In recent weeks, a wave of cancellations and a sharp decline in travel bookings to Turkey and Azerbaijan have swept across India, driven by growing geopolitical tensions and national sentiment.
The two countries’ public support for Pakistan amid an armed conflict with New Delhi, particularly following the April 22 terror attack in Pahalgam and India’s subsequent military response, Operation Sindoor, has sparked widespread calls for a boycott.
Indian travel agencies, tourism industry leaders, and citizens are increasingly redirecting their focus to alternative destinations, reflecting a collective stand against nations perceived to oppose India’s interests.
Rising Tensions and the Catalyst for the Boycott
The current boycott movement stems from escalating tensions between India and Pakistan, reignited by the devastating terror attack in Pahalgam on April 22, 2025, which claimed 26 lives. In response, India launched Operation Sindoor, a series of targeted military strikes on nine terrorist-linked locations, including camps in Muzaffarabad, Kotli, and Bahawalpur in Pakistan and Pakistan-administered Kashmir.
The operation was framed as a necessary measure to curb terrorism, but it drew sharp criticism from Pakistan and its allies, including Turkey and Azerbaijan. Turkey’s support for Pakistan was particularly vocal, with Ankara backing Islamabad’s call for an international investigation into the Pahalgam attack.
This stance, coupled with Turkey’s history of supplying weapons to Pakistan, has been perceived in India as direct opposition to its national security efforts. Similarly, Azerbaijan issued a statement aligning with Pakistan’s position, further inflaming sentiments in India.
These actions have not only strained diplomatic ties but also triggered a grassroots response among Indian citizens, who view tourism to these countries as indirectly supporting economies that challenge India’s sovereignty.
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The boycott gained momentum through social media platforms, with posts on X amplifying the call to avoid travel to Turkey and Azerbaijan. Nishant Pitti, founder and chairman of EaseMyTrip, highlighted the significant number of Indian tourists—287,000 to Turkey and 243,000 to Azerbaijan in the previous year—and questioned the logic of fueling the economies of nations that openly support Pakistan.
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This sentiment resonated widely, with many Indians expressing their intent to prioritize national pride over leisure travel. The Indian Chamber of Commerce and various tourism associations have also thrown their weight behind the boycott, framing it as a stand for “ethical and responsible tourism” that aligns with national values.
Impact on the Tourism Industry
The boycott has had a measurable impact on India’s travel industry, with travel agencies reporting significant drops in bookings and a surge in cancellations for Turkey and Azerbaijan. According to a spokesperson for MakeMyTrip, bookings for these destinations have decreased by 60% over the past week, while cancellations have surged by 250% during the same period.
EaseMyTrip’s CEO, Rikant Pittie, reported a 22% rise in cancellations for Turkey and a 30% increase for Azerbaijan, attributing the trend to geopolitical tensions. These figures underscore the scale of the backlash and the rapid shift in traveler preferences.
In response, Indian travelers are pivoting to alternative destinations such as Georgia, Serbia, Greece, Thailand, and Vietnam, which are perceived as more neutral or friendly toward India. This shift has prompted travel agencies to adapt quickly, promoting these destinations to capture the redirected demand.
For instance, EaseMyTrip has noted a growing interest in these countries, which offer similar cultural or natural attractions without the political baggage associated with Turkey and Azerbaijan.
The tourism industry itself has taken proactive steps to align with the boycott. Ixigo, a prominent travel booking platform, announced on X that it has paused flight and hotel bookings to Turkey, Azerbaijan, and China, signaling a broader trend of prioritizing national sentiment over commercial interests.
Industry leaders like Subhash Goyal, Chairman of the Tourism Committee at the Indian Chamber of Commerce, have emphasized the role of tourism as a “force for good” that should promote peace and global harmony. By boycotting countries that support Pakistan’s stance, the industry aims to send a clear message about its commitment to India’s national interests.
However, the boycott is not without its challenges. Turkey and Azerbaijan have been popular destinations for Indian tourists due to their rich history, cultural attractions, and relatively affordable travel costs. Redirecting travelers to other countries may involve higher costs or less familiar itineraries, which could deter some.
Additionally, the tourism industry must balance the financial implications of reduced bookings with the patriotic fervor driving the boycott. While the surge in cancellations reflects strong public sentiment, it also highlights the need for strategic promotion of alternative destinations to sustain the industry’s growth.
Broader Implications for India’s Foreign Relations and National Identity
The boycott of Turkey and Azerbaijan transcends the realm of tourism, reflecting deeper currents in India’s foreign policy and national identity. The swift and widespread response to the two countries’ support for Pakistan underscores the growing influence of public opinion in shaping India’s international relations.
The boycott also signals a shift in how India navigates its relationships with countries perceived as adversaries or supporters of its rivals. Turkey’s historical ties with Pakistan, including its arms supplies, have long been a point of contention, but Azerbaijan’s alignment with Islamabad has added a new dimension to India’s diplomatic challenges.
By targeting tourism, a significant source of revenue for both countries, India is leveraging economic tools to express its displeasure, a strategy that complements its military and diplomatic responses to the conflict with Pakistan.
At home, the boycott has galvanized national unity, with citizens, businesses, and industry bodies rallying around a shared cause. The Indian Chamber of Commerce’s call for a collective commitment to prioritize national interests over commercial goals reflects a broader trend of aligning economic activities with patriotic values.
This unity is particularly significant in the context of India-Pakistan tensions, which have historically polarized public discourse. The ceasefire “understanding” reached on May 10, 2025, may have temporarily de-escalated the conflict, but the boycott suggests that public sentiment remains charged and unlikely to dissipate quickly.
On the global stage, the boycott could influence how other nations perceive India’s resolve in addressing terrorism and defending its sovereignty. By redirecting tourism to countries like Georgia, Serbia, and Greece, India is subtly signaling its intent to strengthen ties with nations that share its values or maintain neutrality in the India-Pakistan conflict.
This shift could foster new economic and cultural partnerships, potentially reshaping India’s tourism and diplomatic landscape in the long term. However, the boycott also carries risks. A prolonged campaign could strain India’s relations with Turkey and Azerbaijan beyond the immediate context of the Pakistan conflict, potentially affecting trade, investment, or cooperation in other areas.
Additionally, the inclusion of China in some boycott calls, as seen in Ixigo’s announcement, suggests a broader anti-adversary sentiment that could complicate India’s foreign policy. Balancing these dynamics will require careful calibration to ensure that the boycott achieves its intended goals without unintended consequences.
The growing boycott of Turkey and Azerbaijan in India is a multifaceted response to geopolitical tensions, driven by a combination of national pride, industry leadership, and digital activism. The sharp decline in travel bookings and the surge in cancellations reflect the depth of public sentiment, while the pivot to alternative destinations highlights the tourism industry’s adaptability.
Beyond its immediate impact, the boycott underscores the interplay between consumer choices, national identity, and foreign policy in shaping India’s response to global challenges. As the nation navigates this complex landscape, the boycott serves as a powerful reminder of the role ordinary citizens can play in advancing their country’s interests on the world stage.