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What is the story about?
India's travel landscape is undergoing a decisive shift as smaller cities emerge as the country’s new growth engines for international tourism. Cox & Kings, which is now owned by private equity firm Wilson & Hughes, is repositioning itself to capture this market by focusing heavily on Tier-2 and Tier-3 cities.
With rising incomes, greater connectivity, and younger populations eager to travel abroad, towns such as Jaipur, Indore, Faridabad, and Dharamshala are seeing a surge in families planning their first international holidays. Social media influence and financing options like ‘buy now, pay later’ have further fuelled this trend, making overseas travel both aspirational and attainable.
To tap into this demand, Cox & Kings has launched new franchise outlets in Faridabad, Gurgaon, Dharamshala, Agra and Ahmedabad, with plans to expand to 200 outlets in the coming years. The company expects the upcoming festive and holiday season to accelerate this momentum as families increasingly choose international vacations over traditional domestic trips.
Also read | Shashi Tharoor says need to change perception of India not being safe for women tourists
"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 of Cox & Kings.
Industry data supports this growing shift. Around 8.7% of India's population holds a valid passport, and in July 2025 alone, over 1.24 million passports were issued. By the end of the year, the figure is expected to surpass 14.5 million.
First-time international visa applications rose 32% over the past year, with more than half originating from Tier-2 and Tier-3 cities. New airports, direct international routes from smaller cities, and the influence of digital content are driving this surge, with Dubai, Thailand and Singapore topping the list of destinations for first-time travellers.
Also read | How tourism in India's land of blue mountains will get a boost soon
Cox & Kings is pursuing a phygital model, blending physical outlets with digital platforms to support first-time travellers seeking premium experiences. Whether it is destination weddings, family anniversaries, or solo adventures, demand from India’s smaller towns is reshaping the country’s outbound tourism, with the company projecting that in five years, Tier-2 and Tier-3 cities will outpace metros in producing first-time international tourists.
With rising incomes, greater connectivity, and younger populations eager to travel abroad, towns such as Jaipur, Indore, Faridabad, and Dharamshala are seeing a surge in families planning their first international holidays. Social media influence and financing options like ‘buy now, pay later’ have further fuelled this trend, making overseas travel both aspirational and attainable.
To tap into this demand, Cox & Kings has launched new franchise outlets in Faridabad, Gurgaon, Dharamshala, Agra and Ahmedabad, with plans to expand to 200 outlets in the coming years. The company expects the upcoming festive and holiday season to accelerate this momentum as families increasingly choose international vacations over traditional domestic trips.
Also read | Shashi Tharoor says need to change perception of India not being safe for women tourists
"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 of Cox & Kings.
Industry data supports this growing shift. Around 8.7% of India's population holds a valid passport, and in July 2025 alone, over 1.24 million passports were issued. By the end of the year, the figure is expected to surpass 14.5 million.
First-time international visa applications rose 32% over the past year, with more than half originating from Tier-2 and Tier-3 cities. New airports, direct international routes from smaller cities, and the influence of digital content are driving this surge, with Dubai, Thailand and Singapore topping the list of destinations for first-time travellers.
Also read | How tourism in India's land of blue mountains will get a boost soon
Cox & Kings is pursuing a phygital model, blending physical outlets with digital platforms to support first-time travellers seeking premium experiences. Whether it is destination weddings, family anniversaries, or solo adventures, demand from India’s smaller towns is reshaping the country’s outbound tourism, with the company projecting that in five years, Tier-2 and Tier-3 cities will outpace metros in producing first-time international tourists.
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