West Bengal's new government is working with the travel trade to strengthen destination marketing, improve infrastructure and unlock investment as it seeks to position the state as a year-round tourism destination
West Bengal is preparing for a fresh chapter in its tourism journey. With a new government assuming office in May this year, tourism has emerged as one of the key sectors identified to drive economic growth, employment, investment and cultural preservation.
Within days of taking charge, the state’s tourism minister, Shankar Ghosh, convened his first consultative meeting with representatives of leading travel and hospitality associations, setting the tone for what industry stakeholders describe as a collaborative and pragmatic approach to repositioning the state as one of India’s leading tourism destinations.
“The intent of this meeting was to create a shared vision for tourism development, one that balances infrastructure creation with destination branding, investment promotion and community participation,” said Debjit Dutta, chairman, West Bengal Chapter of the Indian Association of Tour Operators (IATO).
The new government of West Bengal has outlined five strategic priorities that will shape tourism development over the coming years. It aims to transform West Bengal’s tourism potential into measurable economic outcomes through policy reforms and infrastructure development. The state government also plans to create tourism experiences that remain inclusive and accessible while appealing to high-value domestic and international travellers.
Sarbendra Sarkar, founder and managing director of Cygnett Hotels & Resorts, said: “Few destinations offer the combination of the Himalayas, wildlife, beaches, mangrove forests, heritage, spirituality, tea gardens, cuisine and festivals like Durga Puja within one state. Combined with Kolkata’s history and excellent connectivity, West Bengal has the potential to become one of India’s leading year-round tourism destinations.”
Under the proposed Experience Bengal 2.0 initiative, the government is looking to reposition the state as India’s premier destination for experience-led and responsible tourism through integrated marketing campaigns, digital innovation and new tourism products. Connectivity is another area receiving attention, with plans to strengthen air, rail, road and river networks so that West Bengal can emerge as the natural gateway to eastern and north-eastern India, as well as neighbouring countries including Bangladesh, Nepal and Bhutan.
For the travel trade, the renewed engagement with the government comes after a period of subdued destination marketing. “Post-pandemic, the marketing and branding of West Bengal as a tourism destination was not adequate. There was a gap. Unfortunately, southern Bengal, despite its extraordinary cultural heritage, remained largely absent from the global tourism map,” said Dutta.
One of the major outcomes of the consultation has been the proposal to formulate an integrated West Bengal Tourism Master Policy that will bring together various tourism-related policies under a unified strategic framework. The government also intends to operationalise industry status for tourism through practical incentives and coordinated implementation across departments.
Moreover, a special tourism facilitation cell will be established to evaluate and fast-track proposals relating to tourism projects, marketing initiatives and investments. The objective is to provide transparent, coordinated and time-bound clearances while improving investor confidence.
The West Bengal government has also identified several high-potential tourism segments for future development, including river tourism, heritage tourism, adventure tourism and medical tourism. These segments are expected to drive higher-value visitors while encouraging longer stays.
Dutta believes the state’s tourism narrative has remained heavily concentrated around Darjeeling and the Himalayan region, while many equally compelling destinations continue to receive limited attention. Places such as the Sundarbans, Bishnupur, Murshidabad, Malda and Santiniketan largely attract weekend visitors and relatively little inbound tourism.
Dutta argued that Kolkata should be promoted as far more than an entry point to eastern India. With nearly 350 years of history, colonial architecture, riverfront experiences and vibrant cultural traditions, the city has the ingredients to become a destination in its own right.
“There is enormous scope for heritage walks, storytelling experiences, evening cruises and cultural performances. Kolkata was once the capital of India and remains one of the country’s most fascinating historic cities,” he added.
As per Sarkar, the state’s tourism sector is witnessing robust demand driven by experiential travel, heritage tourism, wellness holidays and eco-tourism. Improved connectivity and rising domestic travel have strengthened demand across destinations such as Darjeeling, Kalimpong, Digha, Kolkata, Santiniketan and Mayapur.
“We are catering to a diverse mix of corporate travellers, leisure guests, weddings, MICE groups, religious pilgrims and FITs. Weekend visitors from Kolkata, wildlife enthusiasts exploring the Dooars and Sundarbans, and international travellers interested in the state’s heritage are also contributing to the demand,” he shared.
According to hospitality industry stakeholders, travellers visiting the state are seeking authentic, immersive and personalised experiences rather than conventional holidays.
“Travellers today value destinations that seamlessly blend culture, heritage, nature, wellness and local experiences into their stay. There is also a growing preference for premium hospitality, shorter but more frequent getaways, and destinations that offer unique storytelling and a strong sense of place,” said Saugat Nandy, assistant vice president, sales, Mayfair Hotels & Resorts.
For Mayfair Hotels & Resorts, domestic leisure continues to be the strongest contributor, with MICE, destination weddings and experiential travel emerging as high-growth segments.
“Corporate offsites and social celebrations are also contributing significantly to our demand,” added Nandy.
Recognising the potential in West Bengal, Cygnett Hotels & Resorts is evaluating expansion opportunities across leisure, pilgrimage and business destinations, including Kolkata, Digha, Mayapur and Siliguri. Meanwhile, Mayfair is expanding its presence in the state with a new luxury retreat in Santiniketan, reflecting the growing appeal of culturally immersive destinations.
