In year 2013, minister of state for tourism in India is evaluating the future of the "Incredible India" crusade. Initiated in the year2002, the campaign succeeded in transforming India into a tourist destination, as a result bringing a growth of 16 per cent in the number of external visitors.
Initially focused on culture and landscape, the campaign evolved to adopt such notions as film, adventure, religious, medical and sports tourism on a yearly basis. In year 2007, the advertising was strengthened to international arena with engagement in events in Berlin, Cannes, London and New York.
Now uncertainties have multiplied. India has gained more know-how among and acceptance from foreign tourists of distinct backgrounds, who now anticipate more differentiation in the choices available. The tourism department of several Indian states and union territories have started to embrace their own advertising campaigns to entice them. Can the Indian tourism, which is predicated on a unified branding approach sustain its growth in future? Is it more advantageous to modify to some system where distinct tourism products and regions are branded distinctly?
PUBLICATION DATE: July 30, 2014 PRODUCT #: W14314-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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