Summary findings: Attitudes to foreign travel

March 19, 2010

India Insights have carried out research looking at India's growing outbound tourism industry and attitudes towards international leisure travel.

  • Indian domestic air travel was up 23% in January 2010, compared to year previous

    Indian domestic air travel was up 23% in January 2010, compared to year previous
  • Increased domestic consumer confidence is set to boost outbound tourist figures

    Increased domestic consumer confidence is set to boost outbound tourist figures
  • Attitudes to the UK are polarized. Some feel England is a cultural experience, others feel it is tired and boring

    Attitudes to the UK are polarized. Some feel England is a cultural experience, others feel it is tired and boring
  • India is now the third largest outbound travel market in Asia Pacific

    India is now the third largest outbound travel market in Asia Pacific
  • World Travel and Tourism Council figures show the number of Indians travelling abroad in 2008-09 hit 10.8 million, 10% up on year previous

    World Travel and Tourism Council figures show the number of Indians travelling abroad in 2008-09 hit 10.8 million, 10% up on year previous
  • Deloitte forecast that India will have 50 million outbound tourists by 2020

    Deloitte forecast that India will have 50 million outbound tourists by 2020


    While India's economy has been relatively well insulated from the global slow down, our findings show that increased consumer confidence and job security will further boost foreign leisure travel.

    Economic Stability likely to boost foreign travel

    Feedback suggests that in some cases holidays have been postponed and are now long overdue, for some 2010 will see the return of leisure travel.

    Indian domestic air travel was up 23% in January 2010, compared to year previous

    No reason to cut back

    Others have described holidays as non-negotiable, even mandatory, no matter how the economic faired. The fact that India never entered recession was cited by some as a reason for not restricting travel expenditure.

    "Not more likely - just as likely - we didn't cut back our travel plans, since there wasn't any recession in India"

    "It will make no difference, my travel plans and habits didn't change in the slow down"

    Indian travelers are broadening their horizons

    When asked to identify their preferred foreign holiday destination, respondents came back with a wide range of responses. Europe is a popular choice with Rome and Paris being mentioned often.

    South East Asia featured strongly, with Singapore, Bali, Koh Samui (Thailand) mentioned. Australia was also a popular choice. Other destinations mentioned included Kenya, Dubai, UAE, China and Hong Kong.

    Britain receives a mixed reaction

    Attitudes to the UK are polarized. On the plus side, the perception of traditional Britain still appeals. The UK is frequently described as "cultured", in addition its countryside, scenery and history count in its favor. However, others have a very different view:

    "One word - Expensive"

    "Expensive, not worth spending the money"

    "One time visit only, kind of 'tick the box' - the reasons why - staid, boring, not value for money"

    Heathrow signage

    Indian travelers are smart consumers

    A number of approaches are used to ensure that the best deals are found. Some let travel agents do the basic planning - finding convenient routes - flights and hotels before then going online themselves to refine the search and look for a better deal.

    Others take pride in arranging their whole trip online without using a single agent.

    Travel forums - like Thorn Tree on the Lonely Planet website - also provide initial stimulus. Where agents were used, Travelocity, Thomas Cook and Asiatravel.com were often mentioned.

    To see a selection of the feedback, click below.

    Contact us if you would like further information about this study and our methodology. Or drop us a line ifyou want to discuss developing a bespoke study for your organsation.

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    Indian domestic air travel was up 23% in January 2010, compared to year previousIncreased domestic consumer confidence is set to boost outbound tourist figuresAttitudes to the UK are polarized. Some feel England is a cultural experience, others feel it is tired and boringIndia is now the third largest outbound travel market in Asia Pacific World Travel and Tourism Council figures show the number of Indians travelling abroad in 2008-09 hit 10.8 million, 10% up on year previousDeloitte forecast that India will have 50 million outbound tourists by 2020