Suman Billa, Union Tourism Additional Secretary and Director General, emphasized the need for India to transition from a promotion-focused tourism approach to developing competitive destinations and enriching visitor experiences. Speaking at the Global Travel Market (GTM) 2026 event in Thiruvananthapuram, Billa highlighted that while India’s economic growth and infrastructure expansion have set a favorable stage for tourism, the sector has not fully realized its potential. He noted the surge in domestic travel accessibility due to improved airports and highways but pointed out that international tourism growth lags behind the country’s economic progress.
Billa underscored the significance of tourism as a substantial employment creator, benefiting various sectors beyond hospitality. He stressed the importance of creating memorable experiences for tourists, emphasizing values, culture, and humanity. Additionally, he urged for a shift towards quality tourism products over mere room sales, suggesting the development of ten world-class tourism destinations in Kerala over the next five years to drive growth.
The GTM 2026 event brought together over 1,000 tourism operators to showcase new travel offerings and foster partnerships. Notably, Andhra Pradesh Tourism and Culture Minister Kandula Durgesh expressed interest in adopting Kerala’s best practices in wellness, coastal, and cruise tourism. Durgesh proposed collaboration among South Indian states to present diverse tourism experiences globally, aiming to attract international travelers. He also announced Andhra Pradesh’s plan to host the next GTM edition, highlighting the event’s role in enhancing trade links within the travel industry.
