After enduring a period of stagnation caused by the Covid-19 pandemic in 2020 and 2021, Odisha’s tourism sector roared back to life in 2022, marking a remarkable resurgence with a substantial influx of both domestic and international tourists. Recent statistics compiled by the state’s tourism department reveal an astonishing 875% surge in foreign tourist arrivals and a significant 110% increase in domestic visitors compared to the previous year.
The numbers speak volumes. Domestic tourist footfalls escalated from 37,42,221 in 2021 to an impressive 78,67,909 in 2022. In the international arena, foreign tourists, who numbered a mere 2,269 in 2021, flocked to the state in large numbers, reaching 22,121 in 2022. Altogether, the total tourist count for 2022 stood at a staggering 78,90,030, as opposed to 37,44,490 in 2021, representing a remarkable 110% growth.
Delving into the specifics, the top three states contributing to this tourism boom were West Bengal, Maharashtra, and Madhya Pradesh, with 11,01,508, 20,6140, and 19,6700 tourists respectively, choosing Odisha as their destination in 2022. On the international front, the United States, Japan, and Germany took the lead, with 3,446, 2,378, and 1,476 tourists respectively, making Odisha their preferred choice.
The resurgence of Odisha’s tourism industry can be attributed to a multifaceted approach. According to Sachin Jadhav, Director of Tourism, the state government meticulously devised a comprehensive strategy to rejuvenate the tourism sector post-pandemic. “People yearned to travel after extended periods of confinement due to Covid-related restrictions. Air travel faced limitations, but the Odisha government embarked on an extensive marketing and branding campaign to entice tourists. The ‘Odisha by road’ initiative encouraged travelers to explore the state by road,” explained Jadhav.
Furthermore, the government’s eco-retreat glamping festival, held at various locations, played a pivotal role in attracting both local and international tourists. Outdoor branding and a robust digital and social media marketing strategy added to the allure of Odisha as a travel destination.
Looking ahead, the tourism department anticipates an even higher influx of tourists in the upcoming year, thanks to the recent launch of direct international flights to destinations such as Dubai, Singapore, and Bangkok. The department has also actively engaged in promotional efforts, including roadshows in Singapore, Bangkok, and Hanoi, as well as Odia diaspora events in Silicon Valley, the USA, Singapore, and Dubai.
Jadhav concluded by stating, “We are working closely with the embassies of countries with direct flight connectivity, collaborating with social media influencers for wider outreach, and promoting cultural events like Pakhala Dibas, Chhenapoda Dibas, and Pana Sankranti to enhance Odia culinary tourism.” This multifaceted approach is set to ensure that Odisha’s tourism industry continues to thrive and enchant travelers from around the world.
Prasanta Patnaik 
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