Indian Tourism Industry Rides on the 'Incredible India' Campaign

Details

Case Code : CLMM061
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 03 Pages
Price : Rs. 100

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Key words:

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

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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.

Introduction According to figures released by the Ministry of Tourism (MoT), Government of India, in April 2007, around 1.42 million foreign tourists had visited India in the first quarter of 2007 (Q1 2007). This marked a 14.4% growth when compared to the corresponding period in 2006. The foreign-exchange earned in Q1 2007 was Rs.910.24 million, a growth of 16.8% over the same period of the previous year. These strong growth numbers had raised the hope of another good year for the tourism industry in India. The year 2006 had also been a good year for the Indian tourism sector as around 4.43 million tourists had visited India, which was a 13.3% growth over 2005.

More significantly, India was attracting more upmarket tourists, which was in sync with the objectives of the 'Incredible India' campaign that the MoT had initiated in 2002. The 'Incredible India' campaign was a multifaceted campaign aimed at increasing tourist inflow in India by promoting India as an attractive destination...

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