Even as West Bengal has emerged as the second-most popular destination for international tourists in India, trailing only Maharashtra — based on the Union Tourism Ministry’s India Tourism Data Compendium — multiple factors have contributed to this achievement.
The state welcomed 31 lakh international visitors in 2024, marking a 14.8% increase from 27 lakh in 2023.
According to the data, 27 lakh international tourists have already visited the state in the first half of 2025, surpassing traditional hotspots such as Goa and Rajasthan. The surge has been attributed to the “synergistic effect of global cultural recognition, aggressive infrastructure investment, and targeted promotion of niche tourism segments”.
US, Russia, UK, and Italy were among the top source markets for foreign tourists visiting West Bengal.
Industry leaders and government officials attribute the state’s achievement to the UNESCO recognition of Durga Puja, considering it a key factor in boosting the state’s international appeal.
The UNESCO tag gave tourism “a shot in the arm”, creating “huge enthusiasm, internationally and domestically, to see Durga Puja,” asserted Anil Punjabi, Travel Federation of India (TAFI), Eastern Chapter Chairman.
“After UNESCO recognised our Durga Puja, it brought Bengal into global focus,” Punjabi told The Indian Express adding, that this combined with the state’s “natural beauty and safety perception”, encourages repeat visits.
A senior administrative official said: “It is the result of a deliberate, multi-pronged strategy. Bengal’s deep cultural assets and geographical diversity, amplified by strong governmental policy and private investment has helped in achieving the milestone.”
In order to sustain the momentum, the state government has been focusing on promoting religious tourism, including planning for the ‘Durga Angan’ cultural complex in New Town to offer a year-round cultural landmark.
The groundwork for the ‘Durga Angan’construction, a ₹262 crore permanent, year-round temple-like complex dedicated to Goddess Durga, is set to begin this month. The government has attracted over ₹5,710 crore in private investment in the tourism sector in the last year, resulting in 42 new luxury hotels and numerous certified homestays, with a proposed budget of ₹519.92 crore for the Tourism Department.
Rudra Chatterjee, Co-chair of the state Tourism Department, had mentioned during the Bengal Global Business Summit this year that tourism is growing at an impressive 15% in Bengal. “If we invest Rs 1 lakh, the tourism sector gives employment to 72 people…this is almost double the number of jobs offered in other industries, which is nearly 40…,” said an official.
To give a boost to tourism, the government has also diversified its efforts by going beyond the traditional hills and the Sundarbans.
An official said: “We decided to focus on MICE (Meetings, Incentives, Conventions, and Exhibitions) tourism in a big way this year… MICE is one segment of tourism which can bolster the entire tourism ecosystem”.
Development of new circuits in lesser-known areas such as Junglemahal districts (Bankura, Purulia, Jhargram), are also drawing in a wider range of global tourists who seek “value for money” and diversified experiences, said officials.
A few months back, Tourism Minister Indranil Sen had announced that West Bengal has the highest number of certified tourist guides in the country, with 1,022 certified under the state’s scheme.
“This combination of cultural celebration, fiscal commitment, proactiveness and targeted development has transformed West Bengal into a rising star on the global tourism landscape,” said Punjabi.
Bengal’s geographical diversity encompassing mountains, sea, rivers, and forests is also being actively promoted to augment tourism. President of the Hotel & Restaurant Association of Eastern India (HRAEI) Sudesh Poddar said, “Bengal’s terrain is vast and diversified. We have the best mountains, Ganges, rivers, sea… in fact one can witness snowfall too.”
The government is also focusing on tea tourism — particularly in the Dooars and Darjeeling regions with 5-star properties — and homestays.
The new homestay policy aims to open up opportunities across the state, moving beyond traditional hill stations.
“Bengal has the highest number of homestays. Tea tourism has also played an important role in boosting the number of tourists.” Poddar confirmed.
Key eco-tourism projects such as the Gajoldoba Mega Tourism Hub (Bhorer Alo) and the Jharkhali Eco-tourism Project in the Sundarbans are leveraging the Public-Private Partnership (PPP) model, said the officials. Promoting sites like the Jagannath Dham in Digha, which sees maximum foreign devotees, and upgrading facilities at Gangasagar and Tarapith, has also contributed significantly, said the officials.
“Tourism contributes significantly to the state’s economy, accounting for 13 per cent of its total GDP. Today, 6 per cent of the total employment in Bengal is in the tourism sector,” said another official.
Foreign tourists are also finding Bengal to be an accessible, safe, and cost-effective destination.
“The most important point is that foreigners feel that visits here are value for money… it is cost-effective. People in general are welcoming. The visitors experience rich heritage and culture at a low cost, which encourages repeat tourism,” said Anil Punjabi.
The officials added the formerly restive areas like “Purulia, where peace and security have been re-established,” are also now attracting tourists, who previously focused only on North Bengal forests and the hills.