Tourism has re-emerged as one of the most powerful drivers of the global economy in the post-pandemic world. The World Travel and Tourism Council estimates that in 2024 the sector contributed around US$10.9 trillion to the global economy and supported more than 350 million jobs worldwide, nearly one in ten.

The United Nations World Tourism Organisation recorded about 1.29 billion international tourist arrivals in 2023, marking a near-full recovery of global travel demand. These figures highlight the immense importance of the industry in providing livelihoods, stimulating development and connecting cultures. Yet they also underline the urgency of directing this growth toward sustainability.

India’s experience mirrors these global trends in striking ways. After the sharp decline during the pandemic years, India’s tourism industry staged a strong comeback. In 2023, the country welcomed nearly 18.9 million international tourists while domestic tourism reached an impressive 2.51 billion visits. Foreign exchange earnings crossed ₹231,000 crore, reflecting the growing attraction of India as a destination and the robust appetite for travel among Indians themselves.

From the ghats of Varanasi to the beaches of Goa, and from Himalayan trekking routes to the deserts of Rajasthan, Bharat offers cultural depth and natural beauty that draw visitors from every corner of the world. But this surge brings a dual challenge, while tourism is a vital source of income and employment, it is also straining fragile ecosystems, heritage sites and urban infrastructure.

Sustainable transformation of tourism has therefore become a necessity, not an option. Globally, tourism is a significant contributor to climate change. Academic studies have shown that the sector was responsible for about 5.2 gigatonnes of CO₂-equivalent emissions in 2019, nearly eight per cent of the world’s total, with aviation, road transport and energy use in hotels as primary culprits.

In the context of rising global temperatures and extreme weather events, the responsibility of tourism to cut emissions is undeniable. For India, this challenge is even sharper. Popular destinations in the Himalayas, such as Manali and Shimla, face water shortages and waste management crises. Coastal and island regions confront the risks of sea-level rise, while historic cities like Jaipur and Agra are battling overtourism that threatens monuments and the quality of life of residents.

At the same time, the potential of tourism to drive sustainable development is enormous. If reimagined carefully, it can regenerate local economies, support conservation and strengthen communities. A growing emphasis on community-based tourism in India shows how this transformation is possible. In states like Sikkim, Nagaland and Kerala, homestays run by local families provide authentic experiences while ensuring that a larger share of tourist spending stays within the community.

Protected-area tourism models that direct a portion of revenue toward conservation and local employment are another promising pathway. Globally, destinations from Costa Rica to New Zealand have demonstrated that ecotourism and cultural preservation can co-exist with economic growth, offering examples for India to adapt.

Infrastructure and mobility are central to this transformation. For a country of India’s size and diversity, investment in sustainable transport is critical. Expansion of high-speed rail, modernised intercity buses and affordable electric mobility options for last-mile travel can reduce reliance on short-haul flights and cut emissions.

On the global stage, accelerated adoption of sustainable aviation fuels, energy-efficient aircraft and innovations in propulsion are necessary to address aviation’s carbon intensity. These shifts require not just private investment but also government incentives, including tax credits, subsidies and green bonds to de-risk large-scale projects.

Data, standards and accountability mechanisms are equally important. Tourism businesses need to measure and disclose their carbon, water and waste footprints transparently. Governments must enforce carrying-capacity rules in fragile destinations and introduce mechanisms such as tourist levies to fund conservation.

Certification schemes that recognise environmentally responsible hotels and operators can guide consumer choices, but they must be credible and accessible to small businesses, not just multinational chains. In India, the Ministry of Tourism’s data initiatives provide a foundation for developing national frameworks to track and reduce impacts, but these must be scaled up with state-level monitoring and community participation.

The social dimension of sustainable tourism cannot be overlooked. The industry employs millions of people in India, often in small and micro enterprises that remain vulnerable. Ensuring that the economic benefits of tourism reach local communities is as important as reducing environmental costs.

Training in hospitality skills, digital literacy and sustainable practices can improve livelihoods, especially for youth and women. Access to microfinance and marketing platforms for community-run tourism businesses can distribute value more fairly. Formalising labour protections and improving working conditions in informal sectors such as guiding, catering, and transport will make the industry more resilient and equitable.

Tourists themselves play a decisive role in this transformation. Choices about travel length, accommodation, transport, and activities shape demand patterns. Longer stays with fewer flights, preference for certified sustainable operators, and willingness to pay conservation fees can all nudge the industry toward better practices. Media and travel writing, particularly in newspapers and magazines, can shift public perception by highlighting responsible destinations and framing sustainable tourism as aspirational rather than restrictive.

The roadmap for India, therefore, lies in harmonising its tourism growth with sustainability imperatives. Policies must integrate tourism with climate commitments, biodiversity goals and cultural preservation. Investments should favour low-carbon infrastructure, community-based models and digital innovation that enables transparency. Partnerships between government, business, civil society and local communities will be essential.

By adopting measurable targets such as emissions per tourist, percentage of revenue retained locally and waste reduction per visitor, India can demonstrate leadership in shaping a new global narrative on tourism.

The global tourism revival presents both risk and opportunity. The risk is a return to the pre-pandemic model of volume-driven growth that fuels climate change, strains cities and erodes heritage. The opportunity is to redesign tourism as a regenerative force that preserves nature, empowers communities and sustains economies. India, with its vast diversity, deep traditions and growing domestic market, stands uniquely positioned to pioneer this transformation.

If India succeeds in embedding sustainability into the DNA of its tourism policies and practices, it will not only safeguard its own treasures but also provide a model for the world. Tourism can then move from being a contributor to global problems to becoming part of the solution, a sector that generates prosperity while protecting the planet and its people.

(Author is a Professor and Former Head of Department at Dr Bhimrao Ambedkar University in Agra)