Job Description:
Atithi Foundation is a not-for-profit organisation working to transform Indias tourism sector into a key engine of economic growth. We partner with government bodies, industry leaders, knowledge institutions and community stakeholders to design evidence-based policies and strategies to create livelihoods, safeguard heritage, and strengthen Indias position on the global tourism stage.
Our vision: To make India a $490 billion tourism economy by 2035, with inclusive growth, preserving heritage, and showcasing the nations culture and natural beauty to the world.
Tourism as an Economic Engine: Tourism plays a vital role in India's economy, generating over $200 billion in 2023, accounting for 5.5% of GDP. More importantly, it is a major job creator, supporting nearly 40 million jobs (8% of national employment). Additionally, 54% of the tourism workforce comprises women, highlighting the sectors role in fostering economic inclusion.
Indias Untapped Global Potential: Despite its diverse geography and rich cultural heritage, India attracts only 10Mn Foreign visitors. In contrast, China saw 66 million foreign tourists in 2019, while Vietnam and Thailand welcomed 18 million and 40 million, respectively. This gap presents a significant opportunity for Indias tourism sector to grow with the right strategies.
Key Challenges to Overcome
- Lack of Standardised Data: Tourism is mainly measured by footfall rather than economic impact, limiting effective decision-making
- Narrow Brand Image: India is often perceived as an exotic yet challenging destination. A broader appeal is needed to attract more diverse tourists
- Concentration of Tourism: Major revenues come from only six destinations, leading to overcrowding and overuse of resources in popular spots like Goa and Shimla
- Ease of Doing Business: Complex regulations and lengthy approval processes hinder the development of tourism infrastructure
- Cross-Cutting Governance: Developing new tourist destinations requires coordinated efforts across various government departments, which is currently lacking
ATITHI Foundation leverages philanthropy as a catalyst to unlock Indias tourism potential, driving economic growth and job creation.
Founding Team Opportunities: This is a unique opportunity to join a high-impact organisation at an early stage and help shape its direction, culture, and long-term strategy.
Role Overview
- The Project Leader - Destination Sites will anchor Atithi Foundations work at the State and destination level. This role is for professionals who enjoy working close to the ground, engaging with government counterparts, local stakeholders, and the private sector to unlock tourism potential in specific destinations.
- The role requires comfort with ambiguity, strong on-ground problem-solving skills, and the ability to tailor tourism transformation agendas to the unique context of each destination.
Key Responsibilities
- Lead destination-level engagements with state/city governments, local authorities, and private stakeholders to design and drive tourism transformation initiatives
- Identify and bridge capability gaps (and not capacity gaps) within public sector counterparts, helping them think differently about tourism outcomes
- Develop destination-level strategies and roadmaps that link public sector reforms with private sector participation and investment
- Package destination opportunities in a manner that is attractive and credible for private sector players, including hospitality, travel, and experience providers
- Navigate multi-agency environments at the destination level and identify practical levers to drive progress despite institutional complexity
- Work closely with central teams to align destination-level work with broader national frameworks and priorities
- Provide leadership and guidance to project teams comprising Atithi staff, other consultants, and partner organisations
- Track progress rigorously, resolve bottlenecks, and ensure momentum on agreed initiatives
Ideal Candidate Profile
- 6–8 years of experience working on public sector or social sector programmes at the state, district, or city level (or a strong inclination to do so)
- Strong on-ground execution skills combined with the ability to think strategically about destination development
- Comfort working in ambiguous environments with evolving objectives and constraints
- Ability to engage constructively with government officials, private sector stakeholders, and local institutions
- Creative, outside-in thinking on how tourism destinations can be repositioned and unlocked
- Strong communication and coordination skills
- Willingness to spend extended time at project locations when required
We aim to incubate an organisation dedicated to accelerating India's position as a premier global tourist destination. Atithi Foundation is committed to conducting deep, action-oriented research, driving awareness at both national and international levels, and developing scalable pilot projects to unlock value in tourism.
Join us in this exciting journey to build India's tourism sector and unlock opportunities for millions of Indians!