Urban tourism is all about exploring cities and their stories, from historic landmarks to modern attractions. As cities grow and evolve, they become exciting destinations offering rich experiences. This article dives into how urban tourism shapes economies, cultures, and experiences around the world, with a special focus on changing india.
As Saint Augustine, the great theologian and philosopher, said, “The city is a book, and those who do not travel read only one page.” His quote suggests that cities are full of stories and experiences waiting to be discovered, and those who don’t explore them miss out on so much. As American-Canadian journalist and author Jane Jacobs puts it rightly, “Cities have the capability of providing something for everybody, only because, and only when, they are created by everybody.” The words of Jane Jacobs underscore how the city thrives and pulsates with life in an inclusive and creative atmosphere contributed by all its inhabitants. These quotes emphasise the richness and diversity of urban experiences. Together, they remind us that it is discovering these unique stories and collective efforts that make cities dynamic and fascinating—urban tourism.
In today’s time, urban tourism refers to visiting cities and towns for leisure, business, or education. Similar to the pace at which the processes of globalisation and urbanisation have gained momentum, cities have evolved as significant hubs of tourism, offering multifaceted experiences to visitors. From the streets of New York City to the historical beauty of Rome, urban tourism soaks into the very essence of culture, history, architecture, food, and entertainment. According to the United Nations World Tourism Organisation (UNWTO), urban tourism accounts for 45% of global tourism, reflecting its significant contribution to the global economy.
Global landscape
Urban tourism is a significant contributor to the global economy, as hundreds of millions of visitors come to see cities worldwide, generating vast revenues and providing work. According to the latest analysis by the World Travel & Tourism Council (WTTC) and ForwardKeys, in the first half of 2024, France welcomed 93% of the international arrivals it had in 2019, re-patronising itself as the number one destination worldwide. This surge boosts the economy and supports 2.7 million jobs. According to the 2023 Annual Report of New York City Tourism + Conventions, New York City welcomed 62.2 million visitors—11.6 million international and 50.6 million domestic. This was a 9.6% increase over 2022 levels, boosted by the strong comeback of international travel. In 2023, the number of international tourists visiting Tokyo in Japan reached approximately 19.54 million, according to the German online platform “Statista.” These numbers illustrate the immense scale of urban tourism and its economic impact.
Another important factor could be the cultural and historical places of interest. Places like Paris, with the Eiffel Tower and the Louvre Museum, and Giza in Egypt, with its Great Pyramids and the Sphinx, are famous for their ancient cultures. Such historical symbols attract those interested in learning more about human experience and culture. According to WTTC, cultural tourism contributes $800 billion annually to the global economy, a testament to its importance in urban tourism. Similarly, modern architecture goes a long way in promoting urban tourism. Skyscrapers like Dubai’s Burj Khalifa and Shanghai Tower in China are not only engineering marvels but also major tourist attractions. The blend of old and new architecture creates a unique urban fabric that captivates visitors. For instance, Dubai received 16.73 million international visitors in 2019, largely attracted by its modern skyline and luxurious amenities.
Also, cities are the hubs of food variety, offering diverse cuisine at every nook and cranny. Food tourism starts from the streets of Bangkok to gourmet dining in New York; the varieties are endless. It contributed about $150 billion to the global economy in 2019, and is on an increasing wave. Erik Wolf, Founder and Executive Director of the World Food Travel Association, rightly says, “Culinary tourism can be a powerful force for promoting local economies, preserving cultural heritage, and creating employment opportunities.”
Now comes shopping and entertainment. Cities like Tokyo, London, and Los Angeles are famed for their shopping districts, theatres, and nightlife. From high-end boutiques to local markets, cities cater to every shopper’s needs, while entertainment options range from Broadway shows to local music festivals. For instance, Broadway shows in NYC generated $1.83 billion in 2018–19, the highest-grossing season. In 2023–24, sales were $1.539 billion, highlighting urban entertainment’s economic impact, according to the official website of the Broadway Theatre.
While urban tourism brings numerous benefits, it also poses challenges that cities must address to ensure sustainable growth. Popular tourist destinations often face overcrowding, leading to an extra burden on infrastructure and resources. Cities need to balance tourism with residents’ needs, ensuring that public transport, sanitation, and housing are not adversely affected. For example, Venice, which receives over 20 million visitors annually, has implemented measures to manage tourist numbers and preserve its historic sites. Amsterdam and a few other cities around the world have also resorted to this practice.
Tourism can have a significant environmental footprint as well, with increased waste, pollution, and resource consumption. In this regard, sustainable tourism practices should be advanced in the form of promoting public transport, eco-friendly accommodations, and responsible waste management. The Global Sustainable Tourism Council developed criteria for guiding cities to adopt sustainable practices, highlighting the importance of environmental stewardship in urban tourism.
India & urban tourism
India, with its rich history, diverse culture, and rapid urbanisation, presents a fascinating case study in urban tourism. Cities offer a blend of traditional charm and modern vibrancy, attracting tourists from around the world. In 2023, India hosted 9.2 million foreign tourists. This created an inflow of revenue of a good amount, and the earnings in foreign exchange reached `22,261 crore ($2.7 billion) in July 2023 alone. The Tourism Ministry of the GoI pointed out that continued efforts to revive tourism from the pandemic have borne fruit, resulted in a steep rise in both domestic and international tourist volume, according to India Today.
Let’s take a look at some of the cities in India that are popular among tourists.
Agra, home to the magnificent Taj Mahal, remains one of the top places to visit in India. In 2022, around 8 million domestic and 1.6 million foreign tourists explored Agra. Delhi, India’s capital, offers a mix of historic and modern attractions like the Red Fort, Qutub Minar, Lotus Temple, and bustling Chandni Chowk. With its rich cultural scene featuring museums, galleries, and theatres, Delhi welcomed 31.4 million domestic and 2.7 million international tourists in 2022. Similarly, Mumbai, the financial heart of India, is known for its vibrant energy and cosmopolitan charm. Key attractions include the Gateway of India, Marine Drive, etc. The city, famous for its nightlife, Bollywood, and diverse food options, saw 8.3 million domestic and 1.3 million foreign visitors in 2022. Jaipur, the capital of Rajasthan, is celebrated for its royal heritage and architectural wonders like the City Palace, Hawa Mahal, and Amber Fort. Traditional festivals and crafts add to its allure, attracting 6.2 million domestic and 1.5 million international tourists in 2022.
Bengaluru, known as the Silicon Valley of India, is a hub for information technology and innovation. It features pleasant weather, green spaces like Lalbagh Botanical Garden, and a vibrant cultural scene. In 2022, Bengaluru hosted 28 million domestic and 1.6 million foreign tourists. ((data and figures from The Hindustan Times and the travel site Kimkim).)
Recent data from the Tourism Ministry indicates a growing interest in religious tourism. Varanasi, one of the oldest cities and a major Hindu pilgrimage site, attracted 8.5 crore tourists in 2023. Ayodhya, with its Ram temple, has drawn over 1.5 crore pilgrims since February 2024. This trend suggests spiritual destinations like Varanasi are becoming more popular than traditional favourites like Goa and Agra.
Promoting sustainability
For the development of sustainable urban tourism in India, a few areas should be taken care of, like good infrastructure—public transport, clean sanitation, and reliable utilities—needs investment. Smart city projects and endeavours like the government’s Smart Cities Mission have the very motive of upgrading urban living and touristic experiences.
Cultural heritage must also be taken care of. Initiatives like the ones by INTACH, heritage walks, and cultural festivals can bring to life the richness of India’s history. Engaging local communities makes sure that the benefits of tourism accrue to all. Training programmes and promotion of local businesses undertaken in the “Paryatan Parv” initiative will make sure that growth is inclusive.
The eco-friendly measures are equally significant. Reduction in plastic use, promotion of green spaces, and responsible tourism can help reduce the impacts on the environment. This is more visible in Swachh Bharat Abhiyan, through which the cities have improved in terms of sanitation and cleanliness to a great extent.
Hosting international events like the U-20, G-20, and the Commonwealth Games brings economic benefits, upgrades infrastructure, and boosts global visibility. These efforts foster cultural exchange and promote India’s heritage. By focusing on these areas, India can create sustainable urban tourism that preserves its cultural heritage, protects the environment, and ensures inclusive growth and economic benefits.
Conclusion
Urban tourism is a dynamic and multi-dimensionally growing industry across the world. This blend of history, culture, modernity, and entertainment offers cities a unique experience for travelers. Indian cities, being rich in heritage and developing rapidly, too, turn out to be important urban tourism destinations. Challenges therefore need to be addressed so that, with sustainable practices, tourism remains an economic growth tool, a means for cultural preservation, and a way towards achieving environmental sustainability.
As the well-known poet T S Eliot said, “We shall not cease from exploration, and the end of all our exploring will be to arrive where we started and know the place for the first time.”
The Global Sustainable Tourism Council developed criteria for guiding cities to adopt sustainable practices, highlighting the importance of environmental stewardship in urban tourism.