Other destinations have started using Bollywood actors in their promotional campaigns. Dubai, for example, is promoted by the Indian acting superstar and film producer Shah Rukh Khan. And the heartthrob actor Siddharth Malhotra has been New Zealand’s brand ambassador since 2015.
By 2040, the number of international tourist departures from India could hit 90 million, not far from the 104 million Chinese tourists who traveled in 2019. However, research suggests that Chinese holidaymakers are increasingly deciding to travel at home, meaning Indian tourists may soon overtake them.
As more people in India flock to airport departure lounges, tourist destinations around the world are jostling for position in the race to take their share.
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