Goa Tourism expands market engagement and promotional spending

Goa Tourism is expanding its engagement with the North Indian market by participating in the India Travel Mart Amritsar 2026. The initiative aims to promote the state as a diverse, year-round destination by highlighting pillars such as adventure, culinary traditions, spirituality, and culture, moving beyond its traditional reputation for beach holidays.

Recent legislative data reveals that between 2024 and 2026, the state government spent approximately Rs 25.81 crore on international tourism exhibitions and roadshows in countries including Spain, Germany, the UAE, and Japan. An additional Rs 40.13 crore was allocated to organizing local festivals such as Carnival and Shigmo.

Tourism statistics show significant movement in the region. Between January and July 2026, Goa recorded 61.38 lakh tourist arrivals, consisting of 59.02 lakh domestic and 2.36 lakh international visitors. Tourism Minister Rohan Khaunte noted that marketing effectiveness is reviewed by an empowered committee to assess promotional outcomes and returns.