Waking to India’s wanderlust


In an effort to attract more tourists from India, the Hong Kong Tourism Board wanted to come up with an innovative solution. It noticed how books set in a particular destination often inspired readers to visit that place.

This observation, combined with Indians’ love of books, prompted executives at the tourism board to seek out a bestselling Indian author and commission him to set his next work in Hong Kong. The novel, called Hold My Hand, by Durjoy Datta, was launched this month.

Such is the potential of India’s outbound travel market – as the country’s middle class grows and with more and more expected to venture abroad – that destinations all over the world are turning to the subcontinent as a valuable source of tourists.

Full report here National 


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