Destination marketing must move beyond “wildlife-only” hooks to survive, according to Richa Khurana Singh, Vice President, jüSTa Hotels & Resorts. Speaking on the future of eco-tourism, Singh argued that the industry’s reliance on “celebrity” animals is a crutch that limits the potential of India’s diverse landscapes. She believes travellers today seek intellectual growth, aiming to feel more informed after a trip rather than simply ticking a tiger sighting off a list.
“There are never bad products — only bad marketers. You can create a story out of anything. Travellers want to feel smarter after visiting a place, not just say they spotted a tiger,” Singh stated. By focusing on birdwatching, regional culinary heritage, and authentic community engagement, lesser-known spots can thrive without iconic branding. Repositioning these destinations requires a shift toward experience-led stays where local stories, and nuanced ecological interactions, take centre stage.
