UDC 94(540):82–94
DOI: 10.36871/ek.up.p.r.2025.04.13.015

Авторы

Manisha Sharma,
Peoples’ Friendship University of Russia (RUDN University), Moscow, Russia

Аннотация

This research paper analyzes the state of tourism in India, focusing on the challenges hindering the attraction and retention of domestic and international tourists. The Indian tourism industry holds immense potential, as India’s diversity enables it to offer all forms of tourism — including medical, adventure, cultural, nature, and ecotourism, among others. The country’s rich history, ancient traditions, vibrant culture, and diverse religions continue to attract global travelers. India’s capital, Delhi, is situated in the northern region of the country — a key hub for tourism. This area holds significant potential to attract more visitors, as the majority of India’s iconic destinations, such as the Taj Mahal, Red Fort, Lotus Temple, and Akshardham Temple, are concentrated in the north. India’s tourism sector faces reputational risks due to inadequate infrastructure, safety concerns, and the proliferation of social media content highlighting negative experiences at key destinations. The study evaluates these challenges alongside policies and schemes implemented by the Indian government to address gaps in the industry. India requires rebranding to neutralize the negative pattern, which has risen in the tourism industry via developing a holistic approach to counter the negative image and develop India’s soft power to attract more and more tourists to the country. Through critical analysis of reliable data from official government sources, institutional reports, and scholarly publications, the paper proposes actionable recommendations for stakeholders. These insights aim to assist Indian public and private institutions — as well as other nations grappling with similar issues — in refining strategies for sustainable tourism development. The findings are particularly relevant for scholars, policymakers, tourism professionals, and industry aspirants seeking evidence-based solutions to contemporary challenges in the sector.

Ключевые слова

Tourism, Negative branding, India, tourism destinations, international tourism, domestic tourism