India is one of the markets where social media is more important than emails in inspiring travel, according to PATA’s ‘The Connected Visitor Economy’ report. It is therefore critical for destinations and tourism businesses to ensure they deliver on the experience and facilitate social sharing for Indians (e.g. via free Wi-Fi). Indians are also very likely to share information whilst travelling or post reviews after their visits. These sources are increasingly influential. In using content marketing, it is important to note that India is a highly mobile dependent market. so providing content in mobile-friendly formats is vital. Although internet penetration is low, it is highly correlated with travel incidence.