In order to strengthen its image as a tourism destination in the global market, the Ministry of Tourism recently launched Incredible India2.0 campaign, an upgraded version of Incredible India campaign. Incredible India 2.0 Campaign marks a shift from the present generic promotions being undertaken across the world, to market specific promotional plans and product specific creatives, with greater focus on digital presence and social media.
Replying to a question over the need of a fresh campaign, Alphons Kannanthanam, Minister of State (I/C) for Tourism, said that the Ministry is of the opinion that 2.0 campaign is apt. “We were thinking on those lines and decided to continue with Incredible India as it is a dynamic campaign,” the Minister said.
Rashmi Verma, Secretary Tourism, Govt of India, said that the campaign will be devised as per the demand and need of the source markets. “The campaign will focus on adventure from where there is a good potential for adventure segment. The ministry will run market-specific campaigns on it in different countries through local and electronic channels as well as digital media. Every source market will have different elements in the campaign to make it more appropriate,” she said.
Both Alphons and Verma spoke on the sidelines of a press meet to inaugurate the Prayatan Parv. Speaking on the occasion, the Minister said that that the objective of the programme is to draw focus on the benefits of tourism, showcasing the cultural diversity of the country and reinforcing the principle of ‘Tourism for All’. He added that Paryatan Parv has three main components: Dekho Apna Desh , Tourism for All and Tourism & Governance. "We want to tell our countrymen that before going abroad, do try to find India. India has incredible hotspots which must be visited," the Minister said. The Parv has been organized with the active support of as many as 19 Central ministries.
While Dekho Apna Desh aims to encourage Indians to visit India, Tourism for All will see tourism events being organized at sites across all states in the country. Tourism & Governance will focus on Skill Development, Innovation, inducting ex-servicemen as service providers for taxi operation, developing Rural Tourism in locations near established destinations, community sensitisation workshops on Homestay and B&B opportunities.
Speaking on the occasion, Suman Billa, Joint Secretary, Ministry of Tourism, said Paryatan Parv is basically a celebration of tourism and it will be about bringing tourism at the centre stage in those 21 days. “The campaign will revolve around elements like tourism for all, which means not just for international tourists but also people within the country, making tourism everybody’s business, and not just confining it to hotels and tour operators,” he added.