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Student, Pune Institute of
India is a country of different cultures and languages where people comes
India is a tourism destination is the toast of the world at the moment.
Travel and Tourism industry is the second highest foreign exchange earner
The World Travel & Tourism Council calculated that tourism generated in
2016 was Rs.14.02 lakh crore and 9.6% of the nation's GDP.
Everyone needs advertisement to promote to reach the customers . Tourism is
international and economic activity which needs advertising at a very big scale.
The incredible India campaign launched in 2002
was a major initiative by the government of India to
promote India as a tourist destination.
The first marketing initiative of its kind,
incredible India was conceptualized in 2002 by V.
Sunil and Amitabh Kant (Joint Secretary under the
Union Ministry of Tourism) Incredible India
The primary objective of this branding exercise was to
create a distinctive identity for the country.
The incredible India campaign was an integrated
communication effort to support the Indian tourism
industry efforts to attract tourist to the country.
The campaign was conducted globally and received appreciation from industry
observers and travellers alike. Incredible India campaign also came in for criticism
from some quarters. Some observers felt that –
It would be better to build the necessary tourism infrastructure
before launching marketing campaign.
Some felt that tourism industry is depended on solving the infrastructure problems
rather than an extravagant communication campaign.
India was able to attract less tourists not so much because the country was unable to
market itself, but more because of poor connectivity, exorbitant taxes, visa problems,
unsanitary conditions, and shortage of affordable, good quality accommodation.
Campaign had failed to cover several aspects of India
which would have been attractive to the average tourist.
In 2015, actors Amitabh Bachchan and
Priyanka Chopra have been chosen as the
brand ambassadors for the government's
'Incredible India' campaign.
In 2008, the Ministry of tourism hired
Indian actor Aamir Khan to endorse the
campaign which was titled 'Atithi Devo
Bhava', Sanskrit for 'Guests are like
Narendra Modi himself will be the new
brand ambassador of Incredible India
In the year 2016,
tourism’s contribution to
GDP was 9.6%
to total employment
was 9.3% and
in generating permanent
President Ram Nath Kovind on the occasion of “World Tourism
Day” which is celebrated on September 27 annually, launched
“Incredible India 2.0 Campaign”, “Adopt a Heritage” project.
Adopt a Heritage Project launched with the efforts of
the Tourism Ministry, Culture Ministry and
Archaeological Survey of India, has great potential to
make our rich and diverse heritage monuments,
tourist-friendly”, said the President.
Meanwhile, President also presented the
“National Tourism Awards 2015-16” to various
categories of the travel, tourism an hospitality