Bollywood: The Strongest Currency in Indian Tourism

Today Sarah Kopit and Seth Borko discuss the significant influence of Bollywood on Indian culture and its impact on the travel industry. They’re joined by Raj Rishi Singh, CMO of MakeMyTrip, who shares insights on how Bollywood shapes travel aspirations and marketing strategies. The conversation explores the evolution of India's travel market, driven by rising affluence, improved infrastructure, and social media. This week’s episode also delves into the growing trend of spiritual tourism among the Indian diaspora, highlighting the diverse motivations for travel among Indians living abroad. In this conversation, Singh discusses the evolving landscape of travel in India, focusing on the rediscovery of the country by the new generation, the rise of super apps like his own MakeMyTrip, and the integration of AI and big data to enhance consumer experiences. He highlights the changing behaviors of Indian travelers, the importance of influencer marketing, and the strategic approach to marketing in the travel industry. Read our feature: Bollywood: The Strongest Currency in Indian Tourism Join us in Delhi on March 17-18 for Skift India Forum. Takeaways Bollywood significantly influences Indian culture and travel aspirations. Travel in India is growing at 14-15% year on year post-COVID. Rising affluence and improved infrastructure are key drivers of travel growth. Social media plays a crucial role in shaping travel trends in India. Make My Trip leverages Bollywood stars for marketing and brand messaging. Spiritual tourism is a growing trend among the Indian diaspora. Indians are increasingly combining family visits with sightseeing and events. Bollywood movies often inspire travel to specific destinations. The Indian travel market is becoming more diverse and accessible. Cultural experiences are a major draw for travelers returning to India. Indians are increasingly reconnecting with their roots and exploring India. Improved connectivity is making travel within India more accessible. Make My Trip aims to be the super app for all travel needs. AI and big data are crucial for personalizing travel experiences. Indian travelers are open to using AI for trip planning. Social media significantly influences travel destination choices. Influencer marketing plays a role in engaging high-spending travelers. Understanding consumer behavior is key to effective marketing. Marketing in travel requires a balance of data-driven strategies and creative content. The Indian market is unique and requires tailored approaches. Connect with Skift LinkedIn: https://www.linkedin.com/company/skift/ WhatsApp: https://whatsapp.com/channel/0029VaAL375LikgIXmNPYQ0L/ Facebook: https://facebook.com/skiftnews Instagram: https://www.instagram.com/skiftnews/ Threads: https://www.threads.net/@skiftnews Bluesky: https://bsky.app/profile/skiftnews.bsky.social X: https://twitter.com/skift Subscribe to @SkiftNews and never miss an update from the travel industry.