Incredible India



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Introduction

Incredible India is the name of an international marketing campaign by the Government of India to promote tourism in India in 2002 to a global audience.

Incredible India is the most sough-after tourist destinations of traveler since the ancient time when the Indian subcontinent was explored by the outsiders. India had become a home to many visitors and invaders starting from the Aryans invasion during the pre-historic era of India. Thereafter, this mysterious land of India was explored by the Persian and Greek, Scythians, White Huns, Seljuks, Tartars, Mongols, Sassanians, Turks, Mughals and Durranis making successive inroads into the territories beyond Peshawar Valley and Indus and intermixed with the local people to enrich the Indian life and culture.

India - Hub of Religious Tours and Holidays

India had become the centre of religious and spiritual activities where four major world religions - Hinduism, Buddhism, Jainism and Sikhism originated, while Islam, Christianity, Judaism and Zoroastrianism arrived in the first millennium and shaped the region's variegated culture of India. That is why India is called the homeland of spiritual figures in the forms of rishis, munis, saints and faqirs.

India - Place of All Tourist Destinations

The land of India represents an example of diversified geographical features with its mountain ranges, valleys, desert regions, tropical rain forests, fertile plains, dry plateaus, coastal areas etc. that attracted the tourists from all over the world to give a glimpse to this mysterious land of geographical diversities. The land is interlocked by the Himalayan ranges in the north, and three sides by water - the Arabian Sea, Bay of Bengal, and the Indian Ocean - with a long history and diverse culture.

India - Home of All Tourist Seasons

The soil and climate of India are so excellent and so varied that one can find the cool mountain pastures beside the glaciers, through windy plateau, to warm river valleys and burning deserts. Holidays in India has four major seasons to celebrate - Winter (January-February), Summer (March-May), Monsoon (June-September), and Post-Monsoon (October-December).



Origins of the phrase


Incredible India title was officially branded and promoted by Amitabh Kant, then the Joint Secretary under the Union Ministry of Tourism, in the year 2002.

Marketing Campaign


Tourism is a major industry in India and the Ministry of Tourism launched a campaign to promote Incredible India as a tourist destination in 2002.

The phrase "Incredible India" was adopted as a slogan by the ministry. Before 2002, the Indian government regularly formulated policies and prepared pamphlets and brochures for the promotion of tourism, however, it did not support tourism in a concerted fashion. However, in 2002, the tourism ministry made a conscious effort to bring in more professionalism in its attempts to promote tourism. It formulated an integrated communication strategy with the aim of promoting India as a destination of choice for the discerning traveler. The tourism ministry engaged the services of advertising and marketing firm Ogilvy & Mather (India) (O&M) to create a new campaign to increase tourist inflows into the country.

The campaign projected India as an attractive tourist destination by showcasing different aspects of Indian culture and history like yoga, spirituality, etc. The campaign was conducted globally and received appreciation from tourism industry observers and travelers alike. However, the campaign also came in for criticism from some quarters. Some observers felt that it had failed to cover several aspects of India which would have been attractive to the average tourist.

In 2009, minister of tourism, Kumari Selja unveiled plans to extend the Incredible India campaign to the domestic tourism sector as well. USD 12 million out of a total budget of USD 200 million was allocated in 2009 for the purpose of promoting domestic tourism.

In 2009, the Ministry of Tourism launched a campaign targeted at the local population to educate them regarding good behaviour and etiquette when dealing with foreign tourists. Indian actor Aamir Khan was commissioned to endorse the campaign which was titled 'Atiti Devo Bhava', Sanskrit for 'Guests are like God'. Atithi Devo Bhava aimed at creating awareness about the effects of tourism and sensitizing the local population about preservation of India's heritage, culture, cleanliness and hospitality. It also attempted to re-instil a sense of responsibility towards tourists and re-enforce the confidence of foreign tourists towards India as a preferred holiday destination. The concept was designed to complement the ‘Incredible India’ Campaign.

Impact on Indian Tourism


According to spending data released by Visa Asia Pacific4 in March 2006, India has emerged as the fastest-growing market in the Asia-Pacific in terms of international tourist spending. The data revealed that international tourists spent US$ 372 million in India in the fourth quarter (October–December) of 2005, 25% more than in the fourth quarter of 2004. China, which came second in the region, was successful in making international tourists fork out US$ 784 million in Q4 2005, a growth of 23% over its Q4 2004 figures. The tourist spending figures for India would have pleased the Indian tourism ministry, which had been targeting the high-end market through its long-running 'Incredible India' communication campaign.

Appreciation and Criticism


Travel industry analysts and tour operators were appreciative of the high standards of the 'Incredible India' campaign. "The promo campaign is making a powerful visual impact and creating a perception of India being a magical place to visit," said Anne Morgaon Scully, President, McCabeBremer Travel, Virginia, USA. Average travelers too appeared to find the campaign interesting and informative, going by favourable comments on blogs on travel websites Although the 'Incredible India' campaign was generally well received, industry observers differed in their opinions on the positioning of India in the campaign. G.S.Murari, Director, Fidelis Advertising and Marketing Pvt. Ltd. stated he was uncomfortable with the tagline 'Incredible India' and was of the opinion that since India was not a uni-dimensional country like Singapore or the Maldives, using a word like 'incredible' to describe India as a whole was not appropriate.

In 2011, Arjun Sharma, Managing Director, Le Passage to India, stated that the campaign has lived its life and it had to be reinvented.


Tourism in India




(Every year, more than 3 million tourists visit the Taj Mahal in Agra, Uttar Pradesh.)





The sixth-century paintings at the Ajanta Caves in Aurangabad, Maharashtra



Tourism in India is the largest service industry, with a contribution of 6.23% to the national GDP and 8.78% of the total employment in India. In 2010, 25.8 million foreign tourists visited India.India generated about 200 billion US dollars in 2008 and that is expected to increase to US$375.5 billion by 2018 at a 9.4% annual growth rate.

The majority of foreign tourists come from USA and UK. Kerala, Tamil Nadu, Delhi, Uttar Pradesh and Rajasthan are the top five states to receive inbound tourists.

Domestic tourism in the same year was 740 million. Andhra Pradesh, Uttar Pradesh, Tamil Nadu and Maharashtra received the big share of these visitors.

Ministry of Tourism is the nodal agency to formulate national policies and programmes for the development and promotion of tourism. In the process, the Ministry consults and collaborates with other stakeholders in the sector including various Central Ministries/agencies, the state governments and union territories and the representatives of the private sector. Concerted efforts are being made to promote new forms of tourism such as rural, cruise, medical and eco-tourism.

The Ministry of Tourism also maintains the Incredible India campaign.

According to World Travel and Tourism Council, India will be a tourism hot-spot from 2009–2018, having the highest 10-year growth potential.

The Travel & Tourism Competitiveness Report 2007 ranked tourism in India sixth in terms of price competitiveness and 39th in terms of safety and security.

Despite short- and medium-term setbacks, such as shortage of hotel rooms,

tourism revenues are expected to surge by 42% from 2007 to 2017.

India's thousands of years of history, its length, diversity and the variety of geographic features make its tourism basket large and varied. It presents heritage and cultural tourism along with medical, business and sports tourism. India has one of the largest and fastest growing medical tourism sectors.


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