Indian States Urge UK Diaspora to Champion Cultural Tourism

Indian state ministers have called on members of the Indian diaspora in the United Kingdom to act as cultural ambassadors, promoting the country's rich and lesser-known attractions to international audiences.

The appeal was made during the “Travellers’ Paradise” event hosted by the High Commission of India in London, held alongside the World Travel Market (WTM) 2025 one of the world’s premier travel industry exhibitions. Representatives from Rajasthan, Andhra Pradesh, Madhya Pradesh, and Goa showcased their states’ unique cultural, historical, and tourism offerings under the “Incredible India” banner.

Rajasthan’s Deputy Chief Minister, Diya Kumari, emphasized the need for continued global storytelling about India’s heritage. “Our country has everything — from yoga and spirituality to forts, palaces, food, and festivals. Yet, we must speak louder about our diversity,” she said.

Andhra Pradesh’s Tourism Minister, Kandula Durgesh, highlighted India’s strong presence at the fair, noting that “while most countries featured a single stall, India had more than fifteen a true reflection of our unity in diversity.”

Madhya Pradesh’s Minister Dharmendra Singh Lodhi underscored India’s guiding principle of Vasudhaiva Kutumbakam  “the world is one family” while Goa’s Tourism Minister, Rohan Khaunte, spotlighted efforts to attract global digital nomads and position the state as a remote-work haven.

High Commissioner Vikram Doraiswami lauded India’s growing tourism influence, citing record foreign tourist arrivals exceeding 20 million last year, with the UK, US, and Australia ranking among the top source markets.

“Tourism is not just about destinations; it’s about connecting cultures,” Doraiswami said. “India remains one of the world’s most diverse and rapidly emerging tourism markets.”

The ministers reaffirmed their alignment with Mission Viksit Bharat 2047  an initiative linking tourism with trade, technology, and sustainable development as they urged the diaspora to share India’s evolving story with the world.