India’s Chalo India campaign took center stage at the World Travel Market (WTM) 2024 in London, as Union Minister of Tourism, Mr. Gajendra Singh Shekhawat, urged the Indian diaspora in the UK to actively support and promote India’s diverse and vibrant tourism offerings. Speaking at the event, which took place at the historic Cutty Sark ship in Maritime Greenwich, Minister Shekhawat emphasized the importance of the Chalo India initiative—a government-driven campaign that encourages people from the Indian diaspora across the globe to become tourism ambassadors for India.

Chalo India Campaign and Diaspora Role

The Chalo India campaign, launched earlier in 2024 by Prime Minister Narendra Modi, is designed to invite the Indian diaspora to share the beauty of India’s cultural heritage and tourism spots with their non-Indian friends. According to Minister Shekhawat, the Indian diaspora plays a crucial role in promoting India's tourism, acting as ambassadors to help draw more visitors to India. He urged the diaspora to utilize their influence to not only encourage others to visit India but to also experience its cultural richness, historical landmarks, and natural beauty.

In addition to urging the diaspora to spread the word, the Indian government has introduced a special incentive in the form of one lakh free e-tourist visas for foreign visitors, available under the Chalo India referral programme. These gratis e-visas are valid until March 31, 2024, and are designed to make it easier for international travellers to experience India’s diverse tourist offerings. This initiative is an effort to increase the number of foreign tourists visiting India and make India an even more attractive global tourism destination.

The New Chalo India Portal and Benefits

A key feature of the campaign’s global launch is the Chalo India portal, which was introduced during the event. This new platform allows overseas citizens of India to refer up to five friends for a free tourist e-visa, enabling non-Indian tourists to explore India’s diverse landscapes, cultural festivals, and iconic historical sites. Through this digital platform, India is aiming to further expand its tourism reach by leveraging the power of the Indian diaspora.

The portal also simplifies the process of applying for e-tourist visas, providing an opportunity for a seamless and cost-free travel experience for those referred by Indian citizens living abroad. The government’s focus on digital engagement in this initiative is expected to significantly contribute to increasing inbound tourism to India.

Cultural Performances and Insights

The World Travel Market event featured various cultural performances, including Bharatnatyam and Garba dances, which showcased the rich Indian cultural heritage and helped set the tone for India’s tourism promotion at the event. Additionally, British Indian travel writer, Ms. Monisha Rajesh, shared her own travel experiences of India, providing valuable insights into the country’s lesser-known gems and attractions. These cultural activities added to the atmosphere of celebration, while promoting the core message of the Chalo India campaign—India as a diverse and welcoming destination for travellers of all backgrounds.

The Indian High Commission’s Support

The event also saw Indian High Commissioner to the United Kingdom, Mr. Vikram Kumar Doraiswami, express his support for the initiative. He highlighted the growing influence of the Indian diaspora in the UK and emphasized that the diaspora could be powerful ambassadors for India. With millions of Indians residing abroad, their role in promoting Indian tourism to the world has become an integral part of India’s tourism growth strategy.

India’s Vision for Tourism Growth

Minister Shekhawat concluded his remarks by reiterating that India has always been a global tourism hub, but it’s now time to open up its doors to a wider international audience. By capitalizing on the power of the diaspora and offering attractive incentives like gratis e-visas, the Indian government is working to make India a must-visit destination for people around the world. The Chalo India campaign has become a key part of India’s strategy to boost tourism, promote its cultural diversity, and increase global awareness about its unique attractions, from the Himalayas to Kerala’s backwaters, Rajasthan’s palaces to Taj Mahal.

Conclusion

The Chalo India campaign is an exciting initiative that not only aims to boost tourism but also strengthens the bond between India and the Indian diaspora. With cultural exchange at the core of the campaign, India is on a path to becoming a leading global tourism destination. By offering free e-visas and encouraging the diaspora to share India’s charm with the world, India is positioning itself as an accessible, diverse, and rich travel destination.

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