What’s driving this demand?
A million US visas, two years in a row (2023-2024) issued in India, 5 million existing Indian visa holders, yet it’s a 400-day wait time for fresh visa appointments
The U.S. Visa services in India issued more than one million non-immigrant visas for the second year in a row, including a record number of visitor visas, underscoring the huge demand by Indians for travel to the United States for tourism, business, and education.
Yet for new US visa issuance, the appointment lead time is almost 400+ days
So, why is the demand for US non-immigrant visas so high, and what strategy should US tourism organizations adopt to target and bring these spending Indian travellers to their destination?
High Demand for U.S. Non-Immigrant Visas is driven by…
- Growing Tourism and Business Travel from India: The U.S. is a favoured and highly aspirational destination for Indian travellers seeking leisure and business opportunities. In 2024, over two million Indians visited the U.S., reflecting a 26% increase from the previous year. This trend underscores a robust interest in tourism and business engagements. India has now emerged as the USA’s second-largest overseas inbound tourism source market.
- Strong VFR (Visiting Friends and Relatives) Trends: A considerable portion of travel from India to the U.S. is motivated by family connections. The large Indian diaspora in the U.S. drives many individuals to visit friends and relatives, further contributing to the demand for non-immigrant visas. As of June 2024, the Indian diaspora in the United States was over 5.4 million people. Indians are also the richest ethnic minority group in the US. In 2023, the median annual income for Indian immigrant households was $166,200, which is higher than the national median of $78,700.
- English Proficiency: A significant advantage for Indian travellers is their fluency in English, which facilitates easier communication during their travels in the U.S. Unlike other countries where language barriers may pose challenges, Indians can navigate their travel experiences more comfortably in an English-speaking environment. India has the second-highest number of English-speaking people after the United States.
- Cultural Connections: The shared cultural ties between India and the U.S., along with mutual interests in entertainment and cuisine, enhance the appeal of travel to the U.S., encouraging more Indians to seek non-immigrant visas.
- Growing Disposable Income and Middle Class: The expanding middle class in India has increased disposable income, enabling more families to travel abroad. The diverse attractions of the U.S., including big cities, shopping, national parks, and cultural landmarks, further amplify its appeal.
So how can American tourism organizations build awareness, target, and attract high-spending Indian travellers?
To effectively engage high-spending Indian travellers, U.S. tourism organizations should consider implementing the following strategies:
- Customized Travel Packages: Develop tailored travel packages that are relevant and cater specifically to Indian tourists’ preferences, focusing on family-oriented activities and culturally relevant experiences.
- Enhanced Marketing Campaigns: India is a large, diverse country. To effectively engage Indian travellers, it is crucial to develop tailored and targeted marketing campaigns. Strategies that utilize B2B initiatives, PR, social media, and digital platforms popular in India will enhance outreach. Campaigns should highlight the unique value that U.S. destinations offer, showcasing experiences that resonate deeply with Indian travellers. By running campaigns that address the interests and aspirations of the target audience, destinations can build awareness and inspire them to visit and explore what destinations have to offer.
- Strengthening VFR Opportunities: The extremely strong VFR travel segment from India to the US cannot and should not be ignored as they deliver a significant positive economic impact for the destination. Initiatives that facilitate visiting friends and relatives by highlighting family-friendly travel options and destinations with significant Indian communities should be promoted.
- Reduce Visa Process Delays: Advocacy for continued improvements in visa processing times and appointment availability to reduce barriers for travellers seeking non-immigrant visas will significantly help bring more high-spending Indian tourists to US destinations compared to other destinations with faster and easier visa processes.
- Leveraging Influencers: Collaborate with Indian influencers (including B2B influencers) and travel bloggers who can showcase their experiences in the U.S., inspiring travel trade and potential travellers through authentic storytelling.
By focusing on these strategies, U.S. tourism organizations can effectively tap into the growing market of high-spending Indian travellers while leveraging their English proficiency to enhance awareness and their travel experiences with existing English content.
About INDIJO Consulting
INDIJO Consulting is your partner in India that can help you navigate the dynamic Indian travel market, and providing you with unfettered ACCESS, COVERAGE, and SUCCESS in India.
With over 32+ years of experience in aviation, tourism, and hospitality sales, marketing, public relations, and digital, we are uniquely positioned to help destinations, airlines and other tourism organizations succeed in India by using our innovative mindset that combines with robust market research, to curate tailored strategies that resonate with the right market segments for each of our clients.
Our multilingual team leverages our extensive industry connections and deep understanding of the Indian consumer landscape to create impactful campaigns that drive demand and foster brand awareness, visibility, loyalty, and engagement across various platforms.
So, are you ready to unlock your potential in India? Contact Joseph Fernandes, CEO, at +91 9820311844 or email joe@indijo.in. Let’s discuss how we can help you achieve remarkable success in India together! www.indijo.in
