Abstract

The Incredible India marketing communication campaign launched by the Ministry of Tourism (MoT), Government of India had resulted in higher foreign tourist arrivals in India. This marketing and publicity campaign was different from the earlier ones based on Taj Mahal. The foreign exchange earned from tourism has also increased. Focus on medical tourism and rural tourism has also intensified.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

India Tourism industry, Incredible India campaign, Ministry of Tourism, Taj Mahal, medical tourism and rural tourism, advertising campaign, publicity spend, foreign exchange, Best Asian Destination, yoga, spirituality, culture, heritage, marketing, communication, positioning