India was awarded ‘Best Exhibitor’ Award for Australia and Oceania category at Internationale Tourismus Borse (ITB) 2018 in Messe, Berlin, Germany. K. J. Alphons, Minister of State (I/C) for Tourism shared two big achievements of India Tourism at ITB 2018.
He said that the icing on the cake was the tremendous success of the Ministry of Tourism’s new campaign film ‘Yogi on the Race Track’ which he had launched during his press conference in ITB. Since its launch on 7th March 2018, till date the film has had 7 million views on twitter and this is growing each hour.
Alphons said that ITB was a big platform to showcase India’s tourism product to the global tourism fraternity. This is evident from the fact that India took a large space for the India Pavilion in which over 50 co-exhibitors comprising tour operators, hoteliers etc. from different parts of India participate. Additionally, over 25 Indian stakeholders participated with booking space outside India pavilion. This event also saw a participation of many of our State Tourism Departments.
He informed that the tourism sector in India is registering continuous growth which is significantly higher than the global average. Foreign Tourist arrivals during 2017 were 10.18 million with a growth of 15.6 per cent over same period of the previous year while global growth of foreign tourists is only about 5 per cent.
Alphons informed that the Ministry of Tourism is developing a new Incredible India website, leveraging the latest trends in technology for promotion and marketing of our country, to provide enhanced visitor experience with personalization and to realise the objectives of the Incredible India 2.0 campaign. This new website is aimed at providing an interactive and engaging experience for all visitors by providing relevant, interactive and immersive experience across multiple digital touch points (website, and mobile app).
He also informed that his Ministry has launched the “Incredible India 2.0” Campaign during 2017-18 to position India as a ‘Must Experience’ destination amongst overseas travelers and to increase foreign tourist arrivals to the country. The strategy for the Incredible India 2.0 Campaign will aim at moving to the next level of promotion and marketing with a shift from the present generic promotions being undertaken across the world to market specific and focused promotional plans and content creation.
The campaign will be launched in the prime source markets for India as well as in important potential markets which have been identified. The Incredible India 2.0 campaign is based on an expansion approach by adding new elements to the campaign, building longevity, providing ready material to the consumer, staying strong on Social Media to engage the consumer and building positive advocacy.
