India’s travel and tourism sector is poised for growth after the country’s Budget 2023 outlined initiatives and schemes to develop the industry. Collaboration, convergence and public-private partnership have been listed among six themes supporting the sector. The budget also encourages technology adoption and innovation, particularly in digital technologies, AR/VR and AI. Additionally, reducing foreign tourists’ reluctance to spend is a priority, while unlocking India’s tourism potential requires a comprehensive strategy that includes destination planning and management, infrastructure development, sustainability and safety, and development of human capital.