Lok Sabha Question No. 1217 (UNSTARRED), answered on 2019-11-25
Subject: Features of the Incredible India 2.0 Campaign
Ministry: TOURISM
Asked by: Andimuthu Raja, S. Ramalingam

- (a)

## GOVERNMENT OF INDIA MINISTRY OF TOURISM

## LOK SABHA UNSTARRED QUESTION NO.1217 ANSWERED ON 25.11.2019

## FEATURES OF THE INCREDIBLE INDIA 2.0 CAMPAIGN

## 1217. SHRI A. RAJA:

SHRI RAMALINGAM S.:

Will the Minister of TOURISM be pleased to state:

- the salient features of the Incredible India 2.0 campaign;
- (b) the  details  of  the  funds  sanctioned,  allocated  and  utilized under  this  campaign  since  its  inception  across  the  country, State/UT-wise including Tamil Nadu;
- (c) the  details  of  the  numbers  of  cities/  districts  specially  rural areas covered under this campaign so far within the country state-wise including Tamil Nadu;
- (d) the details of the target set along with the achievements made so far;
- (e) whether  the  Government  is  also  planning  to  expand  this campaign and promote eco-tourism as part of this campaign, if so, the details thereof and the reasons therefor along with the number of States likely to be covered under this programme; and
- (f) the steps taken/being taken by the Government for maximum coverage specially  rural  tribal  areas  of  Tamil  Nadu  including promotion and development of their products through tourism across the country?

## ANSWER

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

(a) to (f): The  Ministry  has  launched  the  'Incredible  India  2.0' campaign in the Country including Tamil Nadu in September 2017, which marks a shift from generic promotions undertaken across the world  to  market  specific  promotional  plans  and  content  creation . The campaign focuses on digital and social media and the promotion  of  Niche  tourism  products,  including  eco-tourism,  rural and tribal tourism of the Country.

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  including  Tamil  Nadu . Promotions  are  also  undertaken  through  the  Website  and  Social Media  accounts  of  the  Ministry.   In  addition,  the  India  Tourism Offices in India and overseas undertake various promotional activities with the objective of showcasing the tourism potential of the different States.

The Ministry of Tourism does not allocate funds to State / UTs for the promotion of tourism . However, the Ministry provides Central Financial  Assistance  to  State  Governments/UT  Administrations  for the  following  promotional  activities,  based  on  proposals  received from the States/Union Territories, subject to adherence to scheme guidelines and availability of funds:

- (i)      Organising Fairs, Festivals and Tourism related Events .
- (ii)    Joint Advertising in Print Media Campaign .
- (iii)    Production  of  Publicity  Material  in  collaboration with private Sector.
- (iv)   Promotion of Film Tourism

## Details  of  Foreign  Tourist  Arrivals  and  Foreign  Exchange  Earnings for the last three years is as under: -

|   Year |   Foreign Tourist Arrival (in Million) |   Foreign Exchange Earning# (in Rs. Crore) |
|--------|----------------------------------------|--------------------------------------------|
|   2016 |                                   8.8  |                                     154146 |
|   2017 |                                  10.04 |                                     177874 |
|   2018 |                                  10.56 |                                     194881 |

#: Revised Estimates

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