India’s travel and tourism sector saw a 28% rise in advertising expenditure in 2024, according to a report by Excellent Publicity, based on data from over 30,000 campaigns and insights from TAM Media Research. Digital advertising accounted for 78% of the total spend, driven by increased domestic travel demand and changing consumer habits.
YouTube and Instagram made up over 62% of digital ad spending, with short-form videos and influencer-led content contributing significantly to visibility. Influencer campaigns grew by 45% year-on-year, particularly those focused on local travel, quick getaways, and travel tips.
Tier-II and Tier-III cities contributed 35% of total digital ad impressions, reflecting a shift from metro-centric targeting. Travel brands used vernacular content, regional festivals, and cashback offers to connect with audiences in smaller towns.
Traditional media remained part of the mix. Television accounted for 12% of total ad spend, primarily through regional entertainment and news channels. Print media represented 3%, out-of-home advertising 6%, and radio 1%, used mostly around high-traffic locations and holiday periods.
Advertising activity peaked between April and June during school holidays, and again between October and December, driven by festive travel and weddings. Destinations such as Rishikesh, Ladakh, Udaipur, and Bali were among the most featured.
MakeMyTrip, EaseMyTrip, Club Mahindra, Agoda, Air India, and Thomas Cook together made up over 33% of digital ad spending. Campaigns highlighted loyalty programs, holiday offers, and interactive planning tools. The report noted an increase in campaigns focused on unique experiences, cultural travel, and emotional themes. There was also wider use of AR/VR previews, voice-assisted trip planning, and AI-based pricing tools. Sustainability messaging appeared in a growing number of campaigns.