India’s tourism branding must move beyond administrative boundaries and focus on experience-led positioning, said global destination marketing expert Alan Merschen, Founder, MMGY & The Sigmund Project (USA).
Drawing global parallels, Merschen pointed out that travellers remember experiences like Bali or the Grand Canyon, not state names, arguing that Indian destinations need to package themselves around emotions, stories and outcomes rather than geography alone.
He also advocated longer visitor stays over high footfall, noting that higher yields and lower environmental impact can coexist if destinations focus on quality rather than volume.
Reinforcing the sustainability dimension, Ludwig Rieder, Co-Founder & Chairman, Asia Pacific Projects Inc., stated that ESG compliance is no longer optional for destinations seeking global capital and partnerships.
He noted that transparent governance, strong local talent development and community livelihood models are now core evaluation criteria for international investors, making responsible tourism a competitive advantage rather than a cost.
Adding a collaborative dimension, Noor A. Hamid, CEO, PATA, urged Indian states to leverage association networks for joint marketing and market access, stressing that India’s strength lies in being a collection of connected yet distinct experiences, not isolated competitors.
