The first charter flight from Novosibirsk, Russia landed in Goa in the early hours of Thursday (October 2), marking the beginning of the tourist season in the coastal state. The stakeholders of the tourism industry, singed by a barrage of criticism on social media in the past year, remain cautiously optimistic about Goa remaining “most preferred tourist destination”. The tourism industry, which employs more than a third of the state’s population and contributes over 16% to it’s GDP, faces several challenges: be it concerns regarding tourist footfall, infrastructure, illegal touting, and the so-called ‘taxi mafia’, or social media influencers. What the data say Last November, a social media post claiming that tourism in Goa was “down in the dumps” went viral, inviting a flurry of responses, many of which criticised the state’s tourism infrastructure. The government’s immediate response was to dismiss the concerns, accusing some influencers of spreading “false” narratives to malign the state. The government has since put out data to combat the “false narrative” of falling footfall. But things are not that straightforward. While the government’s data show that there has been a steady increase in domestic tourist arrivals in the past few years, foreign tourist arrivals are still very far from the pre-Covid mark. Goa recorded 71.27 lakh domestic and 9.37 lakh international tourists in 2019. In 2024, the state recorded a record 99.41 lakh domestic tourists, even as foreign footfall fell to 4.67 lakh. In 2023, these numbers were 81.75 lakh and 4.52 lakh, respectively, while in 2022, they were 70.18 lakh and 1.69 lakh, respectively. Goa saw the arrival of 33.08 lakh domestic and only 22,128 foreign tourists in 2021, when international travel was severely affected due to the Covid-19 pandemic. Between January and June in 2025, 51.83 lakh domestic tourists and 2.71 lakh foreign tourists visited Goa — in line with trends from previous years. Wars, visa issues the culprit Conflicts in Russia-Ukraine and West Asia, cumbersome visa processes, and ‘market forces’ in the last three years have meant that the recovery to pre-Covid numbers of foreign tourist arrivals has been slow. Acknowledging the concern, the state government proposed to the Centre to introduce a visa on arrival (VoA) facility for tourists, which would allow “a single-entry stay of up to one month, requiring only proof of accommodation and a return air ticket.” In a letter to the Ministry of External Affairs on February 19, Goa chief minister Pramod Sawant said that foreign tourist arrivals to India “remain below potential” due to “complexity and unpredictability” of visa process. “Reports from travellers and stakeholders highlight that existing visa formalities are cumbersome, creating hurdles for potential visitors. While countries in the region have streamlined their visa processes with user-friendly e-visas, visa-free travel or visa-on-arrival facilities, India’s process remains less accessible,” it said. The government proposed that the visa on arrival facility could be initially extended to “high-end source markets” such as the USA, UK, Finland, Sweden, Switzerland, Estonia, Eastern Europe, Commonwealth of Independent States (CIS) countries, Russia, Gulf nations, UAE, Japan and South Korea. The tourism department is also looking to enhance international connectivity and expand to newer markets in Eastern Europe, West Asia and Central Asia. In a memorandum to the Goa government in July, the beach shack owners said they have observed a significant impact on tourist arrivals due to ongoing complexities and delays in the visa application process. “Many potential tourists express frustration with the current system, leading them to choose alternative destinations. A smoother and more efficient visa process is essential to ensure a steady flow of international tourists, who are a cornerstone of our business,” the memo said. Cruz Cardozo, President of the Shack Owners Welfare Society Goa, said, “Tourists often complain that it takes months for visas to be processed. The South-east Asian countries have surged ahead because they have simplified norms.” Overtourism and infrastructure strain, especially in North Goa beaches such as Baga and Calangute has also kept foreign tourists at bay. “It is a catch-22. Foreigners prefer peace and solitude. The beaches in North, except Mandrem, Arambol and Ashvem, are too crowded and noisy now. Earlier, tourists from the UK would stay for three months. The purchasing power has also gone down, so there is a change in the segment of clientele visiting,” said a shack owner, requesting anonymity. Challenges: expensive infrastructure, taxis Many say that Goa has simply become too expensive for an average traveller. Jit Arolkar, MGP (Maharashtrawadi Gomantak Party) leader and MLA of the coastal Mandrem constituency in North Goa, said, “The hotel tariffs and air fares are too high. People say it is cheaper to fly to Thailand or Indonesia. A one-week stay in a premium hotel in Vietnam is far cheaper than in Goa. This is why we are losing tourists to those destinations.” A common refrain among tourists has been that the privately-owned taxis, controlled by the taxi unions, charge “extortionate” fares. The entry of app-based taxi aggregators in the state has been fiercely contested by the unions, who fear the move would threaten their livelihood. Jack Sukhija, President, Travel and Tourism Association of Goa (TTAG), the apex body representing the hotel and travel trade in the state, said, “In terms of the domestic footfall, we are likely to see a strong year. We still need to find a way to assure affordable transport for tourists or at least have some transparency in transport. It has to be fast and convenient. If you can book a flight in a minute, there is no reason you should not be able to call a cab on the phone in a minute too,” he said. “I paid Rs 2,500 for a flight from Bengaluru to Goa, but for a cab ride from Dabolim to Mandrem, I had to pay Rs 3,500. This is like a monopoly,” said Arunabh Bhattacharya, a tourist. The state transport department in May published draft guidelines (Goa Transport Aggregator Guidelines, 2025), outlining a regulatory framework for app-based taxi and bike taxi operators. However, after taxi unions threatened to protest, chief minister Pramod Sawant announced that cab aggregators like Ola and Uber would not come to the state. Several shack owners complain that illegal touting has contributed to a decline in tourism for legitimate businesses, and about the increasing incidents of stray dog bites on beaches. “Touting is our main problem,” said Cardozo. “Tourists are harassed and misled for various services and this creates a negative perception of Goa and Goans.” Another significant concern is the poor infrastructure, especially the condition of roads, said Santosh Sangam Divkar, president of Small and Medium Hoteliers Association. “During the season in November and December, you will see the roads dug up. Instead of expanding the road network, the existing ones need to be maintained better. The beaches have to be cleaner,” said Divkar. The ‘influencer’ dilemma Goa Tourism Minister Rohan Khaunte has repeatedly slammed social media influencers, claiming that they had been paid to run a campaign to malign the state. In January, while sharing data which showed a 22% rise in domestic tourist footfall and a 3% rise in international tourist footfall in 2024, he said that influencers from other states often demand a “free lunch” or a “free stay” at a property to propagate a certain perception on social media. He also urged influencers from Goa to amplify the “real picture”. In a press statement on Thursday, Khaunte said, “Goa is ready to welcome tourists with open arms as we step into a vibrant new season. The arrival of the first charter flight reaffirms Goa’s position as a preferred global destination. With enhanced safety, infrastructure, and immersive experiences, we are committed to ensuring that every visitor feels the warmth of Goan hospitality while discovering the unique blend of culture, traditions, and natural beauty our state offers.” Charter flights from Kazakhstan are expected to commence operations to Goa from October 25, the department said. Cardozo said the “vilification” campaign has caused damage to the state’s image, adding that there was a need to counter that perception. “The influencers do not know the real picture,” he said. “We are optimistic about this season. The vibrant culture, beaches and heritage of Goa – have its own charm and that will never fade,” added Cardozo.
