The Chalo India campaign, which taps into the strong bond between India and its diaspora, is not only a tourism initiative but also a celebration of cultural unity and diversity
In a bid to boost tourism and strengthen connections with the Indian diaspora, India’s Ministry of Tourism has introduced a groundbreaking initiative called the “Chalo India” campaign. Announced during the World Travel Mart (WTM) in London, this program offers a unique opportunity for friends of Overseas Citizen of India (OCI) cardholders to visit India through complimentary e-visas, reported indianexpress.com.
The Chalo India campaign is expected to attract more international tourists by allowing OCI cardholders to nominate up to five friends for a free visa. With over five million OCI cardholders worldwide, the government plans to issue a total of 100,000 free e-visas under this initiative. To participate, OCI holders will register on a dedicated portal and provide details for each friend they wish to nominate. Once verified, these friends will receive a unique code to apply for a visa without any fees.
The United Kingdom, hosting one of the largest Indian diaspora communities and ranking as India’s third-largest inbound tourism market, holds special significance in this campaign. Nearly 1.9 million UK nationals visited India last year, and the Ministry aims to strengthen these connections through strategic tourism promotions like the Chalo India campaign.
Through programs like this, the Ministry of Tourism is fostering a deeper global connection, inviting the world to explore and experience the unique essence of India
India’s tourism sector, severely impacted by the pandemic, saw a significant decline in foreign tourist arrivals, from 10.93 million in 2019 to just 1.52 million in 2021. By 2023, however, foreign tourist numbers rebounded to 9.5 million, including 0.92 million visitors from the UK. The Ministry is determined to sustain and grow this recovery, encouraging new visitors with a wide array of travel experiences.
At this year’s WTM London, the Ministry of Tourism has brought together 50 stakeholders, including state tourism boards, tour operators, airlines, and hotel chains, to showcase India’s cultural diversity, rich heritage, and unique tourism offerings. The India pavilion, with a special mock “Mandapam” designed to simulate an Indian wedding, features immersive experiences in MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, the Maha Kumbh festival, and wedding tourism.
High Commissioner Vikram Doraiswami and Director General of Tourism Mugdha Sinha, alongside ministers from Telangana, Goa, and Uttarakhand, inaugurated the pavilion. They highlighted India’s commitment to delivering memorable tourism experiences while building strong cultural ties with countries around the world.
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