INDIAN TOURISM IN THE PARADIGM OF INCREDIBLE INDIA CAMPAIGN

Abstract

Tourism has a tremendous impact on the nation’s economy. Rapid development in tourism sector has brought the farthest section of the world within the reach of every one. The ‘Incredible India’ campaign, as an integrated marketing communication effort by the Government of India in 2002, was conducted globally to promote India as a tourist destination to attract the tourists by showing different aspects of Indian culture and history like yoga, spirituality etc. It received a lot of appreciation from tourism industry observers and travelers. No doubt, some arguments were also raised against this campaign but the achievements after the implementation of the Incredible India campaign are praiseworthy. Foreign tourist arrivals in the paradigm of incredible India campaign increased at a CAGR of 13.19 per cent, whereas the foreign exchange earnings in Rupees and US $ increased at CAGR 15.87 and 17.49 per cent respectively, which is far better than any other period in the history of Indian tourism. Average earnings per tourist are highest in India in 2005 with an exception of USA. Foreign tourists are coming to India, but this is despite the fact that the infrastructure is poor, price is high and quality is low. Therefore, the industry should govern itself to ensure that tourists coming to India go back with a feeling that they have been at least given the value for money spent by them.

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