India has showcased its free e-visa initiative, Chalo India, on the first day of World Travel Market London.

Mugdha Sinha, the Director-General of India’s tourism ministry, urged those in the Indian diaspora around the world to encourage five non-Indian friends to sign up for the scheme. She said Indians across the world can recommend the initiative to their non-Indian friends, with more information available on the Chalo India portal.

India welcomed 9.5 million tourists in 2023, with 920,000 coming from the UK, making it the third-largest inbound market. The UK also has a large Indian diaspora population of nearly 2.4 million.

Sinha also highlighted the wide diversity of attractions across India, with 150 new, alternative destinations being developed that are “pro-planet and sustainable”.

“The diversity is humungous,” she told WTM London, pointing to India’s 7,500km coastline, and the fact it has some of the tallest mountains in the world, wildlife sanctuaries, eco-destinations, craftspeople and homestays.

“We are marketing India as a destination for all seasons,” she added, noting infrastructure developments over the past 10 years such as more roads, airports and direct flights to more regions.

The business events market is another growing sector, which was boosted by India’s G20 presidency last year.

Other representatives from the India delegation showcasing their regions included Jupally Krishna Rao, Telangana Tourism Minister; Goa’s Tourism Minister Rohan Khaunte; and Pravati Parida, Deputy Chief Minister of Odisha.