Business Today

"I want people coming to stay longer in India"

Less than a year after taking charge, K.J. Alphons, Minister of State (Independent Charge) for Tourism, launched a revamped Incredible India campaign. Alphons, who is candid about the issues facing India's tourism sector and wants to reduce the role of the government to just promoting tourism, speaks about efforts to make tourism hip again in a conversation with Business Today's Manu Kaushik and Joe C. Mathew. Edited excerpts:

What has been the focus of Incredible India 2.0? What are you trying to achieve with that?

A: K.J. Alphons: I want people to come and see India. We are an amazing country. The new slogan is not just inviting people to see and experience India; we are saying that come to India and get transformed. We believe anybody who comes to India will go back transformed. The promotions relate to yoga, Ayurveda, wildlife, cuisine and luxury. We released four movies on them. In one month of the yoga [movie], three weeks of wildlife, and one week of luxury, we had 65 million views. We are redefining promotion. Our promotion on Ayurveda is among the top three globally. We are beating Apple and Samsung in this game. In another two weeks, I will have 100 million views.

You're reading a preview, sign up to read more.

More from Business Today

Business Today5 min read
The Class Divide
Call it mindless proliferation or an attempt to take high quality management education to all corners of the country, the rapid expansion of Indian Institutes of Management (IIMs) in the last few years has given policymakers a lot to think about, esp
Business Today2 min read
Belling The Cat
The cooperative banking sector has survived many failures and scams. But it remained untouched, mostly due to political affiliation a large number of these banks are controlled by politicians. The power equation is largely responsible for the slow
Business Today5 min readTech
Splurgeworthy!
No iPhone lover can resist its powerful cameras (12 MP wide and 12 MP ultrawide), which capture stunning shots in bright and low light. Its all new A13 Bionic chip with an eight core neural engine is a performance booster as well and just right for p