At the recently concluded World Travel Market (WTM) in London, Mabrian released its comprehensive ‘India Market Insights: Outbound and Inbound’ report, highlighting how the burgeoning India-Europe tourism market requires culturally aligned travel experiences to meet the unique expectations of travellers on both sides. 

The report outlines key growth opportunities for travel destinations, emphasizing the importance of understanding cultural dynamics and travel preferences to enhance satisfaction among Indian visitors to Europe and Europeans visiting India.

According to the Mabrian report, Indian travellers increasingly view Europe as a desirable destination, spurred by middle-class growth and an expanding consumer base. 

Despite recent dips in Indian arrivals to the United Kingdom and France, these countries remain top choices, while Italy and Germany have gained traction, showing growth rates of 2.7 pc and 7.3 pc, respectively. 

Notably, Spain, Austria and Greece have also shown strong growth in demand, with increases of 3.8 pc, 9.8 pc and 18.3 pc.

Mabrian says that about one-third of Indian travellers prefer travelling with family or partners, highlighting a demand for experiences that accommodate couples, young families and larger family groups. 

Carlos Cendra

“India’s travel market potential is impressive: by 2030, the outbound market could reach 100 million international trips, comparable to the entire annual visitor count of France, if only 2 pc of Indians travel plans are enjoyed in foreign destinations,” says Carlos Cendra, Partner and Director of Marketing and Communications at Mabrian.

The report says that Indian travellers favour shoulder and winter seasons, helping to ease peak-season demand while benefiting from Europe’s mild climate during these times.

“Indian travellers are motivated by cultural factors that blend various interests to create unique travel experiences. Outdoor activities and active tourism are essential aspects of their European travel plans,” adds Cendra. 

Besides gastronomy, nightlife, and shopping, Indian travellers show a strong interest in wellness, which is deeply rooted in Indian culture.

Mabrian’s data reveals that satisfaction scores for Indian visitors in Europe and European visitors in India can vary, suggesting that greater alignment with expectations could enhance overall travel experiences. 

According to key insights by the report, Indian travellers prioritise safety and family-friendly amenities, while European visitors are drawn to India’s unique cultural diversity and outdoor wellness offerings. 

“There is room for improvement in travellers’ satisfaction. Targeted campaigns that address safety perceptions and cultural expectations would be beneficial,” says Mabrian.