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One of the oldest civilisations in the world, India is a mosaic of multicultural experiences. With a rich heritage and myriad attractions, the country is among the most popular tourist destinations in the world. It covers an area of 32, 87,263 sq. km, extending from the snow-covered Himalayan heights to the tropical rain forests of the south. As the 7th largest country in the world, India stands apart from the rest of Asia, marked off as it is by mountains and the sea, which give the country a distinct geographical entity.

Fringed by the Great Himalayas in the north, it stretches southwards and at the Tropic of Cancer, tapers off into the Indian Ocean between the Bay of Bengal on the east and the Arabian Sea on the west. As you travel the expanse of the country, you are greeted by diverse nuances of cuisines, faiths, arts, crafts, music, nature, lands, tribes, history and adventure sports. India has a mesmeric conflation of the old and the new. As the bustling old bazaars rub shoulders with swanky shopping malls, and majestic monuments accompany luxurious heritage hotels, the quintessential traveller can get the best of both worlds. Head to the mountains, enjoy a beach retreat or cruise through the golden Thar, India has options galore for all.

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Incredible India – ENG

Portraying the beauty of India as an attractive tourist destination by highlighting its rich culture and glorious history, Incredible India is an international tourism campaign that has been run by the Government of India since 2002. The campaign was conceptualized by Shri Amitabh Kant, the then Joint Secretary to Tourism Department. Indian actor Shri Aamir Khan was commissioned to endorse the campaign, titled “Atithi Devo Bhava”, which is Sanskrit translation for “Guests are like God”. Atithi Devo Bhava was aimed at creating awareness about the effects of tourism and sensitising the local population about the preservation of India’s heritage, culture, and hospitality. In 2017, veteran actor Shri Amitabh Bachchan and actress Smt. Priyanka Chopra were chosen as the new brand ambassadors for the Incredible India campaign.

The Incredible India Logo was conceptualized by Shri Amitabh Kant, along with his counterparts. The exclamation mark in the Logo forms the letter ‘I” of India and was used creatively across several visuals, which compliments the concept behind the word “Incredible”.

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Explore Incredible India! in 360°

Incredible india new delhi, india.

Experience Incredible India in 360 degrees, as never seen before. Journey across Hampi , Goa , Delhi and Amritsar , and explore the places and people that make each of these iconic Indian sites incredible.

• Title: Explore Incredible India! in 360°
• Date Created: 2018

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• Leaders Speak
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• 20 years of Incredible India; A successful endeavour?

• Tejas Gulati ,
• ETTravelWorld
• Updated On Jul 6, 2022 at 05:03 PM IST

Ministry of Tourism to revamp its Incredible India digital platforms

The tourism ministry had last revamped its Incredible India digital platforms in 2018. As per the RFP, the objective of the revamp is to make the Incredible India digital interface more 'tourist centric' and make it 'one-stop shop' for information and services through a traveller’s journey - dreaming, planning, booking, visiting and returning.

• By Tejas Gulati ,
• Published On Jun 22, 2022 at 11:57 AM IST

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Throwback: How the Incredible India ad campaign made a global splash

The global tourism scenario took a hit as a result of 9/11 and its aftermath. the international tourism industry was largely stagnating, and india was no exception..

Rugged peaks of snow-capped mountains, beautiful valleys, undulating rivers, vibrant forests teaming with wildlife, sun-kissed coasts, spectacular monuments, delicious food, and vibrant culture: India, an ancient land, has much to offer travellers. Whether they look to expand their horizons beyond or wish to look within to find themselves, India has it all.

The global tourism scenario took a hit as a result of 9/11 and its aftermath. The international tourism industry was largely stagnating, and India was no exception. India, as a tourist destination, had much to offer. But how could a country showcase itself given its size, diverse natural landscape, and unique cultural features? A specific strategy was necessary to boost tourism.

The tourism department put Amitabh Kant on the task of turning the fortunes of the Indian tourism industry around. The advertising agencies had a simple brief: promote India to international travellers, especially the high-end ones.

The concept and its execution

Ogilvy & Mather developed a novel presentation. A drawing by V. Sunil showed the word “India” with an exclamation mark for the first “I”. It was a visual trick that worked well. India was like the exclamation mark, and Sri Lanka was like the dot. Also, the word “Incredible” did deserve an exclamation!

So the concept of “Incredible India” was created. It was a series of advertisements, in print and on television. In the eye-catching print advertisement, the exclamation mark became the Taj Mahal minaret reflected in water along with the dot-like moon. In another, it became the black vertical stripe of a tiger, and in yet another, a woman stood in a desert with a pot.

One television commercial showed the mosaic that is India, juxtaposing the desert of Rajasthan with the cold desert of Leh or Ladakh. People were shown doing dance, yoga, and playing traditional musical instruments from various regions of the country. Each scene was captivating and ended with the majestic Taj Mahal and a person in a yoga pose. There was a bright colour, splendour and uniqueness of experience on offer for the international traveller.

In yet another television commercial, a foreign traveller (a racetrack enthusiast) reconnected with himself through yoga and spectacular rides and walks in the foothills and snowy slopes of the Himalayas. Ending with the lines, “Find the incredible you”. It is the kind of journey a person takes within themselves.

The campaign to promote Indian tourism is a great example of experiential marketing.

The holistic approach

The Incredible India campaign was successful and has remained so since its launch. The Indian states and union territories were included in the programme, so that they promoted their region and culture, all under the aegis of this programme. For example, the state of Madhya Pradesh presented itself as the “Heart of Incredible India”.

This comprehensive approach has helped the Indian tourism industry and has presented a cohesive face to tourism promotion. Efforts have been made for the inclusive development of tourism by all stakeholders starting from the local community.

The Incredible India website has given a fillip to tourism promotion, with its easy-to-navigate site, relevant information and captivating images. A mobile application has followed too. All these collective efforts have resulted in the growth of foreign as well as domestic tourism in India.

The Ministry of Tourism has unveiled “Visit India Year 2023”. “Incredible India 2.0” was also launched to make targeted promotions globally with television commercials, and increased digital presence. For all who wish to visit, “Incredible India” will truly enthral.

Subodh Tagare is an associate professor at IMT Nagpur, where he teaches courses on marketing. Prior to IMT, Subodh was the marketing director at American Power Conversion/ Schneider Electric for South Asia.

S Vejay Anand is the chief executive officer of Ironhill Brewery. He has also been an entrepreneur in the food and pet care spaces. Earlier he was president at Coffee Day and COO at USPL.

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Incredible India Campaign

The Ministry of Tourism, Government of India under its “Incredible India” brand line is participating in ITB, Berlin 2023, showcasing India’s rich & diversified tourism potential.

About incredible india campaign:.

• The ITB is a prestigious platform and is among the top international travel shows, where travel professionals come together to connect and showcase destinations and tourism products.
• In view of promoting Incredible India holistically, the Ministry of Tourism has developed five thematic television commercials on different themes which are Adventure Tourism, Heritage Tourism, MICE Tourism, Art & Craft and Wellness Tourism.
• Encouraging inbound travel and particularly in the backdrop of India’s G20 Presidency as well as grand celebrations of India@75 ‘AzadikaAmritMahotsav’, the Ministry of Tourism has declared “Incredible India! Visit India Year 2023”.

Key facts about Incredible India Campaign

• Incredible India is the name of an international tourism campaign maintained by the Government of India since 2002 , to promote tourism in India.
• Incredible India 2.0 Campaign: It aims to shift from generic promotions to promotional plans specific to the market and content creation with thematic creatives depending on different niche products such as spiritual, medical, and wellness tourism.
• The Incredible India 2.0 campaign focuses on promoting niche tourism products, including yoga, wellness, luxury, and cuisine wildlife.
• Incredible India 2.0 represents the post-pandemic plan for Indians in the sector.
• Nodal Ministry:Ministry of Tourism.

Scheme under Incredible India 2.0 Campaign:

• The Holistic Island Development plan focuses on the Andaman & Nicobar (A&N) and Lakshadweep Islands.

Q1) What is Heritage tourism?

Heritage tourism means traveling with the primary purpose of exploring the history and heritage of a place. It may mean simple sightseeing of renowned historical architecture, visiting local museums that document the past through artifacts, art, and literary remains, or even something as quaint as sampling authentic historical recipes in their place of origin.

Source:  The Ministry of Tourism inaugurates a pavilion at ITB, Berlin 2023, under its “Incredible India” brand line on 7th March  

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