Lok Sabha Question No. 1376 (UNSTARRED), answered on 2020-09-19
Subject: Drives Launched by Tourism Industry
Ministry: TOURISM
Asked by: Sangamlal Kadedin Gupta

## GOVERNMENT OF INDIA MINISTRY OF TOURISM

## LOK SABHA UNSTARRED QUESTION NO.†1376 ANSWERED ON 19.09.2020

## DRIVES LAUNCHED BY TOURISM INDUSTRY

## †1376. SHRI SANGAM LAL GUPTA:

Will the Minister of TOURISM be pleased to state:

- (a) the  details  of  all  the  promotional  drives  launched  in  the international and domestic market by tourism industry during the last three years;
- (b) the  details  of  the  funds  granted  and  released  under  various heads  for  promotion  and  launching  of  drives  in  international market;
- (c) whether  the  Government  is  expecting  an  increase  in  the percentage of tourists due to Swadesh Darshan and PRASAD yojana; and
- (d)
- if so, the details thereof?

## ANSWER

## MINISTER OF STATE FOR TOURISM (INDEPENDENT CHARGE) (SHRI PRAHLAD SINGH PATEL)

(a): Ministry of Tourism undertakes various activities for promotion and publicity within the country. The main activities undertaken for Domestic  Promotion&  Publicity  include  Media  campaigns  in  the different domestic media including Electronic (Television, Radio and other), online/digital/Social Media, outdoor and other Media. Promotional activities are undertaken  through  dissemination of information, release of advertisements, participation in travel fairs / exhibitions,  organizing  Roadshows,  Know  India  Seminars,  India Food Festivals.

The  Ministry  of  Tourism  (MoT)  in  association  with  India  Tourism offices and Indian Missions overseas and stakeholders in the India's tourism  industry  promotes  India  as  a  holistic  destination  in  the tourism  generating  markets  overseas.  As  part  of  its  marketing  / promotional  activities,  the  Ministry  of  Tourism  releases  Global media  campaigns  in  electronic,  digital  and  print  media  in  the overseas  market. Promotional  activities  are  undertaken  through dissemination of information, release of advertisements, participation  in  travel  fairs  /  exhibitions,  organizing  Roadshows, Know  India  Seminars,  India  Food  Festivals,  Joint  promotion  with overseas tour operators, airlines, Indian Missions etc. India Tourism offices, overseas also extend brochure support to overseas tour operators to motivate them to promote various tour packages on India.

Detailed promotional activity in the domestic and international market for the last three years is given at Annexure.

- (b): Promotional  activities  in  the  overseas  markets  are  carried out from  the  funds  earmarked  under  the  Scheme,  'Restructured Scheme  of  Overseas  Promotion  and  Publicity  including  Marketing Development  Assistance  (OPMD)'.   Details  regarding  allocation  of funds  and  expenditure  incurred  under  OPMD  Scheme  in  the  last three years are tabulated below:
- (c)  to  (d):  Swadesh  Darshan  Scheme  was  launched  in  2015 to develop theme-based tourist circuits in India.  It is a Central Sector Scheme  (which  means  100%  sponsored  by  the  GOI). Under  the Scheme  15  circuits  have  been  identified  for  development  namely Himalayan  Circuit,  North  East  Circuit,  Krishna  Circuit,  Buddhist Circuit and  Coastal  Circuit, Desert  Circuit, Tribal Circuit,  Eco Circuit,  Wildlife  Circuit,  Rural  Circuit,  Spiritual  Circuit,  Ramayana Circuit, Heritage Circuit, Tirthankar Circuit and Sufi Circuit.

| Year    |   Budget Allocation at R.E stage. (Rs. Crores) |   Expenditure incurred (Rs. Crores) |
|---------|------------------------------------------------|-------------------------------------|
| 2017-18 |                                         297.59 |                              273.91 |
| 2018-19 |                                         416.23 |                              415    |
| 2019-20 |                                         312.39 |                              312.04 |

Ministry  of  Tourism  under  the  'National  Mission  on  Pilgrimage Rejuvenation and Spiritual, Heritage Augmentation Drive (PRASHAD)'  scheme  provides  Central  Financial  Assistance  to  the State Governments /Union Territory Administrations with the objective to develop Tourism infrastructure at the identified pilgrimage / heritage destinations/ places in the County.  The projects  under  the  scheme  are  identified  in consultation  with  the State Governments/ Union Territory Administrations and are sanctioned  subject  to  availability  of  funds,  submission  of  suitable detailed  project  reports,  adherence  to  scheme  guidelines  and utilization of funds released earlier. It is expected that the upgradation  of  facilities  and  better  tourism  infrastructure  shall result in increased footfalls of tourists, both international as well as domestic.

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## ANNEXURE

STATEMENT  IN  REPLY  TO  PART  (a)  OF  LOK  SABHA  UNSTARRED QUESTION  NO.†1376  ANSWERED  ON  19.09.2020  REGARDING  DRIVES LAUNCHED BY TOURISM INDUSTRY.

Promotion  Drives  launched  in  the  International  and  Domestic market during the last three years

## International

The 'Incredible India 2.0' Campaign of the Ministry was launched by  the  Hon'ble  President  of  India  on  27th  September  2017,  during  the National Tourism Awards function. The 2.0 Campaign marks a shlft from the  generic  promotions  being  undertaken  across  the  world  to  market specific promotional plans and content creation. The Campaign covers the  important  source  markets  for  Indian  tourism  and  also  takes  into Thematic creatives  on  different  Niche  products  being  produced  and  used  in  the account emerging markets with significant potential. Campaign.

Television

Global  Media  Campaigns  for  promoting  'Incredible  India'  in  the overseas markets launched on leading international Television Channels - CNN, BBC, Discovery, TLC,National Geographic Channel, Euro Sports (spots aired during US Open 2017), Euro News, CNBC, CBS - USA,TABI

- Japan, History (Global, China and Australia).

Online Global Campaigns launched on CNN, BBC, Euro News, TAB1, Time.com, YouTube, Twitter.

Besides the regular promotional efforts, some  of the major promotional activities organized/participated by the Ministry of Tourism in the last three years include:

- i) The  Ministry of Tourism  in association with the Indian Missions, overseas organised India Food Festivals in a number of countries.
2. ii) Organised annual International Day of Yoga Mega Fam Tour with the participation of a large number of Yoga experts, travel writers, opinion makers, tour operators, travel agents, etc. from overseas.
3. iii)    India participated as the 'Partner Country' at the Feria International de Turismo (FITUR), one of the world's leading travel  show/exhibitions  held  from January  17-21,  2018  in Madrid, Spain.
4. iv)     Organised  the 6 th  International  Buddhist  Conclave  (IBC) on the theme 'Budha Path - The Living Heritage' from August 2326,  2018 in  collaboration  with  the  State  Governments  of Maharashtra,  Bihar  and  Uttar  Pradesh  at  New  Delhi  and Ajanta  followed  by  site  visits  to  Rajgir,  Nalanda,  Bodhgaya and  Sarnath.  Hon'ble  President  of  India  inaugurated  the Conclave  in  the  presence  of  a  large  number  of  overseas delegates.
- v) India participated as the 'Presenting Partner' in the New York Times Travel Show (NYTTS), the largest travel shows in North America, organized from January 25-27, 2019 in New York.
6. vi)      Organised  a  large  number  of  Roadshows  and  Know  India Seminars in the major source markets and emerging markets, overseas.
7. vii)     Undertook  outdoor  campaigns  at  prominent  locations  in various countries

Promotional activities in the overseas markets are carried out from the funds earmarked under the Scheme, 'Restructured Scheme  of  Overseas  Promotion  and  Publicity  including  Marketing Development Assistance (OPMD)'.  Details regarding allocation of funds and expenditure incurred under OPMD Scheme in the last three years are tabulated below:

| Year    |   Budget Allocation at R.E stage. (Rs. Crores) |   Expenditure incurred (Rs. Crores) |
|---------|------------------------------------------------|-------------------------------------|
| 2017-18 |                                         297.59 |                              273.91 |
| 2018-19 |                                         416.23 |                              415    |
| 2019-20 |                                         312.39 |                              312.04 |

## Global Media Campaigns 2018-19

-  Television: Global Media Campaigns launched on leading international Television Channels. CNN,  BBC,  Discovery,  TLC,  National  Geographic  Channel,  Euro Sports,  Euro  News,  CNBC,  History,  CBS  -  USA,  TABI  -  Japan, CCTV 4 - China, France Public TV 2, 3 &5, Channel M6- France,
- MBC- Middle East and RTL- Germany.
-  lnflight  TV  Campaign  released  on  American  Airlines,  Lufthansa, Cathay Pacific and Emirates Airlines.
-  Campaigns  targeting  Indian  Diaspora  released  on  the  major Indian International Television Channels popular with the Diaspora such as Zee, Star, Sony, Colors, NDTV, Aaj Tak, Times Now.
-  Specific  TV  promotions  undertaken  on  the  Kumbh  Mela  2019, India - the Land of Buddha and the Statue of Unity.

## Digital & social Media:

Campaigns  released  on  Facebook,  Twitter,  Linkedln,  YouTube. Google Search, Display and Gmail, Trip Advisor, Expedia, Time.inc, The Economist, National Geographic Traveller, NY Times, Forbes, Nikkei & Asahi (Japan), C-trip (China), Channel News Asia (Singapore), t-online, Focus.de and Ho1idaycheck.de (Germany), Le Monde (France), Yandex & Life.ru(Russia), X-Social Ad Network(China & Russia) and on websites  /  portals  across  17  countries  &  regions  (USA,  Canada,  US, Germany, France, Japan, Italy, Korea, Russia, Australia, Spain, Singapore,  Thailand,  Malaysia,  Middle  East,  LATAM  &  China),through the HTTPOOL Ad Network

## 2019-20

## Social Media Promotion

-  Wide publicity was given on social media channels of Ministry of Tourism on India's participation as Partner Country in the world's leading travel fair FITUR-20 19' held in Madrid, Spain.
-  Global  Campaigns  were  released  in  the  electronic,  online  and print Media, with greater focus on digital and social media.
-  Focussed  campaigns  undertaken  to  target  the  Indian  Diaspora and  to  promote  the  Buddhist  Sites  in  India,  Kumbh  Mela  and Statue of Unity.
-  Thematic  promotional  films  were  produced  on  Yoga,  Wellness, Wildlife, Luxury and Cuisine. Destination promotional films were also produced on Delhi, Mumbai and Chennai.
-  In  addition  promotional  films  on  various  themes,  Products  and Destinations have also been produced in association with Media Partner as value addition of the Global Media Campaign.
-  The Incredible India 'Find the Incredible You' campaign released globally  by  the  Ministry  of  Tourism  during  2018-19  has  been declared  winner'  of  the  PATA  (Pacific  Asia  Travel  Association) Gold  Award  201  9  in  the  'Marketing  -  Primary  Government Destination' category. This year's awards attracted 198 entries from 78 organisations and individuals worldwide.

## Domestic Campaign 2017-18

| Financial Year   |   RE (Crores) |   Incurred Expenditure (Crores) |
|------------------|---------------|---------------------------------|
| 2017-18          |            90 |                           89.84 |

-  TV Campaign on the North-East Region released on Doordarshan to promote tourism to the North East Region.
-  TV  Campaign  on  the  State  of  Jammu  &  Kashmir  released  on Doordarshan to promote Jammu & Kashmir.
-  Outdoor Branding undertaken across India to promote FIFA U-17 World Cup
-  Radio Campaign undertaken for promoting the International Day of Yoga
-  Radio Campaign for promoting Paryatan Parv.
-  TV  Campaign  to  promote  tourism  tti  the  North-East  Region released on Doordarshan
-  SMS  Campaigns  to  publicize  the  Tourist  Helpline  and  Paryatan Parv.
-  Television Campaign  undertaken  or  private TV  channels  to promote tourism
-  Campaign in Cinema Houses across the country being undertaken to promote Tourism.
-  Advertising  Campaign  being  undertaken  on  Railway  Tickets  to promote the Tourist Helpline and Social Awareness Messages.
-  Advertising  Campaign  being  undertaken  on  Boarding  Passes  of Air  India  to  promote  the  Tourist  Helpline  and  Social  Awareness Messages.

## Print Advertisements were released ln various newspapers for:

- I. National Tourism Awards
- II. Showcasing  improvement  of  India's  ranking  in  the  Travel  and Tourisrn Competitive Index (TTCI) of World Economic Forum
- III. Promoting Paryatan Parv 2017
- IV. Promoting 'Adopt a Heritage initiative of the Ministry of Tourism.
- V. Promoting Doinestlc Tourism on the 'Go Beyond' theme in Mail Today

## Production of Creatives and Collaterals

-  Promotional film on Mumbai
-  Film on 'Swachhta' (Cleanliness of tourist spots)
-  Film promoting 'Adopt a Heritage Scheme'
-  Creatives designed and produced for all newspaper advertisements released
-  Films Promoting Golf Tourism, Fashion, River Cruising in India and Indian Cuisine produced in association with CNN
-  Brochure on 'Paryatan Parv' detailing the activities and events.

The  2017  Calendar  on  the  theme  'Go  Beyond'  produced  by  the Ministry of Tourism, was winner of the PATA Gold Award 2017. Social Media

-  Promoted  International  Day  of  Yoga  on  Incredible  India  Social Media accounts.
-  Social Media amplification of India's impressive jump in ranking in the Travel & Tourism Competitive Index 2017 of World Economic Forum was undertaken.
-  In August 2017, a special promotion was undertaken to Publicize Ahmedabad as India's first World Heritage City of UNESCO.
-  Creatives  designed  and  posted  for  promoting  National  Tourism Awards 2015-16 through Facebook, Twitter, Google+, etc.
-  Creative  designed  and  posted  on  Social  Media  Accounts  of  the Ministry on the occasion of World Tourism Day 2017.
-  A  month  long  promotion  of  Paryatan  Parv  Including  various activities  undertaken  across  the  country  was  showcased  on social media channels.
-  India's participation in the World Travel Market 2017 (WTM) was highlighted on social media.
-  Special film and social media posters were produced  to highlight Dekho Apna Desh' - Blog, Photo & Video Contests and Incredible India Quiz Contest organized on My Gov Portal as part of Paryatan Parv.
-  Wide  publicity  on  e-Visa  and  24x7  Multilingual  Tourist  Helpline provided through social media promotion.
-  World  Food  India  2017  was  publicized  through  Social  Media handles of the Ministry of Tourism.
-  Social media promotion of Telangana through a tourism promotional film produced by the State Government Was undertaken.

## Domestic Campaigns 2018-19

| Financial Year   |   RE (Crores) |   Incurred Expenditure (Crores) |
|------------------|---------------|---------------------------------|
| 2018-19          |         127.4 |                          127.34 |

-  TV  Campaigns  were  released  on  Doordarshan  and  on  private channels  in  the  country  to  promote  tourism  to  the  North-East Region  and  to  the  State  of  Jammu  &  Kashmir.  Various  TV
- campaigns were also released in these channels on subjects like yoga,  identified  Iconic  sites,  Swachhta  at  tourist  sites,  Statue  of Unity.
-  Digital Outdoor Campaign on Swachhta.
-  Campaign in Cinema Houses to promote niche products likc Yoga and to promote and publicise the Statue of Unity
-  Radio and SMS Campaign and Print Advertisements for promoting Bharat Parv and Paryatan Parv
-  Advertising on Alrline Boarding Passes and on Railway Tickets to publicise the Statue of Unity.
-  'Do  You  Know'  Campaign  released  on  Doordarshan  to  coincide with Paryatan Parv.
-  Photo Contest Musafir Hoon Yaaron!' undertaken on Doordarshan to coincide with Paryatan Parv.

## Production of Creatives and Collaterals

- I. Promotional Films on (i) Yoga - 'Yogi of the Racetrack',
2. (ii) Wellness 'Reincarnation of Mr. & Mrs. Jones',
3. 
4. 
5. 
6. Luxury -'Maharani of Manhattan',
7. Cuisine - 'The Masala MasterChef',
8. Wildlife - 'The Sanctuary in Paris',
9.  'India - the Land of Buddha', in association with CNN
10.  Kumbh Mela, in association with BBC,
11. 
12. 'Splce Trail' in assoclation with BBC,
13.  'Incredible  India  -  The  Land  of  Gandhi'  in  association  with Discovery,
14.  Adventure (Land, Water and Sky) in association with CNN.
- II. Short Films / Television Commercials (TVCs)promoting Wellness, Adventure,  Spirituality,  Vintage  Cars,  Wildlife,  Heritage,  Nature, Royal Residences, produced in association with BBC
- III. Show Films / Television Commercials (TVCs) on Red Fort, Qutab Minar,  Badrinath,  Kedarnath,  Gangotri,  Yamunotrl,  Beaches  of Goa, Churches & Convents of Old Goa, Ahmedabad Heritage City, Sanchi, Bhimbetka
- IV. Elephanta Caves, Somnath, Konark, Thanjavur and Konark produced in association with Discovery Channel.
- V. Wall  Calendar  2018  on  the  theme  'India  at  Night'  and  Desk Calendar 2018 on the theme 'India for Everyone'.
19. VI.
20. India Map and City Maps of Agra, Ahmedabad, Jaipur and Kochi

The  new  Television  Commercials  produced  on  niche  products  Yoga,  Wellness,  Wildlife,  Luxury,  Cuisine  as  well  as  on  India  -  The

Land of Buddha have been aired globally and collectively registering around 190 million views on Social Media. The  Television  Commercials  produced  on  Yoga,  Wellness,  Luxury, Cuisine  and  Wildlife  were  awarded  first  Prize  in  the  category  of  TV Cinema Spots at the international Golden City  Gate  Tourism Awards 2019 in Berlin.

## SOCIAL MEDIA PROMOTION

-  Social  Media  Accounts  for  the  Ministry  have  been  opened  on Google+,  YouTube,  Facebook,  Twitter,  Instagram,  Periscope, Vimeo,  Pinterest  and  LinkedIn.  These  accounts  are  regularly enriched with informative posts and  updates  including live updates during important events organized by the Ministry.
-  The  Ministry  of  Tourism,  keeping  in  mind  the  importance  of Social  Media  as  an  effective  tool  for  destination  branding  and marketing, organized a Social Media Key lnfluencers' Campaign 'The Great Indian Blog Train' in February 2018, involving bloggers  from  across  the  world,  who  were  invited  to  travel  to destinations  in  the  country  on  the  Luxury  Trains  operating  in different States, A  total  of  57  Bloggers  from  23  countries including  India  travelled  for  a  week  on  four  luxury  trains,  i.e Palace  on  Wheels,  Maharaja  Express,  Deccan  Odyssey  and Golden  Chariot.  The  objective  of  the  campaign  was  to  position Luxury  trains  of  India  as  a  unique  tourism  product  both  in  the domestic and overseas markets. The campaign generated widespread publicity for the luxury trains as well as the destination visited, by way of blogs, videos and photos published by the Bloggers on their experiences of their journey.
-  Wide publicity was given on social media channels of Ministry of Tourism on India's participation as Partner Country in the world's leading travel fair  'FITUR-2018' held in January 2018 at Madrid, Spain.
-  Amplified the four nation 'Incredible India' Road Shows organised in May 2018 in Myanmar, Vietnam, Cambodia and Bangkok. Road shows were also organised in New York, Houston, Chicago and Los Angeles in June 2018.
-  During  the  entire  month  of  June  2018,  the  theme  'Yoga'  was highlighted  on all social media  handles  of  the  Mlnistry to coincide with celebration  of 'International Day  of Yoga'  on 21St June , 2018.
-  Wide  publicity with live feeds to events organized by the Ministry, viz. Bharat Parv, Paryatan Parv, International Buddhist
- Conclave, International Tourism Mart, National Tourism Awards, ITM - North East, etc.
-  Participation of the Ministry in events like WTM, London and ITB - Berlin was amplified on Soclal Media.
-  Extensive  Promotion  of  Statue  of  Unity  undertaken  on  Social Media accounts

## Domestic Campaigns 2019-20

| Financial Year   |   RE (Crore) |   Incurred Expenditure(Crore) |
|------------------|--------------|-------------------------------|
| 2019-20          |          100 |                         99.62 |

-  Radio Campaign for promoting Bharat Parv
-  SMS Campaign for promoting Bharat Parv
-  Print Advertisements released in major newspapers for promoting and Publicising Bharat Parv
-  Advertising  on  Airline  Boarding  Passes  and  Railway  Tickets  to promote Statue of Unity
-  TV  Campaign  on  Yoga  released  on  Doordarshan  and  Private Channels to coincide with International Day of Yoga.
-  TV  Campaign  on  'Swachhta  'released  on  Doordarshan  and  on Private Channels
-  Web Campaign on Swachhta
-  SMS Campaign for promoting Paryatan Parv undertaken
-  Radio  Campaign  for  promoting  Paryatan  Parv  undertaken  in October 2019
-  Print Advertisements released in major newspapers for promoting and Publicising Paryatan Parv
-  Print  Advertisements  for  National  Tourism  Awards  on  National level.

## PRODUCTION OF CREATIVES AND COLLATERALS

-  Wall & Desk Calendars 2020 produced with the themes: Incredible India through the eyes of Steve McCurry and Incredible India - Unparalleled & Untamed.

Short Films / Television Commercials (TVCs) on Promotion of Domestic Tourism  and  to  target  Indian  Diaspora  produced  in  association  with media partners as value addition of Global Media Campaign. Production  of  City  Maps  of  Delhi,  Shimla,  Chandigarh,  Amritsar  and Lucknow.

## SOCIAL MEDIA PROMOTION

-  During  the  entire  month  of  June  2019,  the  theme  'Yoga'  was highlighted  on all social media  handles  of  the  Ministry to coincide with celebration of 'International Day of Yoga' on 21st June  2019.  In  addition,  tweets  /posts  relating  to  celebration  of International  Day  of  Yoga  from  the  social  media  handles  of AYUSH were retweeted/ shared. Yoga demonstrations organised by India Tourism offices in various cities across the country were amplified on the social media handles of the Ministry of Tourism.
-  Regular  posts  and  live  updates  on  events  organized  by  the Ministry  of  Tourism,  including  Paryatan  Parv  2019,  National Tourism Awards 2019, World Tourism Day Celebration and India Tourism Mart.
-  Promotion  of  Statue  of  Unity  on  Social  Media  accounts  of  the Ministry
-  Promotional posts on '150 Years of Celebrating The Mahatma'

Due to sustained promotion on social media in the last two years, led to substantial increase in the follower's base of the social media handles of the Ministry. Present followers base of some of the popular social media handles of the Ministry are given below:

-  Twitter - 2.26 Million followers Facebook - 2.04 Million followers Instagram- 1,77,857 followers Youtube - 55,600 Subscribers

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