India's forex demand shifts beyond metros as Tier 2, 3 cities contribute 53 per cent: Thomas Cook report
New Delhi, August 12
India's foreign exchange market is undergoing a significant shift, with Tier 2 and Tier 3 cities now accounting for 53 per cent of forex demand, while younger consumers are accelerating digital adoption and travellers are increasingly opting for destination-specific currencies, according to a report by Thomas Cook India.
Based on transaction data for April 2025 to March 2026, the report highlighted an increasingly diversified forex market driven by rising outbound travel, overseas education, corporate mobility and changing payment preferences. Tier 1 cities, including metros, account for 47 per cent of forex demand, while Tier 2 and Tier 3 cities contribute 41 per cent and 12 per cent, respectively.
Leisure travel remains the largest source of forex demand at 57 per cent, followed by corporate travel at 27 per cent and overseas education at 16 per cent. Consumers aged 25-40 account for 37 per cent of forex usage, while those aged 41-60 contribute 36 per cent. At the same time, younger travellers are emerging as the fastest adopters of digital-first forex channels.
While branch-assisted transactions still account for 75 per cent of forex purchases, 25 per cent of customers now transact digitally through websites, apps, WhatsApp and quick-commerce platforms. DIY platform usage has grown 50 per cent year-on-year over the last two years. The average digital transaction value stands at Rs 76,000, while the forex purchase cycle has shortened from 10-14 days before travel to just 4-7 days.
The report also points to a gradual diversification beyond the US dollar. The dollar accounts for 49 per cent of forex demand, followed by Europe-linked currencies at 23 per cent, Asia at 11 per cent and the Middle East at 9 per cent. Demand for currencies such as the Thai Baht, UAE Dirham, Singapore Dollar, Malaysian Ringgit and Vietnamese Dong is gaining traction alongside the growth in short-haul leisure travel.
Payment behaviour is also becoming increasingly card-led. Among holiday travellers, cash accounts for 75 per cent of transactions, but cards represent 39 per cent of load value, indicating greater use of cards for planned, higher-value overseas spending. Contactless and online transactions account for 57 per cent of forex card usage.
The study-abroad market is similarly broadening, with Europe accounting for 38 per cent of demand, followed by the US at 34 per cent. Meanwhile, corporate travellers show a strong preference for forex cards, which account for 84 per cent of corporate forex usage, with multi-currency cards making up 76 per cent of card usage.
— ANI
Reader Comments
Digital adoption is really picking up, especially among youngsters. I remember when we had to visit the forex exchange branch 2 weeks before our trip to Europe. Now my niece booked everything on her phone within 4 days! Truly convenient. Though I still prefer going to the branch for large amounts - sahi lagta hai.
Interesting to see the diversification beyond USD. Last year I went to Thailand and Vietnam, and using Baht and Dong directly instead of converting everything to dollars saved me a lot in conversion charges. The report rightly points out the growth in short-haul travel destinations. Smart move by travellers!
The fact that corporate travel still uses 84% forex cards shows the maturity there, but for holiday travellers, cash is still king. We really need better awareness about forex cards - my parents still carry cash everywhere, even though cards are safer and easier to track. The 25% digital adoption is good, but theres so much more potential!
As someone from a Tier 2 city (Coimbatore), I can confirm this trend. Many of my friends are now enrolling in study-abroad programs in Europe and US, and the demand for education loans and forex is rising. But I do wonder - are these forex companies ensuring transparent rates for smaller city customers? Exchange rate transparency should be uniform everywhere.
The report says branch-assisted transactions are still 75%, which makes sense for older travellers. But the convenience of WhatsApp-based forex booking is a game-changer. I recently converted currency for a Dubai trip through an app and got it delivered to my home. The cycle shortening from 14 days to 4-
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