The recently concluded BITB Conclave – BOUNCE – has recommended timely and strategic interventions, both by government and industry, in a collaborative manner to ensure India gets its fair share of international tourism, as and when India opens up. It has also stressed upon the need for an equitable role for all segments of the industry. Going forward, we need to understand the new markets, changing demographics of the new age traveller and pitching our promotions digitally more than in print.