Study

Impact Of Incredible India Campaign On Foreign Tourists

Present Situation and Features of Tourism in India

Tourism is the largest service industry in India. With a contribution of 6.23% to the national GDP and providing 8.78% of the total employment. India witnesses more than 5 million annual foreign tourist visits.

The tourism industry in India generated about US$100 billion in 2008.

That is expected to increase to US$275.5 billion by 2018 at a 9.4% annual growth rate.

The Ministry of Tourism is the nodal agency for the development and promotion of tourism in India.
Also maintains the"Incredible India" campaign. According to World Travel and Tourism Council, India will be a tourism hotspot from 2009-2018, having the highest 10-year growth potential. As per the Travel and Tourism Competitiveness Report, India is ranked 11th in the Asia Pacific region and 62nd overall.

It is ranked 24th in the category of cultural resources. The India travel and tourism industry ranked 5th in the long-term growth. India is expected to be the second largest employer in the world by 2019. The 2010 Commonwealth Games in Delhi did significantly boost tourism in India further.

It is ranked the 14th best tourist destination for its natural resources

Incredible India Campaign

The 'Incredible India' campaign, launched in 2002, was a major initiative by the Government of India. To promote India as a tourist destination. The first marketing initiative of its kind, Incredible India was conceptualized in 2002 by V Sunil and Amitabh Kant, Joint Secretary, Ministry of Tourism.

The primary objective of this branding exercise was to create a distinctive identity for the country. 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.

The campaign projected India as an attractive tourist destination by showcasing different aspects of Indian culture and history like yoga, spirituality, etc.
According to Visa Asia Pacific in March 2009, India emerged as the fastest-growing market in the AsiaPacific in terms of international tourist spending.

Incredible India Atithi Devo Bhava Campaign Objective

Creating Awareness about the effects of Tourism.

Sensitizing people about Preservation of Our Rich Heritage & Culture. Working towards Cleanliness, Safety and Warm Hospitality for our Society as well as Tourists. Re-Enforcing the Confidence Of Foreign Tourist Towards India as a Preferred Holiday destination.

Inception of the Campaign

Before 2002, the Indian government regularly formulated policies and prepared pamphlets and brochures for the promotion of tourism; however, it did not support tourism in a concerted fashion. The tourism ministry engaged the services of Ogilvy & Mather (India) (O&M) to create a new campaign to increase tourist inflows into the country. The 'Incredible India' campaign, as it was called, was launched in 2002 with a series of television commercials and print advertisements

THE CAMPAIGN IN 2002/03

In the first 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+Leisure readers survey. In 2003, Cond Nast Traveler selected India as one of the top ten preferred destinations for the discerning traveler.

THE CAMPAIGN IN 2006/07

After a break of two year, the original team of Incredible India collaborated again. In 2006, Delhi based creative agency , founded by V Sunil, was called in to create the new global campaign for 2006/07.

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.

THE CAMPAIGN IN 2007/08

In 2007 the Colors of India campaign emphasized Indias diverse cultural spectrum. Featuring breathtaking images and color-based headlines such as Deep Purple 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.

THE CAMPAIGN IN 2008/09

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.

The creative idea employed a simple device that stated their country of birth, followed by text that said Motherland: India.

Cost of the Incredible Campaign

The expenditure for marketing and publicity in 2002-2009 was Rs 820 crore, including overseas promotions.

Average length of stay in India

The tourism ministry, in 20062009, spent Rs 435 crore on publicity and marketing in domestic and overseas markets, including expenditure by the overseas India tourism offices, trade shows and fairs.

31.2 days

Awards to Incredible India Campaign

Winner of PATA Gold Award for best Print Ad Campaign PATA Gold Award for Best Destination Marketing Campaign

Ranked as the Highest Recall Advertisement worldwide by Travel and Leisure.

World Travel Awards received for:

1.Asias Leading Destination.

2.Worlds leading Travel Destination. 3.Worlds Leading Responsible Endogenous Tourism Project. 4.Asias leading tourism and convention bureau.

Foreign Tourists In India (Number)

2001
January 283750

2002
228150 227529 225558 155378 132998 143100 186432 161477 151721 212191 243566 298765

2003
274215 262692 218473 160941 141508 176324 225359 204940 191339 260569 290583 319271

2004
337345 331697 293185 223884 185502 223122 272456 253301 226773 307447 385238 417527

2005
385977 369844 352094 248416 225394 246970 307870 273856 257184 347757 423837 479411

2006
459489 439090 391009 309208 255008 278370 337332 304387 297891 391399 442413 541571

2007
532088 498806 444186 333945 267758 310104 377474 360089 325893 440715 510987 575148

2008
584765 560658 509926 369677 290785 344526 383456 379568 345676 523451 654321 600567

February 262306 March April May June July August Sept October Nov Dec 248965 185338 151098 176716 224432 196517 162326 181605 209685 234325

Total

2282738 2073025 2726214 3457477 3918610 4447167 4977193 5903377

Why Exploring Rural India ?

To promote village Tourism as a Primary Product. Socio-Economic benefits in the Rural areas. Local Community Trained to manage the Tourists at Rural sites. Improvement in Cleanliness & Hygiene. Traditional Cuisine And Interacting with visitors.

Percentage Changes in foreign tourists arrival 2004/03 January Feb March April May June July August Sept October Nov Dec Total -19.6 -13.3 -9.4 -16.2 -12.0 -19.0 -16.9 -17.8 -6.5 16.8 16.2 15.8 9.2 2005/04 22.0 13.1 1.6 5.0 0.2 27.5 22.5 26.91 26.11 22.11 19.40 19.20 13.1 2006/05 23.0 26.3 34.2 39.1 31.1 26.5 20.9 23.6 18.5 18.0 32.6 30.8 26.8 2007/06 14.5 17.3 25.2 16.5 23.8 16.0 7.3 6.9 11.4 7.0 7.8 11.0 13.2 2008/07 19.0 18.7 11.1 24.5 13.1 12.7 9.6 11.1 15.8 12.5 4.4 13.0 13.5 2009/08 15.8 13.6 13.6 8.0 5.0 11.4 11.9 18.3 9.4 12.6 15.5 6.2 11.9 2010/09 9.9 12.4 14.8 10.7 8.6 11.1 12.2 19.3 10.7 14.4 18.5 19.8 13.8

Positive Impact Of Incredible India

Generating Income and Employment Source of Foreign Exchange Earnings Preservation of National Heritage and Environment Developing Infrastructure Promoting Peace and Stability Contributions to Government Revenues Raising Environmental Awareness Protection and Preservation of Environment

Negative Impacts Of Incredible India

Undesirable Social and Cultural Change Increase Tension and Hostility Creating a Sense of Antipathy Adverse Effects on Environment and Ecology

Future Prospects As a Result of Incredible India Campaign

According to the latest Tourism Satellite Accounting (TSA) research, released by the World Travel and Tourism Council (WTTC) 2009. The demand for travel and tourism in India is expected to grow by 8.2 per cent between 2010 and 2019 and will place India at the third position in the world. India's travel and tourism sector is expected to be the second largest employer in the world, employing 40,037,000 by 2019.

Capital investment in India's travel and tourism sector is expected to grow at 8.8 per cent between 2010 and 2019. The report forecasts India to get capital investment worth US$ 94.5 billion in the travel and tourism sector in 2019.

India is projected to become the fifth fastest growing business travel destination from 2010-2019 with an estimated real growth rate of 7.6 per cent.

Foreign Tourist Arrivals (FTAs) in India during 2010 were 5.58 million with a growth rate of 9.3% as compared to the FTAs of 5.11 million and growth rate of (-) 3.3% during 2009.

Foreign Exchange Earnings (FEE) from tourism during 2010 were US $ 14193 million as compared to US$ 11394 million during 2009 and US $ 11747 million during 2008.

International Tourists Arrivals to India 2004 Arrivals from Region/ Country USA UK Canada Germany France Australia Japan Malaysia Singapore Sri Lanka China 329147 405472 88600 80011 102434 52691 80634 57869 42824 112813 13901 348182 410803 387846 430917 93598 64891 78194 50743 59709 63748 44306 107671 76868 97654 58730 77996 70750 48368 526120 611165 696739 804933 555907 651803 734240 748765 135884 157643 176567 221448 116679 120243 156808 193557 131824 152258 175345 195307 81608 96851 84390 60710 96258 109867 148846 103082 119292 124219 96276 107286 134340 68666 82574 94754 2005 2006 2007 2008 2009 2010

108008 109098 15422 21152

128711 136400 154813 240836 34100 44897 62330 96997

Attraction For Foreign Tourist In India :

Heritage Sites Cultural Attractions Beaches Medical Tourism Shopping and Entertainment Indian Cuisines Ayurveda Geographical Locations

Top 10 Places Visited by Foreigners in India

Taj Mahal (Agra)

The City Palace (Jaipur)

Kashmir Valley (Kashmir)

Kerala Backwaters (Kerala)

Ajanta Ellora Caves (Maharashtra)

Monuments (Delhi)

Golden Temple (Amritsar)

Tirupati Balaji (Andhra Pradesh)

Beaches (Andaman & Nicobar Islands) (Goa)

Khajuraho Temple (Madhya Pradesh)

THANK YOU !