India’s outbound travel growth is increasingly being led by smaller cities. With rising disposable incomes, improved connectivity, and growing aspirations, Tier-2 and Tier-3 cities are set to outpace metros in producing first-time international travellers over the next five years, according to Cox & Kings.
Cox & Kings, the world’s oldest travel company now backed by private equity firm Wilson & Hughes, is capitalising on this shift by expanding its franchise network beyond the metros. Five new outlets have recently opened in Faridabad, Gurgaon, Dharamshala, Agra, and Ahmedabad, with plans to establish 200 outlets in the coming years. This expansion reflects the company’s strategy to build trust with new-age customers in smaller markets through a franchise-first, phygital model.
The upcoming festive and holiday season is expected to accelerate demand. Families from Tier-2 cities are increasingly choosing international destinations over traditional domestic trips. Popular first-time outbound choices include Dubai, Thailand, and Singapore due to short flights and simplified visa processes. Honeymooners are seeking destinations like the Maldives, Bali, South Africa, and Switzerland, while family groups favour Europe tours, Australia, Singapore, and Abu Dhabi. Destination weddings and celebration travel continue to grow, with Dubai, Thailand, and Bali topping demand.
“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, Cox & Kings.
Industry data supports this surge. Currently, 8.7% of Indians hold a valid passport. July 2025 alone saw over 1.24 million passports issued, with India expected to cross 14.5 million issuances by year-end. International visa requests from first-time applicants grew 32% in the past year, with 56% originating from Tier-2 and Tier-3 cities.
This trend, driven by social media influence, improved infrastructure, and celebration-led group travel, signals a transformation in India’s outbound travel landscape. Cox & Kings’ hybrid approach, combining physical outlets with technology-enabled services, is designed to make premium global travel accessible and trustworthy for these first-time international travellers.
