India has finally caught the attention of the well-heeled American tourist. A multi-million dollar industry in the US, high-end tourism is looking beyond Europe at Indian shores. An eight-member delegation of the Travel+Leisure Travel Agent Advisory Board, the ritziest travel magazine in the US, are in the capital to promote India as a high-end destination to American deep pockets.Team members, who call themselves ‘‘life experience stylists,’’ include operators from leisure tour houses, stretching from San Diego in California to Naples in Florida; from mid-west Maumee, Ohio, to Stillwater, Minnesota; and Dallas, Texas to Santa Fe, New Mexico.Says Nancy Strong, of Strong Travel Services, a luxury travel operator from Dallas, ‘‘I find and experience locations first hand for clients who are willing to spend thousands of dollars just for a new experience. There’s a new, exciting buzz about India and people are now willing to discover India like never before.’’In 2004, inbound traffic from the US touched 5.2 lakh, overtaking the UK’s 4.9 lakh arrivals into India. Now, the interest from the high-value segment is good news for the domestic tourism industry as this means more tourist dollars flowing in. In all, India attracted 3 million tourists in 2004, but the bulk of these have traditionally been the backpacking lot.That’s why Shahrookh R. Cambata of Greaves Travel, Chicago, and sister Mehera Dalton, who operates out of London — the duo brought T+L Board to India — are ecstatic that India is developing into a luxe destination. Says Dalton, ‘‘The new luxury resorts have finally put India on the map of exclusivity and luxury. People now want to experience the hotel as much as their stay.’’Cambata believes the increasing number of US business travellers is also drawing in their families. ‘‘Americans have been travelling to Bangalore and they now see the country as children and family-friendly,’’ he says.So what makes India alluring to the US traveller? Connectivity, cheaper dollar and, a politically safe destination seem to be the answer. Lifestyle tour operator Mary Ann Ramsey of Betty McLean Travel, Florida says, ‘‘Our business is shifting from Europe to new regions. US businessmen have taken away the anxiety, fear and mystique that they once felt.’’The Incredible India campaign has also helped promote India, they say, though it needs to focus on issues like safety and luxury rather than India’s diverse culture. Agrees Wido L. Schaefer of Travel Store, LA, ‘‘The small tour bus story is over. People want exclusive, personal, travel consultation for quality holiday, special occasions like anniversaries. India is now on the US luxe traveller’s radar.’’There are other factors too. Expansion of luxury hotels beyond metros, improved surface and air travel as well as road trips and city makeovers have helped get rid of the Third World image of the past.For the same reason, luxury is the catchword. Resorts that give access to wildlife, festivals and shopping are the favourite destinations for the average American. For Indian operators, the good news is that Americans are willing to travel even during the summer. Says Ramsey, ‘‘Unlike the British, Americans don’t care about the weather. People from Florida or NY know what it’s like being hot.’’However, Cambata cautions the Indian tourism industry to develop more destinations or perish. ‘‘I love Orissa but is there a place to stay there?’’ he asks. ‘‘After Delhi-Agra-Rajasthan and Kerala, I don’t know where to look. Someone out there should start working soon to expand the Indian experience.’’
