At the prestigious ITB Berlin 2025, the world’s largest travel trade show, Jack Ajit Sukhija, President of the Travel and Tourism Association of Goa (TTAG), spoke exclusively about the strategic direction for Goa’s tourism sector. In a candid discussion, Sukhija shared his vision for reviving Goa’s inbound tourism market, promoting the state’s cultural heritage, and leveraging digital marketing to ensure sustainable growth in the coming years.

With Goa being one of India’s most popular tourist destinations, the region has faced challenges post-pandemic, and Sukhija is leading efforts to reinvigorate the tourism sector. ITB Berlin, being a key platform for global tourism discussions, served as the perfect stage for Goa to showcase its evolving strategies to the international community.

Reviving Inbound Tourism in Goa: Key Focus Areas

As the pandemic-induced travel restrictions began to ease, Goa was keen to capture the rebound in international tourism. Sukhija emphasized the importance of reviving traditional international markets such as the UK, Germany, and France, which have been long-standing sources of tourism for Goa. He pointed out that these European markets had a historical connection with the region due to its colonial past, making them essential to Goa’s recovery strategy.

However, Sukhija also highlighted that Goa’s tourism strategy must diversify. This includes tapping into newer markets in Asia and the Middle East, focusing on attracting tourists from regions like the Gulf countries and Southeast Asia.

India’s Domestic Market: A Growing Source of Tourists

While international tourism remains a focus, Sukhija also pointed to the growing domestic tourism market. With India’s rising middle class and increasing disposable incomes, the country’s own citizens are becoming key players in the tourism revival. Goa, with its accessible beaches, vibrant nightlife, and affordable luxury offerings, is becoming a top domestic destination, especially for weekend getaways from neighboring states like Maharashtra, Gujarat, and Karnataka.

Sukhija revealed that domestic travelers now account for a significant portion of Goa’s total visitor numbers, with many opting for family holidays, corporate retreats, and destination weddings.

Promoting Goa’s Unique Culture and Heritage

Goa is not just about its beaches and nightlife. Sukhija’s vision for tourism development is rooted in the idea that Goa’s rich cultural heritage is an integral part of its identity and appeal. He spoke about the state’s efforts to revive and promote its temple circuits, which were once key attractions for religious and cultural tourism.

By focusing on Goa’s Hindu temples, Portuguese colonial architecture, and unique local festivals, Sukhija believes that the state can attract tourists looking for authentic cultural experiences. He mentioned that Goa’s temple tours and eco-tourism routes are gaining traction as part of the state’s broader tourism offering.

Moreover, Goa’s culinary tourism is also becoming a big draw, with its unique mix of Indian and Portuguese influences. Goan cuisine, combined with its sustainable tourism practices, is positioning the state as a hotspot for food lovers and sustainable travelers.

Digital Marketing and the Role of Technology

As tourism increasingly moves into the digital age, Sukhija noted the pivotal role that digital marketing and social media play in today’s travel decision-making. TTAG’s digital campaigns have been an essential part of Goa’s marketing outreach, targeting millennial and Gen Z travelers who heavily rely on Instagram, TikTok, and YouTube for travel inspiration.

Sukhija emphasized that Goa is focusing on creating a strong online presence to attract not just traditional beach lovers but also digital nomads, wellness tourists, and cultural travelers. He noted that Goa’s natural beauty, combined with modern amenities and a thriving internet infrastructure, makes it an ideal destination for remote work and extended stays.

The Road Ahead: Infrastructure and Connectivity Development

A major challenge for Goa’s tourism sector is the need for better infrastructure and enhanced connectivity. Sukhija stressed that tourism must be supported by adequate infrastructure, from international flights to local transport systems.

One of the biggest priorities, he mentioned, is improving air connectivity to Goa, particularly with European and Middle Eastern countries. This includes increasing flight frequencies, promoting direct flights to Europe, and collaborating with airlines to improve the cost-effectiveness of travel to the region.

Additionally, infrastructure projects such as new roads, better public transportation, and more luxury hotels with world-class amenities are underway. These will help accommodate the growing influx of international visitors and ensure that Goa remains a leading destination for both short-term vacations and long-term stays.

Engaging with the Global Travel Community at ITB Berlin

Sukhija’s presence at ITB Berlin 2025 highlights Goa’s ambition to re-establish itself as a top-tier international destination. At the event, Sukhija interacted with a wide range of international travel professionals, including tour operators, airlines, and destination marketing organizations. This platform provided an opportunity for Goa to showcase its tourism strategy, discuss emerging trends, and explore new partnerships that could enhance the state’s visibility on the global tourism stage.

Conclusion: Goa’s Tourism Revival is in Full Swing

Goa is clearly undergoing a transformation, with cultural tourism and digital innovation at the forefront of its efforts to recover from the pandemic and adapt to new travel trends. Through strategic marketing, diversification of source markets, and a focus on sustainable and cultural tourism, Goa is positioning itself as a global leader in the tourism sector.

Jack Ajit Sukhija and TTAG’s leadership are pivotal to these changes, and with continued focus on international collaboration, digital marketing, and infrastructure development, Goa’s tourism sector is poised for sustained growth in the years to come.