Lok Sabha Question No. 2413 (UNSTARRED), answered on 2021-12-13
Subject: Launch of Incredible India 3.0 Campaign
Ministry: TOURISM
Asked by: Dushyant Singh

## GOVERNMENT OF INDIA

## MINISTRY OF TOURISM

## LOK SABHA

## UNSTARRED QUESTION NO. 2413

## ANSWERED ON 13.12.2021

## LAUNCH OF INCREDIBLE INDIA 3.0 CAMPAIGN

## 2413.SHRI DUSHYANT SINGH:

Will the Minister of TOURISM be pleased to state:

- (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 yearwise 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?

## ANSWER

(SHRI G. KISHAN REDDY)

MINISTER OF TOURISM

- (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 out  promotional activities like webinars, online pledge and Quiz programmes to generate 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 tourism. Under  this initiative Ministry is carrying awareness among  the public about the country and its 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 |

As  regards  filling  up  of  vacancies  in  ITOs  abroad,  posting  of suitable officers is under consideration.

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## ANNEXURE-I

STATEMENT  IN  REPLY  TO  PARTS  (a)  OF  LOK  SABHA  UNSTARRED QUESTION NO.2413 ANSWERED ON 13.12.2021 REGARDING LAUNCH OF

INCREDIBLE INDIA 3.0 CAMPAIGN

## WITH  ENHANCED  INCENTIVES  TO  REVIVE  THE  TOURISM  IN  INDIA AFTER COVID-19.

Fiscal and relief measures have been announced by the Government to support the Indian Hotel Industry are as follows:-

- i. The  Government  announced  Atmanirbhar  Bharat  Package  vide which  Rs.3  lakh  crore  collateral  free  automatic  loan  has  been made available for MSMEs. The loan will have 4- year tenure and
2. 12-month moratorium.
- ii. The  Government  waived  off  PF  contribution  for  three  months  for organisations with less than 100 pax and 90% of their employees earn below Rs.15000.
- iii. Under Atmanirbhar Bharat package, PF contribution of both employer  and  employee  has  been  reduced  to  10%  each  from existing 12% each for all establishments covered by EPFO for three months
- iv. Deferment of TCS up to October 2020.
- v. Return filing  deferred  for  three  months  with  no  penal  interest  for companies up to Rs.5 Crore, rest @ 9% penal interest.
- vi. The  RBI  extended  moratorium  on  term  loans  till  31st  December 2020.
- vii. The Central Government  has also given relief from various regulatory compliances under Income Tax Act, Companies Act and GST  Act  for  varying  periods  in  the  wake  of  Covid-19  crisis  to ensure business continuity and survival.
- viii. Suitable provision for funds for implementing the Service Exports from  India  Scheme  (SEIS)  for  services  rendered  in  FY  2019-20 made by the Ministry of Finance.
- ix. The  Government  of  India  has  launched  Emergency  Credit  Line Guarantee  Scheme  (ECLGS)  to  support  eligible  Micro,  Small  and Medium Enterprises (MSMEs) and business enterprises in meeting their operational liabilities and restarting their business.
- x. The Government announced the Emergency Credit Line Guarantee Scheme (ECLGS) 3.0 on 31.3.2021. The scope of the scheme was enlarged  to  cover  business  enterprises  in  Hospitality,  Travel  & Tourism and Leisure & Sporting sectors.

## xi. The  details  of  guarantees  issued  under  the  scheme  are  given below:

| Emergency Credit Line Guarantee Scheme (ECLGS) Tourism and Hospitality Scheme wise data as on 30.09.2021   | Emergency Credit Line Guarantee Scheme (ECLGS) Tourism and Hospitality Scheme wise data as on 30.09.2021   | Emergency Credit Line Guarantee Scheme (ECLGS) Tourism and Hospitality Scheme wise data as on 30.09.2021   | Emergency Credit Line Guarantee Scheme (ECLGS) Tourism and Hospitality Scheme wise data as on 30.09.2021   |
|------------------------------------------------------------------------------------------------------------|------------------------------------------------------------------------------------------------------------|------------------------------------------------------------------------------------------------------------|------------------------------------------------------------------------------------------------------------|
| Industry Nature                                                                                            | Support Under                                                                                              | No. of Guarantees Issued                                                                                   | Amount of Guarantees issued on account of loans sanctioned under the scheme (in Rs. crore)                 |
| Travel and Tourism                                                                                         | ECLGS 3.0                                                                                                  | 2,732                                                                                                      | 1,371.62                                                                                                   |
| Hospitality                                                                                                | ECLGS 3.0                                                                                                  | 3,160                                                                                                      | 5,430.96                                                                                                   |
| Hotels, Restaurants, Tourism                                                                               | ECLGS 1.0                                                                                                  | 218                                                                                                        | 3,403.90                                                                                                   |
| Tourism, Hotels & Restaurants                                                                              |                                                                                                            | 96,219                                                                                                     | 3559.43                                                                                                    |
| Total                                                                                                      |                                                                                                            | 1,02,329                                                                                                   | 13,765.91                                                                                                  |

- xii. The validity  of  ECLGS  (ECLGS  1.0,  ECLGS  2.0  &  ECLGS  3.0)  was extended upto 30.06.2021 or till guarantees for an amount of Rs. 3 lakh crore are issued. Last date of disbursement under the scheme was extended to 30.09.2021.
- xiii. On  16.06.2021,  Hon'ble  Finance  Minister  announced  release  of SEIS scrips for 2019-20.
- xiv. Financial  support  under  the  'Loan  Guarantee  Scheme  for  Covid Affected  Tourism  Service  Sector  (LGSCATSS)'.  The  scheme  will cover Regional Level Tourist Guides recognised by the Ministry of Tourism and Tourist Guides recognised by the State Governments/ UT  Administrations  and  Travel  and  Tourism  Stakeholders  (TTS) recognized by the Ministry of Tourism. TTS's will be eligible to get a  loan  upto  Rs.  10  lakh  each  while  tourist  guides  can  avail  loan upto Rs 1 lakh each. There will be no processing charges, waiver of foreclosure / prepayment  charges  and  no requirement of additional collateral. Scheme to be administered by the Ministry of Tourism through NCGTC.
- xv. Free Tourist Visa to 5 Lakh: As per the announcement, once Visa issuance is restarted, the first 5 lakh Tourists Visas will be issued free of charge. The benefit of free of charge visa will be available only once per tourist during the issuance of the first 5 lakh tourist visas (free of charge visas). The scheme will be applicable till 31st March 2022 or till 5,00,000 visas are issued, whichever is earlier.
5. Ministry of Finance has given concurrence to release SEIS scrips on  16.06.2021.  Earlier,  several  Industry  stakeholders  had  flagged appeals to the government to release SEIS Scrips for 2019-20 and DGFT  had  put  a  detailed  proposal  for  the  allocation  for  SEIS  for circumstances  into account,  the  Department  of  Expenditure,  Ministry  of  Finance  has given concurrence to the proposal of Department of Commerce for continuation  of  SEIS  for  2019-20  with  a  financial  allocation  of Rs.2061  crores  subject  to  the  condition  that  the  amount  will  be provided  through  Expenditure  Budget  following  the  procedure  of
- xvi. exports made  during  2019-20. Taking all providing a New Minor Head.
- xvii. Vide notification dated 26th April 2021, 'Exhibition-cum-Convention Centre'  has  been  included  in  the  Harmonized  Master  List  of Infrastructure  Sub-sectors  by  insertion  of  a  new  item  in  the category of 'Social and Commercial Infrastructure ' , with a footnote defining Exhibition-cum-Convention Centre.
8. On  28th  June,  2021,  the  Government  announced  a  stimulus package to boost diverse sectors of economy affected by COVID-19 employment measures. The package comprises a total of 17 measures in three broad categories, which included 'Economic relief from Pandemic, with  special  focus  on  health  and  reviving  travel  and  tourism
- xviii. pandemic and provide impetus for growth and sectors' and 'Impetus for Growth and employment'.
- xix. On 12th November 2020, the Government announced the Aatmanirbhar  Bharat  Rozgar  Yojana-  to  incentivize  job  creation during COVID-19 recovery. The Aatmanirbhar Bharat Rozgar Yojana has been extended till 31st March 2022.
- xx. Operational  Recommendations  for  safe  resumption  of  business with easing of lockdown restrictions have been issued for various segments  of  the  travel  and  hospitality  industry  and  circulated amongst all stakeholders.
- xxi. With a view to prepare for a post-COVID 19 revival, the Ministry has formulated  and  issued  detailed  operational  guidelines  for  Covid safety and hygiene for hotels, restaurants, B&Bs/Home stays and Tourism  Service  Providers  on  08.06.2020  to  facilitate  smooth resumption of business.
- xxii. An initiative called SAATHI (System for Assessment, Awareness & Training for Hospitality Industry) has been developed, for effective implementation of Guidelines/SOPs issued with reference to COVID-19  and  beyond  for  safe  operations  of  Hotels,  restaurants, B&Bs and other units.
- xxiii. Further, the Ministry of Tourism has issued modified guidelines for Recognition of Tourism Service Providers dated 08.12.2020 which

are  effective  from  January,  2021.  As  per  the  modified  guidelines, Category of Greenshoot / Start-up- Agencies is being introduced for the first time. This is in keeping with the policy of the Govt. of India for  encouraging  Start-Ups  and  will  also  further  the  cause  of 'Atmanirbhar India'.

- xxiv. With  an  aim  to  incentivize  stakeholders  in  the  Tourism  industry, the Guidelines for the Scheme of Market Development Assistance (MDA)  for  providing  financial  support  to  stakeholders  for  the promotion of Domestic Tourism have been modified to enhance the scope and reach of the scheme, so as to provide maximum benefits to  the  stakeholders.  Additional  promotional  activities  have  been incorporated including online promotions and the extent of financial assistance permissible has been enhanced.
- xxv. Recognising  the  fact  that  revival  in  the  tourism  sector  will  be largely  spearheaded  by  Domestic  tourism,  the  Ministry  initiated arranging  a  series  of  webinars  under  the  overall  theme  of  Dekho Apna  Desh.  The  objective  is  to  generate  awareness  and  at  the same  time  sustain  interest  amongst  stakeholders,  students  and the general public.
- xxvi. Validity of approval or certifications of hotels and other accommodation  units whose  project approval/re-approval and classification/re-classification  have  expired/were  likely  to  expire, has been extended upto 31 st  March, 2022.
- xxvii. Recognition  of  Travel  Agents,  Tour  Operators,  Tourist  Transport Operators by the Ministry of Tourism has been extended automatically by six months. Those who have submitted applications  for  recognition  by  the  Ministry  have  been  given provisional  recognition  for  six  months,  pending  completion  of required procedures.
- xxviii. The Guidelines of the Marketing Development Assistance Programme  under  the  Overseas  Promotion  and  Publicity  Scheme has been modified to enhance the scope and reach of the scheme, so  as  to  provide  maximum  benefits  to  the  stakeholders  in  the tourism industry.

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ANNEXURE-II

STATEMENT  IN  REPLY  TO  PART  (b)  OF  LOK  SABHA  UNSTARRED QUESTION  NO.  2413  ANSWERED  ON  13.12.2021  REGARDING  LAUNCH OF INCREDIBLE INDIA 3.0 CAMPAIGN

THE DETAILS OF COST INCURRED AND ACHIEVEMENTS IN TERMS OF FOREIGN TOURIST ARRIVALS AND FOREIGN EXCHANGE EARNINGS BY THE  GOVERNMENT  IN  RPOMOTING  INCREDIBLE  INDIA  CAMPAIGN GLOBALLY YEAR-WISE FROM 2010-2021

## Foreign Tourist Arrivals (FTAs), 2010-2021

| Year               |   FTAs in India (in million) | Percentage (%) change over previous year   |
|--------------------|------------------------------|--------------------------------------------|
| 2010               |                         5.78 | 11.8                                       |
| 2011               |                         6.31 | 9.2                                        |
| 2012               |                         6.58 | 4.3                                        |
| 2013               |                         6.97 | 5.9                                        |
| 2014               |                         7.68 | 10.2                                       |
| 2015               |                         8.03 | 4.5                                        |
| 2016               |                         8.8  | 9.7                                        |
| 2017               |                        10.04 | 14.0                                       |
| 2018               |                        10.56 | 5.2                                        |
| 2019               |                        10.93 | 3.5                                        |
| 2020               |                         2.74 | -74.9                                      |
| 2021 (Jan-Oct) (P) |                         0.86 | -66.9 *                                    |

## P: Provisional

'*: Growth rate over Jan-Oct of previous year. Source: Bureau of Immigration, Govt. of India

Foreign Exchange Earnings (FEE) from tourism in India during 2010-2020

|   Year |   FEE in Rs.Terms |   Percentage (%) change over previous year | FEE in US$ Terms (in Millions)   | Percentage (%) change over previous year   |
|--------|-------------------|--------------------------------------------|----------------------------------|--------------------------------------------|
|   2010 |              23.1 |                                    14490   | 30.1                             | 66172                                      |
|   2011 |              25.5 |                                    17707   | 22.2                             | 83036                                      |
|   2012 |           95607   |                                       15.1 | 17971 1.5                        |                                            |
|   2013 |          107563   |                                       12.5 | 18397 2.4                        |                                            |
|   2014 |          120367   |                                       11.9 | 19700 7.1                        |                                            |

| 2015     |   134844 |   12.0 |   21013 |    6.7 |
|----------|----------|--------|---------|--------|
| 2016 # 2 |     14.3 |  22923 |     9.1 | 154146 |
| 2017# 2  |     15.4 |  27310 |    19.1 | 177874 |
| 2018# 2  |      9.6 |  28586 |     4.7 | 194881 |
| 2019# 2  |      8.6 |  30058 |     5.1 | 211661 |
| 2020# 2  |    -76.3 |   6958 |   -76.9 |  50136 |

#2 Revised estimates

Due  to  unsuitability  of  current  methodology  for  calculation  of  Foreign Exchange  Earnings  (FEEs)  during  pandemic  year,  Ministry  of  Tourism didn't  estimated FEE for 2021.

## Overseas Promotion & Publicity Including Market Development Assistance' (OPMD) Scheme from 2010-2021

| Year      |   Expenditure |
|-----------|---------------|
| 2010-11   |        249.02 |
| 2011-12   |        243.06 |
| 2012-13   |        182.83 |
| 2013-14   |        195.29 |
| 2014-15   |        166.36 |
| 2015-16   |        170.83 |
| 2016-17   |        192.24 |
| 2017-18   |        273.91 |
| 2018-19   |        415    |
| 2019-20   |        312.04 |
| 2020-2021 |        107.88 |

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