Tour operators must demand more from their associations says Mugdha Sinha, DG, Tourism

In a powerful call to action for India’s travel trade, Mugdha Sinha, Director General, Ministry of Tourism, Govt. of India, has urged tour operators and travel agents to rethink the role of associations and demand greater value for their membership fees. Speaking at the PATA forum, Sinha emphasised that associations must evolve into data-driven knowledge hubs, aggregating market insights, consumer trends, and geopolitical travel shifts to truly serve their members in today’s dynamic environment.

“Membership fees—whether high or low—should come with tangible returns. Associations must become aggregators of information. We used to buy such data while negotiating trade deals. Today, travel agents need that same level of insight—what kind of travellers are coming, from where, and what they want to experience,” she said.