FAITH urges industry status and Brand Bharat push for tourism

MUMBAI: India’s tourism sector says it’s time to stop selling postcards and start selling the country. Calling for a stronger policy push, the Federation of Associations in Indian Tourism & Hospitality (FAITH) has urged the government to grant industry status to tourism and launch a dedicated global ‘Brand Bharat’ campaign to boost India’s standing in the international travel market.

The industry body has unveiled its Tourism Growth Charter, laying out a time-bound roadmap aimed at unlocking the sector’s economic potential through policy reforms, infrastructure development and global destination marketing.

According to FAITH, the focus should now shift from recognising tourism’s potential to accelerating its growth. The organisation believes the sector can become a far larger contributor to investment, employment and economic growth if supported by the right policy framework.

One of the charter’s central recommendations is to grant infrastructure status to tourism projects at the Centre while extending industry status to the sector across all states. FAITH argues that such recognition would improve access to institutional finance, reduce borrowing costs and make tourism projects more attractive to investors.

The body has also proposed developing 50 tourism destinations on a mission mode, backed by defined implementation timelines. The initiative aims to strengthen tourism infrastructure and create globally competitive destinations capable of attracting both domestic and international visitors.

A major pillar of the proposal is the launch of a sustained international ‘Brand Bharat’ campaign to promote India in overseas markets. FAITH believes a well-funded global branding exercise could significantly improve India’s visibility, increase foreign tourist arrivals and strengthen the country’s position in an increasingly competitive global tourism landscape.

The charter also calls for a more liberal visa regime, recommending wider access to e-visas and simpler entry procedures. According to the industry body, easing travel formalities could provide a meaningful boost to inbound tourism by making India a more convenient destination for international travellers.

Beyond marketing and visa reforms, FAITH has sought greater investment in tourism infrastructure, including last-mile connectivity, convention centres, cruise terminals, wayside amenities and digital infrastructure. It has also recommended tax rationalisation and a single-window clearance mechanism to simplify approvals and encourage greater private sector participation in tourism projects.

FAITH chairman Puneet Chhatwal said the challenge is no longer proving tourism’s economic value but scaling it effectively. He noted that the sector delivers a strong multiplier effect across the economy and that targeted policy support could significantly enhance its contribution to national growth.

The recommendations come as India seeks to expand tourism’s role in driving economic development and job creation. With global competition for travellers intensifying, industry leaders believe that stronger branding, modern infrastructure and investor-friendly policies could help transform the country into a leading global tourism destination over the coming decade.