“Together, we can transform the travel and tourism landscape in India”
The visionary leadership of Mrs. Jyoti Mayal President, TAAI (Travel Agents Association of India)
Travel and tourism is one of the largest service and business sectors for the Indian economy. The World Travel and Tourism Council (WTTC) 2024 Economic Impact Research (EIR) highlights the significant recovery of the sector, with a stellar contribution of over INR 19.13TN in 2023 and an increase in employment growth by 10%. Led by strong growth in domestic visitor spending and robust international tourist arrivals, the sector is showing robust signs of recovery.
A significant part of this growth story has been led by Mrs. Jyoti Mayal, President, of TAAI (Travel Agents Association of India), whose visionary approach and path-breaking initiatives have ensured that TAAI, often referred to as the ‘Mother Association’ has remained buoyant and ensured the stability of the industry.
Mr.Balbir Mayal, her husband was instrumental in her taking her first steps in the industry, and since then, she hasn’t looked back. Mrs. Jyoti Mayal helmed the role of President, of TAAI in 2019, just before the global pandemic.
In 2019-2024, under her able leadership, she ensured that revenue flow and business commitments stayed on track. Mrs. Jyoti Mayal participated in 1200 webinars during the lockdown allaying fears from industry members about the prospects. TAAI secured funds worth INR 5000 crores during the lockdown, and Mrs. Jyoti Mayal bought IATA on board to safeguard the interests of TAAI members.
Before the lockdown, Mrs. Jyoti Mayal organized a six-city roadshow with Turkish Tourism aboard the Cordelia cruises. A strategic business recovery initiative was her advocating for the postponement of the implementation of TCS to rationalizing GST, and today TAAI has 28 MOUs signed, 18 of which were during the pandemic. She worked closely with the Ministry of Civil Aviation and international airlines to ensure flights resumed and borders reopened with essential health protocols in place. Additionally, she played a pivotal role in bringing airlines back on the Global Distribution System (GDS), offering greater accessibility and affordability for travel agents and customers alike.
An ardent advocate of gender-sensitive tourism and women empowerment, Mrs. Mayal led the training and upskilling of over 700 women travel agents across India. Through programs such as TAAI’s Pathashala, she ensured that women were equipped with the knowledge and skills to thrive in the industry, fostering both employment and leadership opportunities for women in tourism.
Significant leadership impact of Mrs.Jyoti Mayal from 2019-2024, the most challenging time for the travel and tourism industry revival includes:
- Championed client financial protection and processed refunds approx. 5000 crores from
- Successfully negotiated and resolved penalties with IATA, preventing financial loss for the business
- Advocated relentlessly to MOH & MEA for the reopening of borders to revive travel and tourism, expedite visa openings, and facilitate smoother international travel
- Ensured flights were reinstated on the Global Distribution System (GDS), and managed multiple GDS-related cases efficiently for availability and accuracy of flight data for agents and clients
- Coordinated visa facilitation services with BLS and VFS to streamline travel document processes during the pandemic
- Managed and addressed the airline capping/ticketing authority issues to maintain service delivery and financial viability
- Supported vaccination initiatives, encouraging staff and clients to get vaccinated
- Launched skill development initiatives in partnership with the Tourism and Hospitality Skill Council (THSC) and Ministry of Tourism, engaged in Women in Travel and Tourism (WITT) initiatives
- As APJC Chairperson, successfully managed natural capping, facilitated refunds for agents, and maintained a strong relationship with airlines, protecting agents from defaults
- Played a key role in the resumption of flights with MoCA post-lockdown, worked closely with the Ministry of Aviation and DGCA on consumer protection measures and insurance policies
- Signed several Memorandums of Understanding (MoUs) with countries and states to enhance tourism cooperation and exchange
- Organized a successful roadshow during the Arabian Travel Market (ATM) in Dubai to promote inbound tourism
- Built strong branding for India across international markets. Engaged in G20 discussions, shaping policies related to the National Tourism Policy (NTP), cruise tourism, adventure tourism, and MICE sectors
- Successfully secured funds and deliverables through high-level meetings with the President and Speaker of Sri Lanka to strengthen tourism ties, coordinated media outreach with 15 major electronic travel channels to enhance visibility in Sri Lanka
- Collaborated with the Ministry of Tourism on website upgrades and working on Market Development Assistance (MDA) programs
- Advocated for the implementation of Tax Collected at Source (TCS) policies and ongoing efforts to reduce GST rates in the travel industry
- Actively contributed to Invest India’s initiatives and the Bureau of Indian Standards (BIS) to enhance tourism infrastructure and investment
- Initiated efforts to integrate tourism studies into state school boards and CBSE curriculum to foster early industry awareness
Making Indian tourism credible, resilient and future-ready, Mrs.Jyoti Mayal highlights her vision for the industry and in shaping TAAI for the greater good in 2024 and beyond
- Commissions on visa fees to ensure travel agents are adequately compensated for their services
- Insurance for Low-Cost Airlines that safeguard agents’ funds, providing financial security and stability in all transactions involving low-cost airlines
- Abolition of Tax Collected at Source (TCS) to ease the financial burden on our industry and promote a smoother, more efficient business environment
- Securing credit input on Integrated Goods and Services Tax (IGST) and rationalizing GST rates to create a more favorable tax framework for our sector
- Ensure that airlines adopt transparent, fair cancellation procedures and Agency Debit Memo (ADM) policies to protect the interests of travel agents and their clients
- Propose essential updates to the Memorandum of Association (MoA) to better align with the evolving needs and aspirations of our industry
- Increasing participation of women and empowerment to empower them further and increase their participation in the Association
- Protect the business interests of smaller agents, especially those in tier 2 and 3 cities and empower their technological knowledge to improve their business prospects
Looking ahead, Mrs. Mayal envisions a sustainable, inclusive, and technology-driven future for Indian tourism. She added, “By focusing on resilience, inclusivity, and prosperity, we can ensure a thriving future for our sector and make TAAI the hallmark of business excellence in travel and tourism”. Concluding her press outreach, Mrs. Jyoti Mayal reiterated that she will continue to for an industry built on empowerment, transparency, and sustainable growth, with a particular focus on ensuring the survival and success of smaller enterprises.
