Skift Take
Although winds of change have begun to blow for the travel and tourism sector after three long bumpy years, a concrete roadmap is needed to fully revive the industry.
The Skift India Newsletter is your go-to platform for all news related to travel, tourism, airlines, and hospitality in India.
Federal policy think tank Niti Aayog has recommended a slew of measures to revive the Indian tourism industry from the financial woes arising out of the pandemic. Some of these include:
Launching a new 'Incredible India 3.0' campaign — with a focus on key source markets such as the U.S., UK, France, Germany, Italy, Spain and Japan for the next five years. Providing direct cash support to the aviation sector and waiver of parking and landing charges. Creation of a separate tourism fund under the Ministry of Tourism accessible to the industry as a collateral-free, 10-year loan, with a moratorium of two years and minimal rate of interest to support businesses during times of crisis. Targeting high-value travelers that leads to sustainable tourism practices. Developing virtual tours with augmented reality/virtual reality facilities in museums and destinations to showcase the country’s architectural heritage. Framing a policy to use heritage monuments in a sustainable manner, to monetize and promote such spaces for big ticket events.Launched in 2002, the "Incredible India" campaign was perhaps the most successful campaign by the government to promote tourism in India. While positioning India as a must-visit destination, the campaign aimed to attract more domestic and international tourists.
In 2017, the Indian government launched an "Incredible India 2.0" campaign. This updated version focused on leveraging digital platforms and social media to reach a wider