From grassroots to global economy, Deep Kalra outlines holistic vision to position India as world leader in sustainable tourism.
Janice Alyosius
Commeding the tourism and hospitality sector for its remarkable resilience and immense potential, Deep Kalra, Founder and Chairman, MakeMyTrip and Chairman, World Travel & Tourism Council, India Initiative (WTTCII), has laid out a visionary roadmap for India to lead sustainable tourism globally. Speaking at India Travel & Tourism Sustainability Conclave 2025, hosted by MakeMyTrip Foundation and WTTCII, Kalra emphasised that sustainable tourism lies at the intersection of environment, culture and economy.
Call to action
Kalra underscored a powerful shift to sustainable travel, where it is no longer a niche but a major economic force. He shared that globally, the sustainable tourism market has surged from US$2.73 trillion in 2022 to US$3.12 trillion in 2023, and it is expected to reach US$11.39 trillion in the next decade (2034). While these numbers are impressive globally, he cautioned that India still has a long way to go.
For India, this global trend holds significant potential. Kalra said that India’s diverse cultural, natural and spiritual heritage makes it a prime candidate to lead the charge in sustainable tourism. “The key is localised sustainability, an approach that incorporates local communities, conservation efforts and travellers’ needs,” he noted.
Market trends and statistics
As per MakeMyTrip’s new research, 87 per cent of Indian travellers are willing to adopt eco-conscious habits and 69 per cent of Indian travellers are ready to choose destinations that actively promote responsible travel. Kalra pointed out that these statistics are a powerful signal that consumers are ready for change, noting, “The market is ready, and travellers are increasingly aligning their travel decisions with their values.” However, the challenge now is for industry to provide the products and services that meet this demand.
City-led sustainable practices
A significant part of Kalra’s message was focused on city-led initiatives. He stressed that urban centres need to play a crucial role in promoting sustainability. According to Kalra, cities are at the crossroads of tourism and sustainability, serving as the primary entry points for most travellers. He further adds that these cities house a vast number of local businesses and communities, which need to go sustainable in every way.
“Sustainability must begin at the grassroots level. It is about getting local communities involved, driving eco-conscious initiatives and creating awareness about the importance of sustainable tourism,” Kalra said.
Push for responsible travel
India’s tourism industry is embracing sustainability—at both the policy and grassroots levels. Initiatives such as Swachh Bharat Abhiyan and eco-certifications for hotels and transport services are gaining traction. Kalra stated, “It is not about waiting for the perfect moment. The time to act is now. We need to create a movement for responsible travel that incorporates local participation, policy support and global partnerships.”
Sustainable tourism lies at the intersection of environment, culture and economy.”
Deep Kalra, Founder and Chairman, MakeMyTrip and Chairman, World Travel & Tourism Council, India Initiative (WTTCII)
Photo caption
Suman Billa, Director General, Ministry of Tourism; Dr. Jyotsna Suri, Chairperson & Managing Director, The Lalit Suri Hospitality Group; Gajendra Singh Shekhawat, Union Minister of Tourism, Government of India; K B Kachru, Chairman Emeritus & Principal Advisor, South Asia, Radisson Hotel Group; and Deep Kalra, Founder & Chairman, MakeMyTrip, at the inauguration of Tourism Sustainability Conclave 2025 by MakeMyTrip Foundation.
