India is a kaleidoscope of breathtaking landscapes and vibrant cultures, offering every traveler an endless palette of experiences to choose from. Towering snow-clad mountains stand majestically in the north, their peaks glistening under the golden rays of dawn, while sun-kissed beaches in the south shimmer with a serene allure as waves gently lap against their shores. The expansive deserts stretch endlessly, adorned with rippling dunes that glow under the amber hues of twilight. Plateaus and valleys weave a tapestry of rugged beauty, while rivers meander gracefully through lush forests, their waters sparkling like diamonds under the sun.
Adding to this natural splendor are India’s lively rhythms of music and dance, echoing through bustling streets and quiet villages alike. The tantalizing aroma of spices fills the air as culinary delights invite food enthusiasts to indulge in an unparalleled gastronomic adventure. Festivals burst forth in a riot of color and joy, celebrating traditions that have endured for centuries. Above all, India offers an extraordinary diversity in climates, ranging from the icy chill of the Himalayan winter to the tropical warmth of Kerala’s monsoon showers.
The cultural and the bio-diversity of India was in focus at the India Today Tourism Survey and Awards 2025 held recently. These awards were presented by the Union Minister for Tourism and Culture Gajendra Singh Shekhawat. Awards were conferred in ten distinct categories, recognizing various destinations across the nation. Highlights included Rishikesh (Uttarakhand) and Nameri (Assam) as Best Adventure Destinations; Morjim (Goa) and Blue Flag (Puri) as Best Beach Destinations; and Amer (Rajasthan) and Chettinad (Tamil Nadu) as Best Heritage Destinations. Mountain destinations such as Kumbhalgarh (Rajasthan), Dharamshala (Himachal Pradesh), and Mechuka (Arunachal Pradesh) were celebrated, along with wildlife hotspots like Gir National Park (Gujarat) and Nagarhole National Park (Karnataka). Instagram-worthy landscapes like Road to Heaven (Dholavira, Gujarat) and Gulmarg (Jammu & Kashmir) were among the winners, alongside spiritual destinations such as Ambaji Shaktipeeth (Gujarat) and Shikharji Teertha (Jharkhand). Scenic roadways, culinary hubs, and festival hotspots also received accolades, showcasing India’s diverse offerings. However, the awards sparked discussions, as states like Uttar Pradesh, Madhya Pradesh, Maharashtra and Bihar did not even feature despite their considerable tourism potential, while sponsors claimed a significant share of the honours.
While these award categories highlight India’s extraordinary heritage and natural bounty, they also reflect the nation’s untapped potential in establishing itself as a global tourism icon. India faces persistent challenges such as inadequate infrastructure and limited international outreach, hindering its ability to fully capitalize on its offerings. This shortfall is illustrated by the Maha Kumbh’s remarkable success this year, where an estimated 800 million visitors gathered in Prayagraj—an astonishing number rivalling the populations of entire European nations. While this event significantly boosted the state’s economy, its contribution to India’s overall GDP remained modest.
India’s tourism sector contributed approximately $30 billion to the economy in 2024. While this is a significant figure, a comparison with Thailand highlights the disparity in their tourism achievements. Thailand’s tourism revenue reached roughly $35 billion in 2023, making it an essential pillar of its national economy. Moreover, while India attracted around 17.5 million foreign tourists in 2024, Thailand outperformed with 28 million international visitors in 2023. Despite being geographically smaller and possessing fewer attractions in terms of sheer variety, Thailand has leveraged its advanced tourism infrastructure and visitor-friendly approach to secure its position as a top destination on the global tourism map.
Thailand’s success can largely be attributed to its well-established tourism infrastructure, visitor-friendly policies, and a focus on crafting memorable, experiential journeys rather than relying solely on landmarks. Post-pandemic trends reveal a growing preference among travellers for relaxation and rejuvenation at luxurious resorts, as well as the charm of immersive homestays that provide an authentic glimpse into local lifestyles. While India has begun to recognize and adapt to these evolving demands, Thailand has long excelled in catering to this segment with finesse.
That said, India, with its unmatched cultural and natural diversity, holds incredible promise. By bridging infrastructural gaps, improving accessibility, and cultivating a warm, inclusive atmosphere for visitors, the nation has the potential to emerge as a global dream destination—capturing the hearts and imaginations of travellers worldwide.