Purpose This paper aims to introduce the theme issue and strategic question: What should Indian tourism and hospitality managers focus on to stay competitive in the coming decade? It also presents an overview of recent developments in the tourism and hospitality industry and presents some statistics and trends relating to prospects for the tourism and hospitality industry in India. Design/methodology/approach Emerging trends emanate from various official reports and expert views. The paper also highlights key issues and areas for investigation by the theme issue contributors. Findings Strong growth is predicted for the tourism and hospitality industry and some of the underpinning issues that will influence competitiveness are the role of social media, business model innovations, risk management, talent management, valuation models, the influence of information technology, employee loyalty and design thinking in hospitality higher education. Practical implications Given the expansion occurring in the domestic market in India and the involvement of international operators in the Indian environment, this paper will be of interest to practitioners with an interest in the emerging opportunities and challenging issues related in this dynamic marketplace. Originality/value This introductory paper captures the essence of the prevailing trends in the tourism and hospitality industry as a starting point for this theme issue.

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Festivals are part of living in India and are known for bringing upliftment in moods and well beings of individuals. With the changing lifestyle in metros, young generations are in transition of adopting new modern cultural and food habits such as dining out. The present paper studies the impact of Navratras festival on subjective wellbeing of vegetarian customers in fast food joints and hotels. The paper employed a survey research design and convenient critical analysis from vegetarian customers and hoteliers. The sample (N250) was customers in all categories hotels and fast food joints in Delhi NCR. Data was collected using questions adapted from standardized tool of Sell and Nagpal's The Subjective Wellbeing Inventory (1992) and an interview schedule was adopted. Findings revealed that celebrating Navratras outside reflects changing life style and has a positive impact on customers' subjective wellbeing.

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