Engaging India’s growing outbound market at Brand USA Travel Week

Visit California participated in the second annual Brand USA Travel Week India, a U.S.-centric business-to-business program focused on engaging India’s outbound travel market. India is the first expansion of the Travel Week brand outside Europe and the only country to host its own dedicated Travel Week , underscoring its growing importance to U.S. inbound travel.

The program brought together 73 delegates representing 48 U.S. destinations and tourism organizations, along with Indian travel trade, media and senior executives. Visit California took part in the C-suite tracks, using the opportunity to examine the market through a U.S. lens and better understand travel demand, consumer behavior and broader factors influencing visitation.

India continues to be a high-potential market for U.S. travel, though it is often underestimated. U.S. visitation from India has grown from roughly 1.6 million visitors during the pandemic recovery period to 2.2 million in recent years, placing India among the top overseas source markets for the U.S. This growth reflects strong outbound travel demand, a sizable diaspora and an increasingly travel-savvy consumer base.

More than 30 million Indians travel internationally each year, many of whom are experienced global travelers. Travel is widely seen as a marker of status, with interest concentrated in destinations that offer strong cultural experiences, food, wellness and access to nature. California continues to perform well in this environment and has maintained its market share, supported by its long-standing presence in India dating back to 2009.

India’s outbound travel growth has exceeded expectations, while inbound travel to India remains limited, in part due to infrastructure challenges. At the same time, broader U.S. travel forecasts reflect near-term headwinds, with national projections anticipating a decline while California is expected to see modest growth. Entry processes and geopolitical dynamics were cited as contributing factors, even as California remains widely viewed as a welcoming and appealing destination.

Air connectivity was a recurring topic throughout Travel Week. Geopolitical conditions have disrupted nonstop service, increasing reliance on one-stop routes from secondary Indian cities through Europe and other global hubs. Expanded connections through Air India and European airline partners are expected to support long-term growth. An estimated five million Indians currently hold valid U.S. visas, pointing to continued demand as airlift evolves.

Brand USA Travel Week India highlighted the importance of sustained engagement, cultural understanding and coordination across U.S. destinations as competition for Indian outbound travelers intensifies. As the program continues on an annual basis, Visit California plans to use the platform to maintain visibility, strengthen trade relationships and deepen its understanding of a market with growing global influence.