Incredible India campaign to extend to domestic market

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New Delhi: With an aim to provide the necessary stimulus to the travel and tourism sector, which has been deeply impacted due to global economic crisis and the recent terror attacks on Mumbai, the ministry of tourism will extend its Incredible India campaign to the domestic market.

As a part of several initiatives unveiled in the Capital on Wednesday by minister of tourism, Kumari Selja as part of the government’s 100 day agenda, campaigns in the domestic market are expected to start within this month. “We will be exploring all media like TV, print and radio to promote India domestically,” said Selja. She added that this move will not only give a boost to domestic tourism but will also help the industry’s stakeholders, who have been hit by negative circumstances.

While some of the initial ads released in India will be from the ministry’s international campaign, the ministry will also develop new ads especially for the domestic market. “The total outlay for promoting domestic tourism, which includes campaigns and other promotions will be Rs 60 crore for this year,” said Leena Nandan, joint secretary, ministry of tourism. The ministry’s total outlay for this year is Rs 1,000 crore.

While in the past the ministry has taken several initiatives to promote India as a destination for rural tourism and adventure tourism, it also plans to develop Caravan, Wellness and Heliport tourism. Selja said that the private sector is very enthusiastic about these niche tourism products and the ministry could explore a private public partnership model for this initiative.