Abstract Tourism has been a major social phenomenon in societies all over the world. It is driven by the human desire for new experiences, and the desire to be educated and entertained. The spread of education and the technological improvements in communication have strengthened the basic human thirst for new knowledge and experience and have fostered a desire to know more about different parts of the world. Tourism has been revolutionised with the emergence of tourism aggregators, i.e. web-based portals that provide travellers with services such as travel, accommodation, and tour planning and booking. The tourism aggregators have reduced information search costs, and have increased the awareness of tourists of potential destinations. This has enabled some innovative trends in tourism, including eco-tourism, adventure tourism, heritage tourism, medical tourism, pilgrimage tourism, and so on. The objective of the study is to compare the competitiveness of Indian tourism aggregators using the Analytic Hierarchy Process (AHP). AHP is a technique that is used to structure multi-criteria decisions, allowing both quantitative and qualitative comparisons between alternatives (Saaty and Forman, 1992; Saaty, 2008). The criteria used for the study include price, process, ease of access, and customer service. The tourism aggregators selected for the study include Yatra, Makemytrip, Goibibo, Cleartrip, Expedia, and Kuoni-SOTC. Keywords: Tourism Aggregators, Travel Accommodation, Tour Planning, Analytic Hierarchy Process Competitive Analysis of Indian Tourism Aggregators Using Multi-Criteria Analytic Hierarchy Process Mihir Dash*, Kshitiz Sharma** Introduction In the twenty-frst century, tourism has emerged as a strong economic force for development. According to the 2015- 16 report of Ministry of Tourism, Govt. of India, ‘Tourism is accepted as the potent engine for inclusive social economic progress at universal level through its forward and backward linkages and ability to create employment in the economy.’ Tourism has direct role in employment generation and poverty eradication sustainably for all segments of society. The Government of India seems oriented in this direction. The gradual increase in FTAs and tourism revenue is an indicator of Tourism India being in forefront. In 2015 FTAs in India increased by 4.5%, and the corresponding Foreign Exchange Earnings (FEEs) from tourism witnessed a growth of 9.6%. Government initiatives like TVA 1 with ETA 2 (e-Tourist Visa), 24x7 multi-lingual tourist help is now witnessing the result; in 2015-16 4,45,300 tourists used e-Tourist facility. The facility is available at sixteen airports for one hundred and ffty nationalities. Two tourism schemes were also launched; Swadesh Darshan and PRASAD 3 . Tourism India is a 365 days’ tourist destination. The Indian tourism industry can be classifed in variety of ways based on criteria: 1 Tourist Visa on Arrival 2 Electronic Travel Authorisation 3 Pilgrimage Rejuvenation and Spiritual Augmentation Drive * Associate Professor & Area Chair- GM, Alliance School of Business, Alliance University, Karnataka, India. Email: mihir@alliance.edu.in ** Associate Professor (Marketing), Acharyabbs, Karnataka, India. Email: kshitiz@acharyabbs.ac.in International Journal of Marketing and Business Communication 7 (3) 2018, 10-18 http://publishingindia.com/ijmbc/