Question : Launch of Incredible India 3.0 Campaign

(a) whether the Government has any proposal to launch Incredible India 3.0 campaign with enhanced incentives to revive the tourism in India after Covid-19 setback and if so, the details thereof and if not, the measures taken by the Government in this regard;
(b) the details of the cost incurred and achievements in terms of foreign tourist arrivals and foreign exchange earnings by the Government in promoting incredible India campaign globally year-wise from 2010-2021;
(c) whether the Government has any plan to close down the Indian Tourism Offices abroad completely and handing over the tourism promotions to dedicated officer in Indian Missions; and
(d) if so the details of closed tourism offices abroad, country-wise and status of the handing over of the responsibilities to Indian Missions and if not, the time by which the Government is likely to fill the vacant post in Indian Tourism Offices abroad?

MINISTER OF TOURISM (SHRI G. KISHAN REDDY)

(a): No, Sir. At present there is no proposal to launch Incredible India 3.0 campaign. However, the Ministry of Tourism has launched the “Incredible India 2.0” Campaign in September, 2017 which marks a shift from generic promotions in India and overseas to market specific promotional plans and content creation. The Campaign also covers the important source markets for Indian tourism and also takes into account emerging markets with significant potential. The focus of the campaign is on increased Digital presence through mass reach portals, specific genres and social media and Television as a medium due to the large reach offered. Thematic television commercials and creative have been produced as part of the campaign.

The Ministry of Tourism has launched the Dekho Apna Desh initiative in January 2020 with the objective of creating awareness among the citizens about the rich heritage, culture, lesser known destinations, local destination of the country to promote domestic tourism. Under this initiative Ministry is carrying out promotional activities like webinars, online pledge and Quiz programmes to generate awareness among the public about the country and its tourism destinations / products including lesser known destinations, Heritage, culture, wellness, local tourism destinations etc. Dekho Apna Desh initiative is being promoted extensively on social media platforms and website of the Ministry and also the by Domestic India Tourism offices.

The Ministry of Tourism promotes India as a holistic destination and as part of its on-going activities, releases domestic and international print, electronic and online media campaigns under the ‘Incredible India’ brand-line, to promote various tourism destinations and products of the Country. Promotions are also undertaken through the Website and Social Media platforms of the Ministry.

Fiscal and relief measures have been announced by the Government to support the Indian Hotel Industry is given at annexure-I.

(b): Details of cost incurred and achievements in terms of foreign tourist arrivals and foreign exchange earnings by the Government in promoting incredible India campaign globally year-wise from 2010-2021 is given at annexure-II.

(c) to (d): No Sir, however restructuring of India Tourism Offices (ITOs) situated abroad in the year 2018, the number of ITOs abroad was reduced from 14 to 8. There is no proposal to close these offices and handed over Tourism Promotion in these countries to India Missions. The following India Tourism Offices have been closed as a result of aforementioned restructuring:

Country	Closed Offices
USA	ITO Los Angeles
Canada	ITO Toronto
Netherlands	ITO Amsterdam
Italy	ITO Milan
Australia	ITO Sydney
South Africa	ITO Johannesburg