Reviving Indian Tourism amid the Covid-19 pandemic: Challenges and workable solutions

Abstract

This conference communication discusses insights from the roundtable discussion for reviving tourism in the post-pandemic era, conducted by the Centre for Marketing in Emerging Economies at the Indian Institute of Management, Lucknow, India. A varied group of eminent members from government, industry, and academia deliberated on the challenges, possible solutions, and way forward with regard to reviving the tourism sector amidst Covid-19 uncertainties. Major outcomes emerging from a roundtable discussion among experts were textually analysed. A survey was conducted among attendees to assess the degree of willingness to travel and related concerns. A framework was developed with a workable action plan for boosting tourism. Implications for practice and suggestions for future research are provided. • Presents a framework of seven steps to revive tourism in post-pandemic era. • Focus on digital media, government financial support, auditing, and vocal for local. • Develop faith, medical and eco-tourism, employee motivation and hygiene practices. • Presents communication plan to promote tourism based for four customer segments.