Goa is expanding its appeal beyond beaches and nightlife, focusing on cultural heritage, wellness retreats, and eco-tourism to attract travellers across all seasons
Goa, one of India’s most popular tourist destinations, has redefined its image by diversifying its tourism offerings beyond beaches and nightlife. The state is also actively positioning itself as a year-round hub for heritage and cultural tourism, spiritual journeys, wellness retreats, eco-tourism, sports adventures and hinterland exploration.
The state government’s emphasis to promote Goa Beyond Beaches is now reaping dividends. “There is a growing interest among travellers in Goa’s diverse tourism offerings. Visitors are exploring offbeat trails, hinterland experiences, spiritual circuits, adventure and wellness retreats. The response for segments such as heritage walks, eco-tourism circuits and agritourism has been positive and growing. Tourists are also showing interest in festivals, culinary experiences and immersive cultural engagements, reflecting a shift towards experiential travel,” said Kedar Naik, director, department of tourism, government of Goa.
To boost footfall, Goa Tourism has intensified its global outreach through international travel fairs, digital marketing and roadshows. Infrastructure upgrades such as improved roadways and the launch of the Manohar International Airport have bolstered accessibility alongside Dabolim Airport.
“The addition of Manohar International Airport in North Goa has improved accessibility to Goa. Besides leisure travellers, there is a high demand from the wedding segment, which is resulting in mid segment and luxury hotels in the state recording high average occupancy rates during the tourist season. However, we are also noticing homestays getting popular among clients looking for a ‘local’ experience in the state,” said Ved Khanna, president of the Association of Domestic Tour Operators of India (ADTOI). In support of this trend, the tourism department is conducting training programmes under its Homestay and Bed-and-Breakfast policy to empower local hosts and enhance accommodation quality.
On the other hand, Goa Tourism is actively promoting the state as a 365-day destination with year-round activities. Adventure tourism, including river rafting, trekking and nature trails are being highlighted during the monsoon season. The department is also focusing on wellness tourism, cultural festivals and indoor experiences to attract visitors beyond the traditional peak season (November to February). The focus is also on festivals such as Chikhal Kalo and São João, which celebrate Goa’s vibrant traditions with mud games and rain festivities.
In a recent collaboration with Airbnb, the department launched Goa Unseen, a digital guidebook under the Rediscover Goa campaign. The initiative aims to promote lesser-known gems such as Kakolem Beach, Museum of Christian Art, Chandor Heritage Trail, jungle trails in South Goa and the Buddhist caves in Lamgao and Rivona among others.
Amanpreet Singh Bajaj, Airbnb’s country head for India and South-east Asia, shared: “Goa has always been a key destination for Airbnb in India and through initiatives like Rediscover Goa and the launch of Goa Unseen, we are looking to showcase the state’s rich cultural heritage, dynamic communities and unique accommodation.”
Airbnb reported a 20 per cent increase in bookings for Goa in 2024 compared to the previous year.
Goa’s hospitality landscape is evolving too. Abhishek Bhattacharya, head of sales, WelcomHeritage Hotels, commented: “Traveller preferences are shifting toward authentic and immersive experiences moving beyond beach holidays. Our property, WelcomHeritage Panjim Inn saw a 14 per cent revenue growth last year. Our primary focus in Goa remains on leisure travellers, FITs, families and an increasing segment of remote-working professionals opting for extended getaways.”
Like many parts of India, Goa is witnessing a stronger surge in domestic tourism compared to international arrivals. In 2024, the state welcomed 9.94 million domestic tourists and around 467,911 international visitors.
“Currently, our domestic demand significantly outweighs international demand, mirroring the broader trend in Goa where domestic tourist arrivals saw a substantial 22 per cent increase in 2024 while international arrivals experienced a more modest three per cent growth. We expect the strong domestic demand for unique, heritage-focused experiences to continue driving our performance going forward,” added Bhattacharya.
The state’s tourism department is looking to grow inbound arrivals by focusing on new markets. Goa Tourism recently organised roadshows in Muscat, Oman and Doha, Qatar to promote Goa as a premier tourism destination in the Middle East. Last year, the department of tourism had organised roadshows in markets like Kazakhstan, Poland and Georgia.
“While Russia and the UK have traditionally been dominant markets for Goa’s tourism, we have enhanced connectivity with direct flights to top tier cities of the countries like Uzbekistan, Iran, Poland, among others,” remarked Naik. He also shared that the department of tourism is targeting new international source markets through digital campaigns and participation in major global tourism expos.
To offer seamless travel experiences, the government of Goa introduced the Let’s Goa app in 2024 which allows tourists to plan trips, book experiences and access information on the state’s attractions and services. Last year, the state introduced its Regenerative Tourism initiative, positioning itself as the first in India to adopt this sustainable model focused on environmental restoration, cultural preservation, and community empowerment.
