NEW DELHI: In a significant shift towards a more integrated, data-driven and performance-oriented approach to branding India as a global travel destination, the Ministry of Tourism has planned a comprehensive overhaul of its tourism promotion framework.
According to the ministry, the new framework is intended to move tourism promotion from a fragmented execution model to an integrated brand stewardship approach, ensuring greater consistency in messaging, stronger brand positioning, and better coordination across marketing, communication and promotional activities.
To achieve this goal, the ministry will soon appoint a consultant to act as its marketing partner.
The selected agency will serve as a comprehensive 360 degree partner, handling a wide range of activities, including tourism marketing strategy, creative campaign development, content creation, media planning and buying support.
It will also be entrusted with critical responsibilities such as managing digital and social media platforms, public relations, event branding, roadshow coordination and performance monitoring.
The move comes amid changing traveller behaviour, the growing dominance of digital first destination discovery, increasing emphasis on sustainable tourism, and intensifying competition among global destinations for tourist arrivals.
Through the proposed policy shift, the ministry also aims to ensure more effective and seamless coordination among India Tourism Offices across the country, Indian Missions abroad, State and Union Territory tourism departments, and other government ministries and partners.
The objective is to align branding, marketing and promotional efforts to reposition and strengthen the Indian tourism brand in both domestic and international markets.
Officials said the integrated approach would help create a stronger and more coherent brand presence for India in global tourism markets while improving the efficiency and impact of promotional campaigns.
Meanwhile, the ministry has also launched efforts to empanel agencies to facilitate the development of tactical tourism projects.
The empanelled consultants and agencies will support states and Union Territories in preparing Destination Master Plans (DMPs) and strategic concepts.
Simultaneously, the ministry is working on refreshing its flagship tourism campaign, Incredible India, to appeal to emerging traveller segments and new source markets.
Sources said several concepts and proposals have been prepared and are currently under consideration.
Once approved, the ministry is expected to roll out a comprehensive brand strategy supported by integrated marketing campaigns highlighting India's diversity, cultural richness, heritage, natural landscapes, wellness traditions and contemporary tourism experiences.
Launched in 2002, the Incredible India campaign has been one of the country's most successful tourism branding initiatives, helping position India as a world-class travel destination and creating a globally recognised identity for Indian tourism.
