Job Description
Position: Vice President – States & Destinations | Reporting to: CEO| Location: Delhi| Experience: 15+ years
About the Organisation
Atithi Foundation is a not-for-profit organisation working to transform India's tourism sector into a key engine of economic growth. We partner with government bodies, industry leaders, knowledge institutions and community stakeholders to design evidence-based policies and strategies to create livelihoods, safeguard heritage, and strengthen India's position on the global tourism stage.
Our vision: To make India a $490 billion tourism economy by 2035, with inclusive growth, preserving heritage, and showcasing the nation's culture and natural beauty to the world.
Tourism as an Economic Engine: Tourism plays a vital role in India's economy, generating over $200 billion in 2023, accounting for 5.5% of GDP. More importantly, it is a major job creator, supporting nearly 40 million jobs (8% of employment). Additionally, 54% of the tourism workforce comprise, highlighting the sectors role in fostering economic inclusion.




India's Untapped Global Potential: Despite its diverse geography and rich cultural heritage, India attracts only 10Mn Foreign visitors. In contrast, China saw 66 million foreign tourists in 2019, while Vietnam and Thailand welcomed 18 million and 40 million, respectively. This gap presents a significant chance for India's tourism sector to grow with the right strategies.
Key Challenges to Overcome
Lack of Standardised Data: Tourism is mainly measured by footfall rather than economic impact, limiting effective decision-making
Narrow Brand Image: India is often perceived as an exotic yet challenging destination. A broader appeal is needed to attract more diverse tourists
Concentration of Tourism: Major revenues come from only six destinations, leading to overcrowding and overuse of resources in popular spots like Goa and Shimla
Ease of Doing Business: Complex regulations and lengthy approval processes hinder

📌 Vice President (India)
🏢 Atithi Foundation
📍 India