The Ministry of Tourism has begun a fresh push to reposition its flagship Incredible India campaign, aiming to reach new traveller groups and strengthen India’s presence in global and domestic tourism markets. The initiative focuses on updating the brand to match current travel trends and changing visitor expectations.
As part of this plan, the ministry will soon develop a comprehensive brand strategy supported by integrated marketing campaigns. These campaigns will highlight India’s culture, heritage, diversity and modern travel experiences. Incredible India, launched in 2002, is one of the most recognised tourism campaigns worldwide.
Officials said the goal of this rebranding effort is to refresh and strengthen Incredible India so that it remains aligned with the interests of international and domestic travellers. They added that the new approach will help ensure sustained growth in the tourism sector.
One of the early steps in the project is selecting an agency with strong expertise in market research. The agency will study traveller behaviour, global tourism trends and competing destinations. This research will identify groups interested in visiting India and offer data based insights to shape future campaigns. Officials said, “The research will help us understand the profile and behaviour of foreign tourists or international visitors. Who are our competitors? How do travellers select destinations and plan? What experiences are they looking for? All this will help in planning better tourism campaigns.”
The ministry will also work on boosting domestic travel by promoting new and lesser visited destinations across the country. This is expected to reduce pressure on overcrowded tourist spots and encourage responsible travel practices.
Over the years, the ministry has launched several initiatives under the Incredible India brand. The campaign was followed by Incredible India 2.0 in 2017, which focused on thematic and product based promotion. In 2020, the Dekho Apna Desh initiative was introduced to encourage citizens to explore India and support domestic tourism. The ministry has also enhanced the Incredible India mobile application with Artificial Intelligence based features to improve traveller experience.
Officials added that, along with traditional communication channels such as print, television and radio, there will now be more focus on new media. They noted, “Strategic content partnerships will be made with relevant institutions, influencers, and media entities. Collaborations are also planned with key media outlets and content creators to generate authentic and compelling narratives about our tourism offerings.”
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