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More than 25 years ago I stepped off a plane in Delhi to help establish Tourism New Zealand’s first representative office in India. At the time, relatively few New Zealanders travelled there and, while there was certainly goodwill between our two countries, India was still viewed as a market of future potential rather than immediate opportunity. Fast forward to today and it feels as though we’ve reached a genuine turning point.
Indian Prime Minister Narendra Modi’s visit to New Zealand this month, together with the recently signed Free Trade Agreement, represents far more than closer political and economic ties. It signals a growing confidence in the relationship between two countries that have much to offer one another. For those of us working in tourism, it also presents one of the most exciting opportunities I’ve seen in my career.
In recent years I have established All India Permit Tours and have been fortunate to spend several months each year back in India. After around forty visits, one thing continues to amaze me: the pace of change. New airports, highways, luxury hotels and restaurants are transforming the visitor experience, while a rapidly expanding middle class is driving unprecedented growth in both domestic and international travel.
Yet many New Zealanders still see India through an outdated lens.
For some, it’s a destination they’ll visit “one day”. Others feel slightly intimidated by its scale and complexity. What surprises almost everyone I travel with is that there isn’t one India. Every state has its own identity, language, cuisine and traditions. You can travel from the Himalayan valleys of Kashmir to the tropical backwaters of Kerala and feel as though you’ve crossed into another country entirely.
That extraordinary diversity is exactly what makes India such a compelling destination for New Zealand travellers. Increasingly, people are looking for experiences rather than sightseeing alone. They want to understand local culture, meet people, explore regional food and return home with stories that feel really personal. India delivers that in abundance.
But the opportunity extends well beyond New Zealanders travelling to India.
India’s outbound travel market is growing extraordinarily quickly and New Zealand is well placed to benefit. Today’s Indian traveller is increasingly seeking premium experiences, outstanding food and wine, nature, luxury accommodation, indigenous culture and fun family holidays. Those are precisely the experiences New Zealand does exceptionally well.
Education also remains a vital part of the relationship. For decades, Indian students have chosen New Zealand, creating connections that extend far beyond graduation. Students become ambassadors, families visit, businesses collaborate and relationships deepen. Travel has always been one of the most effective ways to strengthen ties between countries.
Of course, none of this happens simply because political leaders visit or trade agreements are signed. Success in India has always been built on relationships. Over the years I’ve learnt that trust is earned through consistency, understanding the market and taking a long-term view. The businesses that succeed don’t chase quick wins; they invest in partnerships that grow over time.
The same principle applies to tourism.
As an industry, we have an opportunity to think differently about India – not simply as another visitor market, but as one of New Zealand’s most important long-term relationships. That means continuing to build air connectivity, developing experiences that resonate with Indian travellers, and recognising the diversity of a market that can never be treated as a single audience.
I spent much of my early career introducing New Zealand to India, and now I have the privilege of introducing India to New Zealanders. The more time I spend between the two countries, the more convinced I become that we’re only at the beginning of what’s possible.
The next chapter won’t simply be measured by visitor numbers or trade statistics. It will be measured by stronger partnerships, greater cultural understanding and a growing appreciation of just how much these two remarkable countries have to offer one another.
