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One of the oldest civilisations in the world, India is a mosaic of multicultural experiences. With a rich heritage and myriad attractions, the country is among the most popular tourist destinations in the world. It covers an area of 32, 87,263 sq. km, extending from the snow-covered Himalayan heights to the tropical rain forests of the south. As the 7th largest country in the world, India stands apart from the rest of Asia, marked off as it is by mountains and the sea, which give the country a distinct geographical entity.

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• Leaders Speak
• Brand Solutions
• 20 years of Incredible India; A successful endeavour?

India is a land of paradoxes, a blend of history and modernity - a fascinating and enigmatic land, almost as big as twenty-three European countries combined, with each state projecting a plethora of diversity. As a result, India was portrayed as a multiproduct country through Incredible India, which was created as the mother brand, with individual Indian states forming their brand entity and emerging as sub-brands.

• Tejas Gulati ,
• ETTravelWorld
• Updated On Jul 6, 2022 at 05:03 PM IST

Ministry of Tourism to revamp its Incredible India digital platforms

The tourism ministry had last revamped its Incredible India digital platforms in 2018. As per the RFP, the objective of the revamp is to make the Incredible India digital interface more 'tourist centric' and make it 'one-stop shop' for information and services through a traveller’s journey - dreaming, planning, booking, visiting and returning.

• By Tejas Gulati ,
• Published On Jun 22, 2022 at 11:57 AM IST

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• throwback-incredible-india-the-ad-caign-that-put-the-country-on-the-global-map-9545

Throwback: How the Incredible India ad campaign made a global splash

The global tourism scenario took a hit as a result of 9/11 and its aftermath. the international tourism industry was largely stagnating, and india was no exception..

Rugged peaks of snow-capped mountains, beautiful valleys, undulating rivers, vibrant forests teaming with wildlife, sun-kissed coasts, spectacular monuments, delicious food, and vibrant culture: India, an ancient land, has much to offer travellers. Whether they look to expand their horizons beyond or wish to look within to find themselves, India has it all.

The global tourism scenario took a hit as a result of 9/11 and its aftermath. The international tourism industry was largely stagnating, and India was no exception. India, as a tourist destination, had much to offer. But how could a country showcase itself given its size, diverse natural landscape, and unique cultural features? A specific strategy was necessary to boost tourism.

The tourism department put Amitabh Kant on the task of turning the fortunes of the Indian tourism industry around. The advertising agencies had a simple brief: promote India to international travellers, especially the high-end ones.

The concept and its execution

Ogilvy & Mather developed a novel presentation. A drawing by V. Sunil showed the word “India” with an exclamation mark for the first “I”. It was a visual trick that worked well. India was like the exclamation mark, and Sri Lanka was like the dot. Also, the word “Incredible” did deserve an exclamation!

So the concept of “Incredible India” was created. It was a series of advertisements, in print and on television. In the eye-catching print advertisement, the exclamation mark became the Taj Mahal minaret reflected in water along with the dot-like moon. In another, it became the black vertical stripe of a tiger, and in yet another, a woman stood in a desert with a pot.

One television commercial showed the mosaic that is India, juxtaposing the desert of Rajasthan with the cold desert of Leh or Ladakh. People were shown doing dance, yoga, and playing traditional musical instruments from various regions of the country. Each scene was captivating and ended with the majestic Taj Mahal and a person in a yoga pose. There was a bright colour, splendour and uniqueness of experience on offer for the international traveller.

In yet another television commercial, a foreign traveller (a racetrack enthusiast) reconnected with himself through yoga and spectacular rides and walks in the foothills and snowy slopes of the Himalayas. Ending with the lines, “Find the incredible you”. It is the kind of journey a person takes within themselves.

The campaign to promote Indian tourism is a great example of experiential marketing.

The holistic approach

The Incredible India campaign was successful and has remained so since its launch. The Indian states and union territories were included in the programme, so that they promoted their region and culture, all under the aegis of this programme. For example, the state of Madhya Pradesh presented itself as the “Heart of Incredible India”.

This comprehensive approach has helped the Indian tourism industry and has presented a cohesive face to tourism promotion. Efforts have been made for the inclusive development of tourism by all stakeholders starting from the local community.

The Incredible India website has given a fillip to tourism promotion, with its easy-to-navigate site, relevant information and captivating images. A mobile application has followed too. All these collective efforts have resulted in the growth of foreign as well as domestic tourism in India.

The Ministry of Tourism has unveiled “Visit India Year 2023”. “Incredible India 2.0” was also launched to make targeted promotions globally with television commercials, and increased digital presence. For all who wish to visit, “Incredible India” will truly enthral.

Subodh Tagare is an associate professor at IMT Nagpur, where he teaches courses on marketing. Prior to IMT, Subodh was the marketing director at American Power Conversion/ Schneider Electric for South Asia.

S Vejay Anand is the chief executive officer of Ironhill Brewery. He has also been an entrepreneur in the food and pet care spaces. Earlier he was president at Coffee Day and COO at USPL.

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Meet Amitabh Kant, the Mastermind of ‘Incredible India’ Campaign

• Jonali Buragohain
• Published on 27 Sep 2022, 4:13 pm IST
• 6 minutes read
• Indian Masterminds’ special feature on World Tourism Day 2022.
• The ‘Incredible India’ campaign is the brainchild of 1980-batch retired IAS officer of Kerala cadre, Amitabh Kant.
• The former CEO of NITI Aayog and currently India’s G20 Sherpa is also behind 'Atithi Devo Bhavah’, ‘Make in India’, ‘Startup India’, and God's Own Country (Kerala).
• In an exclusive interaction with Indian Masterminds, he shared how the ‘Incredible India’ campaign was born, and how to take it forward.
• Share this article

• Amitabh Kant, former NITI Aayog CEO and currently India’s G20 Sherpa

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Amrita Ghosh , Skift

July 5th, 2023 at 11:00 PM EDT

Although winds of change have begun to blow for the travel and tourism sector after three long bumpy years, a concrete roadmap is needed to fully revive the industry.

Amrita Ghosh

The Skift India Newsletter is your go-to platform for all news related to travel, tourism, airlines, and hospitality in India.

Federal policy think tank Niti Aayog has recommended a slew of measures to revive the Indian tourism industry from the financial woes arising out of the pandemic. Some of these include:

• Launching a new ‘Incredible India 3.0’ campaign — with a focus on key source markets such as the U.S., UK, France, Germany, Italy, Spain and Japan for the next five years. 
• Providing direct cash support to the aviation sector and waiver of parking and landing charges.
• Creation of a separate tourism fund under the Ministry of Tourism accessible to the industry as a collateral-free, 10-year loan, with a moratorium of two years and minimal rate of interest to support businesses during times of crisis.
• Targeting high-value travelers that leads to sustainable tourism practices.
• Developing virtual tours with augmented reality/virtual reality facilities in museums and destinations to showcase the country’s architectural heritage. 
• Framing a policy to use heritage monuments in a sustainable manner, to monetize and promote such spaces for big ticket events.

Launched in 2002, the “Incredible India” campaign was perhaps the most successful campaign by the government to promote tourism in India. While positioning India as a must-visit destination, the campaign aimed to attract more domestic and international tourists.

In 2017, the Indian government launched an “Incredible India 2.0” campaign. This updated version focused on leveraging digital platforms and social media to reach a wider audience and create a more engaging and immersive experience for travelers. The campaign also emphasized sustainable tourism practices encouraging tourists to explore offbeat destinations within India.

Stakeholders in the tourism industry have been calling for an “Incredible India 3.0” campaign to help rejuvenate and reposition the Indian tourism industry, especially after Covid. Himmat Anand, the founder of Tree of Life Resorts and Hotels , had last mentioned during an interaction with Skift that the “Incredible India” campaign is now gasping for breath and needs a fresh lease of life.

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Ananda in the Himalayas Launches Wellness Programs in Maldives and Switzerland

Eco-friendly wellness retreat, Ananda in the Himalayas has introduced two wellness experiences this year — one at Nira Alpina , St. Moritz in Switzerland from September 13-17 and another at The Nautilus, Maldives from December 1-7. Ananda’s team of ayurvedic physicians, healers and practitioners will be traveling all over the world to educate, heal and rejuvenate, it said in a statement. 

While the Nira Alpina program will offer individuals the opportunity to learn asanas, breathing techniques and relaxation exercises, the retreat at The Nautilus will focus on balancing the chakras, the seven points of energy within the human framework through yoga, breathwork, meditation, reflexology, massage and gourmet Ayurveda cuisine. 

Last month, Tata Group-owned Indian Hotels Company also launched its wellness brand , J Wellness Circle .

Generation Z and Millennials Lead the Way in Travel: Mintel Study 

Nearly 55% of Generation Z consumers prioritize traveling abroad , according to findings of a study by research firm Mintel . “Young consumers, particularly post-pandemic, are eager to travel affordably . Brands offering budget-friendly travel options stand to benefit,” said Saptarshi Banerjee , senior lifestyle research analyst at Mintel Reports India.

Earlier, Thomas Cook (India)-SOTC Travel’s India Holiday Report – May 2023 pointed to the rise of Generation Z and millennial travelers with a ‘you only live once’ mindset. Booking.com reported that India’s tourism recovery was fueled by the enthusiasm of this segment.

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The Skift India Report is your go-to newsletter for all news related to travel, tourism, airlines, and hospitality in India.

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Tags: covid recovery , gen z , india , Indian Hotels Company , millennials , sarovar hotels , skift india report , spicejet , tourism , travel apps , turkey , wellness travel

Photo credit: Tourists at the Buddha Park of Ravangla in Sikkim. Subhadeep Saha / Unsplash

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Incredible India 3.0 need of the hour to revive industry: Expert

Dipak deva, co-chairman, ficci travel, tourism and hospitality committee, on thursday said there were ample opportunities to revive the travel industry but it is necessary to begin work now.

Promotion of brand India, a re-energized and well-marketed Incredible India campaign, focus on experiential travel and increased budgetary allocation for tourism are some of the key factors necessary for revival of tourism in the post-pandemic world, say industry experts.

Dipak Deva, co-chairman, FICCI Travel, Tourism and Hospitality Committee, on Thursday said there were ample opportunities to revive the travel industry but it is necessary to begin work now.

“Every country is standing on the same starting line today. All of them want to open up after the pandemic and are waiting for customers. There is a huge opportunity for incredible India. The government needs to grab the opportunity and bring tourists back in a sustainable manner. It needs to bring a fantastic Incredible India 3.0 campaign that instills trust in India,” Deva, who is also the chairman of FICCI Inbound Tourism Committee and Managing Director, SITA, TCI and Distant Frontier, said.

Speaking at the Hindustan Times Tourism Conclave here, Deva said the revival of tourism in a post-pandemic world would require good promotion and marketing to send out a message that the country is safe for travel and tourism.

“We should go back to four or five key markets such as the UK, France, Germany, Russia and Japan. Through a digital campaign that is popular on social media, we need to drive home the message that India is open for tourism. The most important thing is to have smart marketing companies aboard who can carry the message that India is safe and secure across geographies,” Deva said.

The recovery of inbound tourists into India is expected from January next year, he said. “Once recovery starts, we can expect a steady growth by 2023-24. The aim is to bring growth back to 2019 levels, the best year ever for tourism, by 2024,” he added.

Deva said that while the government has taken steps such as reduction of GST and visa fee and issued 500,000 free tourist visas, it was crucial to grant export status to tourism and increase budget allocation for it.

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• Vajiram --> (current)
• The government has finalised — “Incredible India! Visit India Year 2023” — as its campaign tagline to revive international tourism post-COVID.
• Due to G20 Presidency and other events, India is likely to see as many international arrivals in 2023 as it had in pre-COVID 2019 at 1.7 crore.

What’s in today’s article:

• Incredible India

Tourism in India

Incredible India Campaign

• It is an international marketing campaign to promote tourism in India. It was launched as a Government of India initiative in the year 2002.
• To promote India as the desirable destination among international travelers from the United States, Europe and Asia Pacific.
• To build on the existing Incredible India campaign.
• To attract more visitors to India.
• To reach out to travelers in a cost-effective way.
• The campaign undertook such a marketing strategy that not only comprised of the traditional marketing media mix but also integrated online marketing.
• In the past 75 years, India has become synonymous with tourism, spirituality, transformation, culture and diversity .
• It supported around 42.67 million jobs or 8.1% of total employment during that period.
• Out of the 1.7 crore international inbound in 2019, about 1.1 crore were foreign tourists.
• Since July 2020, Indian travel industry has been surviving primarily on domestic tourists.
• According to the India Tourism Statistics 2022 , the arrival of NRIs had increased by 52.6% in 2021 compared to 2020 .

India’s tourism attractions

• Our culture, which is both syncretic (different beliefs and various schools of thought) and dates back to ancient times, is our most visible attraction.
• The great monuments such as the Taj Mahal to the great temples of South India, varied landscape of snowcapped mountains, golden beaches, rich forests and deserts all make India an Incredible destination.
• Be it Medical and Wellness Tourism, Golf courses or Adventure Sports, India has it all.
• Hence, in India, Rural Tourism has immense potential.

Steps taken to promote tourism in India

• Improving the connectivity - air, rail, and roads.
• Enhancing the tourism infrastructure and dependent services .
• Streamlining branding and promotion.
• Showcasing the culture and heritage .
• The country is estimated to achieve USD 150 billion GDP contribution and 15 million foreign tourist arrivals by that period.
• In the medium term ( that is 2030), tourism-related goals are: USD 250 billion GDP contribution; 137 million jobs and 56 million foreign tourist arrivals.
• In the long term , to revive India’s tourism and targets to achieve USD 1 Trillion by 2047 .
• Various tourist circuits are being promoted. New ‘ Ambedkar Circuit ’ and ‘ Himalayan Circuit ’ will also be promoted under the action plan for development of tourist circuits.
• Ministry of Tourism has recently launched the Swadesh Darshan Scheme 2.0 with the objective to develop sustainable and responsible destinations following a tourist and destination centric approach.
• PRASHAD Scheme aims to strengthen the tourist facilities around spiritual locations, such as Amaravati and Srisailam (Andhra Pradesh), Kamakhya (Assam), Parasuram Kund (Lohit District, Arunachal Pradesh), Patna and Gaya (Bihar), etc
• e-Tourist Visa Facility : Ministry of Tourism has been working very closely with Ministry of Home Affairs and Ministry of External Affairs for easing of the Visa Regime in the country over a period of time.
• According to the Ministry of Tourism, the financial assistance to the tourism sector, which is the biggest sufferer due to COVID-19, continues to be extended up to 31st March, 2023.

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• Travel Trends

The Best Tourism Ad Campaigns of Incredible India

India- the land of imagination, of colours, of traditions and festivities does not need an introduction before the world. However, with some publicity and marketing, India can definitely rise up in its tourism quotient and can be put in a right perspective before the world. While the world might think of us only as a land of snake charmers and what "Slumdog Millionaire” has projected, with appropriate tourist campaigns we can project what India is all about in reality. Here are some of the most successful and bewitching tourism ad campaigns of India that have achieved milestones in portraying the colours of India before the national as well as the international audience:

1. Incredible India- "Athiti Devo Bhava”

Pc: webneel

In order to capture the spirited essence of India, our tourism ministry came up with the branding project that termed our nation as the Incredible India. For long, India has been characterised as the land of maharajas and elephants, however, the ads of " Incredible India ” portray India as the land where cultures confluence, festivities cast a spell and sports adventures excite that thrill. Amir’s promotion of the notion of "Athiti Devo Bhava” sensitized us for the need to be receptive rather than hostile to the other culture. It also launched a brochure "India - The Land of Yoga” including the details of Yoga destinations which will help to promote the centuries-old tradition as a tourism product. It is due to the efforts of Incredible India campaigns and the e visa policy that in 2015, India attracted about 70 lakh tourists at a growth of 4.5%.

Also Read: E Tourist Visa- The Next Thing To Make Incredible India a Hot International Tourist Destination!

2. Gujarat Tourism-"Khushboo Gujarat ki”

PC: Prokerala

No other campaign would have been so successfully circulated and received so well as that of Gujarat tourism . With the epitomic figure of Indian cinema, Amitabh Bachan, this ad disseminated the idea of land of Gujarat as the ultimate tourist destination in India. Somnath temple, ancient stepwells, Sabarmati, Runn of Kutch and Dwarka are the different vignettes that coalesce well with the colours of Holi and Gujarati dance. This ad actually became the precursor of using the Bollywood actors as the face of tourism. A line that catches the viewer's attention is 'Breathe in a bit of Gujarat'. The statistics published in Economic Times - Aug 17, 2013, the total no of tourists in Gujarat in FY2013 touched 2.54 Crores which was 13.62% higher than 2012. 

Also Read: Top 10 Ancient Stepwells in India

3. Rajasthan Tourism-"Jaane Kya Dikh Jaye”

PC: madovermarketing

Rajasthan’s new ad campaign has created a rage amongst the onlookers. Rather than investing in delineating what Rajasthan is all about, this ad campaign rests upon the importance of perspectives in any tourism. For Arya, this land is Aryasthan, for Meera, Rajasthan becomes Meerasthan, for Huan, this land becomes Huansthan. The Tag line "Come to Rajasthan Jaane Kya Dikh Jaaye!” states the centrality of perspectives more than the place itself. The campaign is making a powerful visual impact and generating an incredible response amongst audiences with the right messaging that Rajasthan is just how you shall perceive it. With immense creativity and fresher ways of representation, we hope that even this ad makes a long lasting impact on Rajasthan tourism .

Also Read: Live Life King-size! 13 Best Heritage Hotels in the royal state of Rajasthan

4. Madhya Pradesh Tourism- "The Heart of Incredible India”

PC: campaignbrief

The stark eyes that perceive Madhya Pradesh as the heart of India in various hues, successfully created an indelible effect on our minds. With the use of shadowgraphy, this ad introduces you Madhya Pradesh as the favoured tourist destination in India replete with attractions, sights and experiences that are unparalleled. The magic of Madhya Pradesh tourism bewitches us through this ad campaign.

Also Read: Holi Hai! Some unknown ways the Festival of Colours is celebrated in India

5. Kerala Tourism- "God’s own country”

Pc:keralatourism

Kerala and its backwaters hardly need an ad campaign to justify the beauty that they house. However, with the right ad film, kerala tourism was able to portray this state as "God’s own country”. In the midst of all that greenery is the rich embroidery of culture. Each thread perfumed with the scents of spices and an elegant legacy of traditions. Kerala thus becomes an experience rather than a place.

Also Read: 8 Things People Often Forget to do in Kerala

Other Tourism Ad Campaigns that Also Raise Our Hopes

1. bihar tourism- "blissful bihar”.

PC: youtube

While most of the ad campaigns rest on a popular Bollywood Hero as the representative figure, the Bihar Tourism steers clear from any popular public image and rests on the concept of Bihar as the land of festivals such as Chath and as their tagline suggests, "the land of Knowledge”. Although the ads that use a public figure seem to be flashier, such kind of ads as that of Bihar Tourism, represent the real essence of a place. The "Blissful Bihar” could never have been portrayed so well.

2. Orissa tourism- "The Soul of Incredible India”

Pc: orissatourism

Most of us know Orissa through Bhubaneswar, the city of temples. However, the Orissa Tourism ad unravels many other attractions of Orissa that crave for recognition and a visit. The land of Orissa has beaches, some hill stations and ofcourse the vibrant tradition and culture that resonates through its Konark Temple and many other historical temples. Orissa is also home to beautiful gravestones, plentiful wildlife sanctuaries, temples, eye-catching backdrops and many more. As the tagline suggests, Orissa is indeed the land of "Scenic. Serene. Sublime”.

3. West Bengal Tourism- "Experience Bengala the sweetest part of India"

PC: indianexpress

Recently there has been announcement that West Bengal tourism ad that features superstar Shahrukh Khan’s tryst with Kolkata’s iconic trams will go on air in March 2016 as part of West Bengal’s tourism campaign. In this ad Shahrukh Khan will be shown as helping out a female tourist. As per Bengal’s revamped tourism campaign ‘Experience Bengala the sweetest part of India’, Shahrukh Khan will urge travellers to visit the state’s tourism hotspots such as Darjeeling hills, Sundarbans forests, tea gardens in north Bengal and the famed terracotta temples of Bishnupur and soak in the scenic beauty along the Ganges.

4. Chattisgarh-"Full of Surprises”

PC: twitter

While the travel potential for most of the states in India has been well established, there are still places like Chattisgarh that need to come out of anonymity through a careful portrayal. Chattisgarh tourism had chosen Tom alter to convey the need to explore and revive the lost glory and attraction of this magical landscape.

5. Uttar Pradesh- "Amazing Heritage Grand Experiences”

PC: coroflot

The current Uttar Pradesh tourism ad makes an impact in stating the cultural value of Uttar Pradesh to India- it’s the land of Krishna, and Rama. The biggest tourist attraction i.e the Taj Mahal runs as a motif throughout this ad.

6. Jammu and Kashmir-"Chalo Kashmir/ Heaven on earth”

Pc: snskashmir

This state of India certainly does not need a hero to state its beauty. The Jammu and Kashmir tourism ad focuses on simple people, Kashmiri locales, temple and mosques. I think the idea is to create a peaceful image as distinct from the violent past that this state has suffered through.

Explore Kashmir, the land of mystifying beauty with our Trip Planner and experience the zenith of art culture and natural wonder! 

7. Punjab:  " The Land begins here”

PC: logodatabase.net

The tagline of Punjab tourism sums up the importance of this celebrated land from where the borders of India actually begin. The highlight of this ad is ofcourse the Golden Temple , the fields, dance, food and the zest of this land of five rivers.

8. Haryana- "A pioneer in highway tourism”

PC: idharbhighumlo

Haryana has recently signed in Dhamendra and Hema Malini as the brand ambassadors of Haryana tourism . There is much hope in terms of publicity and marketing that is associated with this pact. As for its recent ad, it focuses on Sultan pur Bird sanctuary , Pinjore gardens and other resorts as the main attractions of its tourism. This well known couple can definitely lift up the image as well as publicity of Haryana tourism.

9. Uttarakhand-"Simply Heaven”

Uttarakhand’s tourism ad that features Virat Kohli could not make much of a buzz on TV but has definitely made its importance felt on youtube. High on its glamour quotient, this ad focuses on adventure, spirituality and nature as some of the facets of Uttarakhand tourism.

A good stay in this heaven of India can definitely add a distinct dash of experience. Book with us and avail great bargains! 

10. Maharashtra- "Unlimited”

PC: vartile

Its somehow sad to see that a state like Maharashtra that is so rich in its cultural and tourism value should be publicised so less. While the ad campaign looks stunning with a plethora of attractions such as Sai Baba temple, Ajanta Ellora caves , Mumbai from the land of Maharahtra, it still needs a marketing strategy that it deserves in order to become a household name.

11. Telangana- "It’s all in it”

The recently recognized state of India has also come up with an ad campaign that delineates Telangana as the confluence of cultures, historic art and architecture and cascading waterfalls to enamour a soul driven by passion to travel.

Any land can become a coveted destination to visit these days provided it is marketed well. While the world might know India as one nation, we need to portray our vignettes of culture, states, traditions and nature to strike the wanderlust for the beholder. There are still some states who need a proper ad campaign so that they can be soaked in well in the minds of tourists. For example, our North East side has a number of states that brim with penultimate beauty, culture as well as diversity. After all, north East is not one place, it’s a cauldron of several states such as Arunanchal Pradesh,Assam, Manipur, Meghalaya, Mizoram, Nagaland, Sikkim and Tripura that offer an effervescent charm to those who travel.

 PC: thechroniclesofacretaivemind.wordpress

Places like Lakshadweep, Andaman and Nicobar need a voice to unravel the kind of beauty that they store within their bowels. And for those whose beauty has already been explored and written down well in poetry, such as Tamil Nadu and Karnataka also need better effective representations to be promoted. What we need is proper marketing strategies to come out of darkness and shine like a gem in the world of tourism today. 

Also Read: 15 Ravishing Waterfalls in Karnataka

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10 Ways to Make Incredible India an Eye Candy for Tourism

13 New Things You Can Learn on Your Trip to India

13 Places That Make Us Incredibly Proud Of India!

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Incredible India 2.0 Campaign

The Ministry of Tourism has launched the Incredible India 2.0 Campaign during 2017-18 to position India as a Must Experience destination amongst overseas travelers and to increase foreign tourist arrivals to the country. The strategy for the Incredible India 2.0 Campaign will aim at moving to the next level of promotion and marketing with a shift from the present generic promotions being undertaken across the world to market specific and focused promotional plans and product specific content creation. The objective of the campaign is to promote India as a holistic destination and various tourism products including spirituality, medical and wellness will be promoted through this Campaign.

This information was given by S hri K. J. Alphons , Union Minister of State (I/C) for Tourism in a written reply in Rajya Sabha today.

Sanjay Kumar/jk/Tourism-3/03-01-2017

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Incredible India Campaign

The Ministry of Tourism, Government of India under its “Incredible India” brand line is participating in ITB, Berlin 2023, showcasing India’s rich & diversified tourism potential.

About incredible india campaign:.

• The ITB is a prestigious platform and is among the top international travel shows, where travel professionals come together to connect and showcase destinations and tourism products.
• In view of promoting Incredible India holistically, the Ministry of Tourism has developed five thematic television commercials on different themes which are Adventure Tourism, Heritage Tourism, MICE Tourism, Art & Craft and Wellness Tourism.
• Encouraging inbound travel and particularly in the backdrop of India’s G20 Presidency as well as grand celebrations of India@75 ‘AzadikaAmritMahotsav’, the Ministry of Tourism has declared “Incredible India! Visit India Year 2023”.

Key facts about Incredible India Campaign

• Incredible India is the name of an international tourism campaign maintained by the Government of India since 2002 , to promote tourism in India.
• Incredible India 2.0 Campaign: It aims to shift from generic promotions to promotional plans specific to the market and content creation with thematic creatives depending on different niche products such as spiritual, medical, and wellness tourism.
• The Incredible India 2.0 campaign focuses on promoting niche tourism products, including yoga, wellness, luxury, and cuisine wildlife.
• Incredible India 2.0 represents the post-pandemic plan for Indians in the sector.
• Nodal Ministry:Ministry of Tourism.

Scheme under Incredible India 2.0 Campaign:

• The Holistic Island Development plan focuses on the Andaman & Nicobar (A&N) and Lakshadweep Islands.

Q1) What is Heritage tourism?

Heritage tourism means traveling with the primary purpose of exploring the history and heritage of a place. It may mean simple sightseeing of renowned historical architecture, visiting local museums that document the past through artifacts, art, and literary remains, or even something as quaint as sampling authentic historical recipes in their place of origin.

Source:  The Ministry of Tourism inaugurates a pavilion at ITB, Berlin 2023, under its “Incredible India” brand line on 7th March  

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The first marketing initiative of its kind, Incredible India was conceptualized in 2002 by V Sunil (while he was Creative Director, O&M; Delhi), and Amitabh Kant, Joint Secretary, Ministry of Tourism. The primary objective of this branding exercise was to create a distinctive identity for the country. This resulted in the iconic ”Incredible !ndia” logo, where the exclamation mark that formed the “I” of India was used to great effect across all communications. The campaign successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in the first year.

• Campaign 2002/03
• Campaign 2003/04
• Campaign 2006/07
• ITB, Berlin 2007
• India Now, London 2007
• Cannes, 2007
• India@60, New York 2007
• Campaign 2007/08
• Campaign 2008/09
• LA Campaign 2009