NEW DELHI — As outbound tourism from India experiences an unprecedented surge, international destination marketing is undergoing a strategic shift. At the WION Iconic Tourism Summit held in New Delhi, diplomatic representatives from Ireland, Greece, Sri Lanka, Slovakia, and Nicaragua came together to make a compelling case for how their respective nations are adapting to capture the imagination of a new generation of Indian travellers.
The high-level panel discussion, which took place on September 23, was moderated by Sidhant Sibal, Foreign Affairs Editor at WION. The conversation moved well beyond traditional tourism marketing pitches, delving into vital operational frameworks such as enhanced connectivity, streamlined visa regimes, the integration of digital payment systems, and a deliberate push to promote destinations and experiences that lie far beyond the familiar postcards of global travel.
Beyond Dublin and Santorini: Redefining Traditional Destinations
Opening the discussion on must-visit locations for Indian tourists, H.E. Kevin Kelly, Ambassador of Ireland to India, urged travellers to venture beyond the capital city of Dublin and explore the rugged and dramatic landscapes of Ireland’s west coast. He drew specific attention to the breathtaking natural beauty of Skellig Michael, a renowned UNESCO World Heritage Site that gained worldwide recognition through its appearances in the Star Wars film franchise. Ambassador Kelly also recommended the vibrant city of Galway, adding a personal touch to his remarks by referencing its deep cultural footprint in the popular song "Galway Girl."
For Ambassador Kelly, one of Ireland’s greatest competitive advantages as a travel destination lies in its compact geography. Visitors can seamlessly transition from bustling urban environments to majestic mountains and sweeping coastal views within a remarkably short travel window.
Similarly, H.E. Aliki Koutsomitopoulou, Ambassador of Greece to India, encouraged Indian holidaymakers to look past the nation’s most internationally celebrated islands. While acknowledging the universal appeal of iconic destinations like Santorini, she championed the exploration of mainland Greece, particularly the southern regions and her own hometown of Kalamata. Famed for its exceptional olives, stunning landscapes, and rich local character, Kalamata represents a side of Greece that invites travellers to look past the conventional summer-holiday formula of sun, sand, and sea.
In the case of Sri Lanka, H.E. Mahishini Colonne, High Commissioner of Sri Lanka to India, emphasized that the island nation’s primary draw rests upon its harmonious blend of deep-rooted heritage and untouched nature. Highlighting Sri Lanka’s numerous UNESCO World Heritage sites and rich biodiversity, she recommended immersive experiences such as the Pekoe Trail—a comprehensive long-distance hiking route winding through the central highlands and the picturesque tea country.
Shifting focus to Central Europe, H.E. Róbert Maxián, Ambassador of Slovakia to India, directed attention toward the dramatic peaks of the High Tatras and the Carpathian mountain ranges, alongside Slovakia’s meticulously preserved historic towns, medieval castles, rejuvenating mineral spas, and extensive UNESCO heritage sites. Mirroring the sentiments of his Irish counterpart, Ambassador Maxián underscored that Slovakia’s relatively small territorial size enables visitors to experience a remarkably diverse array of cultural and natural landscapes within a condensed itinerary.
Meanwhile, H.E. Nadeska Imara Cuthbert Carlson, Ambassador of Nicaragua to India, outlined a vibrant Central American journey starting in the historic city of Granada, proceeding to Ometepe Island with its twin towering volcanoes, and concluding along the dynamic coastline of San Juan del Sur. Ambassador Carlson noted that Nicaragua successfully combines beaches, mountains, volcanic landscapes, and rich historical culture, all while placing an increasingly firm emphasis on sustainable practices and ecotourism.
Connectivity as the Catalyst for Tourism Growth
As the conversation pivoted toward infrastructure, the panel examined the critical role of air connectivity and the rising economic importance of the Indian outbound travel market.
Addressing the trajectory of travel between India and Ireland, Ambassador Kelly stated that India has firmly established itself as a priority market for Tourism Ireland, which has established a dedicated operational presence in Mumbai. He noted that people-to-people links serve as a fundamental engine for bilateral tourism, supported by a thriving community of approximately 100,000 people of Indian origin living in Ireland, which has a total population of under five million. Furthermore, Ambassador Kelly pointed to the steady expansion of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, observing that business travellers frequently choose to extend their professional itineraries to incorporate leisure travel. He also cited Ireland’s geographic and administrative accessibility alongside the United Kingdom, noting the utility of the British-Irish Visa Scheme, which allows eligible Indian nationals to visit both jurisdictions under a single qualifying visa framework.
For Greece, Ambassador Koutsomitopoulou underscored the transformative impact of direct flight connectivity. She noted that the establishment of direct air routes connecting India and Greece has served as a primary catalyst for the sharp surge in Indian tourist arrivals. However, she cautioned against categorizing Greece purely as a seasonal summer destination. By encouraging Indian visitors to travel during alternative seasons, venture into the mainland, and explore lesser-known islands, the overarching goal is not merely to capture first-time visitors, but to cultivate repeat travellers who are eager to uncover a different dimension of the country.
Simplifying Financial Transactions and Travel Logistics
Discussions surrounding Sri Lanka focused heavily on the practicalities of modern travel logistics and transactional convenience. High Commissioner Colonne drew attention to the ongoing facilitation provided by the Electronic Travel Authorisation system and pointed to the rapid adoption of digital payment mechanisms. Notably, the UPI-LankaQR system, which became operational in 2024, enables Indian tourists to execute seamless financial transactions at participating merchant locations across Sri Lanka using their domestic Unified Payments Interface apps. She indicated that the immediate priority moving forward is to onboard a larger network of merchants to extend this financial convenience to a broader segment of visitors.
High Commissioner Colonne also reiterated the profound civilisational ties uniting India and Sri Lanka. She highlighted the Ramayana Trail as a vital avenue for travellers wishing to explore historical sites referenced in the ancient epic, while emphasizing the broader shared religious and cultural fabric of the two nations. As a tangible symbol of these enduring connections, she pointed to the sacred Bodhi tree in Sri Lanka, which is a direct sapling descended from the original sacred Bodhi tree in India.
Slovakia’s Compact European Appeal and Regional Synergies
When asked to identify the distinct qualities that set Slovakia apart from other European destinations, Ambassador Maxián reiterated the advantages of the country’s manageable scale and exceptional accessibility. Because Slovakia can be traversed with relative ease within a matter of hours, it offers Indian holidaymakers the flexibility to seamlessly integrate their itineraries with visits to surrounding nations such as Hungary, the Czech Republic, and Poland.
Ambassador Maxián highlighted the country’s robust wellness tourism sector—anchored by natural mineral and thermal springs—alongside historic castles, local viticulture, gastronomy, and pristine natural reserves. He also observed a steady deepening of bilateral engagement, noting that approximately 11,000 Indian nationals currently reside and work in Slovakia, alongside a parallel rise in leisure travellers.
In the concluding segment of the summit, the discussion broadened to examine how smaller nations can position themselves within multi-destination itineraries. Ambassador Carlson encouraged Indian travellers to conceptualize Latin America and the Caribbean through a regional lens rather than as isolated points on a map. She suggested that a trip to Nicaragua could easily be combined with neighbouring nations such as Costa Rica and Honduras, given their shared ecological wealth and regional transport links.
While acknowledging that the absence of direct flights from India continues to present a logistical hurdle—requiring travellers to transit through international aviation hubs—Ambassador Carlson emphasized that Nicaragua remains deeply committed to advancing sustainable tourism. By offering a diverse spectrum of experiences ranging from surfing and volcano trekking to exploration of the Caribbean coast, the nation aims to present an enriching, multifaceted destination for the modern Indian traveller.
