Market spotlight: India

Market performance

In 2025, India generated 607,000 visitors and $1.5 billion in spend, representing a steady growth market with strong social and economic ties to the U.S. India accounted for 27% of international visitation in 2024 and 21% of international visitor spending.

Sustained expansion in airline capacity is positioning India–U.S. travel for long-term growth. Indian carriers’ wide-body aircraft inductions are expected to increase nonstop connectivity, while European and Gulf airlines continue to expand one-stop seat capacity and hub efficiency.

Rising leisure demand and sustained visiting friends and relatives travel have reshaped Indian outbound behavior toward experience-led exploration. The United States remains the most aspirational international destination for Indian travelers. With approximately 100 million passport holders and an estimated 15 to 20 million high-net-worth individuals representing California’s core target audience, the state’s air-connected gateways and year-round destination appeal position it to capture a growing share of Indian arrivals.

Competitive environment

India’s outbound market shows continued long-haul intent, driven by income growth, improving air connectivity and repeat international travel. Competition from Europe, Australia, Africa, Japan, other U.S. destinations other established global destinations is increasing demand for differentiated experiences, depth of product and year-round appeal.

Visit California programs

Visit California’s programs are designed to build aspiration for California among Indian travelers while strengthening long-term trade capability. Initiatives including sports collaborations with DreamSetGo and NBA India, the California Edit luxury fashion collaboration and a Thrillophilia family discovery campaign supporting engagement with high-value traveler segments through storytelling, sports, lifestyle and experiential content. In parallel, earned media partnerships with leading titles such as Condé Nast Traveller India and Travel + Leisure India amplify California’s premium positioning.

At the same time, structured trade programs such as Visit California’s trade and media mission, Brand USA Travel Week India and Club California support knowledge development, product expansion and year-round selling confidence across the travel trade. Together, these efforts help drive traveler demand, strengthen trade readiness and support sustained visitation growth from the Indian market.