Pic Credit: Pexel
India and Italy are looking to give a fresh push to tourism cooperation, with the two countries focusing on cine-tourism, destination twinning, skill development, tourism data sharing and stronger business-to-business connections. The partnership could have implications beyond tourism promotion, creating opportunities for local businesses, employment and wider economic activity.
The discussions took place at the 2nd India–Italy Joint Working Group on Tourism, held on September 29. The meeting brought together officials and tourism stakeholders from both countries to identify areas where closer cooperation can translate into more travel, stronger industry linkages and new tourism products.
The timing is significant as India and Italy have agreed to observe 2027 as the Year of Culture and Tourism, creating a larger platform for cultural exchanges and destination promotion. India and Italy had already identified tourism as one of the areas with scope for greater investment and cooperation as part of their broader strategic partnership.
More tourists can mean more business for local economies
Tourism spending does not stop with hotels and airlines. Visitors typically spend across a wide network that includes restaurants, local transport, guides, handicraft sellers, cultural venues, entertainment providers and small businesses.
That makes efforts to bring more international visitors relevant to several parts of the economy. India’s tourism data shows the scale of this sector: the country recorded 4.29 billion domestic tourist visits and 25.27 million foreign tourist visits in 2025. Tourism contributed about 5.22 per cent of GDP, while the sector supported an estimated 84.63 million direct and indirect jobs, according to the Ministry of Tourism’s dashboard.
A stronger India-Italy tourism corridor could therefore create opportunities not only for large travel companies but also for smaller businesses operating around popular and emerging destinations.
Lesser-known destinations could get a bigger share
One of the important areas discussed by the Joint Working Group was the promotion of lesser-known destinations.
This can help spread tourism activity beyond established hotspots. When new destinations attract visitors, spending can reach smaller hotels, homestays, restaurants, artisans, transport operators and local experience providers.
For India, this approach could also support regional tourism and encourage investment in accommodation, connectivity, visitor facilities and local experiences.
Cine-tourism can create a new tourism market
The focus on cine-tourism offers another route for promoting destinations.
Films and digital productions can introduce viewers to landscapes, architecture, heritage sites and local culture, potentially encouraging audiences to visit locations they have seen on screen. India and Italy have already expressed an interest in expanding film and audio-visual cooperation, providing a wider base for such tourism partnerships.
This could create opportunities across production, hospitality, transport, location services and destination marketing.
Destination twinning can strengthen cultural tourism
The proposed use of destination twinning can give Indian and Italian cities or heritage locations opportunities to work together on tourism promotion, cultural programmes and knowledge exchange.
The two countries have also welcomed a twinning programme involving Indian and Italian UNESCO World Heritage sites, aimed at strengthening cooperation in heritage protection, enhancement and management.
Such partnerships can encourage visitors to explore destinations through shared cultural themes rather than conventional single-country itineraries.
Skills and B2B links can support tourism jobs
Tourism growth requires trained professionals across hotels, restaurants, travel agencies, tour operations, hospitality and destination management. The Joint Working Group’s focus on skilling and capacity building could therefore help improve the industry’s workforce and create opportunities for tourism professionals.
At the same time, stronger B2B engagement can connect tour operators, hotels, travel companies and destination managers from India and Italy, making it easier to develop joint packages and specialised travel experiences.
2027 could become a bigger platform for tourism
The proposed India–Italy Year of Culture and Tourism 2027 provides an opportunity to combine cultural events with tourism promotion. India’s wider international tourism strategy is already placing greater emphasis on destination visibility and partnerships with airlines and industry players.
If the initiatives discussed by the Joint Working Group translate into sustained industry cooperation, the impact could extend beyond visitor numbers. More travel can generate demand for accommodation, transport, food, retail, entertainment, cultural experiences and local products, creating a broader economic chain.
For India and Italy, the tourism partnership is therefore not simply about encouraging people to visit each other’s countries. It can also become a platform for business collaboration, cultural exchange, employment generation and greater participation of local enterprises in the tourism economy.
