As travellers increasingly seek authentic cultural experiences and meaningful journeys, K Vijay Mohan, managing director of Andhra Pradesh-based Holiday World, is tapping emerging opportunities through tribal immersion programmes and a focus on Buddhist tourism – he outlines his expansion strategy, market priorities and outlook for tourism growth in the state
What are the new developments in your travel agency?
We have recently launched specialised tribal tour packages covering three states including Odisha, Chhattisgarh and Andhra Pradesh. The itinerary includes four nights in Odisha, followed by two nights in Chhattisgarh and four nights in Andhra Pradesh. As part of these journeys, we have designed 15 experiential activities for travellers such as tree-hugging sessions, tribal astronomy, meditation practices and farm-to-table cooking experiences.
To offer guests a truly authentic insight into tribal life, we are also developing homestay accommodation within these villages. Responsible tourism remains central to these tours. We contribute a fixed amount towards tribal welfare and encourage participants to make a small voluntary donation. In addition, we are training locals to work as guides and encouraging guests to enjoy locally prepared tribal cuisine so that tourism directly benefits the community and strengthens the local economy.
Another key focus area for us is the Buddhist circuit. During his visit to Vijayawada several years ago, the Dalai Lama emphasised that Lord Buddha delivered the first Kalachakra sermon at Amravati. While many people believe that Lord Buddha never travelled to South India, historical accounts indicate that he did. Based on this heritage, we have curated a programme titled Footsteps of Buddha, which covers important Buddhist sites in Andhra Pradesh including Amravati, Nagarjunakonda and Bojjannakonda. The potential of Buddhist tourism in Andhra Pradesh offers immense potential which needs to be highlighted.
Are you targeting domestic or international markets for these newly introduced products?
For the tribal tours, our primary focus is on the European market where we are seeing strong interest in niche and experiential travel. For Buddhist tourism, we are targeting South-east Asian countries such as Thailand, Japan, Cambodia and Vietnam along with key markets including China and Taiwan. The tourism department of Andhra Pradesh is planning to organise roadshows in countries like Thailand, Vietnam and Cambodia to raise awareness about the state’s important Buddhist heritage sites.
How is the demand for both outbound and domestic tourism in Andhra Pradesh?
Like the rest of the country, Andhra Pradesh is witnessing strong growth in outbound tourism. South-east Asian destinations continue to dominate demand, with Vietnam in particular seeing a sharp rise in popularity. Travellers are also increasingly exploring destinations in the Middle East and Europe.
On the domestic front, spiritual tourism remains a major driver. Tirupati attracts a significant number of visitors each year while other important Hindu pilgrimage centres in the state including the Shakti Peethas such as Srisailam, Draksharamam and Pithapuram also draw large numbers of devotees. In addition, neighbouring states like Karnataka and Telangana generate substantial domestic tourist traffic to Andhra Pradesh.
Are there any challenges that tour operators in Andhra Pradesh are facing?
At present, Andhra Pradesh is witnessing a strong pipeline of investments with global companies such as Google and Microsoft showing interest in the state, creating considerable positive momentum. However, one of the key challenges remains the need to build stronger awareness of Andhra Pradesh as a tourism destination. This requires sustained promotion through roadshows as well as digital marketing initiatives. There is also a need to expand hotel room inventory and further strengthen infrastructure for the MICE segment so that the state can attract international business events. In addition, destinations such as Visakhapatnam (Vizag) have strong potential to be promoted as destination wedding hubs. We are actively working with trade partners across both domestic and international markets to enhance visibility for Andhra Pradesh and attract a larger number of visitors to the state.
How do you see the state government’s support in the development of the tourism industry?
The state government under the leadership of chief minister N Chandrababu Naidu has been highly supportive of the tourism sector. In fact, tourism has been identified as one of the key industries to help the state achieve its long-term goal of transforming into a US$2.4 trillion economy by 2047.
The government has also launched a new Tourism Policy for 2024-2029, under which the sector has been granted industry status and a clear roadmap for future development has been outlined. In addition, the state government has been actively participating in major domestic and international events to promote tourism and drive growth in the sector.
