Every September 27, World Tourism Day is celebrated around the world to spare a thought to the industry that not only is a money spinner but also connects the world. This year it is hosted by El Salvador, with UN Tourism choosing "Digital Agenda and Artificial Intelligence to Redesign Tourism" as its theme. For India, the day is also a moment to ask a sharper question: is the country monetising the one asset no competitor can copy - its spiritual depth?

The economic case for tourism needs no dressing up. Provisional National Accounts Statistics for 2023-24 put tourism's contribution to India's GDP at 5.22 per cent, and roughly 13 per cent of all employment in the country. The Ministry of Tourism and NITI Aayog jointly project wellness tourism alone could add $18 billion to GDP by 2030.

Yet India is yet to realise its full potential. India ranks 39th of 119 countries -........

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