Incredible India .. Final

Impacts of Incredible !ndia campaigning on tourism

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1.1- Incredible history Of IndiaNearly five thousand years back flourished India's first major civilization along the Indus River valley. The twin cities of Mohenjodaro and Harappa now in Pakistan were ruled by priests and held The rudiments of Hinduism. These civilizations are known to possess a sophisticated lifestyle, a highly developed sense of aesthetics, an astonishing knowledge of town planning and an undecipherable script language. The Indus civilization at one point of time extended nearly a million square kilometers across the Indus river valley. It existed at the same time as the ancient civilizations of Egypt and Sumer but far outlasted them. Surviving for nearly a thousand years the Indus valley civilization fell to tectonic upheavals in about 1700 BC, which caused a series of floods. The coming of the Aryans around 1500 BC, gave the final blow to the collapsing Indus Valley civilisation. At the dawn of Vedic ages the Aryans came in from the North and spread through large parts of India bringing with them their culture and religious beliefs. The Four Vedas or the important books of Hinduism were compiled in this period.

In 567 B.C. the founder of the Buddhist Religion Gautama Buddha was born. During this time lived Mahavira, who founded the Jain Religion. The Indian subcontinent is full of caves and monuments devoted to these religions and are worth a visit. Two hundred years later, in the 4th century B.C., Emperor Ashoka, one of The greatest King of Indian history, led the Mauryan Empire to take over almost all of what is now modern India. This great leader embraced Buddhism and built the group of monuments at Sanchi (a UNESCO world heritage site). The Ashoka pillar at Sarnath has been adopted by India as its national emblem and the Dharma Chakra on the Ashoka Pillar adorns the National Flag. They were followed by the Guptas in the north, while in the south part of India several different The smart way to see the world 2


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Hindu empires, the Cholas, the Pandyas and the Cheras spread and grew, trading with Europe and other parts of Asia till the end of the 1100s. Christianity entered India at about the same time from Europe. Legend has it that St. Thomas the Apostle arrived in India in 52 A.D. Even earlier than that people of the Jewish religion arrived on India's shores. In approximately the 7th century A.D. a group of Zoroastrians, or Parsees, landed in Gujarat and became a part of the large mix of religions in India today, each of which adds its important and distinctive flavour. In the 15th century Guru Nanak laid the foundation of the Sikh religion in Punjab.

In 1192, Mohammed of Ghori, a ruler from Afghanistan, came into India and captured several places in the north including Delhi. When he went home he left one of his generals in charge who became the first Sultan of Delhi. During this time Islam, was introduced into a major part of Northern India. It may be mentioned that even before that, just after the period of the prophet, Islam was brought to the western coast of India by Arab traders and flourished in what is now Kerala. The Dehli Sultanate gradually took control of more and more of North India over the next 200 years, till Timur, who was called "Timur the Lame" or "Tamberlane" came from Turkey in 1398 to attack India. He and his army stole all the valuables that they could carry and left again, and after that the Delhi Sultanate was never so strong again. Soon the Mughals, who were from Iran, came in and took control of the north. In the meantime south, in 1336, the Hindu Vijayanagar empire was set up and became very strong. The Europeans - Portuguese, French, Dutch, Danish and British - started arriving in the early 1600s. All of them held territories in India and made friends and enemies among India's rulers as they got more and more involved, with the Indian politics, but it was the British who eventually controlled most of India and finally made it one of their colonies. India got its independence from Britain in 1947 after a long struggle led mostly by Mahatma Gandhi. In the process of becoming independent, India became two countries instead of one. In the years since independence India has made huge progress and coped with great problems, and The smart way to see the world 3


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has developed its industry and its agriculture, and has maintained a system of government which makes it the largest democracy in the world.

1.2 - Tourism in IndiaTourism in India is the largest service industry, with a contribution of 6.23% to the national GDP and 8.78% of the total employment in India. India witnesses more than 5 million annual foreign tourist arrivals and 562 million domestic tourism visits. The tourism industry in India generated about US$100 billion in 2008 and that is expected to increase to US$275.5 billion by 2018 at a 9.4% annual growth rate. In the year 2009, 5.11 million foreign tourists visited India. Majority of foreign tourists come from USA and UK. Tamil Nadu, Maharashtra, Delhi and Uttar Pradesh were the top four states to receive inbound tourists. Domestic tourism in the same year was massive at 650 million. Andhra Pradesh, Uttar Pradesh and Tamil Nadu received the big share of these visitors. Ministry of Tourism is the nodal agency to formulate national policies and programmes for the development and promotion of tourism. In the process, the Ministry consults and collaborates with other stakeholders in the sector including various Central Ministries/agencies, the State Governments/ union Territories and the representatives of the private sector. Concerted efforts are being made to promote new forms of tourism such as rural, cruise, medical and eco-tourism. The Ministry of Tourism is the nodal agency for the development and promotion of tourism in India and maintains the Incredible !ndia campaign. The smart way to see the world 4


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According to World Travel and Tourism Council, India will be a tourism hotspot from 2009 2018, having the highest 10-year growth potential. The Travel & Tourism Competitiveness Report 2007 ranked tourism in India 6th in terms of price competitiveness and 39th in terms of safety and security. Despite short- and medium-term setbacks, such as shortage of hotel rooms, tourism revenues are expected to surge by 42% from 2007 to 2017. India's 5,000 years of history, its length, breadth and the variety of geographic features make its tourism basket large and varied. It presents heritage and cultural tourism along with medical, business and sports tourism. India has a growing medical tourism sector. The 2010 Commonwealth Games in Delhi are expected to significantly boost tourism in India. From historical point of view, the story of West Bengal begins from Gour and Pandua situated close to the present district town of Malda. The twin medieval cities had been sacked at least once by changing powers in the 15th century. However, ruins from the period still remain, and several architectural specimens still retain the glory and shin of those times. The Hindu architecture of Bishnupur interracotta and laterite sandstone is renowned world over. Towards the British colonial period came the architecture of Murshidabad and Coochbehar. Role of the India Tourism Offices The India Tourism offices of Delhi, Jaipur, Agra, Mumbai, Aurangabad, Goa and Hydrabad have a crucial role to play in the campaign. They act as nodal agencies to facilitate and coordinate the essential part of the program ie. Training. The nodal offices as we term it will have the following roles: a) Provide their cooperation and support to make the training programs run in an effective manner b) Registering the stakeholders who are contacting them for the purpose of training and deciphering the information to us, so that they can be contacted and made a part of the training program c) Re-registration of the stakeholders who underwent a training program after six months, the stakeholders will approach them for the purpose of re-training and re-certification Tourism Policy 2002 The first major step Government of India took towards development of the tourism industry was launch of the Tourism Policy in 2002. The Tourism Policy is based on a multi-pronged The smart way to see the world 5


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approach, which includes speedy implementation of tourism projects, development of integrated tourism circuits, special capacity building in the hospitality sector, and new marketing strategies. This policy was built around seven key areas.



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Government initiatives The Ministry of Tourism undertakes various initiatives to promote tourism in the country. These include: Infrastructure development Adequate infrastructure facilities are vital for the tourism industry. Thus, the Ministry of Tourism has been making efforts to develop quality tourism infrastructure at tourist destinations and circuits. The Ministry has launched a scheme for development of nationally and internationally important destinations and circuits through Mega Projects. It is also taking initiatives with other Central Govt. Ministries Railways, Civil Aviation, Road Transport & Highways, and Food Processing and Urban Development and the concerned state governments to achieve convergence and synergy with their programmes, to maximise the impact of investments. The various schemes offered are as follows:



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2.1 - Incredible !ndia and the story behind its Logo

Incredible !ndia is the name of an international marketing campaign by the Government of India to promote tourism in India in 2002 to a global audience. Incredible !ndia title was officially branded and promoted by Amitabh Kant, the then Joint The smart way to see the world 9


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Secretary under the Union Ministry of Tourism, in the year 2002. The early campaigns simply focused on highlighting the Incredible !ndia logo. The exclamation mark that formed the "I" of India was used creatively across several visuals. The "I" established, next year the campaign continued, basing the theme on history and nature. Buoyed by the encouraging response of the first campaigns, the 2006-07 campaign went beyond showcasing the logo. It showcased the diversity of India. The first marketing initiative of its kind, Incredible !ndia was conceptualized in 2002 by V Sunil (while he was Creative Director, O&M Delhi), and Amitabh Kant, Joint Secretary, Ministry of Tourism. The primary objective of this branding exercise was to create a distinctive identity for the country. This resulted in the iconic Incredible !ndia logo, where the exclamation mark that formed the I of India was used to great effect across all communications. The campaign successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in the first year.

About Incredible !ndia

2.2 - Partners



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2.3 - Introduction to the IdeaThe smart way to see the world 11


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INCREDIBLE !NDIA Two words, which forever changed how the game of tourism marketing is played. Two words, that put India on the global map of efficiently branding a country, a culture and a potential political and economic powerhouse. These two words when put together became a phenomenon, revolutionizing how people around the world, situated at distant places, with different mindsets, background and conditioning, recognize India. The 'Incredible !ndia' campaign which was launched in 2002 has indeed come a long way. Similar to what happens with many successful things which sustain such a long period, is a critical question on the future course of action and how best to leverage it further. As a background, this campaign was a major initiative by the Government of India, to promote and showcase India and its tourism treasures on the global map. It featured various aspects of Indian culture and history like yoga, spirituality, ancient places, colors, festivals etc. The expenditure for marketing and publicity in 2005-2006 was Rs 220 crore, including overseas promotions. The tourism ministry, in 2006-2007, spent Rs 235 crore on publicity and marketing in domestic and overseas markets, including expenditure by the overseas India tourism offices, trade shows and fairs. Without a doubt, the campaign was a huge success. This effort from the Indian Government was much appreciated and praised by the Indian travel industry and the global travelers alike. The 'Incredible !ndia' campaign also won the World Travel Award 2009 for the best campaign of the year. The reason behind the success was its inviting and attractive approach, innovativeness and the impact that created an aura around India tourism on international stage. The campaign had been successful in achieving its objective and the impact of the same could be identified from the fact that post-launch of this campaign, the figures of tourism arrivals in India reached a much higher level. The campaign established India as a high-end destination, generating an increase of 16% in tourist traffic in its first year. The smart way to see the world 12


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But as they say, a beautiful rose doesnt come without a prickle! Similarly, the campaign was also criticized for its presentation and design. But those who are pointing fingers at the campaign are missing the bigger picture. There is a section of people who believe that the campaign ignores the challenges India is facing and that there is a yawning gap between promise and delivery. The Incredible !ndia as portrayed in the campaign is well, not so incredible after all! There are issues ranging from connectivity, basic amenities and good quality accommodation to graver problems such as safety and security of the tourists. We do agree with these arguments, however, we cannot deny the fact that this campaign brings India to the International travelers notice. Essentially, 'Incredible !ndia was a positioning and branding strategy that differentiated India in the global marketplace and this is what it did. It generated tourism revenue. It was essential to attract travelers towards India for the countrys growth. If we are economically not growing then how will we provide better infrastructure and support development? All the arguments seem immaterial as we had to position India as a preferred tourist destination for global travelers, which India indeed is. As the argument goes, the Indian tourism ministrys target to attract high-end market through its long-running 'Incredible !ndia' communication campaign has been fulfilled, but doesnt it sound a bit repetitive now? Its being 8 long years now and we are used to seeing the old Incredible ! ndia and its images. The campaign looks monotonous and unexciting. It has the same old approach, like an Indian lady playing with colors, the old symmetrical image of the legendary TajMahal, graceful Rajasthan etc. What is required now is to give this campaign a novel fresh look as Indias tourism differentiation needs a refurbishment. There is a need to reposition the same according to different markets and varied interests. We need to adopt a distinctive approach as the world now wants to see whats more in India beyond the elephant and the Taj? The strategy to reposition India as a premium destination for tourists has to be sharply focused to attract the different range of travelers including budget to up-market clientele who are early adopters leading the way to the rest of the markets. We need to understand that every market is different and responsive to the views and requirements of tourists, which in turn has a positive impact on the nature of development itself. So a New look is what Incredible !ndia requires.For example, if a French traveler wants to see true India, he need to see the culture of India, its ancient architecture etc. However for a tourist from China or Indonesia, the campaign should use the images showcasing Indian monasteries, temples, The smart way to see the world 13


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LehLadakh festivals etc so that they can sense a comfort level. Similarly for SriLankan / US travelers, Kerala would be an interesting point. If not this, then we can feature all destinations of India, however clubbed with modern hues. One interesting example showcasing the various efforts adopted by companies to interest travelers was of Thai Airways, which in March 2006 announced a charter flight service from Bangkok, Thailand, to Varanasi, India, for visitors to India's Buddhist tourist circuit. If a foreign airline can understand the changing nature of travelers and their choice, then why cant we? Of course, we just need to change the mindset. We need to show this world that India has a huge potential which is an amalgam of modernity and traditions. If one side we have world class shopping malls, modern architectural buildings, high-class airports, then on other side we have culture embedded fairs like Pushkarmelaetc, forts and Stupas, old but elegant way of traveling on Palace on Wheels and lots more such beautiful ways to depict True India. It doesnt sound too difficult or a mammoth task, the only thing required is focused hardwork and in-depth creativity.



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2.4 - INCREDIBLE !NDIA - HOW IT ALL STARTED

Incredible journey of Incredible !ndiaGlobal downturn, loss making airline brands, a wallet-watching traveler not exactly the best of times for the tourism business. Nation Branding too would be impacted in such times. On Indian TV channels, Korea is advertising with their Korea, Sparkling! campaign. Apparently, the slogan is not too popular back home in Korea and may be dropped soon. Advertising for a The smart way to see the world 15


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nation as a brand does play a role in creating perceptions. But that is not the only trigger for creating strong country brands. In light of this, the impact of our Incredible !ndia campaign is truly commendable. Amitabh Kant, former Joint Secretary, Ministry of Tourism, Govt of India recently released his book Branding India An Incredible Story recently. He, along with V Sunil (then Creative Director at O&M, Delhi) conceptualized the Incredible !ndia campaign. Prior to this project, Mr. Kant was also instrumental in the Kerala Tourisms Gods Own Country campaign. Herewith tracing the key phases of the Incredible !ndia campaign: Thanks to the 26/11 attacks, global tourism was on a decline. Several countries had cut down their advertising budgets. Indias promotion abroad was left to the tourism offices with each one of them coining their own tag lines from Spiritual India to Unbelievable India. The visuals promoted the cliched imagery of India: saffron-clad sadhus and snake charmers. All this attracted high volumes, but low value. It was then decided to position India as a premier holiday destination for high-yielding tourists. One of the early campaigns simply focused on highlighting the Incredible !ndia logo. The exclamation mark that formed the I of India was used creatively across several visuals.

In the second year, the campaign focused on spiritual tourism. The content and execution were designed to appeal to the upmarket individual traveler a far cry from the lowspending charsijholi type tourist.



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Buoyed by the encouraging response of the first campaigns, the 2006-07 campaign went beyond showcasing the logo. It showcased the diversity of India alright but did so in a tone & manner that was full of wry wit.

There was also a quiet confidence on display almost the we are like this only tone in the 2007 India Now campaign in London.



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The Incredible !ndia experience was also brought alive in several exhibitions and events: InternationaleTourismus Bourse in Berlin, India@60 campaign in New York to mark Indias 60th year of Independence among others. The 2007-08 campaign continued with the jawdropping diversity of India, featuring breathtaking images and a clever pun as headline.



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The 2008-09 print campaign features portraits of people who came in as tourists but stayed back to make India their home. It conveys how strong an impact India can have on an individual motivating a foreigner to make it his or her motherland.

A new TVC also made its way into the Indian television, showcasing the experiences of a foreigner in India, prompting him to describe it as Incredible ! ndia. The campaign is a truly concerted effort ensuring that there isnt a huge gap between expectation and delivery on the ground. It cant always be controlled since one errant cab driver can undo all the goodwill created by the campaign. It is also a testimony to the power of focus. A single-minded message was brought alive on the Internet, through events and exhibitions, press ads and TV. Public sector advertising is usually seen as dull, boring and offering no scope for creativity. Thanks to individuals like Mr. Kant who had the vision and the wherewithal to see the campaign idea through, that perception too was broken. As Indians we may still be cynical about our poor infrastructure, attitude of many stakeholders in the travel business and the hype around the Incredible !ndia campaign. But what is undeniable is that it put India in the consideration set of international tourists. The first marketing initiative of its kind, Incredible !ndia was conceptualized in 2002 by V Sunil (while he was Creative Director, O&M Delhi), and Amitabh Kant, Joint Secretary, Ministry of Tourism. The primary objective of this branding exercise was to create a distinctive identity for the country. This resulted in the iconic Incredible !ndia logo, where the exclamation mark that formed the I of India was used to great effect across all communications. The campaign successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in the first year.



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2.5 - Incredible !ndia -- An OverviewMetaphorically the phrase Incredible !ndia refers to aspects of India which demonstrate (to foreign tourists) its moral values, rich cultural heritage, places of historical interest, and traditional way of life. In contrast, contemporary India strife with poverty, corruption, and unreliable infrastructure is not Incredible !ndia. For example Elephanta Caves are "Incredible ! ndia" but Dharavi is not; TajMahal is part of "Incredible !ndia" but the city of Agra in general is not Incredible !ndia. Indian weddings are Incredible !ndia but bride burning and dowry is not Incredible !ndia. Similarly, Indian taxis and Autorickshaws are "Incredible !ndia" but Indian traffic and driving style is not "Incredible !ndia". In some cases the difference is very subtle. The India in which cows are worshipped is Incredible !ndia whereas the India in which orphaned cows roam the streets freely is not. Religious riots do not originate in Incredible !ndia either. Incredible !ndia is also the name of the major campaign by the Government of India to promote tourism in India. India under this campaign is portrayed as a place of breath taking life experiences exhibited as nature and scenary, fauna, flora, cultural and religious festivals and a lot more made it to the core of the campaign.

Origins of the phraseIncredible !ndia title was officially branded and promoted by Amitabh Kant, the then Joint Secretary under the Union Ministry of Tourism, in the year 2002. A more detailed insight in to the story of the birth and growth of the most successful tourism campaing in India so far, the "Incredible !ndia" can be found in the book Branding India : An Incredible Story [Author: Amitabh Kant, Year: 2009, ISBN: 9788172238094] Recent resurgence of the phrase is credited to the posters at German imageboard website Krautchan

Incredible !ndia TourismThe smart way to see the world 20


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Tourism is a major industry in India and the Ministry of Tourism launched a campaign to promote Incredible !ndia as a tourist destination in 2002. The phrase "Incredible !ndia" was adopted as a slogan by the ministry. In 2005, the government invited the private sector to contribute in raising awareness about and showcasing "Incredible !ndia".

Impact on Indian TourismAccording to spending data released by Visa Asia Pacific4 in March 2006, India emerged as the fastest-growing market in the Asia-Pacific in terms of international tourist spending. The data revealed that international tourists spent US$ 372 million in India in the fourth quarter (October-December) of 2005, 25% more than in the fourth quarter of 2004. China, which came second in the region, was successful in making international tourists fork out US$ 784 million in Q4 2005, a growth of 23% over its Q4 2004 figures. The tourist spending figures for India would have pleased the Indian tourism ministry, which had been targeting the high-end market through its long-running 'Incredible !ndia' communication campaign.

CriticismThe term Incredible !ndia has been under attack several times for its blindly favorable portrayal of the Indian society and culture. Salman Khan mocked Incredible !ndia in 2010, saying that in Incredible !ndia pizza arrives faster than police or ambulance, and educational loans are at 12% interest rates while car loans are at 5%. Other criticism arises from the fact that despite India's efforts to portray itself as a rising economy and growing regional power, it continues to lag in providing improved quality of life to its more than 410 million poor,[1][5] the blatant corruption and near anarchy prevalent in the Indian bureaucracy: Our scams, for instance, and the ingenuity associated with them. And the incredible 70 lakh crore of rupees said to be stashed in Swiss banks, the largest amount lying outside any country, among 180 countries of the world, [6] and strange customs. A slideshow of India in reality paints a very different picture of cities, towns, and villages

AdvertisementRespect LoyaltyDignity is what India adores proudly. From time immortal we have been respecting our teachers, parents, elders and guest. It had been said that India was the ultimate destination for enlightened travelers, but today the reality is quite different. If we look at the data where Singapore gets 7 million tourists, Thailand had 9.6 million and Malaysia gets 11.5 The smart way to see the world 21


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million visitors, but in India, we got just 3.3 million visitors. This clearly shows that though India adores an incredible wealth of tourist spots, magnificent monuments and Natural wonders, cultural attractions and various wide-eyed destinations, still we are not at the top 15 tourist destinations of the world. Reasons can be many, but one of the major reasons can be our carelessness towards preserving our National heritages and disrespectful attitude/behavior towards our foreign guests. This is where our government took initiative by launching Incredible !ndia campaign in the global market, which attracted a large number of tourists from all around the globe. Ministry of Tourism, Government of India has Introduced Atithidevobhavah program- a nationwide campaign, in order to sensitize people in India towards foreign tourist. This program aimed towards sensitizing people about preserving our rich culture and national heritage, to keep them clean and be of helping nature towards our foreign guest. The entire concept is designed to complement the Incredible !ndia Campaign. For making people aware about their duties towards the nation, various advertisements and campaigns were launched on the television channels and in print media as well. Even some of the bollywood celebrities took initiative in helping in the Campaign, in which Amir Khans name is on the top of the list. This campaign helped in bringing among the foreign tourist, a sense of brotherhood and a feeling of being welcomed in our country. Its main component is training and orientation to taxi drivers, tour guides, immigration officers, police and other personnel who are in direct interaction with the foreign tourist. This campaign showed a positive response, as foreign tourism has shown an increasing trend of 5.11 million and growth rate of (-) 3.3% during 2009, to 5.58 million with a growth rate of 9.3% in 2010. We need to change our attitude towards those who visit us. And then the day will surely arrive when we can bring that golden age back again, when Indian hospitality used to set standards for the world, preserving the saying Atithidevobhavah Our Guest is our God.



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3 -101 Places to see in India Incredible !ndiaSpiritual IndiaA collective effort to bring all elements of Indian Spirituality to one common platform Spiritual IndiaIndia is a country and culture not only in itself but is comprised of a wonderful world. From ancient times, India's spiritual, religious and social sector has continued Pratinidittw. The rise of the site is the world's many cultures and all religions Milnkshetr. It is a pleasant feeling of love and brotherhood. Changing environment, the spiritual, religious and social values has changed.SpritiualIndialorg is a little effort the old spiritual, social, religious links to add the new environment and set back is with a new time. 1.Amarnath :Amarnath is one of the most famous Hindu temples located in the state of Jammu & Kashmir. The temple dedicated to Lord Shiva is believed to be over 5000 years old and houses an naturally formed ice shivling and attracts thousands of devotees during the 45 days of annual pilgrimage. 2.Badrinath : Situated 297 kms from the holy town of Rishikesh at an altitude of 3,133 mabove sea-level, Badrinath is considered to be amongst the most pious of the eternal Hindu shrines of Kedarnath, Badrinath, Gangotri and Yamunotri. Badrinath is located in the lap of Nar-Narayan Parvat, with the picturesque Neelkanth peak in the background.



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3.Benaras: Also known as Varanasi, Benaras is the most visited pilgrimage in all of India. One of the seven holy cities, it is the most favored place for Hindus to die and be cremated. A bath in the holy waters of the Ganges is believed to wash away the sins of a person. 4.Dwarka :Dwarka, on the west coast of Gujarat on the shores of the Arabian Sea, features in most of the legends surrounding Lord Krishna. It is from here that Lord Krishna is supposed to have ruled over his kingdom. Dwarka is a significant pilgrimage site for the Hindus. 5. Gangotri :Couched in the magnificent Garhwal hills, Gangotri is at an altitude of 3048 meters above sea level. It is on the northernmost part of the state of Uttaranchal and is located close to the Indo-Tibetan border. Gangotri is believed to be the place where Goddess Ganges descended from the heavens. 6. Golden Temple: The Golden Temple or Harmandir Sahib, located in Amritsar in the state of Punjab is the most sacred shrine of Sikhism. Considered to be a symbol of freedom and spiritual independence, devotees come to the temple from all over the world to enjoy the serene environs and offer their prayers. 7. Haridwar :Haridwar is a holy Hindu city located in the state of Uttaranchal in Northern India. Haridwar, according to Hindu mythology, is one of the four places where the drops of the elixir of immortality, Amrita accidentally spilled over from the pitcher in which it was being carried away by the celestial bird Garuda, the vehicle of Vishnu. 8. Kedarnath :The most remote of the four sites, Kedarnath is located in the lap of the mighty Himalayas, about 3584m above sea level. Kedarnath is the abode of one of the holiest Hindu temples dedicated to Lord Shiva and is a popular destination for Hindu pilgrims from all over the world. 9. KanyaKumari :Kanyakumari is the southernmost point of peninsular India and the meeting point of three oceans-the Bay of Bengal, the Arabian Sea and the Indian Ocean. Besides its importance as a Hindu pilgrim center, it is famous for its beautiful views of sunrise and sunset over the waters. 10. Kanchipuram :Situated in the southern part of India, Kanchipuram is famed for the beautiful Ekambareswara Temple. Dedicated to Lord Shiva, the temple was constructed in the mid of 9th century by the Pallavas. It has a 200 ftgopuram with more than 10 stories of intricate sculpture. The smart way to see the world 24


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11. Puri : Situated in the east Indian state of Orissa, Puri is one of the oldest cities in India. The city is famous for its Jagannath Temple as also a popular beach resort. The temple was built in the late eleventh century. 12. Rishikesh :Rishikesh is a holy city for Hindus located in the foothills of the Himalaya in northern India. It is also known as the gateway to Himalayas and is considered an access point for the cities of Badrinath, Kedarnath, Gangotri, and Yamunotri, together known as the Char Dham. Rishikesh also translates to mean - The land of the Rishis (Saints). 13. Ujjain :Ujjain is an ancient city of central India, located in the state of Madhya Pradesh. It is one of the seven sacred cities of the Hindus, and the KumbhMela religious festival is held there every twelve years. It is also home to ahakaleshwarJyotirlinga, one of the twelve Jyotirlinga shrines dedicated to Lord Shiva. 14. Vrindavan :Vrindavan in the state of Uttar Pradesh is the place where Lord Krishna spent the days of his youth, thousands of years ago. The city, visited by thousands of devotees is famous for its numerous beautiful temples and ghats built on the banks of river Yamuna. 15. Yamunotri :One of the Char Dhams according to Hindu mythology, Yamunotri is the origin place of the sacred river Yamuna. Famous for its thermal springs and glaciers, it is one of the most important stopovers on the itinerary of the Hindu pilgrim. According to a legend, Asit Muni, a revered sage, used to reside here.



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Indian WildernessWildlife in IndiaRoyal Bengal Tiger in Sundarbans.The world's largest mangrove forest as well as a UNESCO World Heritage Site. India is home to several well-known large mammals including the Asian Elephant, Bengal Tiger, Asiatic Lion, Leopard and Indian Rhinoceros, often engrained culturally and religiously often being associated with deities. Other well-known large Indian mammals include ungulates such as the domestic Asian Water buffalo, wild Asian Water buffalo, Nilgai, Gaur and several species of deer and antelope. Some members of the dog family such as the Indian Wolf, Bengal Fox, Golden



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Jackal and the Dhole or Wild Dogs are also widely distributed. It is also home to the Striped Hyaena, Macaques, Langurs and Mongoosespecies. India also has a large variety of protected wildlife. The country's protected forest consists of 75 National parks of India and 421 sanctuaries, of which 19 fall under the purview of Project Tiger. Its climatic and geographic diversity makes it the home of over 350 mammals and 1200 bird species, many of which are unique to the subcontinent. Some well-known national wildlife sanctuaries include Bharatpur, Corbett, Kanha, Kaziranga, Periy ar, Ranthambore, Manas and Sariska. The world's largest mangrove forest Sundarbans is located in southern West Bengal. The Kaziranga National Park, Manas National Park, Sundarbans andKeoladeo National Park are UNESCO World Heritage Site

16. Bandhavgarh National Park : This is a small National Park, compact, yet full of game. The density of the Tiger population at Bandhavgarh is the highest known in India. This is also White Tiger country. These have been found in the old state of Rewa for many years. 17. Bharatpur Bird Sanctuary :One of the finest bird parks in the world, Bharatpur Bird Sanctuary (Keoladeo Ghana National Park), is located in the state of Rajasthan. The park is said to house over 400 species of birds, including a number of rare migratory birds which arrive here during the winter season. 18. Corbett National Park :Located in the foothills of the Himalayas in the state of Uttaranchal is the majestic Corbett National Park. Home to a variety of flora and fauna, it is most famous for its wild population of Leopards. 19. Dandeli Wildlife Sanctuary: The calm and peaceful Dandeli Wildlife Sanctuary is reputed to be the largest wildlife sanctuary in Karnataka. Housing some of the rarest animal



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and bird species, it is an unspoilt, untouched and unexplored treasure of wildlife that is sure to leave you spellbound. 20. Kanha National Park: Located in the Mandla district of Madhya Pradesh, Kanha national park cum Tiger reserve extends over an area of over 1,940-sq-kms. Besides being home to the tiger, the other major feature of the region is the horseshoe shape valley and the large open areas infested by spurs of Mekal. 21. Melghat Tiger Reserve: prime habitat of the striped predator, Melghat Tiger Reserve is located on southern offshoot of the Satpura Hill Range in Central India, also known as Gavilgarh hills. The high ridge running East-West forms the South Western boundary of the Reserve. 22. National Chambal Wildlife Sanctuary : The National Chambal Sanctuary, founded in 1979 is famous for the rare gangetic dolphin. The sanctuary is part of a large area coadministered by Rajasthan, Madhya Pradesh and Uttar Pradesh with its other residents being the magar (crocodile) and gharial (alligator), chinkara, sambar, nilgai, wolf and wild boar. 23. Periyar National Park :Periyar or Thekkady is a protected area, and a Project Tiger nature reserve in the South Indian State of Kerala. Amongst the wild residents of the park are over 62 mammal and and 320 bird species. 24. Ranthambore National Park : The former hunting ground of the Maharajas of Jaipur, the Ranthambore National Park is situated in Eastern Rajasthan at the confluence of the Aravalihill ranges and the Vindhyan plateau. The park is known for its population of tigersandleopards. 25. Sariska Wildlife Sanctuary : Situated in Rajasthan, the landscape of Sariska is dominated by sharp cliffs of hills and narrow valleys of the Aravallis. Besides the numerous animal andbird species, within the wildlife sanctuary are the ruins of medieval temples of GarhRajor,belonging to the 10th and 11th centuries. 26. The Little Rann of Kutch Sanctuary : The Little Rann of Kutch Sanctuary also known as WildAss Wildlife Sanctuary in the state of Gujarat is the largest wildlife sanctuary in India. Thesanctuary is one of the last places on earth where the endangered wild ass sub-species Khur (Equushemionuskhur) belonging to species Onager (Equushemionus) can be spotted. The smart way to see the world 28


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27. Van Vihar National Park : Van Vihar National Park in Bhopal, the capital city of MadhyaPradesh, spans over an area of about 445 hectares. Although it has the status of a nationalpark, Van Vihar is developed and managed as a modern zoological park, following theguidelines of the Central Zoo Authority.

Adventuress paradiseAdventure Tourism

Skiing in Manali, Himachal Pradesh River rafting and kayaking in Himalayas Mountain climbing in Himalayas Rock climbing in Madhya Pradesh Skiing in Gulmarg or Auli Boat racing in Bhopal Paragliding in Maharashtra



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Policies and InitiativesIn an attempt to develop tourism in India systematically and to harness full potential of the industry, Government of India has taken several measures from time to time. These include formulation of the tourism policy and various initiatives to promote tourism infrastructure development and marketing and promotion activities.

28. Arunachal Pradesh : The 'Treasure trove of Nature', Arunachal Pradesh is a picturesque state in India. Famous for its varied landscape, the state is a heaven for nature lovers and adventure sports enthusiasts. Some of the opportunities available are trekking, mountainclimbing, camping and mountain biking. 29. Auli :Auli in Uttaranchal is one of the major tourist destinations, famous for its beautifulslopes covered with oak and coniferous trees. The miles of white snow laden mountain slopesmakeAuli every skier's dream come true. 30. Billing : Sheltered by gigantic mountains and surrounded by lush tea gardens, Billing asmall village with a Tibetan Colony and monasteries in Kangra district, Himachal Pradesh. The place has long served as a landing ground and a base for Hang and Para gliders. 31. Cauvery : The Cauvery Fishing Camp, situated on the banks of the River Cauvery, hasBeaches in IndiaSurroundings ideal for an eco-tour. Dry deciduous forests dominate the vegetation. The picturesque and the tranquil location make the Cauvery Fishing Camp an unforgettable experience. 32. Dodital : Situated at an altitude of 3024 mts above sea level, Dodital, in Uttaranchal is famous for its crystal-clear lake, that make it a perfect spot for those enjoy the sport of troutfishing. The place also offers exciting opportunities for trekking and mountain climbing. 33. Gulmarg :Gulmarg, which means the "Meadow of Flowers," was discovered as a tourist destination by the British during the 19th century. The place with its varied landscape andsnow covered mountain slopes makes an ideal base for adventure sports like trekking andsnow skiing.



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34. Leh : Famous for its barren beauty and Buddhist monasteries, Leh is a wonderful destination for adventure sports lovers. The town offers some magnificent trekking trails as also exciting opportunities for jeep safari. 35. Manali :Manali is a place of immense natural beauty, situated in the state of Himachal Pradesh. The place has recently shot to fame as a most favored spot for adventure sportsenthusiasts with exciting opportunities of trekking, snow skiing and mountain climbing. 36. Zanskar : The adventure destination of Zanskar is an isolated and scantily inhabitedHimalayan Valleys. Dotted with high hills and gorgeous gompas, Zanskar offers fun filled opportunities of river rafting and trekking.

Beaches in IndiaElephants and camel rides are common on Indian beaches. Shown here is Havelock Island, part of the Andaman and Nicobar Islands India offers a wide range of tropical beaches with silver/golden sand to coral beaches of Lakshadweep. States like Kerala and Goa have exploited the potential of beaches to the fullest. However, there are a lot many unexploited beaches in the states of Andhra Pradesh, Gujarat, Maharastra, Tamil Nadu andKarnataka. These states have very high potential to be The smart way to see the world 31


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developing them as future destinations for prospective tourists. Some of the famous tourist beaches are:

Beaches of Vizag, Andhra Pradesh Beaches of Puri, Orissa Beaches of Digha, West Bengal Beaches of Goa Kovalam Beach, Kerala Marina Beach, Chennai City Beach, Puducherry Beaches of Mahabalipuram Beaches in Mumbai Beaches of Diu Beaches of Midnapore, West Bengal Beaches of Andaman and Nicobar Islands Beaches of Lakshadweep Islands

37. Beypore : Situated at the mouth of the Cheliyar river in Kerala, Beypore beach is an idealheaven to provide a welcome break to your jaded urbanised souls. The clean waters of the beach are ideal for practicing such sports as swimming, para sailing ans sea surfing. 38. Bogmalo : A former fishing village in the state of Goa, Bogmalo beach sports a mixture ofserenity and commercialism, splashed with simple beauty where one can happily lose oneself.The beach is known for its immense natural beauty. 39. Calangute : One of Goa's busiest and most commercialised beaches, Calangute is a serenefishing village which became a favourite hideout of the hippies in the 70's and 80's. Today, Calangute beach symbolise Goa's reputation as a haven for beach and coastal splendor. The smart way to see the world 32


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40. Dona Paula : Situated in Goa, the beach is named after Dona Paula de Menzes, the daughter of a former Indian viceroy. The beach is known for its numerous exciting water sports opportunities. 41. Juhu :Juhu Beach is the most famous beach in Mumbai city. It is situated on the shores of Arabian Sea in Juhu suburb and famous for its Mumbai 'street food', notably bhelpuri, panipuri, shevpuri, chaats, and of course pavbhaji. 42. Kovalam : On the Malabar coast along the Kerala shore line is a small village known as Kovalam. This sleepy town suddenly came on the tourist map when its fabulous beaches were discovered and has today become one of the most popular beach hangouts in India. 43. Varkala :Varkala beach, is the best spot along the coast of Kerala for watching the sunset.The sight of the sun melting into the sea would blossom your poetic sense. The mineral springsgushing from the hill is believed to have medicinal properties.

Magnificent Forts and PalacesFloats of flowers in a fountain, shimmering blue water of pools, doric pillars, ornamental brackets, decorative staircases, light streaming in through large windows, India possess some of the most fascinating forts and palaces, a true royal retreat. The grandeur and sweep of Indian forts and palaces takes one by surprise. It is not just a romantic longing for a royal experience, it is also the search for the truly The smart way to see the world 33


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authentic Indian experience that bring thousands of heritage lovers to India. these forts and palaces are the largest illustrations and legacy of the princely states of India. The architectural grandeur and magnificence of these forts and palaces makes the visitors feel the ebb and flow of the Indian history. Today, most of these forts and palaces have been converted into hotels. Your arrival at these palace-hotels is like an historical event, full of pomp and grandeur. Some of the famous forts are located in Indian states of Delhi, Rajasthan, Uttar Pradesh, Andhra Pradesh, Madhya Pradesh, Maharastra, Karnataka and Tamilnadu. It is said that Rajasthan houses the largest number of forts in the world. Built by the legendary kings of this desert land , these forts today are a great tourist attractions. 44. Agra Fort: Built by the great Emperor Akbar in 1565 A.D. the fort is a masterpiece of design and construction. Within the fort there are a number of exquisite buildings including the MusammanBurj, where Emperor Shah Jahan died in imprisonment. 45. Amber Fort, Jaipur: The magnificent Amer Fort was built by Raja Man Singh. The major attractions are Sheela Devi Temple and Sheesh Mahal( Hall of mirrors). The museum here houses one of the world`s biggest cannon on wheels and a rich collection of arms and weapons. 46. City Palace, Jaipur: The historic City Palace has carved arches supported by greywhitemarble columns studded with floral motifs in gold and coloured stones. Two elephantscarvedin marble guard the entrance, where retainers whose families have served generations of the rulers are at hand, to serve as guides. 47. HawaMahal, Jaipur :HawaMahal is the most strikingly designed monument in Jaipur. The five storeyed crown shaped structure was conceived to provide an adequate vantage position behind delicate stone-carved screens for the palace women to watch the royal processionspassing through the Bazar below. 48. JaisalmerFort : The golden hued fort is a sentinel to the bleak desertscape from its 80 metre high perch on the hill, housing the entire township within its ramparts. It has an enchanting cow-web of narrow lanes dotted with some lovely havelis, three beautifully sculptured Jain Temples and fiveinterconnected palaces. The fort is approached through four towering gateways.



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49. Lake Palace, Udaipur : In the middle of lake Pichhola is the Lake palace or Jag Mandir where prince Khuman Singh, later known as emperor Shahjahan who built the world famous TajMahal, sought refuse from his father emperor Jahangir. This three story building wascompleted by MaharanaJagat Singh in 1652 A.D. 50. Lalgarh Palace, Bikaner: Located 3 km north of the city centre, the red sandstone palacewas built by Maharaja Ganga Singh in memory of his father Maharaja Lal Singh. The palace has beautiful latticework and filigree work. Part of the palace has been converted into a luxury hotel and a museum. 51. Red Fort, Delhi : One of the most spectacular pieces of Mughal Architecture is the LalQuila or the Red Fort. Built by the Mughal emperor Shah Jahan, it has walls extending up to 2 kms in length with the height varying from 18 mts. on the river side to 33 mts. on the city side...a truly amazing construction. 52. UmaidBhawan Palace, Jodhpur : Built during the 20th century to provide work to the famine struck people, UmaidBhawan is one of the largest private residence in the world. A part of the palace is used as residence by the royal family while the other part has been converted into a heritage hotel.

Hill StationsThe smart way to see the world 35


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A summer view of Khajjiar, a hill station in Himachal Pradesh.

A panaromic view of Ooty, one of the finest hill-stations in India



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List of Indian hill stationsSeveral hill stations served as summer capitals of Indian provinces, princely states, or, in the case of Shimla, of British India itself. Since Indian Independence, the role of these hill stations as summer capitals has largely ended, but many hill stations remain popular summer resorts. Most famous hill stations are:

Mount Abu, Rajasthan Pachmarhi, Madhya Pradesh - It is also known as The Queen of Satpura. Araku, Andhra Pradesh Gulmarg, Srinagar and Ladakh in Jammu and Kashmir Darjeeling in West Bengal Munnar in Kerala Ooty, Yercaud and Kodaikanal in Tamil Nadu Shillong in Meghalaya Shimla, Kullu in Himachal Pradesh Nainital in Uttarakhand Gangtok in Sikkim Mussoorie in Uttarakhand Manali in Himachal Pradesh Tawang in Arunachal Pradesh Mahabaleshwar in Maharashtra Haflong in Assam

In addition to the bustling hill stations and summer capitals of yore, there are several serene and peaceful nature retreats and places of interest to visit for a nature lover. These range from the stunning moonscapes of Leh and Ladhak, to small, exclusive nature retreats such as Dunagiri, Binsar, Mukteshwar in the Himalayas, to rolling vistas of Western Ghats to numerous private retreats in the rolling hills of Kerala. .



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53. Dalhousie : Located in the north Indian state of Himachal Pradesh, Dalhousie is one of themost popular hill stations and a honey mooner's paradise. The place offers numerous excitingadventure sports opportunities including snow sports during winters. 54. Darjeeling : Originally just a cluster of villages that was administered intermittently by Nepal and Sikkim, Darjeeling grew in prominence when the British discovered the suitability of the area for growing tea. The town was subsequently annexed by the British Indian Empire and a small railway was constructed linking the town with the lowlands. 55. Dehradun :Besides being a popular hill station in India, Dehradun is also home to theIncredible-India.comfamed schools of the order of Doon School and Welhams as elite centers of learning in India.Apart from being a much sought after hill station in India, they qualify Doon valley to be a star class educational center. 57. Gangtok :Gangtok, the capital of Sikkim with a population of approximately 50,000 hasemerged into the mainstream of the Tourism Industry, with more and more tourist visiting thislittle Himalayan state every year. Gangtok has developed into a cosmopolitan flavour where old-world charm and hospitality exist along with the Internet Age. 58. Kasauli :Kasauli is a beautiful hill station located just 77 kms from Shimla in the state of Himachal Pradesh. The small town was founded during the 19th century by Britishers as a summer retreat and still retains the old charm, which attracts thousands of visitorseveryyear. 59. Khandala :Khandala is a hill station, which dazzles the visitors with its spectacularscenery, verdant hills, deep green valleys, beautiful lakes and cascading waterfall. Situated at an altitude of 625 mt in the Sahyadri hills, this hill resort is a popular weekend gateway fromthe hectic life of Mumbai. 60. Kodaikanal : Situated at an altitude of 2133 mts amidst the verdant Pali hills, Kodaikanal is one of the most popular hill stations in India. With her wooded slopes, mighty rocks,enhancing waterfalls and a beautiful lake, Kodaikanal is a charming hill station, and one of the favourite getaways in South India. 56. Dharamsala : Set against the backdrop of the dramatic Dhauladhar mountains, Dharamsala is perched on the high slopes in the upper reaches of Kangra Valley. Today, Dharamsala has become the synonymous to the Tibetan government in exile and the home of Tibetan leader Dalai Lama. The smart way to see the world 38


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61. Kullu : The serene little town of Kullu is famous for its colourfulDussehrafestival.Decorated palanquins and processions convey Gods and Goddesses from temples all over the valley to Kullu. A Fair springs up during the festival which is celebrated with a great deal of singing, dancing and festivity. 62. Khajjiar : A small picturesque saucer-shaped plateau surrounded by dense pine and deodar forests is one of the 160 places throughout the world to have been designated Mini Switzerland". Khajjiar is a place of immense natural beauty, situated in the state ofHimachal Pradesh. 63. Mahabaleshwar : At 1,372 meters above sea level, Mahabaleshwar is one of the most spectacular and the largest of Maharashtra's hill-stations. The place is known for its immense natural beauty as also a popular getaway from the hectic city lives. 64. Manali :Manali is a picturesque city situated in the Kullu valley. The place remains thronged byvisitors, especially during the winters for its charming snow sports. Some of the major attractions of this hill resort are Rohtang Pass, Rahala waterfalls and numerous Buddhist monasteries. 65. Mount Abu : Mount Abu was founded by the British as a relaxation place to rewind along with the royalties. The place sways in an interesting contrast of British style bungalows, theholiday lodges of the royals, with the presence of the various tribal communities. 66. Munnar :Munnar is situated at the confluence of three mountain streams - Mudrapuzha, Nallathani&Kundala. This once summer resort of the erstwhile British Government in South India, Munnar is known for its sprawling tea plantations, picture book towns, winding lanesand holiday facilities that make it a popular resort town. 67. Mussoorie :Mussoorie, with its green hills and varied flora & fauna, is a fascinating hillresort. Commanding snow ranges to the north-east, and glittering views of the Doon Valley &Shiwalik ranges in the south, the town presents a fairyland atmosphere to the tourists. 68. Nainital : The hill resort of Nainital has since long been a refuge for the sun scorched souls of the plains. The British made it there summer headquarter. The natural beauty andespecially the Lake has made Nainital one of the favourite summer destinations and a reason why people throng this hill resort. The smart way to see the world 39


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69. Ooty : The serene hill station of Ooty draws swarms of tourists every year. The weather is quite pleasant at a mean of 15-20 year round, dropping to lows of 0 C during winter. The landscape is marked by rolling hills covered with dense vegetation, smaller hills and plateauscovered with tea gardens, and eucalyptus trees. 70. Simla : Shimla or Simla is the capital of the state of Himachal Pradesh. It is a very popularholiday-retreat during the summer months and is well-known for its Victorian architecture, which is reflected in certain areas of the Mall and The Ridge. 71. Srinagar : Located in the center of the Kashmir valley, the district of Srinagar towers at a height of 1,730 m above sea level. The city is well known for its lush gardens and the Dal Lake,where the tourists can enjoy a shikara (house boat) ride.



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Cities of India72. Agra : Situated in the north Indian state of Uttar Pradesh, Agra houses the most magnificent monument of love on the planet, the TajMahal. Besides, there are other historical structures as well as the famous Mughlai cuisine. 73. Ahmedabad : Ahmedabad is the sixth largest city of India and the commercial hub of the state of Gujarat. The city is certainly worth a visit for people who like to be away from hecticactivity while relishing on the few available tourist attractions. 74. Ajmer : Ajmer is a little town situated in the northern state of Rajasthan. Famous for its religious attractions, the chief objects of interest in Ajmer are Pushkar, and the Dargah (tomb) of the most revered Muslim sufi saint MoinuddinChishti, the Gharib Nawaz. 75. Allahabad : Located at the Sangam (confluence) of the rivers Ganga, Yamuna and the mythical Saraswati, Allahabad is one of the oldest cities of India and a pilgrimage centre of utmost importance, also famous for the Kumbh and ArdhKumbhMelas held every twelve and six years respectively. 76. Alleppey : This fairly pleasant market town is built on canals and surrounded by coconut trees. With the Arabian Sea on its west and a vast network of lakes, lagoons and several freshwater rivers criss-crossing it, Alleppey (Alappuzha) is a district of immense natural beauty. 77. Amritsar : Amritsar is the spiritual capital of the Sikh religion. The city houses the holiest place for the Sikhs, the Harmandir Sahib (Golden Temple). The people are nice and friendly and it is great to sit for a few hours in the shade of the temple and relax. The smart way to see the world 41


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78. Bangalore : Bangalore, officially known as Bengalooru, is one of the most hip andIncredible-India.comhappening cities in India and also a major center of the I.T. industry. Some of the major landmarks of the city are VidhanSoudha, Bangalore Palace, Bull Temple and CubbonPark.Lying in the north of Rajasthan state, Bikaner is dotted with scores of sanddunes. The city beautifully retains the medieval grandeur that permeates the city's lifestyle. The city is distinguished for the best riding camels in the world and hence boasts of having oneof the largest Camel research and breeding farm in the world. 79. Bikaner : Lying in the north of Rajasthan state, Bikaner is dotted with scores of sand dunes. The city beautifully retains the medieval grandeur that permeates the city's lifestyle. The city is distinguished for the best riding camels in the world and hence boasts of having oneof the largest Camel researchand breeding farm in the world. 80. Bodh Gaya : In the state of Bihar, Bodh Gaya is the place where Gautama Buddha attained enlightenment and thus laid the foundations of Buddhism. Amongst the prominent attractions of the place are the Bodhi tree and the Mahabodhi temple. 81. Bhopal : Bhopal, the city of lakes, is a fascinating amalgam of scenic beauty, old historiccity and modern urban planning. The capital of Madhya Pradesh, the city with its lush gardens,excellent upper and lower lakes and a beautiful pink mosque, is definitely worth spending some time. 82. Chandigarh : Situated 270 km north of Delhi, Chandigarh is a serene city lying in the valley surrounded by Shiwalik Hills that hem the great Himalayas. Besides its numerous tourist attractions, Chandigarh also serves as an access point for the hill resorts of Kulu, Manali, Dharmashala and Dalhousie. 83. Chennai : Chennai, also known as Madras, is the capital of the southern state of Tamil Nadu. The city was one of the first outposts of British East India Company and is known for its numerous beautiful colonial structures. 84. Delhi : A city of great character, of contrasts and convolutions, Delhi is the capital of India. A city with antiquity dating back over 2,000 years, it is also a modern metropolis with fast cars and neon lit shopping malls. So varied are the shades of Delhi's different faces, it is difficult to grasp it in a short span of time.



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85. Goa : Goa is often sobriquet the 'Beach Capital of India', however, there's much more to itthan sun, sand and psychedelia. The allure of Goa is that it remains quite distinct from the restof India and is small enough to be grasped and explored in a way that other Indian states arenot. 86. Gangtok :Gangtok, the capital of Sikkim with a population of approximately 50,000 hasemerged into the mainstream of the Tourism Industry, with more and more tourist visiting this little Himalayan state every year. Gangtok has developed into a cosmopolitan flavour where old-world charm and hospitality exist along with the Internet Age. 87. Hyderabad : The capital of Andhra Pradesh, Hyderabad is a big, lively and traditional city, which offers travellers fascinating glimpses of a four hundred years old legacy. Also known as the Istanbul of India, here, in every corner of the city, you will see its dualistic character, the coming together of Muslims and Hindus. 88. Jaipur : Jaipur, the largest city in Rajasthan, offers several massive forts such as the HawaMahal and the Amber Fort. Besides, the city also serves as a stepping stone to the enchantingdesert cities of Jodhpur and Jaisalmer. Jaipur is called the "pink" city because of the color of its historical buildings built by Maharajah Jai Singh. 89. Jaisalmer : The city of Jaisalmer shimmers like a mirage amidst the desolate beauty of thehot barren deserts of Rajasthan. The Jaisalmer Fort, perched atop the triangular-shaped Trikuta Hills, contains some gems of Jain temple buildings, while beautifully decorated havelis are scattered throughout the town. The city is also famous for its beautiful embroidery. 90. Jammu : Jammu is situated at the footsteps of the Himalayas. The city is also known as the City of Temples for its numerous temples built around the city and also in the province. Theimmense natural beauty of the surroundings also make it a favored spot for nature lovers. 91. Jodhpur : Situated in Rajasthan, Jodhpur is mainly known for its impressive MehrangarhFort, located on top of a hill, from where a panoramic view of the surroundings can be had. There are other numerous opportunities for sightseeing and camel safari into the desert. 92. Kanpur : Kanpur, the industrial centre of Uttar Pradesh, is known for its cotton and woolen textile industries as well as the Indian Institute of Technology, one of the premier educationalinstitutes in the country. The city also boasts of numerous tourist attractions. The smart way to see the world 43


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93. Khajuraho : Situated in the central Indian state of Madhya Pradesh, Khajuraho is a small village, known the world over for its temple architecture and exquisitely carved rotic sculptures. The annual fair held here is a popular attraction for the tourists. IncredibleIndia.com 94. Kolkata : Called Calcutta in British times, Kolkata still conjures up images of squalor,poverty and urban disaster. But don't believe the hype, for India's third-largest city isdefined not by its poverty but by the energy, imagination and zest for life of its people. 95. Lucknow :Lucknow, the capital of Uttar Pradesh is a city of Nawabs and friendly people. The city is best known for its elaborate cuisine and 'chikankaari' or exquisite shadow work embroidery on fine muslin cloth. 96. Mumbai : Mumbai is charactersied by the glamour of Bollywood cinema, shopping mallsfull of designer labels, cricket on the streets and promenading families eating bhelpuri on thebeach at Chowpatty. Some of the famous tourist attractions of the city are the Gateway of India, Marine Drive and Elephanta Caves. 97. Pune : Pune is a historic city with a past of nearly 600 years, both illustrious and romantic. Fast emerging as a metropolitan of Maharashtra state, some of the most important touristattractions in Pune are the Aga Khan's Palace, AppuGhar, Bund Garden and Osho Commune. 98. Pushkar : According to the Padma (Lotus) Purana, Pushkar, 15km northwest of ajmer, came into existence when Lord Brahma, the Creator, dropped his lotus flower (pushpa) to earth from his hand (kar) to kill a demon. Pushkar remains a holy Hindu city as also the site for the only Brahma temple in the world. 99. Shirdi : Situated in Maharashtra, Shirdi is famous for saint Saibaba. A special aartiisperformed at the Saibaba temple every Thursday, which is attended by numerous devotees. Other places of tourist interest are Gurusthan, Khandoba Temple, ShaniMandir and Sakori Ashram. 100. Surat :Surat is an industrial town, situated in the west Indian state of Gujarat. Suratisthe main textile market of India as also the centre of various multinational companies involved in the field of petrochemicals, steel and cement. The smart way to see the world 44


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101. Udaipur : One of the most romantic cities in Rajasthan, Udaipur is also known as the city of lakes. The marble palaces, beautifully laid out gardens and the lakes make Udaipur seem almost like a mirage. Surrounded by ancient Aravali Mountains and set on the edge of three lakes, Udaipur is a brilliant kaleidoscope of narrow lanes flanked by bright stalls, gardens, lakes, palaces and temples.

4.1 - `Branding India: An analysis of Incredible !ndia the campaign`

Branding India : An Analysis of the Campaign "Incredible !ndia By I . Introduction Some enigmas rule human life , such as the gap between lip and the cup may seem invincible , or one may be all decked up and yet have nowhere to go . Metaphorically speaking , situations like these take place more in the sphere of trade and commerce than normal life and it is because of that , the mechanics of anding and positioning occupy top spots in the company agenda . This state of affairs gained momentum right from the beginning of the 21st century (Barney , from when the globalization started taking over and rediscovered humans as its prime capital , a process that has now been intensified more than ever Accordingly every segment of trade and commerce is now busy in discovering all possible niches of business , besides innovating the ways and means to create and consolidate their place there . For that matter the significance of evaluating and modifying the company strategies , if so needed , has never been felt than it is now . This is the current attitude of the companies , and from that perspective , the "Incredible !ndia Campaign , a flagship project to promote Indian tourism too needs to adopt that , in to determine its current standing in the marketplace . Therefore , this explores the same by studying the impact of Incredible !ndia Campaign on the UK market , before resorting The smart way to see the world 45


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the SWOT analysis , evaluation from the framework of anding and recommending solutions to enhance its efficacy as a and II . Incredible !ndia Campaign in iefII .1 . Background Six years back from now , The Indian Tourism Department launched this promotional campaign primarily to enhance tourist flow . Funded by Government of India and Experience India Society , which is a consortium of travel agents in India . Its first phase of campaign ran for three months , through which it highlighted various tourist attractions in India , such as Himalayas , wildlife , yoga and Ayurveda etc , through print and electronic media , where Ogilvy and Mather (O M ) were assigned the charge of print media campaign , Enterprise Nexus , Mumbai , took the responsibility of spreading the TV campaign through global channels like CNN , BBC , etc . The formulated objective was to run a campaign towards promoting Indian Tourism like a and and to position it through constant and consistent approach (Indian , 2005 II . 2 . Philosophy The Ministry of Tourism , Government of India decided to imbibe the Indian philosophy of hospitality with this campaign and thus it introduced "AtitithiDevoBhavah Program (Atithi , 2004 , where its Sanskrit title meant "Guest is God . This program aimed to sensitise the existing and prospective stakeholders towards tourists , and thus floated a nationwide campaign . This was more of a social awareness program which aimed to create awareness about the high prospect of Indian of tourism among Indians , besides imbibing in them the sense of preserving Indian heritage , culture , hospitality and cleanliness , etc . Such a move might have been fuelled by the general impression that India was one of the less-favoured tourism destinations among international travelers...

Following is the summary of Incredible !ndia Campaign which has been instrumental in driving tourist traffic to India from 2002.

Incredible !ndiaThe first marketing initiative of its kind, Incredible !ndia was conceptualized in 2002 by V (while he was Creative Director, Delhi), and Amitabh Kant, Joint The smart way to see the world 46

Sunil O&M


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Secretary, Ministry of Tourism. The primary objective of this branding exercise was to create a distinctive identity for the country. This resulted in the iconic Incredible !ndia logo, where the exclamation mark that formed the I of India was used to great effect across all communications. The campaign successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in the first year.

Incredible !ndia National Geographic In the second year, the Incredible !ndia campaign focused on spiritual tourism, resulting in a 28.8% increase in tourist traffic and a no.1 ranking in the Travel+Leisurereaders survey.



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Incredible !ndia Colours In 2003, Cond Nast Traveller selected India as one of the top ten preferred destinations for the discerning traveller. Indias results are very exciting and show the countrys increasing popularity amongst sophisticated travellers. It also reflects very positively on the individuals involved in promoting India as a premium tourist destination. Sarah Miller, Editor, Cond Nast Traveller, 2003.

Incredible !ndia- Kings-Cross In January 2004, Lonely Planet conducted a survey in 134 countries to select the worlds favourite destination for individual travellers. India was ranked among the top five favourite The smart way to see the world 48


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international destinations in the global survey (the other four were Thailand, Italy, Australia and New Zealand). According to Lonely Planet, the respondent for the survey was todays independent traveller professional, with a degree or post-graduate qualification who is aged 25 to 34. The 2003/04 campaign went on to win many prestigious awards, including Gold at PATA and the Bombay Ad Club.

Incredible !ndia Backwaters After a break of one year, the original team of Incredible !ndia collaborated again. In 2006, Delhi based creative agency (A), founded by V Sunil, was called in to create the new global campaign for 2006/07. The print and outdoor executions combined spectacular images with a wry, self-assured tone a far cry from the bowing and scraping of past campaigns.



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Incredible !ndia Tiger ad The campaign went on to win the PATA Grand Award 2007 for Marketing, and was one of only four best of show Grand Awards out of a total of 339 entries from 132 organizations.

Incredible !ndia Adventure-ad In March 2007, the global brand campaign (an evolution of the Incredible theme, which was unprecedented in terms of quality and scale) was extended to the InternationaleTourismus Bourse (ITB) Berlin the worlds largest travel and tourism show where India was participating as the Partner Country. The entire project was directed by V Sunil and Amitabh Kant, with support from tourism ministries across the world.



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Incredible !ndia-Himalaya The campaign used the entire city as a canvas covering it with large billboards, branding on taxis and buses, vibrant graphic art and 3D installations. Signaling a new level of sophistication in Indias branding strategy, the ITB campaign overwhelmed the international media and trade.

Incredible !ndia -Flaming-orange Invitation: Getting the attention of over 5,000 industry leaders from all over the world was no easy task. Phase 1: The initial invitation card was followed by an e-mail reminder listing program details. Phase 2: During the week-long event, 500,000 program flyers and cards listing daily events were placed at visitor touchpoints across the city including taxis, hotels and the Galeries Lafayette.



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Incredible !ndia- London-Taxi India Now was a three-month long campaign designed to showcase Indias accelerating economy and ever-evolving culture. It was organized from July to September 2007 in London and featured events, activities and festivals across the capital dedicated to Indian art, film, food, theatre, music and fashion. As part of the campaign, buses and taxis plying along the main routes in London wore vibrant Incredible !ndia colours and messages. Outdoor panels in 150 bus shelters featured images of India that corresponded to the names of famous London Underground stations, creating a dramatic and amusing contrast. An estimated one million Londoners and visitors to London participated in these events. There was also a 16% jump in inbound tourism from the UK. This was the first campaign developed by the new brand team LeenaNandan, new Joint Secretary (Tourism) and V Sunil.

Incredible !ndia New York bus The smart way to see the world 52


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This special campaign was designed to attract a global film crowd at the International Film Festival at Cannes. Large outdoor posters showed off Indias diverse and picturesque locales from the golden beaches of Kerala to the Tiger reserves of Madhya Pradesh with cinematographic-themed headlines such as Location for Hire in French.

Incredible !ndia Corporate salvation The year 2007 not only marked the 60th year of independence for India but also celebrated the arrival of India on the global platform. The Incredible !ndia@60 campaign was launched in New York from 23rd-26th September 2007 to coincide with the UN General Assembly session. The combination of the four-day event and the General Assembly created the perfect opportunity to showcase the best of India to world leaders, top international business moguls and the public.

Incredible !ndia Dances The smart way to see the world 53


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Incredible !ndia@60 took Indias extraordinary energy and cultural diversity to the watching world. Billboards at Times Square, taxis, buses, bus shelters, TV and radio announced the arrival of a brand new India. With eight ministries, eight overseas partners and 41 events including four gala dinners, 13 conferences and panel discussions, nine cultural shows, seven receptions and eight ongoing events it was a grand show that maximized Indias presence and visibility to the world.This complex project was choreographed and made possible by Amitabh Kant and V Sunil, with the support of Ministry of Tourism officials.

Incredible !ndia Billboards in NYC The Colours of India campaign emphasized Indias diverse cultural spectrum. Featuring breathtaking images and colour-based headlines such as Coffee Brown and Red Hot, the campaign was launched globally in 71 leading newspapers and magazines. Using traditional and interactive media print, outdoor and the internet India was positioned as a unique and vibrant destination for tourists. This was the second campaign developed by LeenaNandan, Joint Secretary (Tourism) and V Sunil, Executive Creative Director, Wieden+Kennedy Delhi.



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Incredible !ndia Wedding For Incredible !ndias campaign in LA, we used the names of famous Hollywood movies as headlines and set them against images from India.

Incredible !ndia-Yoga The story continues and so does the campaign. Parallely plenty of small scale such events have been held independent of the main campaign all with an idea to bring more clients into India. The smart way to see the world 55


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4.2 - Incredible India campaign Timeline in each year format2002-2003The first marketing initiative of its kind, Incredible India was conceptualized in 2002 by V Sunil (while he was Creative Director, O&M Delhi), and Amitabh Kant, Joint Secretary, Ministry of Tourism. The primary objective of this branding exercise was to create a distinctive identity for the country. This resulted in the iconic Incredible !ndia logo, where the exclamation mark that formed the I of India was used to great effect across all communications. The campaign successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in the first year.



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2003-2004In the second year, the Incredible India campaign focused on spiritual tourism, resulting in a 28.8% increase in tourist traffic and a no.1 ranking in the Travel+Leisurereaders survey. In 2003, Cond Nast Traveller selected India as one of the top ten preferred destinations for the discerning traveller. Indias results are very exciting and show the countrys increasing popularity amongst sophisticated travellers. It also reflects very positively on the individuals involved in promoting India as a premium tourist destination. Sarah Miller, Editor, Cond Nast Traveller, 2003. In January 2004, Lonely Planet conducted a survey in 134 countries to select the worlds favourite destination for individual travellers. India was ranked among the top five favourite international destinations in the global survey (the other four were Thailand, Italy, Australia and New Zealand). According to Lonely Planet, the respondent for the survey was todays independent traveller professional, with a degree or post-graduate qualification who is aged 25 to 34. The 2003/04 campaign went on to win many prestigious awards, including Gold at PATA and the Bombay Ad Club.



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2006-2007



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Itb Berlin 2007In March 2007, the global brand campaign (an evolution of the Incredible theme, which was unprecedented in terms of quality and scale) was extended to the InternationaleTourismus Bourse (ITB) Berlin the world's largest travel and tourism show where India was participating as the Partner Country. The entire project was directed by V Sunil and Amitabh Kant, with support from tourism ministries across the world. The campaign used the entire city as a canvas - covering it with large billboards, branding on taxis and buses, vibrant graphic art and 3D installations. Signaling a new level of sophistication in India's branding strategy, the ITB campaign overwhelmed the international media and trade. The statistics tell the story: Overall area: 150,000 sq. m. No. of exhibitors: 10,923 No. of countries: 180 No. of foreign exhibitors: 7,215 No. of German exhibitors: 3,708 No. of visitors: 177,154 No. of trade visitors: 108,735 Partner country: India



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Invitation: Getting the attention of over 5,000 industry leaders from all over the world was no easy task. Phase 1: The initial invitation card was followed by an e-mail reminder listing program details. Phase 2: During the week-long event, 500,000 program flyers and cards listing daily events were placed at visitor touchpoints across the city including taxis, hotels and the Galeries Lafayette.



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E-mailer Arrival: The experience began at the airport. Mammoth billboards and banners with tonguein-cheek messages and headlines boldly announced the presence of India at ITB.



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Banners outside Berlin-Schnefeld International Airport



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India now London 2007India Now was a three-month long campaign designed to showcase Indias accelerating economy and ever-evolving culture. It was organized from July to September 2007 in London and featured events, activities and festivals across the capital dedicated to Indian art, film, food, theatre, music and fashion. As part of the campaign, buses and taxis plying along the main routes in London wore vibrant Incredible India colours and messages. Outdoor panels in 150 bus shelters featured images of India that corresponded to the names of famous London Underground stations, creating a dramatic and amusing contrast. An estimated one million Londoners and visitors to London participated in these events. There was also a 16% jump in inbound tourism from the UK. This was the first campaign developed by the new brand team LeenaNandan, new Joint Secretary (Tourism) and V Sunil.



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Cannes 2007



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This special campaign was designed to attract a global film crowd at the International Film Festival at Cannes. Large outdoor posters showed off Indias diverse and picturesque locales from the golden beaches of Kerala to the Tiger reserves of Madhya Pradesh - with cinematographic-themed headlines such as Location for Hire in French. The smart way to see the world 66


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India @60 New York, 2007The year 2007 not only marked the 60th year of independence for India but also celebrated the arrival of India on the global platform. The Incredible India@60 campaign was launched in New York from 23rd-26th September 2007 to coincide with the UN General Assembly session. The combination of the four-day event and the General Assembly created the perfect opportunity to showcase the best of India to world leaders, top international business moguls and the public. Incredible India@60 took Indias extraordinary energy and cultural diversity to the watching world. Billboards at Times Square, taxis, buses, bus shelters, TV and radio announced the arrival of a brand new India. With eight ministries, eight overseas partners and 41 events including four gala dinners, 13 conferences and panel discussions, nine cultural shows, seven receptions and eight ongoing events it was a grand show that maximized Indias presence and visibility to the world. This complex project was choreographed and made possible by Amitabh Kant and V Sunil, with the support of Ministry of Tourism officials.



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2007-2008

The Colours of India campaign emphasized Indias diverse cultural spectrum. Featuring breathtaking images and colour-based headlines such as Coffee Brown and Red Hot, the campaign was launched globally in 71 leading newspapers and magazines. Using traditional and interactive media - print, outdoor and the internet - India was positioned as a unique and vibrant destination for tourists. This was the second campaign developed by LeenaNandan, Joint Secretary (Tourism) and V Sunil, Executive Creative Director, Wieden+Kennedy Delhi.



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2008-2009

The India Tourism 2008 campaign was based on the experiences of those who came to visit India as tourists and stayed back to make India their home. It takes a special bond with the country and its people to give up everything you know and set up home, take roots in India. These are the people whove truly embraced the culture and assimilated it into their being. As opposed to those whove simply being bitten by the India bug. Staying back is prompted by a decision that will change their lives forever. It is not a mere whim or adventure. It is the commitment of a lifetime. There are several people like this in India and we went through a careful process to select the ones who we felt could be ambassadors to our culture. The creative idea employed a simple device that stated their country of birth, followed by text that said Motherland: India.



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LA campaign 2009For Incredible India's campaign in LA, we used the names of famous Hollywood movies as headlines and set them against images from India.A simple tongue-in-cheek approach appropriate for a town that lives and breathes movies.



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4.3 - Marketing and promotion initiatives of Incredible India over the yearsIncredible !ndia CampaignTo promote India as an ultimate tourist destination on the

Incredible India .. Final

Documents

north india

independence india

india witnesses

attack india

northern india

modern india

large parts of india

western coast of india