Incredible India Campaign completes two years

With the consistent efforts of the Ministry of Tourism, India has became a favoured destination on the world tourism scenario. For last few years Indian government has launched a number of campaigns to promote as a perfect destination for global tourists. Incredible India campaign was introduced by the Ministry of Tourism in the year 2006 and in a short span of two years, it provided global recognition to India. Today, tourism in India has become synonymous with ‘Incredible India’, and it is moving on the right direction.

Ironically the tourism in India had been promoted with various themes like Rural Tourism, Medical Tourism, Heritage Tourism, Buddhist Circuit etc. to cater the attention of tourists looking for specific trip or vacation. For promoting India domestically, three regional campaigns namely Southern, Central and Eastern India were unveiled by the Indian Government Tourism Department. Besides, tagged as ‘Paradise Unexplored’, the seven sister states of North East were promoted like never before. Below I am providing a brief overview of the ‘Incredible India’ campaign launched by the Ministry of Tourism two years ago.

Domestic Campaigns : With the aim to promote domestic India, Ministry of Tourism launched three regional campaigns namely Southern, Central and Eastern India. As per sourced about Rs 3 crore had been spent for each of the three campaigns. The Southern region campaign was focussed on beauty and diversity of Andhra Pradesh, Kerala, Karnataka, Pondicherry and Tamil Nadu. Beaches of Kerala, Pondicherry and Andhra Pradesh, alongwith the wildlife of Dandeli in Karnataka and Madhumalai in Tamil Nadu was focussed in the South India campaign. The Central India campaign was focussed on wildlife, eco-sites and heritage of states like Chhattisgarh, Madhya Pradesh, Rajasthan etc. While the Eastern India campaign comprised the rich and varied flora and fauna of Sunderbans, the temples and monuments of Orissa and the mystic tribal culture of Jharkhand.

Medical Tourism : Since time immemorial, India has provided immediate solution to the almost all ailments. Whatever may be the ailment, most probably the cure is not too far in India. The life-giving land has kept it promise alive and still the people around the world have full faith over India’s medicinal treatments. In order to propagate and market the unique potential the country possesses in the field of medical and healthcare, Ministry of Tourism in close association with private organizations launched Medical Tourism campaign. For the campaign brochures and CDs with the details of specialised medical services and institutions were launched. The government of India also introduced a new concept of ‘Medical Visa’ for foreign tourists coming to India for medical treatment.

Heritage Tourism : India’s cultural and natural heritage is impressive and unparalleled. It is also a great source of inspiration for Indians and the foreigners alike. With the aim to promote heritage tourism in India, Ministry of Tourism launched an integrated plan for the development of areas around the cultural and heritage monuments. Some of the famous monuments considered for development includes Delhi’s Red Fort, Qutub Minar and Humayun’s Tomb, Hampi in Karnataka and Somnath Temple in Gujarat.

Rural Tourism : According to census, around 70 per cent of India’s population live in villages. Hence, the real beauty of India lies in the villages and remote areas and their exquisite art and craft continue to stand testimony to the rich heritage of this age-old civilization. Ministry of Tourism alongwith United Nations Development Programme (UNDP) launched 71 rural tourism projects. Rural Tourism campaign seeks to promote local culture and craft based tourism for sustainable livelihood and integral rural development. Besides, a capacity building programme has also been started in 36 selected sites for providing the benefit of tourism reaches the local people at large.

Buddhist Circuit : India is one of the world’s most important destinations for Buddhists and its amazing sites of Buddhism make it is must-visit destination for Buddhists. In India the Buddhists can have glimpses of heritage, history and legends related to the life of Lord Buddha. Some of the important Buddhist sites in India are Bodhgaya, Nalanda, Buddhist caves in Ajanta and Ellora and monasteries in Ladakh region of Jammu and Kashmir.

Jammu and Kashmir Campaign : For promoting J & K, Ministry of Tourism used the punchline, "If there is a paradise on earth, it is this, it is this, it is this!" Main focus of the J & K campaign were the state’s picturesque landscape dotted with lakes, valley and the lush greenery around.

North East Campaign : North East region of India is a true frontier region of the country. The region consists of seven states also called seven sister states. Under is ‘Paradise Unexplored’ campaign, Ministry of Tourism unleashed catchy print and visual media campaigns to promote the unexplored tourism wealth of the region. The unexplored treasures of the North East region promoted were tea, wildlife tourism in Kaziranga and Manas National Parks in Assam and adventure tourism in Arunachal Pradesh.

MICE, Adventure, Cruise, Medical : The Ministry of Tourism with the aim to popularise India as a 365-day destination promoted multiple tourism options. Three CDs on these options were released by the ministry that included MICE, adventure and cruise. According to campaign, India is a fast emerging MICE destination as a number of world-level convention centres are coming up in different states. While promoting the adventure and cruise tourism in India, the ministry also issued a set of guidelines for adventure sports operators for maintaining basic standard.