'You need more of India to be shown': VFS Global Founder Zubin Karkaria
VFS Global CEO Zubin Karkaria calls for showcasing more of India beyond the Golden Triangle to drive massive inbound tourism and student mobility.
India is rapidly transforming into one of the most influential travel and tourism markets globally, fueled by a booming economy, digital innovation, and a surge in both domestic and international demand. During a recent high-level discussion hosted by the World Travel and Tourism Council, industry leaders explored how the nation can convert its massive scale into undisputed global tourism leadership.
Zubin Karkaria, the Founder and CEO of VFS Global, emphasized that to truly unlock India's potential, the country must move beyond its traditional tourist circuits. He argued that the secret to stronger inbound tourism lies in seamless mobility and a much more aggressive, targeted outreach that showcases the country's vast cultural diversity.
Beyond the Golden Triangle
Drawing from nearly three decades of experience in the travel industry, Karkaria pointed out a significant missed opportunity in how India is marketed to the world. He noted that many travelers still view India through a very narrow lens.
"I feel it's not a one-time destination," Karkaria stated. "What the Minister said very rightly is that it is not just the Golden Triangle that you will choose. India is much, much more than that."
He stressed that the responsibility for growth lies with every state to create excitement and offer unique opportunities to visitors. According to Karkaria, if India wants to remove friction and make travel seamless, the global community needs to see more of the country's diverse landscapes and experiences.
The 'Study in India' Opportunity
A major pillar of Karkaria's vision involves tapping into the growing global demand for international education. He highlighted that VFS Global is looking to support the "Study in India" ambition by streamlining the journey for international students—from initial outreach and verification to visa processing and pre-departure support.
Karkaria noted that as students seek more affordable and high-quality alternatives to traditional Western destinations, India is perfectly positioned to step in. "India has got the best institutes—technical, engineering—and there is a huge opportunity today for India to attract students," he explained.
He further noted the long-term economic benefits of this strategy: "Once the student comes in, the parents come in, the student becomes the ambassador of the country and then his friends come in."
The 3Ts Framework: Tourism, Trade, and Technology
The discussion also featured Tourism Minister Gajendra Shekawat, who outlined the government's strategic vision. He highlighted Prime Minister Narendra Modi's "3Ts" framework, which places Tourism alongside Trade and Technology as core pillars of national development.
Shekawat observed that while the first 60 years post-independence were focused on basic necessities like food and shelter, the last 15 years have seen the tourism sector truly unlock its potential. He noted that India's recent hosting of major global events like the G20 and BRICS summits underscores its growing stature.
The Minister also pointed to the unparalleled strength of India's spiritual tourism. "I think the spiritual tourism has become so strong in India, I don't think there is a comparable destination in the world," Shekawat said, reiterating that the 3Ts remain a top priority for the government's vision of a developed India.