Indian Tourists Need a Reputation Reset

India has long taken pride in the philosophy of ‘Atithi Devo Bhava’ - the belief that guests deserve warmth, respect and dignity. It is an idea deeply woven into the country’s cultural imagination, often been projected as a defining Indian value. As millions of Indians travel overseas every year, the conduct of a small but highly visible section of Indian tourists is increasingly shaping how India itself is perceived abroad. The issue is not about a single incident or a handful of viral...

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India has long taken pride in the philosophy of ‘Atithi Devo Bhava’ - the belief that guests deserve warmth, respect and dignity. It is an idea deeply woven into the country’s cultural imagination, often been projected as a defining Indian value. As millions of Indians travel overseas every year, the conduct of a small but highly visible section of Indian tourists is increasingly shaping how India itself is perceived abroad. The issue is not about a single incident or a handful of viral videos but a pattern that is drawing notice from hotels, tourism operators and local authorities across the world. The debate gained fresh momentum after reports emerged of a Swiss hotel issuing a notice specifically addressed to Indian guests. The advisory reportedly requested guests not to pack food from breakfast buffets for later consumption and reminded them to maintain silence in corridors and balconies. Hotels routinely issue guidelines. But when a particular nationality becomes the subject of a specific advisory, it inevitably raises larger questions about perception. “It is a sorry state of affairs. Indians, especially in groups, are displaying atrocious behaviour. This was anyway bound to happen,” says Subhash Motwani, founder of Namaste Tourism. Embarrassing Incidents Whether the notice was justified is another separate matter. The question is why such perceptions are emerging in the first place. Recent months have seen several incidents involving Indian tourists gain traction on social media. One widely circulated video showed travellers performing garba on an airport tarmac in Vietnam. Garba is among India’s most vibrant cultural traditions and a source of immense pride for millions. Yet airports are highly regulated spaces where safety protocols and discipline take precedence over celebration. The incident became symbolic of a larger problem. The rise of social media has encouraged some travellers to treat foreign destinations as stages for content creation. Public dancing, loud celebrations, disruptive behaviour and attention-seeking stunts may generate views and engagement online, but they can also leave lasting impressions on locals and fellow tourists. India is hardly the first country to confront such a challenge. During the 1950s and 1960s, American tourists acquired a reputation for arrogance abroad, giving rise to the phrase “Ugly American.” Britain spent decades dealing with the international embarrassment caused by football hooliganism. China faced similar concerns as outbound tourism surged during the early years of the twenty-first century. A nation’s image is shaped not just by its economic achievements and diplomatic influence but also by the behaviour of its citizens overseas. India today finds itself in a similar situation. Indian tourists are now among the most visible traveller groups across Europe, Southeast Asia and the Middle East. This is, in many ways, a remarkable success story. However, with visibility comes responsibility. Hospitality professionals across destinations frequently point to recurring concerns. Excessive noise, queue-jumping, disregard for local regulations, overcrowding hotel rooms and attempts to bypass established rules through jugaad are among the complaints often cited. Collectively, repeated experiences can create lasting perceptions. The most revealing aspect of the debate is that Indian travellers often display exemplary discipline in countries known for strict law enforcement. In destinations such as Singapore, the UAE, Qatar and Saudi Arabia, compliance with rules is generally high. Complaints tend to emerge more frequently in places perceived as relaxed or lenient. That suggests the challenge is not one of awareness. Most travellers understand the rules perfectly well. The problem is often a mindset that rules can be negotiated when consequences appear unlikely. Changing that mindset is far more important than introducing additional regulations or issuing fresh advisories. Every interaction at an airport, hotel, restaurant, tourist attraction or public transport system contributes to how a country is viewed. These everyday encounters often shape perceptions more powerfully than government campaigns or tourism advertisements. As India stakes its claim to a larger role in the world, its citizens must recognise that national prestige is shaped not only by economic achievements and diplomatic successes, but also by everyday behaviour abroad. The overwhelming majority of Indian tourists travel responsibly and leave behind positive impressions. Their conduct rarely becomes news because courtesy seldom goes viral. Yet a handful of highly visible incidents can overshadow thousands of positive experiences. The challenge is to encourage responsible travel and a greater awareness that behaviour abroad carries consequences beyond the individual. The conduct of Indian citizens overseas should reflect the confidence and values of a nation seeking not merely recognition but enduring respect. (The writer is a senior journalist based in Mumbai. Views personal.)

When the Princess Left Her Fortress…

Anishkaa Muthe
Dec 30, 2024
4 min read

Updated: Jan 2, 2025

I recently saw a movie, it had this dialogue “teenage girls are psychopaths” and maybe it is right, maybe we are a generation full of messed up kids trying to survive in this deathly jungle we’ve created for ourselves. And this survival gets harder when you’re a 16-year-old that moves into a city way bigger than their own, to ‘step into the world’ with rosy dreams and rosy expectations. I am one of those 16-year-olds, who with very romanticised notions, very naively decided to step into the ‘City of Dreams’: Mumbai.

Mumbai, is probably 10 times the size of my not very humble, but very little town. Moving to Mumbai was my dream since 1st grade, and when that dream manifested, I was on Cloud 9. I thought my life would be perfect, I’d have the perfect group of friends, I’d go to fancy parties, I’d do lots of events in college, I’d be known, I’d be in my ‘Academic Beast’ ‘It Girl’ era and what not; but reality is pretty far from any of that. Back in my town, I was the top of the hierarchy, the Perfect Girl, centre of attention, the Lovely Queen; after moving to Mumbai, my life of the last 13yrs came crashing down on me. I became this introverted, invisible person; the friends’ group or lots of parties definitely did not happen, neither did the academic beast and It girl era.

I came to realise that Mumbai, no matter how pretty, beautiful and picture-worthy, is very harsh and extremely tough. No matter how much anyone says ‘Mumbai embraces all’, the ‘All’ still do feel left out to some extent, when everyone around you is this confident Mumbai Kid and you’re this awkward girl from out of town who knows nothing about the city, its people or its ‘culture’, who’s trying to push through this humongous crowd that’s, without trying very hard, swallowing you down; but standing here, watching this city move past me, I wonder Does Mumbai really not bother about anyone Or Is it just not willing to let you in?

But there’s still something to hang on to, somewhere to belong, isn’t there? When you go back home and you have friends there; Spoiler Alert: you don’t. When I went back home for my first holiday, I realised I didn’t belong there anymore, now I was the Mumbai Girl; 13yrs lost and forgotten, within 3 months. That’s when it hit ‘I’m all alone now’ neither do I belong in Mumbai, neither do I back at home. Trust me, I have never felt more lost in my life.

I’m the kind of people who thrive on attention and external validation, to have that very thing taken from me was very hard to live with. So, I chose to cope by holding on, holding on how? Well, simple tactic, making an indirect statement saying “you excluded me, but I belong in places better than you” how I did that? I held onto my past self, my actions were based on how pretty, fun and ‘happening’ my life was to look on Instagram. I did have fun, not that I didn’t, but most of it was for the eyes of the world and not my own satisfaction [it still is that way, I haven’t gotten any better yet].

Then came my midterms, and I wasn’t as great as I thought I’d be and my extracurriculars weren’t anything major either. That made me realise that I was like any other kid around me here, unlike when I was back home, always the different one, the one that stood out, and suddenly I didn’t anymore, I was ordinary. The realisation hit me, right in the face, hard and strong, that in this huge ocean, I was no whale or shark, just another little fish in the Shoal. My future suddenly became scary, thinking about college and university became terrifying and I just wanted to avoid it all, simply run away [I still do, sometimes] And now, I’m a mess.

But not all of it was bad honestly, Mumbai taught me a lot of things, it humbled me and it helped see: within myself and so many things about myself that I never really knew and were suddenly crystal clear in front of my eyes, as if a very loud noise had been shut down and I could hear clearly again. Back at home, I had this persona designated to me: ‘The Perfect Girl’ and suddenly I didn’t have to be anyone anymore, it was harder that way honestly, to not have a script to follow anymore. I had to discover myself and who I truly was for the first time Ever; I think that’s what I’m doing now, getting to know myself beyond who I was 6 months ago.

Things aren’t any better right now, I don’t think they will be for very long and sometimes moving here may seem like the biggest mistake I’ve ever made, but I wouldn’t want it any other way. So, this new year I have one resolution: I’m going to find who I am, a new persona, a new person, not defined by her past self, past life and this Social Jungle of teenagers she’s surviving in. This new year will be of rediscovery. So, here’s to 2025 and to all of us, whose lives changed because they stepped into the big, bad world out there; let us all be proud of ourselves as this year ends, because leaving our homes and lives behind is not easy and we lived that down: The Shift, the way it hit our egos and shattered our sense of belonging, but we didn’t run away, we strived through it and are surviving to see the light of day.

So, A Very Happy New Year People.

(The author is a student of St. Xavier College, Mumbai.)

1 Comment

Jayaram Kousik .

Jun 12, 2025

Great write, yes Mumbai is a jungle and you have to fund your true bearings and none towards your destination