Tier-2 & 3 cities to surpass metros in first-time international travellers in 5 years: Cox & Kings
Karan Agarwal-1
For first-time international tourists, nearby destinations such as Dubai, Thailand, and Singapore remain the most popular.
India’s travel boom is no longer a metro story. Smaller cities are leading the charge, with rising incomes, better connectivity, and a younger population eager to see the world. From Jaipur to Indore, families are planning their first international holidays, fuelled by social media FOMO and easy financing options like BNPL.
“Tier-2 and Tier-3 India is no longer a silent segment; it is the growth engine of tomorrow’s travel market. At Cox & Kings, we are combining our 265-year legacy with modern travel expectations to serve these new-age customers. Our franchise-first approach allows us to bring curated experiences closer to their doorstep, while ensuring the reliability and trust the brand is known for,” said Karan Agarwal, Director, Cox & Kings.
Tier-2 India is fast emerging as the heartbeat of the country’s travel industry. According to Industry Data, approximately 8.7% of the Indian population holds a valid passport. In July 2025 alone, over 1.24 million passports were issued, and by the end of 2025, India is on a track to issue over 14.5 million passports. International visa requests from first-time applicants jumped 32% over the past year. Of this, 56% came from Tier 2 and Tier 3 cities, making India’s smaller cities emerging as the fastest-growing segment for the travel industry.
Recent trends driving these changes are:
- Tier-2 households are seeing stronger income growth and are prioritising experiences like travel over materialistic things.
- New airports, better road networks, and airlines opening direct international routes from cities like Jaipur, Lucknow, Chandigarh, and Kochi are making global travel more accessible.
- Instagram reels, YouTube travel vlogs, and influencer content are inspiring a younger generation of travellers to look beyond their hometowns.
- Passport issuances are surging from Tier-2 cities, with Dubai, Thailand, and Singapore topping the list for first-time outbound trips because of the easy visa options.
- From destination weddings to family anniversaries, Tier-2 consumers are fuelling a new category of “celebration-led” group travel.
Where Bharat is travelling
Travel patterns from Tier-2 and Tier-3 cities reveal distinct preferences across traveller groups. For first-time international tourists, nearby destinations such as Dubai, Thailand, and Singapore remain the most popular, thanks to short flights and easy visas. Honeymooners are choosing more aspirational locations like the Maldives, Bali, South Africa and Switzerland, while families are opting for Europe tours covering France and Italy, as well as Singapore, Australia, Abu Dhabi and Disneyland Tokyo.
Meanwhile, group celebrations such as weddings and anniversaries are driving demand to Dubai, Thailand and Bali, and younger solo travellers are increasingly exploring Vietnam, Thailand and Sri Lanka for budget-friendly adventures. The company believes that in the next five years, more first-time international travellers will come from Tier-2 and Tier-3 than from metros.
