Ajay Prakash
Ajay Prakash is the president of TAFI (Travel Agents Federation of
India) and the founder and chief executive of Nomad Travels, an IATA
accredited travel agency.
India is widely regarded as one of the world's top source markets for
travel, driven by the growing middle class and their increasing desire
to explore the world. According to Ajay Prakash, president of Travel
Agents Federation of India (TAFI), there are abundant opportunities for
travel agents to tap into this booming market by offering tailored
experiences, embracing digital adoption, and prioritising
sustainability.
Indians' top 5 destinations
- Dubai
- Thailand
- Indonesia
- Singapore
- UK
Indian travellers are drawn to destinations like Bangkok, Bali, and
Singapore due to pent-up demand after the pandemic. India's recovery has
fuelled outbound travel, but challenges include high airfares and visa
backlogs.
Countries offering visa-free or visa-on-arrival options, such as
Kazakhstan and Thailand, are popular choices. Dubai, the UK, France,
Germany, and the US are also attractive destinations.
Strategic marketing and flight connectivity impact travel choices,
with Eastern European countries gaining interest. Dubai remains a top
global destination for Indians, and Asia, Europe, and the US are popular
travel regions.
What’s hot and trendy
The Indian travel landscape is experiencing a dynamic shift in
preferences and choices among its diverse population of travellers.
While cruising is still a growing industry in India, accounting for less
than 5% of the market, it is steadily gaining popularity with a few
ships now based in the country.
Packaged tours, on the other hand, dominate the travel scene,
constituting over 40% of the choices made by Indian travellers,
according to Prakash. This trend can be attributed to a changing
demographic profile, with an increasing number of first-time travellers
hailing from tier 2 and tier 3 cities. These individuals often prefer
the support and guidance provided by packaged tours, as they seek a more
structured and organised experience throughout their journey.
However, the younger generation of Indian travellers exhibits a more
adventurous spirit and a desire for unique experiences. They are
venturing to offbeat destinations like the Arctic and actively engaging
with local travel agents who specialise in catering to their specific
needs and preferences.
Digital adoption scorecard
As an industry veteran since 1998, Prakash has witnessed predictions
of travel agents becoming obsolete with the rise of the internet.
However, the market is ever-changing, and younger travellers now
recognise the value of expert assistance. With experience, one
appreciates the importance of a trusted advisor.
In response to the evolving landscape, Indian travel agents have
embraced adaptation and innovation to stay relevant. Many have
established their online presence through websites and social media
platforms. However, the utilisation of advanced technological solutions
like application programming interfaces (APIs) remains limited to larger
entities or OTAs.
While some Indian agents have adopted technology to some extent, the
level of sophistication varies among them in terms of tools and
platforms embraced.
Putting the A in travel agents
India’s travel industry is facing a significant shortage of skilled
manpower, including competent drivers and understaffing concerns at
consulates.
TAFI is taking proactive measures by collaborating with colleges to
promote travel as a career option and providing soft skills training
courses to empower professionals.
Implementing sustainability practices is also crucial for the
industry to move forward, as tourism relies on the planet's natural
beauty.
As head of the International Institute for Peace Through Tourism
(IIPT), Prakash emphasises the positive impact of tourism as a force for
peace. It is essential to make the industry more sustainable and
incentivise eco-friendly practices. The responsibility falls on tour
operators and individuals within the industry to actively advocate for
and implement sustainability measures.