The Indian Association of Tour Operators (IATO) celebrates its 44th anniversary in 2024, originating from a tight-knit group of entrepreneurs who sought a unified platform for India’s emerging inbound tourism industry. Established in 1982, it became the country’s leading representative body for tour operators during a period when the sector remained underdeveloped, controlled by a few dominant players dictating policy and market access.
At the time, inbound tourism operated as a specialized niche. Smaller operators, in particular, faced persistent obstacles. Pawan Khanna, managing director of Rainbow Travels and a founding member, recalled how decision-making often excluded smaller players. During one of their conversations by the pool, they realized that unless smaller operators came together, they would never be able to effectively present the cause of tourism before decision-makers, particularly the Ministry of Tourism.
Ram Kohli, who had left Travel Corporation of India to found Creative Travel, became the driving force behind formalizing the association. The initial group included seven members: Kohli, Khanna, Umesh Karnik, Sunil Poddar, D.R. Talwar, Narinder Sibal, and Avinash Kohli. Khanna noted that today, he may be the sole surviving founder.
The association launched with Ram Kohli as its first president, tasked with defining its role in an industry still taking shape. Its inaugural convention in November 1983, held at The Ashok Hotel in New Delhi, attracted just 25 participants. The event’s theme—“Tourism: The Largest Foreign Exchange Earner”—highlighted its ambition to position inbound tourism as an economic cornerstone. Early government engagement expanded IATO’s influence beyond mere representation, incorporating it into policy discussions and public-private partnerships.
Founders’ vision: Service and South India’s potential
Khanna, who later served as president, stressed the importance of guides and drivers in shaping visitor experiences. He argued that training alone was insufficient; operators needed to cultivate Seva Bhav—a spirit of selfless service inspired by Sikh traditions. His advocacy also focused on improving pay and professional standards, particularly in South India, where he believed early adopters could unlock new opportunities.
Subhash Goyal, chairman of STIC Travel Group, joined IATO almost by chance. A former President of the Delhi University Students’ Union, he had considerable leadership experience but little involvement with travel trade associations. “My office was at The Imperial Hotel, where the IATO core group would meet regularly. One day, we met in the lobby, and someone said to me, ‘Subhash, you have been the President of Delhi University Students’ Union. We need people like you. Why don’t you join IATO?’ I agreed, Narinder Sibal got me the membership form, and that is how I became part of IATO,” he shares.
Pakistan convention: A bridge to peace and warmth
One of Goyal’s earliest and most memorable experiences with the association came in 1988, when he attended its fifth convention in Lahore, Pakistan—the first outside India. Organized jointly with the Travel Agents Association of Pakistan under the theme “Tourism: Bridge to World Peace,” the convention was led by Ram Kohli and Convention Chairman Capt Swadesh Kumar. Senior officials from both countries participated, including then Secretary of Civil Aviation and Tourism, S K Mishra, with discussions extending to easing travel and visa restrictions.
For Goyal and his wife, who had never visited Pakistan before, the convention offered an opportunity to experience the country first-hand. Above all, he fondly remembers the warmth of its people. At times, even if they went to buy a Coke, the shopkeepers would refuse to take money. Their taxi driver would tell them, ‘You are our guests.’ That warmth is something he still carries in his mind. The delegation stayed at the Intercontinental Hotel and also managed to visit Nankana Sahib despite their visas being limited to Lahore.
Goyal’s leadership began at the 10th convention in Khajuraho in 1995. By then, membership had expanded, but internal divisions were apparent. After mediating a dispute, he was encouraged to run for president. Goyal campaigned vigorously, visiting members daily, and won decisively. His priorities included unifying the association, broadening membership, increasing engagement, and addressing challenges faced by operators, guides, and hoteliers.
Goyal’s reforms: Decentralizing power for growth
To strengthen IATO’s impact, Goyal introduced monthly luncheon meetings with government officials and revived committees focused on guides, hospitality, and airlines. “I wanted members to engage directly, not just rely on the president,” he explained. These efforts decentralized decision-making, enhancing IATO’s effectiveness as an industry advocate.
The 11th Annual Convention in 1996 at Vigyan Bhawan in New Delhi marked IATO’s peak visibility. Prime Minister P.V. Narasimha Rao attended as chief guest—the only sitting prime minister to inaugurate an IATO event. The theme—“Indian Tourism – Challenges Ahead”—reflected the sector’s growing role in foreign exchange, employment, and global connectivity during India’s economic reforms.
From seven founders and 25 attendees at its first gathering, IATO has become the national voice for India’s inbound tourism. Its enduring legacy stems from the early pioneers who viewed tourism as more than business, a tool to raise India’s global standing. Today, each convention builds on their vision, driving an industry that remains in constant transformation.