he urged industry stakeholders to focus on curation, customization, and creativity. “How can we curate? How can we create new products? How can we customize products for tourists around the world? How can we use social media effectively for marketing and outreach?” he asked, stressing the need to move beyond standard offerings.
Billa emphasized that the changing demography of global travelers demands new approaches that highlight India’s diversity and depth. By carving niches outside the commoditized model, Indian tourism, he said, can stay relevant and continue to attract repeat visitors.
Most importantly, he underlined the need for government-industry convergence:
“Government and industry are not separate. Government and industry do not sit on the opposite sides of the table. All of us have one function, one purpose. The idea is to converge our forces to make tourism deliver for India in the best manner that it can.”
Concluding his address, Billa invoked the cultural ethos of Odisha with a resounding, “Jai Jagannath!” and called on stakeholders to work collectively to position tourism as a true engine of India’s economic growth.
