New Delhi: Indian travelers have abruptly turned away from Turkey and Azerbaijan in 2024 following both countries’ public support for Pakistan during Operation Sindoor. The shift in sentiment has led to mass cancellations, industry pushback, and a collapse in bookings.
According to a report by The Times of India, Turkey saw a surge of nearly 3.3 lakh Indian visitors this year, with estimated spending between $350 million and $400 million. Azerbaijan recorded more than 2.4 lakh Indian arrivals—more than double the previous year’s total. But the growing diplomatic rift has sparked an equally swift retreat from both destinations.
Tourism Backlash Over Political Allegiances
Public outrage escalated after reports emerged alleging Turkey’s military support for Pakistan, including the supply of drones used in attacks along Indian border regions. Social media platforms quickly amplified the sentiment, triggering a chain reaction across the travel industry.
Leading travel platform ixigo announced it would no longer support bookings to Turkey, Azerbaijan, and China. “Enough is enough! Blood and bookings won’t flow together,” posted ixigo co-founder Aloke Bajpai on X, signaling a hard stop to all services involving the three countries.
Meanwhile, MakeMyTrip has opted for a more cautious stance. While the company has not officially banned travel to these destinations, it has discouraged non-essential travel. A spokesperson stated, “Bookings for Turkey and Azerbaijan have dropped 60%, and cancellations jumped by 250% in just one week.”
Perception Shift Impacts Travel Demand
Travel agencies across Indian metros report a dramatic change in customer preferences. “There’s a growing perception that Indian money spent on tourism could be fuelling hostile actions against us,” said a Mumbai-based travel agent.
Prominent voices from industry have also joined in. RPG Group chairman Harsh Goenka commented online: “Indians gave over Rs 4,000 crore last year to Turkey and Azerbaijan through tourism… Today, both stand with Pakistan after Pahalgam. Plenty of beautiful places in India and the world. Please skip these two places.”
Cancellations Surge, Refunds and Alternatives Offered
In response to the backlash, major travel associations have ceased promotions. Both the Travel Agents Association of India (TAAI) and the Travel Agents’ Federation of India (TAFI) confirmed they are no longer recommending Turkey or Azerbaijan to clients.
Devaki Thyagarajan, TAAI’s south region chairperson, confirmed that refund processes are underway and that some airlines are cooperating with travel agents to support customers seeking cancellations.
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Digital visa processing platform Atlys has seen a sharp drop in Azerbaijan-bound visa applications. “People wanted something new beyond Singapore or Thailand. Azerbaijan offered a European feel at a fraction of the price,” said Sejoe Jose of the Indian Association of Tour Operators. “That interest has disappeared.”
Bookings Plunge Across India, New Destinations Rise
In Kolkata, the number of daily travelers to Turkey dropped from 200 to below 50, while Azerbaijan-bound travelers have dwindled to single digits, said TAAI East chairman Anjani Dhanuka. Data from MakeMyTrip and EaseMyTrip show Azerbaijan cancellations up by 30% and Turkey by 22%.
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As travelers abandon these two destinations, agents are actively redirecting them to alternative locations. Trips once planned to Turkey, typically priced at Rs 3–4 lakh per week, are being shifted to Russia, Hungary, the Czech Republic, or Germany. Budget travelers who favored Azerbaijan are now being pointed toward Vietnam, Singapore, Bali, or Dubai.
The dramatic fallout highlights how swiftly public opinion and purchasing behavior can shift in response to geopolitics—especially when national sentiment is involved.
