‘Incredible India!’ to Be Back to Woo Tourists in Post-pandemic Period

What’s in today’s article?

• Incredible India
• Tourism in India

 

Why In News?

• The government has finalised — “Incredible India! Visit India Year 2023” — as its campaign tagline to revive international tourism post-COVID.
• Due to G20 Presidency and other events, India is likely to see as many international arrivals in 2023 as it had in pre-COVID 2019 at 1.7 crore.

 

Incredible India Campaign

• It is an international marketing campaign to promote tourism in India. It was launched as a Government of India initiative in the year 2002.
• Objectives:
  • To promote India as the desirable destination among international travelers from the United States, Europe and Asia Pacific.
  • To build on the existing Incredible India campaign.
  • To attract more visitors to India.
  • To reach out to travelers in a cost-effective way.
• The campaign undertook such a marketing strategy that not only comprised of the traditional marketing media mix but also integrated online marketing.

 

Tourism in India

• In the past 75 years, India has become synonymous with tourism, spirituality, transformation, culture and diversity.
• Tourism sector generated Rs 16.91 lakh crore (USD 240 billion) or 9.2% of India’s GDP in 2018.
  • It supported around 42.67 million jobs or 8.1% of total employment during that period.
• Out of the 1.7 crore international inbound in 2019, about 1.1 crore were foreign tourists.
• However, starting March 2020, international travel took an unprecedented hit with COVID. As a result, 2020 saw 27 lakh foreign tourists. In 2021, the number was at 15 lakh.
  • Since July 2020, Indian travel industry has been surviving primarily on domestic tourists.
• According to the India Tourism Statistics 2022, the arrival of NRIs had increased by 52.6% in 2021 compared to 2020.

 

India’s tourism attractions

• Our culture, which is both syncretic (different beliefs and various schools of thought) and dates back to ancient times, is our most visible attraction.
• The great monuments such as the Taj Mahal to the great temples of South India, varied landscape of snowcapped mountains, golden beaches, rich forests and deserts all make India an Incredible destination.
• Be it Medical and Wellness Tourism, Golf courses or Adventure Sports, India has it all.
• The villages are repositories of the country’s culture and tradition. The villages and the rural economies also have practitioners of unique arts and crafts in their original forms that are hard to come by in the cities.
  • Hence, in India, Rural Tourism has immense potential.

 

Steps taken to promote tourism in India

• The Ministry of Tourism has launched a number of initiatives and implemented a four-pronged development strategy that focuses on:
  • Improving the connectivity - air, rail, and roads.
  • Enhancing the tourism infrastructure and dependent services.
  • Streamlining branding and promotion.
  • Showcasing the culture and heritage.
• The government is planning to release new National Tourism Policy before the next Budget session (i.e., budget 2023-24). It is being drafted with following objectives:
  • In the short term, to recover to pre-pandemic levels by mid-2024.
    • The country is estimated to achieve USD 150 billion GDP contribution and 15 million foreign tourist arrivals by that period.
  • In the medium term (that is 2030), tourism-related goals are: USD 250 billion GDP contribution; 137 million jobs and 56 million foreign tourist arrivals.
  • In the long term, to revive India’s tourism and targets to achieve USD 1 Trillion by 2047.
• Various tourist circuits are being promoted. New ‘Ambedkar Circuit’ and ‘Himalayan Circuit’ will also be promoted under the action plan for development of tourist circuits.
• A number of projects have been sanctioned under the Swadesh Darshan Scheme for building tourist infrastructure across various themes.
  • Ministry of Tourism has recently launched the Swadesh Darshan Scheme 2.0 with the objective to develop sustainable and responsible destinations following a tourist and destination centric approach.
• PRASHAD Scheme aims to strengthen the tourist facilities around spiritual locations, such as Amaravati and Srisailam (Andhra Pradesh), Kamakhya (Assam), Parasuram Kund (Lohit District, Arunachal Pradesh), Patna and Gaya (Bihar), etc
• e-Tourist Visa Facility: Ministry of Tourism has been working very closely with Ministry of Home Affairs and Ministry of External Affairs for easing of the Visa Regime in the country over a period of time.
• According to the Ministry of Tourism, the financial assistance to the tourism sector, which is the biggest sufferer due to COVID-19, continues to be extended up to 31st March, 2023.