The growth of MSMEs is being propelled by India's travel and tourism sector, and cruise tourism is consequently unlocking new possibilities for businesses in hospitality, logistics, transport, retail, and destination services. In this conversation with ET Digital, Varun Chadha, Founder, TIRUN Travel Marketing discusses how the cruise industry is evolving in India, the changing preferences of Indian travellers, and the opportunities that lie ahead as cruising moves from a niche offering to a mainstream holiday choice.
Economic Times (ET): Travel and tourism is one of the largest contributors to India’s services MSME ecosystem, supporting thousands of travel agents, tour operators, transport providers, and hospitality businesses. How has the growth of cruise tourism created new opportunities for MSMEs, and what role does TIRUN play in enabling this ecosystem?
Varun Chadha (VC): Cruise tourism is a significant economic multiplier that extends far beyond the travel industry. It supports a large ecosystem of stakeholders, including travel advisors, tour operators, transport providers, visa assistance companies, port services, logistics operators, excursion providers, hospitality businesses, and local entrepreneurs. Globally and in India, the cruise sector contributes to employment generation across multiple layers of the value chain, supporting nearly two lakh livelihoods through direct and indirect opportunities linked to ports, logistics, tourism services, hospitality, and destination experiences.
The impact is not limited to holiday distribution. Every cruise call creates economic activity in the destinations it visits. Guests spend on local restaurants, retail stores, handicrafts, sightseeing tours, cultural experiences, entertainment, and transportation, helping generate income for local communities while contributing valuable foreign exchange earnings to the country.
At TIRUN, we have always believed that travel partners play a central role in the growth of the cruise industry. Over the years, we have worked closely with them through training programs, destination education, product familiarisation, and marketing support. Our focus has been on making cruise holidays easier to understand and easier to sell, while helping travel partners build confidence in a category that continues to attract growing interest from Indian travellers.
ET: Over the last three decades, how have you seen Indian travellers’ perceptions of cruising evolve from being viewed as a niche luxury product to becoming a mainstream holiday option? What has driven this shift?
VC: Travellers today are planning their holidays more thoughtfully and spending more time researching their options. What remains unchanged, however, is their desire to travel and create meaningful experiences.
We are seeing travellers place greater importance on value, convenience, and overall holiday experience. Cruise vacations naturally appeal to many of these preferences because they combine accommodation, dining, entertainment, and multiple destinations within a single journey.
One of the strengths of the cruise industry is its ability to adapt quickly. Cruise ships are mobile assets, which allows operators to adjust itineraries and redeploy capacity when required, ensuring accessibility and continuity for travellers despite regional uncertainties.
From a consumer perspective, value has become increasingly important. Cruise holidays are inherently all-inclusive, combining accommodation, dining, entertainment, and transportation between destinations into a single package. Studies consistently show that cruise vacations can be up to 30 percent more cost-effective than comparable land-based holidays, making them particularly attractive during periods of inflation and fluctuating currencies.
The industry has also evolved to offer a broader range of itineraries and experiences, giving travellers more choice than ever before. Ultimately, people continue to prioritise travel, and they are looking for holidays that offer memorable experiences and peace of mind.
ET: The travel industry is navigating a complex global environment marked by economic uncertainty, inflationary pressures, fluctuating currencies, and geopolitical tensions in several regions. How are these factors influencing travel decisions, and how is the cruise industry adapting to changing consumer behaviour?
VC: Travellers today are planning their holidays more thoughtfully and spending more time researching their options. What remains unchanged, however, is their desire to travel and create meaningful experiences.
We are seeing travellers place greater importance on value, convenience, and overall holiday experience. Cruise vacations naturally appeal to these preferences because they combine accommodation, dining, entertainment, and multiple destinations within a single journey.
The cruise industry is also uniquely positioned to adapt to a changing global environment. Cruise ships are mobile assets, allowing operators to adjust itineraries and redeploy capacity when required, helping navigate uncertainties while maintaining accessibility for travellers.
From a consumer perspective, value has become increasingly important. Cruise holidays are inherently all-inclusive, bringing together accommodation, dining, entertainment, and transportation between destinations in a single package. Industry studies have shown that cruise vacations can be up to 30% more cost-effective than comparable land-based holidays, making them an attractive option during periods of inflation and fluctuating currencies.
At the same time, the industry continues to expand its range of itineraries and experiences, giving travellers more choice than ever before. Ultimately, people continue to prioritise travel, seeking holidays that offer exceptional value, memorable experiences, and peace of mind
ET: Despite global headwinds, Indians continue to travel in record numbers. What trends are you seeing among travellers today in terms of spending patterns, destination choices, and preferences for experiential holidays such as cruises?
VC: One of the most noticeable trends is that travellers are increasingly focused on experiences. They are looking for holidays that offer something unique, whether that is exploring a new destination, spending quality time with loved ones, or enjoying experiences that create lasting memories.
Cruising has long been a preferred choice for multigenerational travel, and this trend continues to grow stronger. We are seeing grandparents, parents, and children increasingly choosing to travel together, alongside a rise in milestone celebrations such as anniversaries, birthdays, reunions, and festive getaways. Today's travellers place greater value on shared experiences and meaningful time with loved ones, and cruises are uniquely positioned to cater to these needs by offering activities, entertainment, dining, and experiences for every age group within a single holiday.
We are also seeing strong interest in destinations known for their natural beauty, culture, wildlife, and distinctive experiences. Travellers are planning earlier, researching more extensively, and seeking holidays that offer both convenience and variety.
Cruise vacations align well with these preferences because they allow travellers to experience multiple destinations while enjoying a seamless and enjoyable journey. It is less about simply visiting a place and more about the overall experience.
ET: TIRUN has highlighted growing demand from Tier 2 and Tier 3 cities. What is driving cruise adoption beyond the metros, and how are first time cruisers from these markets different from traditional cruise customers?
VC: One of the most encouraging developments in recent years has been the growing interest in cruise holidays from travellers in Tier 2 and Tier 3 cities. Better connectivity, wider access to information, and growing confidence in international travel have all contributed to this trend.
What stands out is how informed and curious these travellers are. Many approach the holiday planning process with a clear understanding of what they are looking for and are keen to explore experiences beyond traditional travel itineraries.
For many first-time cruisers, the appeal lies in the convenience of visiting multiple destinations in one holiday while enjoying a comfortable and well organised travel experience. Their enthusiasm and openness to new experiences are helping drive the continued growth of the cruise category across India.
ET: The Diwali celebrations aboard Ovation of the Seas point to a growing demand for culturally relevant travel experiences. How important is localisation in attracting Indian travellers, and do you see festivals at sea becoming a larger trend in the cruise sector?
VC: Indian travellers enjoy experiences that feel both international and familiar at the same time. While they are eager to explore the world, they also appreciate elements that reflect their culture, traditions, and celebrations.
The response to experiences such as Diwali celebrations at sea highlights how meaningful these moments can be for travellers. Festivals are an important part of Indian life, and celebrating them in a unique setting creates memories that families and groups can cherish together.
As cruise holidays become more popular among Indian travellers, we expect to see continued interest in experiences that bring together travel and celebration. These occasions offer an opportunity to create something memorable while enjoying a holiday with loved ones.
ET: Your partnership with Air India for Fly Cruise Holidays aims to simplify the travel experience. How critical are such collaborations in expanding the cruise market, and can seamless connectivity help unlock demand from newer traveller segments and smaller cities?
VC: Convenience plays an important role in travel decisions. Many travellers today are looking for experiences that are easy to plan and easy to book.
Our partnership with Air India was designed with this in mind. By bringing flights and cruise holidays together, we are helping simplify the overall travel experience and making it easier for travellers to plan their journeys.
Improved connectivity also creates opportunities for travellers from a wider range of cities to access international cruise holidays. As travel becomes more connected and seamless, it encourages more people to consider experiences that may previously have seemed less accessible.
ET: Looking ahead, what are the biggest opportunities and challenges for cruise tourism in India over the next five years? How is TIRUN positioning itself through digital transformation, awareness building initiatives, and new product launches to capture the next phase of growth?
VC: We believe the future of cruise tourism in India is extremely promising. More Indians are travelling internationally than ever before, and there is growing interest in holidays that combine comfort, convenience, and unique experiences.
A key opportunity lies in continuing to build awareness and helping more travellers understand the variety of experiences that cruising offers. With cruise lines continually innovating and introducing new ships, destinations, and experiences, there is always something new for guests to discover, from the recently launched Celebrity Xcel & Star of the seas to the upcoming Legend of the Seas.
India also has a unique opportunity to strengthen its position as a cruise destination. Over the past three decades, we have worked closely with government stakeholders and industry bodies, including the Cruise Steering Committee, to support cruise-friendly policies and help bring more ships to Indian waters.
At TIRUN, we remain focused on making cruise holidays more accessible and seamless. Through partnerships with Air India, Udaan, and Asego, travellers can now access flights, cruises, visa services, and travel insurance through a single ecosystem. Initiatives such as Second Sail further reflect our commitment to strengthening the cruise tourism ecosystem by creating new opportunities and expanding industry participation.
We are excited about the sector's growth potential and look forward to helping more Indians discover the many experiences that cruise travel has to offer.
