The great Indian influence: How tourism and the diaspora are shaping global perceptions

India's ascent as a global power in the 21st century is not solely driven by its economic might or military prowess but also by its soft power—its ability to attract and influence through culture, values, and diplomacy. Tourism and the Indian diaspora are twin pillars playing a crucial role in strengthening this soft power, and enhancing India’s global influence and perception. As of 2025, with tightened immigration policies worldwide and a shifting geopolitical landscape, these elements are more critical than ever. Here, we see how tourism shapes India’s international image and how its 32-million-strong diaspora amplifies its cultural and diplomatic reach, drawing on recent data and reports.

Tourism: A gateway to India’s global presenceIndia's cultural diversity and richness are portrayed to the world through tourism, which is also a powerful tool of soft power. According to the Ministry of Tourism, India received 6.19 million international visitors in 2022, a significant drop from 10.93 million in 2019 because of the pandemic. With 9.24 million visitors in 2023, preliminary data suggests a rebound ( India Tourism Statistics 2023). This resurgence indicates India's growing appeal, which is fuelled by many factors, like ancient heritage, spiritual traditions, and contemporary infrastructure. In 2021, tourism accounted for 5.8% of India's GDP, or INR 13.2 lakh crore (US $150 billion), and is projected to grow by 7.8% a year to reach INR 33.8 lakh crore by 2031, according to the World Travel and Tourism Council (WTTC, 2022). These record numbers highlight tourism’s role in elevating India’s global standing.


Then there was an important turning point, which was India's 2023 G20 presidency that further highlighted its potential for tourism. From yoga retreats in Rishikesh to heritage tours in Delhi, more than 200 linked activities in various regions highlighted India's cultural fabric, establishing the country as a centre for cultural diplomacy. Policy advisor Dr. Aishwarya Singh Raikwar points out that programs like the G20 tourism summits and the Vibrant Villages Programme enhanced India's reputation as a responsible international actor dedicated to sustainable tourism. Relaunched with digital vigour, the "Incredible India" campaign has used social media to target younger people and dispel the myth that India is only known for its historical sites.

Wellness and medical tourism
Wellness and medical travel further magnify this influence. India is the world's fifth-largest destination for medical travel, with a $9 billion healthcare sector in 2019. Campaigns like "Heal in India" and "Heal by India," which were launched in 2022, have drawn individuals seeking affordable, high-quality care to Ayurveda and yoga, which blend Eastern traditions with Western knowledge. 1.83 lakh foreign visitors came in 2020 for medical reasons (India Tourism Statistics 2023); considering the post-pandemic recovery, this figure is probably greater today. With patients returning home as unofficial ambassadors of India's hospitality, this niche not only increases foreign exchange—$6.96 billion in 2020—but also cultivates goodwill.

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The effects of tourism are not without criticism, though. The story of sustainable expansion is called into question by overcrowding at places like the Taj Mahal and environmental stress from unrestrained development. The WTTC's optimistic forecasts can ignore these fissures, implying that India needs to strike a balance between preservation and promotion in order to maintain its appeal on a worldwide scale.

The Indian Diaspora: Amplifying soft power and diplomacy
In addition to tourism, India's diaspora, which numbers over 32 million, is a powerful tool in its soft power toolbox. This global network, which spans 200 nations, strengthens India's diplomatic and cultural clout (World Migration Report 2024, UN). The US alone contributed more than 20% of the $111 billion in remittances that India got in 2022, making it the largest recipient in the world, according to the World Bank. The diaspora's cultural and political contributions go beyond money.

Bollywood, yoga, and festivals like Diwali light up Times Square and the Sydney Opera House, creating an Indian identity in the eyes of the globe, as per Geostrategic Insights. The diaspora exports India's cultural heritage. The 4.4 million Indian-Americans in the US had $381 billion in purchasing power, with an average annual salary of $120,000. This money supports cultural initiatives and local investments, enhancing India's soft power. The Know India Programme and Pravasi Bharatiya Divas (PBD), which turn second- and third-generation Indians into cultural ambassadors, help to fortify these ties.

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Politically, the diaspora wields outsized influence. Leaders like US Vice President Kamala Harris, former Portuguese Prime Minister Antonio Costa, and UK Prime Minister Rishi Sunak are some of the influential figures whose work have been notable in this regard.

The diaspora's potential isn't really realised, though. Demands for dual citizenship and an unequal focus that prioritises wealthy non-resident Indians over Gulf labourers draw attention to engagement gaps. Rural economies are supported by remittances, but policy input and organised innovation networks are still lacking. India is unable to fully utilise this asset due to its small diplomatic corps (4,888 employees compared to 8,000 in China) .

The road ahead
Tourism and the diaspora work in tandem: tourists experience India’s charm firsthand, while the diaspora extends it abroad. A student visiting Varanasi may later meet an Indian-American hosting a Holi party in Berlin, reinforcing India’s narrative. Yet, challenges persist—tourism needs sustainable scaling, and diaspora engagement requires strategic depth. Investments in infrastructure, digital outreach, and a robust public diplomacy policy could bridge these gaps, ensuring India’s soft power translates into lasting global influence.