Bhubaneswar: Odisha’s tourism sector witnessed a paradox in 2024 — more visitors, but less revenue. According to the state’s department of tourism, earnings from tourist spending fell sharply to Rs 7,140.58 crore in 2024, down from Rs 9,870.93 crore in 2023, a decline of nearly 28%.This drop came despite a 13.12% rise in tourist arrivals. The state welcomed 1.10 crore visitors (11,052,211) in 2024 compared to 97.7 lakh (97,70,357) in 2023.Officials explained that tourism earnings are inherently complex to measure, given the industry’s diverse nature and its impact across multiple sectors. To assess spending patterns, the department relied on sample surveys, including tourist profile studies conducted in 2018-19 and again in 2023-24.The latest survey highlighted significant shifts in tourist behaviour. “The average stay duration of foreign visitors fell from 9.75 days in 2018-19 to just 5.05 days in 2023-24. Domestic tourists also shortened their trips, from 3.75 days to 2.56 days,” the department’s report stated. This reduction in stay duration directly impacted spending levels.Per capita expenditure also dipped slightly. “Foreign tourists spent an average of Rs 4,150.25 in 2023-24 compared to Rs 4,275 earlier, while domestic tourists spent Rs 2,496.25, down from Rs 2,655. Though minor, these declines combined with shorter stays significantly reduced overall earnings.Industry experts point to multiple factors behind the downturn. “Rising travel costs, inflationary pressures and changing tourist preferences may have discouraged longer stays. Competition from other states offering aggressive tourism packages could also have diverted visitors. Rising costs and limited recreation options are discouraging tourists from extending their visits,” said S K Pattnaik, a senior executive at a star hotel in Bhubaneswar.Raj Kishore Patra, vice-chairman of the hotel and restaurant association of Odisha, stressed the need for innovation. “To reach pre-pandemic levels, Odisha should expand beyond Puri’s Jagannath Temple, beach, Konark, and Chilika lake. Facilities like adventure and jungle tourism, private beaches, multiplexes, shopping centres, nightlife, and recreational avenues can encourage tourists to stay longer,” he said.Tourism secretary Balwant Singh said the department will commission a proper survey to better understand tourist behaviour. “The government is actively promoting tourism and implementing a range of measures to attract visitors. These initiatives aim to encourage longer stays and enhance the overall tourist experience,” Singh said.
