World Geostrategic Insights interview with Aishwarya Singh Raikwar on the main instruments, approaches and strategies of Indian soft power, the role of tourism in shaping India’s global influence, and how the Indian Diaspora contributes to India’s soft power and diplomatic leverage.
Dr. Aishwarya Singh Raikwar is a TEDx speaker, author, researcher, and policy advisor deeply committed to Ocean conservation, Climate Action, and Tourism development. She holds a PhD in Blue Economy and Maritime Tourism. In her previous stint with the Ministry of Tourism, she has contributed to two projects of national importance; G20 and the Vibrant Villages Programme (VVP). She brings over 5 years of experience in research, academia, Govt. consulting and promoting India’s global image through diplomacy and tourism. She is the Author of “Tourism and Soft Power Diplomacy: Reflections of India’s G20 Presidency“.
Q1- India is a rising great power of the 21st century, aspiring to be at the centre of global geopolitics, with its culture and values. Thus, soft power is playing an increasingly important role in Indian foreign policy, and in enhancing India’s global projection. What are the main instruments, approaches and strategies of Indian soft power?
A1 – India’s soft power strategy is deeply rooted in its rich cultural heritage, democratic values, and global economic influence.
Instruments of Indian Soft Power:
1) Cultural Diplomacy – India’s ancient heritage, including yoga, Ayurveda, spirituality, and Bollywood, plays a crucial role in shaping its soft power.
– The International Day of Yoga (June 21), promoted by India at the UN, is a key example.
– Indian classical arts, music, and dance (e.g., Bharatanatyam, Kathak) are showcased globally.
– Bollywood and regional cinema have a massive following worldwide.
2) Diaspora Diplomacy – India has the largest overseas diaspora (32+ million people), contributing to economic and political influence.
– Initiatives like Pravasi Bharatiya Divas and the Overseas Citizenship of India (OCI) foster strong India-diaspora relations.
– Indian-origin politicians have been in key positions in global politics (e.g., Rishi Sunak in the UK, Kamala Harris in the US).
3) Educational Diplomacy – India attracts thousands of international students, especially from South Asia and Africa.
– The Indian Council for Cultural Relations (ICCR) provides scholarships to foreign students.
– Collaboration with foreign universities boosts India’s intellectual and scientific influence.
4) Development Assistance & Humanitarian Aid – India offers grants, loans, and humanitarian aid to developing nations.
– The Indian Technical and Economic Cooperation (ITEC) program provides capacity-building support to 160+ countries.
– Medical diplomacy (e.g., Vaccine Maitri during COVID-19) showcased India’s leadership in global health.
5) Spiritual and Religious Diplomacy – India is home to major religions like Hinduism, Buddhism, Jainism, and Sikhism.
– The revival of Buddhist diplomacy through cultural outreach to Southeast Asian nations.
– Restoration of temples and historical sites abroad (e.g., the Ramayana circuit in Southeast Asia) strengthens cultural ties.
6) Tourism and Heritage Promotion – India is a top global tourist destination with initiatives like Incredible India and Dekho Apna Desh.
– The G20 Tourism Working Group meetings positioned India as a cultural and heritage tourism hub.
– Pilgrimage tourism, including visits by foreign dignitaries to Varanasi, Bodh Gaya, and the Golden Temple, reinforces India’s spiritual influence.
7) Media & Digital Influence – India’s global news networks (WION, DD India) and Bollywood films shape international perceptions.
– Social media outreach through platforms like MyGov, Twitter diplomacy (#VaccineMaitri), and Instagram live sessions by diplomats enhances engagement.
Approaches and Strategies:
1. Multilateral Engagement – India actively participates in the UN, G20, BRICS, QUAD, SCO, and positions itself as a voice for the Global South.
2. Neighbourhood First Policy – Strengthening ties with SAARC nations using cultural, economic, and developmental assistance.
3. Act East Policy – Deepening relations with ASEAN countries through Buddhism, trade, and people-to-people connections.
4. Digital and Tech Diplomacy – India promotes Digital India, AI, and space technology as soft power tools (e.g., ISRO’s success in global satellite launches).
5. Language Diplomacy – Hindi, Sanskrit, and Tamil are promoted globally through academic programs and cultural centers.
India’s soft power is a critical pillar of its global influence. By combining its cultural wealth, diaspora strength, and diplomatic outreach, India is shaping itself as a global thought leader. With strategic investments in education, tourism, and humanitarian diplomacy, India is cementing its place as a rising great power of the 21st century.
Q2 – India is a major player in tourism globally. The tourism industry is expected to contribute around USD 460 billion to India’s GDP by 2028. You are the author of the book “Tourism and Soft Power Diplomacy: Reflections of India’s G20 Presidency”, how can tourism be used as a diplomatic tool to project soft power and what role is it taking in shaping India’s global influence?
A2 – Tourism serves as a powerful instrument of soft power diplomacy, allowing nations to project their cultural identity, heritage, and values onto the global stage. India, with its rich history, diverse landscapes, and deep-rooted traditions, has strategically leveraged tourism as a diplomatic tool to enhance its global influence. As one of the world’s fastest-growing tourism markets, India is positioning itself as a key player in the international tourism sector, expected to contribute around USD 460 billion to its GDP by 2028. This economic potential, coupled with India’s civilizational ethos and hospitality, makes tourism a central pillar of India’s soft power strategy.
Tourism as a Diplomatic Tool for Soft Power
India’s tourism sector plays a crucial role in cultural diplomacy by fostering people-to-people connections, strengthening international goodwill, and reinforcing India’s image as a welcoming and vibrant nation. Initiatives such as ‘Incredible India’ and ‘Dekho Apna Desh’ have helped promote India’s unique heritage, from the spiritual experiences of Varanasi and BodhGaya to the architectural marvels of Rajasthan and the pristine beaches of Goa. Moreover, the promotion of Buddhist circuits linking India to Southeast Asia, pilgrimage tourism to destinations like the Golden Temple, and festivals such as Diwali and Holi celebrations abroad enhance India’s cultural outreach.
Medical tourism and wellness tourism have also emerged as key diplomatic tools. With India’s growing reputation as the ‘Pharmacy of the World’, international patients travel to India for affordable and high-quality medical treatment. The popularity of Ayurveda, Yoga, and holistic healing centres has attracted visitors seeking wellness experiences, reinforcing India’s soft power in the realm of traditional knowledge and alternative medicine. The International Day of Yoga (June 21), spearheaded by India at the United Nations, is a prime example of how India has successfully utilized tourism and cultural heritage to enhance its diplomatic presence.
India’s G20 presidency provided a historic opportunity to project its tourism potential and soft power on a global platform. My book is a memoir on G20 Tourism Track meetings where I worked and contributed my little part in the bigger picture. By hosting over 200 meetings across 60 cities, India showcased its diverse tourism offerings to global leaders, delegates, and international media. The strategic selection of culturally rich locations such as Varanasi, Udaipur, Srinagar, Rishikesh and Khajuraho demonstrated India’s ability to blend diplomacy with heritage tourism, reinforcing its image as a country deeply rooted in tradition yet embracing modernity.
One of the key highlights was the G20 Tourism Working Group, which focused on sustainable tourism, green investments, and heritage preservation. India positioned itself as a leader in responsible tourism, advocating for climate-conscious travel and community-led tourism models, aligning with global Sustainable Development Goals (SDGs). The G20 summit in Delhi further reinforced India’s diplomatic leadership, bringing global attention to its hospitality, infrastructural advancements, and ability to host large-scale international events seamlessly.
Strengthening Global Influence Through Tourism Diplomacy
Tourism fosters international collaboration and economic partnerships. India’s engagement with ASEAN, African nations, and Small Island Developing States (SIDS) in promoting heritage and nature-based tourism has strengthened its diplomatic outreach. Visa liberalization policies, e-tourist visas, and initiatives like ‘Utsav Portal’ have enhanced global connectivity, making India more accessible to international travellers.
Furthermore, India’s soft power in tourism extends to sports diplomacy, with events like IPL (Indian Premier League) attracting global audiences, and cinematic tourism, with Bollywood films inspiring travel to iconic Indian locations. Diaspora tourism also plays a key role, with millions of Non-Resident Indians (NRIs) returning to their roots, reinforcing cultural and emotional ties with their homeland.
India’s strategic use of tourism as a soft power tool has significantly enhanced its global standing. By integrating cultural heritage, wellness traditions, and responsible tourism into its diplomatic outreach, India has positioned itself as a global hub for tourism and cultural diplomacy. The G20 presidency acted as a catalyst in amplifying India’s tourism potential, solidifying its role as a rising power in global geopolitics. Moving forward, sustained investments in tourism infrastructure, digital outreach, and cultural collaborations will ensure that India continues to use tourism as a dynamic force in shaping its global influence.
Q3 – The Indian diaspora is the largest overseas diaspora in the world. Every year, 2.5 million (25 lakh) Indians emigrate abroad, making India the nation with the highest number of emigrants in the world. How can it contribute to India’s soft power, global engagement and diplomatic leverage?
A3 – The Indian diaspora, comprising over 32 million people, is one of the most influential global communities, playing a significant role in India’s soft power, global engagement, and diplomatic leverage. Spread across continents, the diaspora serves as a bridge between India and the world, reinforcing India’s cultural, economic, and strategic influence. Their contributions range from economic remittances to political influence, cultural diplomacy, and knowledge transfer, making them a vital asset in India’s foreign policy and global aspirations.
Diaspora as a Soft Power Asset
India’s diaspora projects the country’s cultural richness, values, and democratic ethos on a global scale. The popularity of Indian festivals, cuisine, Bollywood, yoga, and spirituality is largely due to the efforts of overseas Indians in preserving and promoting their heritage. Diwali celebrations at landmarks such as Times Square in New York and the Sydney Opera House, as well as the global spread of Bollywood and Indian classical arts, showcase India’s cultural diplomacy in action. Additionally, Indian languages such as Hindi, Tamil, and Sanskrit are taught in universities worldwide, strengthening linguistic and academic ties with foreign nations.
The International Day of Yoga, spearheaded by India at the United Nations, was largely successful due to the lobbying efforts of Indian expatriates, demonstrating how the diaspora can amplify India’s soft power on global platforms. Similarly, Ayurveda, traditional Indian medicine, and vegetarianism are gaining popularity globally, influencing health and wellness industries.
Economic Contributions and Global Influence
The Indian diaspora is a major driver of India’s economy through remittances, which stood at $125 billion in 2023, the highest in the world. These funds support India’s economic growth, rural development, and financial stability. Beyond remittances, the diaspora’s success in business and technology has led to deeper economic partnerships between India and host countries.
Indian entrepreneurs and professionals in Silicon Valley have helped shape India’s global tech image, leading to increased foreign investments and collaborations with Indian startups. Indian CEOs heading global corporations (e.g., Sundar Pichai at Google, Satya Nadella at Microsoft, and Indra Nooyi at PepsiCo) enhance India’s brand as a hub of talent and innovation. Diaspora-led business networks, such as the Indo-US Business Council, UK India Business Council, and India-Singapore Business Network, foster trade relations and attract foreign direct investment (FDI) into India.
Diaspora’s Role in Diplomatic Leverage
Politically, the Indian diaspora has become a key factor in India’s foreign relations. Many countries, including the United States, United Kingdom, Canada, and Australia, have leaders of Indian origin who shape policies favourable to India. Rishi Sunak as the UK Prime Minister, Kamala Harris as the US Vice President, and Priti Patel in the UK Cabinet exemplify the diaspora’s political influence.
India has actively engaged with its overseas communities through platforms like Pravasi Bharatiya Divas (PBD) and the Overseas Citizen of India (OCI) program, recognizing the diaspora’s contributions and strengthening their connection to their homeland. During crises, such as the evacuation of Indians from conflict zones (e.g., Operation Ganga for Ukraine and Operation Kaveri for Sudan), India’s diplomatic outreach has been supported by diaspora lobbying.
The Indian diaspora influences global policymaking by advocating for India’s interests in international forums. Lobbying efforts in the US, UK, and Canada have helped India secure better trade agreements, defense partnerships, and diplomatic support on issues like counterterrorism and the Kashmir conflict. Diaspora think tanks and academic institutions provide intellectual contributions to global discussions on climate change, human rights, and sustainable development, aligning with India’s foreign policy priorities.
The Indian diaspora is a powerful force in enhancing India’s soft power, economic strength, and diplomatic influence. As cultural ambassadors, business leaders, policymakers, and innovators, they play a crucial role in shaping India’s global narrative. Strengthening engagement with the diaspora through digital diplomacy, investment opportunities, and policy collaboration will further amplify India’s presence on the world stage, ensuring that its global footprint continues to expand in the 21st century.
Dr. Aishwarya Singh Raikwar, speaker, researcher, and policy advisor, author of the book “Tourism and Soft Power Diplomacy: Reflections of India’s G20 Presidency“.
Image: Somnath Temple, Gujarat (Source: Indian Ministry of Tourism Website).