Shashi Tharoor has called for policy changes, infrastructure upgrades and greater private sector involvement to strengthen India's tourism sector, arguing that government officials are often not the most effective promoters of the country as a travel destination.Speaking during a fireside chat with members of the Indian diaspora in Thailand, Tharoor responded to a question on whether India should do more to make tourism easier and more appealing, particularly in comparison with Thailand.Also Read: ‘You’re Indian? How are you so nice?’ Indian woman recalls Thai locals’ reactionsCalls for policy and cost reformsTharoor said the government needed to take significant steps to make India a more accessible destination for international visitors. He pointed to financial, tax and policy-related measures that could help reduce the cost of travel.He also highlighted structural issues affecting the hospitality sector, including floor space regulations, which he said contribute to higher hotel room prices.According to Tharoor, limitations on land use have resulted in lower-density construction, increasing the cost of individual hotel rooms and making accommodation more expensive than in many other countries.He noted that Thailand has historically been a cheaper destination for tourists than India despite having a higher per capita income, describing the situation as ironic.Government should focus on infrastructureWhile acknowledging the government's role in improving tourism, Tharoor said its efforts would be most effective in areas such as infrastructure development, regulatory reforms and incentives for the industry.He argued that tourism-related challenges including sanitation, waste management, hawking and begging in tourist destinations require greater attention from authorities.According to Tharoor, improving these aspects would help make tourism more viable for operators and more attractive for visitors.Private sector better suited for promotionTharoor questioned the effectiveness of government-led tourism marketing campaigns, saying bureaucrats are generally not best placed to promote destinations.At the same time, he praised former bureaucrat Amitabh Kant for developing the successful Incredible India campaign, describing it as one of the notable exceptions.Tharoor suggested that tourism promotion should largely be handled by tour operators and private sector stakeholders, who can actively market destinations and attract visitors through travel packages and outreach efforts.He said the government should concentrate on creating favourable conditions for the industry while allowing businesses to take the lead in promoting India globally.India trails regional competitorsHighlighting the scale of the challenge, Tharoor noted that Bangkok receives more tourists in a single month than India attracts in an entire year.India recorded 9.95 million foreign tourist arrivals in 2024, a figure that remains below pre-pandemic levels.Thailand, meanwhile, welcomed more than 35.5 million international tourists in 2024, surpassing official targets and reflecting a strong recovery in the tourism sector.