• C:\Users\Trisha\Desktop\Incredible India - Video - YouTubeGEbPALy0.flv

•Till 2002, Indian tourism was promoted through delegates at the Indian tourist offices located globally.

•These promotional campaigns were not too effective as the promotional approach was unorganized.

•But in September ‘02,The Tourism Dept. unveiled a new campaign called ‘Incredible India’.This was conceptualized by V.Sunil & Amitabh Kant,Ministry of Tourism Dept.

INTRODUCTION

•The campaign focused on the Himalayas, wildlife, yoga, and ayurveda and was widely promoted in the print media, television, and the Internet.

•The iconic “Incredible India” logo,where the exclamation mark that formed the “I” of India was used to convey a great effect across all communications.

•The campaign successfully established India as a high end tourist destination,generating a 16% increase in tourist traffic in its first year.

INTRODUCTION

MARKETING MANTRA

'Atithi Devo Bhavah Program' was introduced later in 2005 to create awareness among the people about the effects of tourism and sensitize people about the preservations of our cultural heritage and cooperate with the foreign tourist.

The ‘marketing mantra’ for the Department of Tourism is to position India as a global brand.

MASS MARKET

POPULAR MARKET

INDIVIDUAL MARKET

TARGETING

MAJOR PLAYERS IN THE CAMPAIGN

•Tourism Industry

GOIState Tourism CorporationHotelsITDCTFCITransportTour AgentsTour Operators.

Security and safety of international tourists

Defacement of the national heritage monuments and tourist spots

Xenophobic attitude of a section of Indians.

• Geographical Diversity • Cultural Diversity• Wealth of archaeological sites

and historic monuments• Manpower costs are low• World class hotels present

• Approximately 5 million foreign tourist arrivals every year.• Proactive role of govt. in

framing proper policies• Growth of Domestic Tourism

• Political turbulence in Kashmir• Aggressive strategies by other

countries

The Incredible Evolution

The early campaigns simply focused on highlighting the Incredible India logo.

In the second year, the campaign focused on spiritual tourism.

Buoyed by the encouraging response of the first phase of campaigns, the 2006-07 campaign went beyond showcasing the logo.

The Incredible Evolution (contd.)

The 2007-08 campaign continued with the jaw-dropping diversity of India.

The 2008-09 print campaign features portraits of people who came in as tourists but stayed back to make India their home.

The Accolades

The 'Incredible India' campaign, has won the World Travel Award 2009 for being the best destination marketing campaign of the year in London.

The new ‘Incredible India’ promotional film, which showcases India's major holiday destinations, won Grand Prix Award CIFFT 2009 in Vienna.

Winner of the much-coveted PATA (Pacific Asia Travel Association) awards in multiple categories several times in 2004, 2005, 2007 & 2009.

Since the start in 2002, the “Incredible India“, the campaign has been in the lime-light.The Incredible India promotional film has been used extensively in global platforms like Oscar, Grammy and BAFTA award functions and has received worldwide recognition.

IMPACTS OF THE CAMPAIGN

The impact of the “Incredible India” campaign is reflected in the increase in the number of international tourist arrivals from 2.38 million in the year 2002 to an estimated 6 million in the year 2012.

Impact on Website

The campaign resulted in more than 13 million hits to the website per month.

Page views increased from 1,409 to 2,286,805 in less than 2 months.

Visits increased from 245 to 10,131

Raising from the Raging WavesThe Tsunami had a disastrous effect on social and economic life of the affected regions like Andaman & Nicobar Islands (ANI). Local Tourism suffered indeed, as the tourists simply stopped coming, scared off by all the negative publicity. Just 3,300 people made it in the first quarter of 2005, a drop of more than 90 percent.

But it did not make any significant difference in the overall tourism scenario in India because The Tsunami hit ANI lie 1,200 km off India's eastern coast, far away from the big

tourist spots such as Goa or Rajasthan. The Andaman islands were always one of India's least known tourist destinations, Top four (4) states captures more than 75% of total market share of Indian

domestic tourist visits.

In fact Tourist arrivals in India rose 23.5 per cent in December ‘04 from a year ago.A government statement on January ’05 said that the number of foreign visitors in the past month increased to 394,166 from 319,271 a year earlier while foreign exchange earnings rose 30.2 per cent to $498.24 million in the same period.

THE ROAD AHEAD International tourist arrival in India is expected to grow with a CAGR of 7.9% for the period spanning 2010-2015. Domestic tourist visits is expected to increase with a CAGR of 12.29% for the period spanning 2008-2015. Indian tourism Foreign Exchange Earnings is expected to grow with a CAGR of 7.9% for the period spanning 2010-

2015. Flourishing Medical Tourism India medical tourism market is expected to be more than US$ 2 Billion

by 2013. The number of medical tourist arrivals in India is expected to increase by

a CAGR of 24.6% from 2009 to 2013.

India was unanimously elected chairman of the executive council of the UNWTO for the next one year.

The tourism ministry sanctioned 225 projects and utilised Rs460 crore in the current financial year to upgrade infrastructure facilities at important tourist destinations. 

LATEST UPDATE

The campaign was built to bring awareness leading to a behavioural shift of our people.

The long term objective is to re-instil and re-enforce the confidence of foreign tourists towards India as a preferred holiday destination.

‘Incredible India’ is truly incredible.

CONCLUSION

• C:\Users\Trisha\Desktop\The Latest Incredible India Commercial, Directors Cut - YouTube.flv

BIBLIOGRAPHY

• www.wikipedia.com• www.google.com• www.youtube.com• www.incredibleindia.org

BIBLIOGRAPHY