Over the last few years, especially since the end of the pandemic, most global destinations have been trying to woo the Indian travellers, some with high-profile campaigns and others quietly making a place for themselves in this seemingly endless market. Amongst the latter, the Caucasian and Central Asian countries have managed to land significant business from India, and are now taking steps to propel the growth further.

The post-pandemic boom in outbound tourism from India has been making headlines not just in India but across the world as the last two years have seen one of the strongest recoveries in global tourism industry. The resultant boom has seen destination promotion organisations from Japan to Jamaica and from Australia to America make a beeline to India in order to woo the travel trade and the travellers.

The resultant growth in tourism from India to a whole host of nations has also made headlines. Be it relative newcomers like Saudi Arabia or old hands like the United States and United Kingdom, each destination has been experiencing a record revival in tourism from India, which is expected to have reached record levels in 2023.

But away from the headlines, other regions, too, have been experiencing their own peaks in Indian arrival numbers. And two regions that have silently emerged as destinations of significance for the Indian travel industry are the Caucasus and Central Asian regions, stretching from Kazakhstan in the east to Georgia in the west.

In this issue, India Outbound examines the emergence of these destinations on the Indian travel map, with focus on Azerbaijan and Georgia in the Caucasus and Kazakhstan, Uzbekistan, Tajikistan, Kyrgyzstan and Turkmenistan in Central Asia.

Of the lot, two nations stand out. Azerbaijan and Kazakhstan are by far the most developed in the Indian market. Amongst others, while Uzbekistan has been active in India for some time, other destinations are planning to make their first visit to India in 2024 or soon thereafter.

Better connectivity boosts traffic

One of the key reasons for the development of tourism from India to these countries is the improving air connectivity, which has changed almost entirely since the global travel resumed in 2022. Destinations like Azerbaijan, Georgia, Kazakhstan and Uzbekistan are seeing either creation of direct air connections or ramping up of this connectivity.

India’s largest airline, the low-cost carrier, IndiGo, has been on an aggressive expansion mode ever since the resumption of regular international flights in March 2022. The airline now offers direct flights from India, mainly Delhi, to Azerbaijan, Georgia, Kazakhstan and Uzbekistan. Its coverage of the Caucasus and Central Asian region becomes even more comprehensive when IndiGo’s partnership with Turkish Airlines is considered, ramping up significantly the capacity from India to the region.

‘‘Between June and September 2023, IndiGo added an impressive 174 new weekly international flights, including new destinations, routes, and frequencies, catering to the rising demand for international travel from, to and via India. These strategic expansions have not only catered to the leisure travel market but have also paved the way for enhanced trade agreements between India and these nations, fuelling a substantial increase in trade and economic ties. With more than 2,000 daily departures, IndiGo now firmly ranks among the Top 10 airlines in the world by flight frequency and passenger traffic,’’ Vinay Malhotra, Head of Global Sales, IndiGo, tells India Outbound.

‘‘Furthermore, we have built strong codeshare partnerships with leading overseas carriers, to provide seamless connectivity across the globe to our customers, and at the same time give unparalleled access across India to their passengers,’’ says Malhotra.

Malhotra adds that the airline will continue to expand its footprint, at home and overseas, as per the market demand. “We are committed to expanding the 6E network both, in the home market as well as overseas, to give wings to the growing ambitions of travellers in India. In line with our customer promise of on-time, affordable, courteous and hassle-free service, and an unparalleled network, we have grown our international network to many new frontiers, across Europe, Central Asia, Middle East, Southeast Asia, and Africa, making our presence in 118 destinations globally. At home, we have enhanced connectivity across metros, connecting them to many Tier II and Tier III cities, including some that have been brought on the country’s air map for the first time,’’ adds Malhotra.

‘‘Recently, we have launched new routes to alluring destinations such as Jakarta, Nairobi, Almaty, Tashkent, Baku, and Tbilisi, marking our foray in Central Asia and Africa, while bolstering our presence in Southeast Asia,’’ Malhotra says.

Besides IndiGo, Kuwaiti low-cost carrier Jazeera Airways is another carrier offering connectivity to the region, which, also has been steadily improving.

“Our network currently includes ten destinations in six countries across the region. These include Baku in Azerbaijan, Tbilisi in Georgia, Almaty, and Turkistan in Kazakhstan, Bishkek and Osh in Kyrgyzstan, Tashkent, Namangan and Samarkand in Uzbekistan, Dushanbe in Tajikistan, and Moscow in Russia,’’ Romana Parvi, Regional Manager, South Asia, Jazeera Airways tells India Outbound.

Going forward, Parvi adds, the airline is always looking to keep pace with the rising demand in India for overseas travel. “India’s outbound tourism marketing has been growing steadily post Covid. Spending power has also increased and travellers are looking for fresher destinations all the time. The Commonwealth of Independent States (CSI) countries are quite unique and attractive, especially with their beautiful monuments and heritage locations steeped in history. They also offer a great mix of landscapes and weather which Indian tourists find appealing. Most are also quite cost effective in terms of hotels, food, local transportation, and entertainment. So, these destinations seem to be getting popular,’’ Parvi adds.

According to Parvi, Baku and Tbilisi seem to be the more popular choices among the destinations in the region and adds that the interest is from different segments of travellers. “For this region, not only are we seeing a good interest from meetings, incentives, conferences, and exhibitions tourism (MICE) groups but also leisure travellers,’’ she adds.

She is optimistic about the future growth in demand for the region from India. ‘‘Globally, Jazeera Airways is always looking at newer destinations. We are keen to expand our network to offer customer more choices for travel. In 2023, we introduced Moscow and Samarkand in the region and will continue to explore further options for expansion in the coming year. Currently, our network includes a total of 64 destinations across the Middle East, Europe, Central and South Asia as well as Africa,’’ she says.

Though the airline is keen to expand its footprint further in India, Parvi says that Jazeera Airways has already reached the limit allocated under the bilateral air agreement between India and Kuwait.

Besides IndiGo and Jazeera, several other airlines also link the region with India, with some of the local carriers like Azerbaijan Airways, Air Astana, FlyArystan connecting it directly. While Azerbaijan Airways flies to Mumbai and Delhi from Baku, Kazakhstan’s Air Astana is already operating two flights to Delhi and its low-cost subsidiary flies from Almaty to Mumbai. In addition, there are other options, notably other Gulf carriers that offer connections from India to various cities in the region.

Travel agents tap opportunity

According to Indian travel agents, the improvement of connectivity between India and the countries in the region is one of the most important factors behind the growth in demand.

Manpreet Bindra is Meeting and Events Leader of FCM Asia, a leading travel firm catering to corporate clients. Bindra confirms that the demand for travel to these countries has indeed been rising.

“There is a growing demand for Central Asian and Caucasian countries, particularly Azerbaijan and Kazakhstan from Indian business travellers. This is because these countries have eased their visa policies for Indians. Their straight forward, e-visa policy requires minimal documentation and has a shorter visa processing time. The demand is also fuelled by the introduction of short, direct flights to Central Asian and Caucasian countries from India. Travellers can fly from Delhi to Almaty or Mumbai to Baku in less than five hours,’’ Bindra tells India Outbound.

Vikrant Grover is Director, Azerbaijan & the Caucasus, Kazin DMC, a leading destination management company that specialises in the region and has its own offices in Azerbaijan and Georgia.

“The demand for tourism to the Caucasus region has increased tremendously since 2017. I am sure 2023 has been a great year with highest number of tourist arrivals from India. There are certainly exceptions and sights worth seeing in the region,’’ Grover tells India Outbound.

Both Bindra and Grover say that there is good demand for Azerbaijan and Georgia. “As safety and security is a mandate for business travellers, the demand for Azerbaijan is always high and Baku is one of the top 5 destinations. We have managed 400 corporate travellers at a given time in Baku. Kazakhstan is also gaining popularity with Almaty, the largest metropolis, gaining traction,’’ says Bindra.

‘‘The Caucasus countries are very popular with all travellers across globe for various reasons. Azerbaijan has become a key destination for MICE and large cities events for Indians as it provides great infrastructure for large meeting spaces and hotels along with engaging activities. Georgia is another great option for holidays for FITs who love to associate with nature. Wine tourism along with golf is becoming very popular for Indian tourists travelling to Georgia,’’ says Grover.

‘‘Azerbaijan and Georgia are a great option for travel for all segments. The offerings they have are amazing in terms of airlines connectivity, hotels, restaurants, ski resorts, vineyards, golf and other attractions. They are also cultural centers for the Great Silk Road with a lot of Indian history,’’ he adds.

Both Grover and Bindra agree that of all the segments, MICE appears to be the most promising. “We are seeing demand from MICE and as we manage pan-India, we cater to clients from Metros as well as Tier II cities. For MICE, it will be Azerbaijan and Kazakstan as safety and security is a mandate for business travellers,’’ Bindra says.

Grover says that most of the MICE demand for these countries comes from large metros as large corporations are located there. ‘‘But, a large chunk of demand also comes from Tier II cities. The effectiveness of airline connections has made them all reachable for every traveller in India. Easy visa regime is a cherry on cake. MICE and leisure are 90 pc of business and weddings are yet to get very popular,’’ he says.

Azerbaijan: Destination weddings & MICE

The Caucasian nation has been amongst the earliest countries from the region to focus on India and over the past few years, it has developed an attractive niche for itself in India, especially in terms of MICE and destination weddings. Over the past couple of years, the destination promotion agency has been regularly visiting India, participating in travel trade shows and organising roadshows, besides other engagements with the Indian travel trade. As a result of its continuous engagement, the board has reported an impressive traffic of over 117,302 Indian travellers visiting Azerbaijan in the period January-December 2023. The tourism authority is now preparing to build on the momentum.

“To ensure our destination remains future-fit, we have devised a comprehensive strategy that encompasses several key areas of development,’’ Florian Sengstschmid, CEO of Azerbaijan Tourism Board tells India Outbound.

“To enhance our resilience and presence to a broader audience, we diversify our market base and actively expanding into the Asian markets,’’ Sengstschmid adds.

The destination is also determined to strengthen its footprint in India and to increase the engagement with the Indian travel trade through even more on-the-ground activities than in the past.

“It is very important for us to further build relationships in our core markets. India remains one of our important markets, and we have developed a set of plans tailored to this market for the upcoming year. This includes our participation at OTM Mumbai and SATTE Delhi with more extensive Azerbaijan stands, facilitating collaborations with new partners and providing an area for delightful tastings,’’ Sengstschmid says.

Accordingly, Azerbaijan Tourism Board is planning roadshows in three cities in India this year, with the objective to fortify partnerships with travel agencies, with a focus on Mumbai and extending its reach to new cities. In addition, the board will also mount other activities.

“In 2024, we will be organising destination seminars to increase awareness and recognition of Azerbaijan in the cities new for us, where we have yet to establish a significant presence. Furthermore, we will continue to collaborate with Azerbaijan Airlines and IndiGo Airlines, with their direct flights from Delhi and Mumbai to Baku. As we look at the statistics, we can see the increase in arrivals from Indian market, with increase up to 117,302 Indian tourists visiting Azerbaijan from January to December, 2023,’’ says Sengstschmid.

Another engagement that Azerbaijan Tourism Board is keen to enhance with India is its vibrant film industry, that has often opened floodgates of tourism to many a destination around the world.

“We are enthusiastic about showcasing Azerbaijan through Bollywood movies filmed here. The trend of shooting Bollywood masterpieces in Azerbaijan has continued, with approximately 10 movies being filmed here in recent years,’’ Sengstschmid adds.

Diverse appeals

Azerbaijan has a lot to offer to Indian tourists, celebrating destination weddings and shopping to skiing. At the cross-roads of the Orient and the Occident, Azerbaijan is often projected as a seamless blend of Eastern charm with a Western perspective.

One of the key attractions in the country is its capital Baku, situated on the coast of Caspian Sea. In Baku, one can explore the old and the new together as visitors relish visiting the Walled City of Baku, a UNESCO World Heritage Site. Alternatively, one can also stroll along the Seaside Boulevard or go a gondola ride in Little Venice. Besides relishing a variety of local and international cuisine, the Indian travellers, who are amongst the world’s most shopaholics, Baku is also home to the largest mall of the Caucasus region, the Deniz Mall or the more traditional Yashil Bazaar, which is said to be a magnificent manifestation of the Silk Road.

For a country that measures only about 86,600 sqkm, marginally smaller than West Bengal, Azerbaijan packs a lot of natural diversity as the country boasts of 9 out of the 11 climate zones that exist in the world. One can experience the variation within hours as everything is a short drive away from Baku, be it the lush subtropical regions with lemon trees and tea plantations to majestic mountains, forests, and coastal beauty.

The tourism board is also proactively promoting Azerbaijan as a winter destination, projecting the country as an ideal destination for skiing as well.

“The journey from Baku to the north unveils picturesque landscapes, from the world’s lowest national capital to our highest peak. The rising popularity of our winter resorts is undeniable. As we anticipate increased visitor numbers in the coming year, we are eager for more tourists to experience Azerbaijan’s winter splendour. The range of icy-colours, and luxury resorts with all the necessary equipment are perfect to get away in winter for skiing in Shahdag, Tufandag or Agbulagh Mountain Resorts. The resorts are constructed in such a way that everything you are looking for is located in one place: scenic views with high-class hotels, apartments, spas, lots of restaurants to dine around, as well as different thrilling sports and leisure activities,’’ adds Sengstschmid.

Georgia: Wine, heritage and wilderness

Azerbaijan’s neighbour Georgia is another destination that is increasingly becoming popular in India. As the Indian agents confirm, the availability of direct flight connections and several unique experiences at very competitive costs have propelled the demand for Georgia, which has also seen a healthy return of tourists from around the world to the country.

‘‘So far it has been a great year as we have increased tourism numbers. Plus, what’s really worth mentioning, we have increasing tourism expenditures. Recovery of tourist visits in 2023 was 92 pc compared to 2019,’’ Anna Kekelia, Head of Brand Development Department of Georgia National Tourism Administration, tells India Outbound.

Kekelia says that Georgia is trying to diversify its source markets and will take several steps accordingly. ‘‘We are trying to diversify our markets and the Indian market is becoming one of our priority markets, especially for the upcoming year. We are planning some marketing activities. It is worth mentioning that there are already direct flights from India to Georgia, and this is the main reason why we expect more travellers from India and we’ll do more marketing activities on the market,’’ adds Kekelia.

‘‘We will be participating in travel fairs in India and will be conducting familiarisation or FAM trips and additional marketing activities in order to attract Indian travellers. And we do think that Georgia has really big potential for travellers from India,’’ she says.

In terms of the travellers’ profiles and the segment, Kekelia says that Georgia appeals to a wide variety of tourists and the country offers a diversity of experiences as well.

‘‘It could be families, but individual travellers as well as groups and invitees, because we have very diversified tourism products as well, which includes culture, gastronomy, nature, adventure. So it of course is a destination for almost all types of travellers,’’ says Kekelia, adding that MICE remains a key focus for the destination.

‘‘MICE is very important for Georgia. And we have the Convention and Exhibition Bureau of Georgia, that is responsible for MICE tourism. And we see here also a big potential for Indian market because Georgian MICE tourism is also developing and the infrastructure is well developed,’’ she says.

As for which areas of Georgia hold the best appeal in India, Kekelia says that the entire country has something on the offer for the Indian visitors.

‘‘We are promoting many different tourism products such as nature and adventure, wine and gastronomy, culture and lifestyle. And it means that the attractions are all throughout the whole Georgia, starting from the mountainous regions, adding to the wine region and cultural heritage sites, with the Capital Tbilisi and all other big cities with a lot of UNESCO World Heritage Sites,’’ she says.

Kazakhstan: Vast nation, varied appeal

Across the Caspian Sea from Georgia lies Kazakhstan, by far the largest country in the entire region, with its land mass of almost 2.8 million sqkm, about 90 pc the size of India, stretching from Mongolia and China in the East right up to the Caspian Sea in the West.

A few months ago, in 2023, Kazakhstan said that India had become its third largest source travel market. According to a press statement by the Kazakh Tourism National Company (KNTC), inbound tourism from India had grown three times compared to 2021, adding that Kazakhstan had become a popular and trending destination for Indian tourists, with many visiting cities like Almaty and Astana.

According to Galimzhan Seilov, Senior Manager of the KNTC, arrivals from India are growing, and the tourism promotion body was promoting the country with initiatives such as visa-free travel for 14 days and two daily flights from Delhi. The company also hosted the Travel Agents Association of India (TAAI) in Almaty, Seilov adds.

The importance attached by Kazakhstan to Indian market became evident recently when the country appointed veteran travel professional and expert in the region, Prashant Chaudhary, Head of Salvia Promoters, as its MICE Tourism Ambassador in India.

‘‘In 2023, the Indian market has proven to be a source of significant potential for Kazakh Tourism. The transformative impact of introducing visa-free travel for Indian citizens to Kazakhstan this year was evident in the increase of outbound tourists to the central Asian country. With three prominent airline companies, namely Air Astana, IndiGo and Fly Arystan now operating flights from Delhi and Mumbai, linking these major Indian cities to two key destinations in Kazakhstan, Almaty, and Shymkent, the accessibility for Indian tourists has greatly improved,’’ Chaudhary tells India Outbound.

‘‘Prior to this, there were only connectivity options from Delhi to Almaty. Not only has direct flights from Mumbai made Kazakhstan more accessible pan-India but also connected and introduced new tourism hubs like Shymkent to Indian travellers,’’ he adds.

Chaudhary says that the positive impact of these initiatives is reflected in the tourism statistics. ‘‘Over the past few years, Kazakhstan witnessed a consistent and noteworthy growth in tourist arrivals from India. In fact, the figures for the first nine months of 2023 alone are remarkable, showing a staggering 75 pc increase compared to the same period the previous year. T his surge has not only met but exceeded expectations, doubling the annual numbers in just three-quarters of the year,’’ says Chaudhary.

‘‘These encouraging results underscore the successful collaboration between Kazakhstan and India in fostering tourism. The ease of travel, coupled with enhanced connectivity, has undoubtedly contributed to this substantial growth,’’ he adds.

Chaudhary says he is extremely optimistic about the growth in the Indian demand for Kazakhstan in the current year as well. ‘‘Building on the success of visa-free travel and the current three airline connections, Kazakhstan further foresees an expansion in the aviation sector. The expectations include an increase in the number of flights connecting major Indian cities to key destinations in Kazakhstan, with the possibility of opening new routes and welcoming additional airlines. This strategic development is poised to enhance accessibility and further stimulate the flow of Indian tourists to Kazakhstan,’’ he says.

Seilov of KNTC emphasises the importance of MICE as a key sector. “Our focus extends across various segments of the Indian market. Additionally, we are targetting leisure travellers, adventure enthusiasts, and those seeking cultural experiences. By diversifying our approach, we aim to cater to the varied interests and preferences of the Indian audience, ensuring a comprehensive and appealing tourism offering,” Seilov tells India Outbound.

In terms of attractions for Indian travellers, Chaudhary says that Kazakhstan boasts a rich tapestry of attractions that appeal to Indian travelers and travel agents alike. ‘‘It is essential to point out the country’s diverse landscapes, from the breathtaking Altai Mountains to the vibrant cityscapes of Almaty, offer a unique blend of natural beauty and urban experiences. The cultural richness, historical landmarks, and warm hospitality of the Kazakh people add to the allure. Moreover, the ease of visa-free travel and improved air connectivity make Kazakhstan an increasingly accessible and attractive destination for Indian travellers seeking new and enriching experiences,’’ says Chaudhary.

Tajikistan: Trekkers’ paradise

As about 90 pc of the land in Tajikistan is mountainous, it is a paradise for trekkers and other adventure sports lovers. Tajikistan is banking on two key advantages to work in its favour in its attempt to draw the Indian travellers. First is its proximity to India, especially North India. Tajik capital Dushanbe is 1,337 km away, by air, from Delhi, a tad bit more than the distance between the Indian capital and Mumbai.

Gagan Malhotra is Managing Director of CHL International, which is the largest Indian investor in the region, whose investments include hotels such as Hilton in Tajik capital Dushanbe.

Malhotra says that Tajikistan holds multiple appeals for the Indian travellers, such as nature, diversity of local cultures as well as being very cost effective in terms of budget.

“There are several advantages of Tajikistan. The first would be that it is unparalleled in nature which is something what the Indian tourist wants because when they typically go to other destinations, they see more and more of the same things, buildings and shopping malls. But what Dushanbe certainly offers is a very interesting glimpse or a window into the past because it has had several different cultures that have co-inhabited in this part of the world. There are obviously tremendous opportunities for nature and exploring nature, literally at your doorstep. The third advantage is that because of the cultural connect with India, it becomes a more suitable destination for Indians to visit. And I think since ours is the only Indian-owned hotel, we can understand certain Indian cultural requirements and dietary requirements, which we can cater to,’’ Malhotra tells India Outbound.

He says another big advantage is the competitive cost. “It is a very cost-effective destination. It is significantly cheaper than f lying to Uzbekistan or to Kazakhstan. And that itself means that we can appeal to a much wider target audience than the other destinations would. We should be able to provide a 5-star accommodation at the rates in which they were probably get a 3-star accommodation in any of the other cities,’’ adds Malhotra.

Malhotra adds that Tajikistan’s heritage retains elements of the diversity of its cultures of the past when it had the presence of Hinduism, Zoroastrianism and Buddhism, besides Islam.

Tajikistan has been seriously considering developing the Indian market and could take tentative steps like participating in some trade shows in India this year.

But Malhotra says that for the destination to make a real impact in the Indian market, a few things need to be put in place first.

‘‘We would like to participate in the Indian market in a trial phase, but prior to making any commitments, the important thing is that there are two issues which still need to be resolved. One is that can the country have a visa friendly regime for India? And that there should be more flights. So, till these two triggers are not activated, it would not be advisable to participate in this space,’’ Malhotra says.

‘‘If the flights and the visa regime becomes similar to that in Uzbekistan and Kazakhstan then of course we would certainly have a significant growth,’’ he says.

With the Indian economy forecast to register a strong growth in the current year, outbound travel from the country is expected to continue growing strongly. And the speed at which airlines, both Indian and foreign, are increasing their flights from or to India, connectivity is set to improve, notably to areas that remain difficult to access, but which have a potential to attract adequate traffic. The trend of new destinations and regions emerging on top of the bucket list of the Indian globetrotters is bound to continue for a long time.