Kerala, a state situated on the tropical Malabar Coast of southwestern India, is one of the most popular tourist destinations in the country. Named as one of the ten paradises of the world by National Geographic Traveler, Kerala is famous especially for its ecotourism initiatives and beautiful backwaters. Its unique culture and traditions, coupled with its varied demography, have made Kerala one of the most popular tourist destinations in the world. Growing at a rate of 13.31%, the tourism industry is a major contributor to the state's economy.
Until the early 1980s, Kerala was a relatively unknown destination, with most tourism circuits concentrated around the north of the country. Aggressive marketing campaigns launched by the Kerala Tourism Development Corporation—the government agency that oversees tourism prospects of the state—laid the foundation for the growth of the tourism industry. In the decades that followed, Kerala Tourism was able to transform itself into one of the niche holiday destinations in India. The tag line Kerala – God's Own Country was adopted in its tourism promotions and became a global superbrand. Kerala is regarded as one of the destinations with the highest brand recall. In 2010, Kerala attracted 660,000 foreign tourist arrivals.
Kerala is an established destination for both domestic as well as foreign tourists. Kerala is well known for its beaches, backwaters in Alappuzha and Kollam, mountain ranges and wildlife sanctuaries. Other popular attractions in the state include the beaches at Kovalam, Kappad, Cherai and Varkala; backwater tourism and lake resorts around Ashtamudi Lake, Kollam; hill stations and resorts at Munnar, Wayanad, Nelliampathi, Vagamon and Ponmudi; and national parks and wildlife sanctuaries at Periyar, Parambikulam and Eravikulam National Park. The "backwaters" region—an extensive network of interlocking rivers, lakes, and canals that centre on Ashtamudi Lake, Kollam, also see heavy tourist traffic. Heritage sites, such as the Padmanabhapuram Palace, Hill Palace, and Mattancherry Palace, are also visited. The city of Kochi ranks first in the total number of international and domestic tourists in Kerala. To further promote tourism in Kerala, the Grand Kerala Shopping Festival was started by the Government of Kerala in 2007. Since then it has been held every year during the December–January period.
The state's tourism agenda promotes ecologically sustained tourism, which focuses on the local culture, wilderness adventures, volunteering and personal growth of the local population. Efforts are taken to minimise the adverse effects of traditional tourism on the natural environment, and enhance the cultural integrity of local people.
Since its incorporation as a state, Kerala's economy largely operated under welfare-based democratic socialist principles. This mode of development, though it resulted in a high Human Development Index and standard of living among the people, led to an economic stagnation in the 1980s (growth rate of 2.3% annually).) This apparent paradox—high human development and low economic development—led to a large number of educated unemployed seeking jobs overseas, especially in the Gulf countries. Due to the large number of expatriates, many travel operators and agencies set up shop in the state to facilitate their travel needs. However, the trends soon reciprocated, with the travel agencies noticing the undermined potential of the state as a tourist destination. The first travel agency in Kerala, Kerala Travels, was founded by Col G.V. Raja of the Travancore royal family along with P.G.C. Pillai.
By 1986, tourism had gained an industry status. Kerala Tourism subsequently adopted the tagline God's Own Country in its advertisement campaigns. Aggressive promotion in print and electronic media were able to invite a sizable investment in the hospitality industry. By the early 2000s, tourism had grown into a full–fledged, multibillion-dollar industry in the state. The state was able to carve a niche for itself in the world tourism industry, thus becoming one of the places with the "highest brand recall". In 2003, Kerala, a hitherto unknown tourism destination, became the fastest growing tourism destination in the world.
Today, growing at a rate of 13.31%, Kerala is one of the most visited tourism destinations in India.
Main article: Beaches in Kerala
Flanked on the western coast by the Arabian Sea, Kerala has a long coastline of 580 km (360 mi); all of which is virtually dotted with sandy beaches.
Kovalam beach near Thiruvananthapuram was among the first beaches in Kerala to attract tourists. Rediscovered by back-packers and tan-seekers in the 1960s and followed by hordes of hippies in the 1970s, Kovalam is today the most visited beach in the state.
Other popularly visited beaches in the state include those at Kappad, Alappuzha, Marari Beach(Mararikulam, Alappuzha), Nattika (Thrissur), Vadanappilly beach (Thrissur), Cherai Beach, Beypore beach, Marari beach, Fort Kochi, and Varkala. The Muzhappilangad Beach at Kannur is the only drive-in beach in India. Marari beach was rated as one of the worlds top five HAMMOCK BEACH by National Geographic survey. Payambalam beach is one of the most beautiful beach in Kerala situated in Kannur. Other beaches in Kannur include baby beach, meenkunnu beach, azhikode beach, madaiparra beach, chootath beach, mermaid beach.
Main article: Kerala Backwaters
The backwaters in Kerala are a chain of brackish lagoons and lakes lying parallel to the Arabian Sea coast (known as the Malabar Coast). Houseboat or Kettuvallam rides in the backwaters are a major tourist attraction. Backwater tourism is centered mostly around Ashtamudi Lake, Kollam. Boat races held during festival seasons are also a major tourist attraction in the backwater regions.
The backwater network includes large lakes such as the Ashtamudi Lake, the largest among them, linked by 1500 km of canals, both man-made and natural and fed by several rivers, and extending virtually the entire length of Kerala state. The backwaters were formed by the action of waves and shore currents creating low barrier islands across the mouths of the many rivers flowing down from the Western Ghats range.
Backwaters in Kerala for honeymoon and family holiday are quite popular. You may short some best Kerala backwaters tour packages after reading about Kerala backwaters reviews available on various websites.
Eastern Kerala consists of land encroached upon by the Western Ghats; the region thus includes high mountains, gorges, and deep-cut valleys. The wildest lands are covered with dense forests, while other regions lie under tea and coffee plantations (established mainly in the 19th and 20th centuries) or other forms of cultivation.
The Western Ghats rise on average to 1500 m elevation above sea level. Some of the popular hill stations in the region are Munnar, Vagamon, Paithalmala, Wayanad, Nelliyampathi, Elapeedika, Peermade, Thekkady and Ponmudi.
Main article: Flora and fauna of Kerala
Most of Kerala, whose native habitat consists of wet evergreen rainforests at lower elevations and highlanddeciduous and semi-evergreen forests in the east, is subject to a humid tropical climate. However, significant variations in terrain and elevation have resulted in a land whose biodiversity registers as among the world’s most significant. Most of Kerala's significantly biodiverse tracts of wilderness lie in the evergreen forests of its easternmost districts. Kerala also hosts two of the world’s Ramsar Convention-listed wetlands: Lake Sasthamkotta and the Vembanad-Kol wetlands are noted as being wetlands of international importance. There are also numerous protected conservation areas, including 1455.4 km2 of the vast Nilgiri Biosphere Reserve. In turn, the forests play host to such major fauna as Asian elephant (Elephas maximus), Bengal tiger (Panthera tigris tigris), leopard (Panthera pardus), Nilgiri tahr (Nilgiritragus hylocrius), and grizzled giant squirrel (Ratufa macroura). More remote preserves, including Silent Valley National Park in the Kundali Hills, harbour endangered species such as the lion-tailed macaque (Macaca silenus), Indian sloth bear (Melursus (Ursus) ursinus ursinus), and gaur (the so-called "Indian bison"—Bos gaurus). More common species include Indian porcupine (Hystrix indica), chital (Axis axis), sambar (Cervus unicolor), gray langur, flying squirrel, swamp lynx (Felis chaus kutas), boar (Sus scrofa), a variety of catarrhineOld World monkey species, gray wolf (Canis lupus), and common palm civet (Paradoxurus hermaphroditus). Many reptiles, such as king cobra, viper, python, various turtles and crocodiles are to be found in Kerala—again, disproportionately in the east. Kerala's avifauna include endemics like the Sri Lanka frogmouth (Batrachostomus moniliger), Oriental bay owl, large frugivores like the great hornbill (Buceros bicornis) and Indian grey hornbill, as well as the more widespread birds such as peafowl, Indian cormorant, jungle and hill myna, Oriental darter, black-hooded oriole, greater racket-tailed and blackdrongoes, bulbul (Pycnonotidae), species of kingfisher and woodpecker, jungle fowl, Alexandrine parakeet, and assorted ducks and migratory birds. Additionally, freshwater fish such as kadu (stinging catfish—Heteropneustes fossilis) and brackishwater species such as Choottachi (orange chromide—Etroplus maculatus, valued as an aquarium specimen) also are native to Kerala's lakes and waterways.
- Adyanpara Falls, near Nilambur
- Aruvikkuzhi, near Maramon, Kozhencherry in Pathanamthitta District
- Aruvikkuzhi, near Pallickathode, Kottayam District
- Athirappilly Falls 80 ft (24 m)
- Charpa Falls
- Cheeyappara Falls, near Adimali
- Chethalayam Falls, in Wayanad
- Kumbhavurutty Falls in Kollam district
- Lakkom Water Falls
- Madatharuvi Falls, near Ranny in Pathanamthitta District
- Marmala waterfall
- Meenmutty Falls, Thiruvananthapuram
- Meenmutty Falls 984 ft (300 m), in Wayanad
- Mulamkuzhi, near Malayattoor in Ernakulam District
- Panieli Poru waterfalls Ernakulam
- Palaruvi Falls, 300 ft (91 m) in Aryankavu near Punalur in Kollam district
- Pattathippara Falls
- Perunthenaruvi Falls
- Siruvani Waterfalls Palakkad
- Soochipara Falls 656 ft (200 m) / Sentinelrock falls, in Wayanad
- Thommankuthu Falls, near Thodupuzha
- Thusharagiri Falls
- Valara Falls, near Adimali
- Vazhachal Falls, near Athirappilly
- Vazhvanthol waterfalls Trivandrum
Lighthouses are the main centre of attractions of Kerala beaches and coast line. There are 15 lighthouses in the entire state of Kerala. Districts of Kollam, Kannur, Kozhikode, Alappuzha, Thrissur and Thiruvananthapuram have more than one lighthouse.
- Major Lighthouses
- Vizhinjam lighthouse, Thiruvananthapuram
- Anjengo lighthouse, Thiruvananthapuram
- Tangasseri Lighthouse, Kollam
- Kovilthottam Lighthouse, Kollam
- Alappuzha Lighthouse, Alappuzha
- Manakkodam Lighthouse, Alappuzha
- Cochin Lighthouse, Ernakulam(Tallest in the state)
- Azhikode Lighthouse, Thrissur
- Chetwai Lighthouse, Thrissur
- Ponnani Lighthouse, Malappuram
- Beypore Lighthouse, Kozhikode
- Kozhikode lighthouse, Kozhikode (Defunct)
- Cannanore Lighthouse, Kannur
- Mount Dilly Lighthouse, Kannur
- Kasargode Lighthouse, Kasargode
The major festival in Kerala is Onam. Kerala has a number of religious festivals. Thrissur Pooram, Attukal Pongala, Beema Palli Uroos, and Chettikulangara Bharani are the major temple festivals in Kerala. The Thrissur Pooram is conducted at the Vadakumnathan temple, Thrissur. The Chettikulangara Bharani is another major attraction. The festival is conducted at the Chettikulangara temple near Mavelikkara. The Sivarathri is also an important festival in Kerala. This festival is mainly celebrated in Aluva Temple and Padanilam Parabrahma Temple. Padanilam Temple is situated in Alappuzha district of Kerala, about 16 kilometres (9.9 mi) from Mavelikkara town. Parumala Perunnal, Manarkadu Perunnal are the major festivals of Christians. Muslims also have many important festivals. Annual festival Thirayattam is conducted Sacred groves and village shrine of south malabar region (kozhikode and malappuram districts) in Kerala. "Thirayattam" is a vibrant Ethnic performing art. it is an admixture of dance,drama, songs,instrumental music,facial and body makeup, satire, martial art and ritualistic function, composed in a harmonizing manner.
Kerala is also known for the many events conducted by the Ministry of Tourism for tourist attractions. Kochi-Muziris Biennale, the first Biennale in India was conducted in Kochi from 12 December 2012 till 13 March 2013.The government contributed about 12-150 million on the event. An International Coir Fest is conducted annually that is aimed at developing the coir industry of Kerala and tourism.
Grand Kerala Shopping Festival
To further promote tourism in Kerala, the Government of Kerala started the Grand Kerala Shopping Festival in the year 2007. Since then it has become an annual shopping event being conducted in the December–January period. During this period stores and shops registered under the GKSF offer a wide range of discounts, VAT refunds, etc. Along with the guaranteed shopping experience, shoppers are provided with gift coupons for a fixed worth of purchase entering them into weekly and mega lucky draws. As compared to shopping festivals held in other countries, this Festival converts the entire state of Kerala into a giant shopping mall, incorporating not just the big players, but also the small and medium scale industries. Through this shopping festival, the Kerala Government intends to transform the State into a hub for international shopping experience and thereby launch "Shopping Tourism" in the state.
Medical tourism, promoted by traditional systems of medicine like Ayurveda and Siddha, is widely popular in the state, and draws increasing numbers of tourists. A combination of many factors has led to the increase in popularity of medical tourism: high costs of healthcare in industrialised nations, ease and affordability of international travel, improving technology and standards of care.
However, rampant recent growth in this sector has made the government apprehensive. The government is now considering introduction of a grading system which would grade hospitals and clinics, thus helping tourists in selecting one for their treatments.
Main articles: Arts of Kerala and Culture of Kerala
Kerala's culture is mainly Hindu in origin, deriving from a greater Tamil-heritage region known as Tamilakam. Later, Kerala's culture was elaborated on through centuries of contact with overseas cultures. Native performing arts include koodiyattom, kathakali—from katha ("story") and kali ("play")—and its offshoot Kerala Natanam, koothu (akin to stand-up comedy), mohiniaattam ("dance of the enchantress"), thullal, padayani, thirayattam, and theyyam. Other arts are more religion- and tribal-themed. These include chavittu nadakom, oppana (originally from Malabar), which combines dance, rhythmic hand clapping, and ishal vocalisations. However, many of these art forms largely play to tourists or at youth festivals, and are not as popular among most ordinary Keralites, who look to more contemporary art and performance styles, including those employing mimicry and parody. Additionally, a substantial Malayalam film industry effectively competes against both Bollywood and Hollywood.
Several ancient ritualised arts are Keralite in origin; these include kalaripayattu (kalari ("place", "threshing floor", or "battlefield") and payattu ("exercise" or "practice")). Among the world's oldest martial arts, oral tradition attributes kalaripayattu's emergence to Parasurama. Other ritual arts includeThirayattam, theyyam, poorakkali and Kuthiyottam. Thirayattam is a ritual performing folk aet form of south malabe region in kerala.This vibrant art form blend of dance, music, theatre, satire, facial & body painting, masking, martial art and ritualistic function.Thirayattam enacted i courtyards of "Kaavukal"(sacred groves)and village shrine.
Kuthiyottam is a ritualistic symbolic representation of human bali (homicide). Folklore exponents see this art form, with enchanting well–structured choreography and songs, as one among the rare Adi Dravida folklore traditions still preserved and practised in Central Kerala in accordance with the true tradition and environment. Typical to the Adi Dravida folk dances and songs, the movements and formations of dancers (clad in white thorthu and banyan) choreographed in Kuthiyottam are quick, peaks at a particular point and ends abruptly. The traditional songs also start in a stylish slow pace, then gain momentum and end abruptly.
Kuthiyotta Kalaris', run by Kuthiyotta Ashans (Teachers or leaders), train the group to perform the dances and songs. Normally, the training starts about one to two months before the season. Young boys between 8 and 14 years are taught Kuthiyottam, a ritual dance in the house amidst a big social gathering before the portrait of the deity. Early in the morning on Bharani, after the feast and other rituals, the boys whose bodies are coiled with silver wires, one end of which is tied around his neck and an arecanut fixed on the tip of a knife held high over his head, are taken in procession to the temple with the accompaniment of beating of drums, music, ornamental umbrellas, and other classical folk art forms, and richly caparisoned elephants.
All through the way to the temple tender coconut water will be continually poured on his body. After the circumambulation the boys stands at a position facing the Sreekovil (Sanctum Sanctorum) and begins to dance. This ceremony ends with dragging the coil pierced to the skin whereby a few drops of blood comes out.
On this day just after midday the residents of the locality bring huge decorated effigies of Bhima panchalia, Hanuman and extremely beautiful tall chariots in wheeled platforms, and after having darshan the parties take up their respective position in the paddy fields lying east of the temple.
During the night, the image of Devi will be carried in procession to the effigies stationed in the paddy fields. On the next day these structures will be taken back. A big bazaar is also held at Chetikulangara as part of this festival. Kuthiyottam is the main vazipadu of the Chettikulangara temple, Mavelikkara.
In respect of Fine Arts, the State has an abounding tradition of both ancient and contemporary art and artists.The traditional Kerala murals are found in ancient temples, churches and palaces across the State. These paintings, mostly dating to between the 9th to 12th centuries AD, display a distinct style, and a colour code which is predominantly ochre and green.
Like the rest of India, religious diversity is very prominent in Kerala. The principal religions are Hinduism, Christianity, and Islam; Jainism, Judaism, Sikhism, and Buddhism have smaller followings. The state's historic ties with the rest of the world have resulted in the state having many famous temples, churches, and mosques notably 8 of the world's oldest churches—from the 1st century CE, founded by Thomas the Apostle when he reached Indian shores, the first mosque of India, which existed even before the death of the prophet Muhammad and the oldest active synagogue in the Commonwealth of Nations.
Recognising the potential of tourism in the diversity of religious faiths, related festivals and structures, the tourism department launched a "Pilgrimage tourism" project. Major pilgrim tourism attractions include Guruvayur, Sabarimala, Malayatoor, Paradesi Synagogue, St. Mary's Forane (Martha Mariam) Church Kuravilangad built in 105 A.D, Attukal Pongala (which has the Guinness record for being the largest gathering of women in the planet), and Chettikulangara Bharani.
See also: Pooram
Kerala Tourism is noted for its innovative and market-focused ad campaigns. These campaigns have won the tourism department numerous awards, including the Das Golden Stadttor Award for Best Commercial, 2006,Pacific Asia Travel Association- Gold Award for Marketing, 2003 and the Government of India's Best Promotion Literature, 2004, Best Publishing, 2004 and Best Tourism Film, 2001.
Catchy slogans and innovative designs are considered a trademark of brand Kerala Tourism. Celebrity promotions are also used to attract more tourists to the state. The Kerala tourism website is widely visited, and has been the recipient of many awards. Recently, the tourism department has also engaged in advertising via mobiles, by setting up a WAP portal, and distributing wallpapers and ringtones related to Kerala through it.
The state has won numerous awards for its tourism initiatives. These include:
- 2016 - ITB-Berlin"s Golden City Gate Gold Award for Kerala tourism
- 2014 - ITB-Berlin's Golden City Gate Gold Award for Print Campaign
- 2014 -UNWTO Ulysses Award for Innovation in Public Policy and Governance for Sustainable Tourism
- 2012 - Kerala Tourism wins silver prize at the Golden Gate Award of the Internationale Tourismus-Börse Berlin
- 2005 - Nominated as one among the three finalists at the World Travel and Tourism Council's 'Tourism for Tomorrow' awards in the destination category
- Das Golden Stadttor Award for Best Commercial, 2006
- Pacific Asia Travel Association
- Grand award for Environment, 2006
- Gold award for Ecotourism, 2006
- Gold award for Publication, 2006
- Gold Award for E-Newsletter, 2005
- Honourable Mention for Culture, 2005
- Gold Award for Culture, 2004
- Gold Award for Ecotourism, 2004
- Gold Award for CD-ROM, 2004 and 2003
- Gold Award for Marketing, 2003
- Grand Award for Heritage, 2002
- Pacific Asia Travel Writers Association
- International Award for Leisure Tourism, 2000–2001
- Government of India
- Best Performing Tourism State, 2005
- Best Maintained Tourist-friendly Monument, 2005
- Best Publishing, 2005
- Best Marketed and Promoted State, 2004.
- Best Maintained Tourist-friendly Monument, 2004
- Best Innovative Tourism Project, 2004
- Best Promotion Literature, 2004
- Best Publishing, 2004
- Best Performing State for 2003, 2001, 2000 and 1999 - Award for Excellence in Tourism.
- Best Practices by a State Government, 2003
- Best Eco-tourism Product, 2003
- Best Wildlife Sanctuary, 2003
- Most Innovative Use of Information Technology, 2003 and 2001
- Most Tourist-friendly International Airport, 2002
- Most Eco-friendly Destination, 2002
- Best Tourism Film, 2001 ( madivilikkunnu star in pavnlal )
- Outlook Traveller - TAAI
- Best State that promoted Travel & Tourism, 2000–2001
- Federation of Indian Chambers of Commerce and Industry
- Award for Best Marketing, 2003
- Award for Best Use of IT in Tourism, 2003
- Galileo - Express Travel & Tourism
- Award for the Best Tourism Board, 2006
- Award for the Best State Tourism Board, 2003
Muziris Heritage Project
Muziris Heritage Project is a tourism venture by Tourism Department of Kerala to "reinstate the historical and cultural significance Muziris". The idea of the project came after the extensive excavations and discoveries at Pattanam by Kerala Council for Historical Research. The project also covers various other historically significant sites and monuments in central Kerala.
The nearby site of Kottapuram, a 16th-century fort, was also excavated (from May 2010) as part of the Muziris Heritage Project.
Department of Forests and Wildlife (Kerala)
Department of Forests and Wildlife (Kerala) : Headquarters and training centre are both located in Thiruvananthapuram city. More information on ecotourism destinations and permissions for trekking including arranging guides can be obtained through the department as well. .
Outline of Tourism in India
Notes and references
This audio file was created from a revision of the article "Tourism in Kerala" dated 2006-03-08, and does not reflect subsequent edits to the article. (Audio help)
More spoken articles
- ^"Kerala Tourism: Paradises in the world". The Hindu. Retrieved 20 February 2012.
- ^"Tourism beckons". The Hindu. 11 May 2004. Retrieved 9 August 2006.
- ^ ab"Tourist statistics for Kerala"(PDF). Tourism Statistics and lpu. Kerala Tourism Development Corporation. Archived from the original(PDF) on 1 July 2006. Retrieved 9 August 2006.
- ^"Kerala Tourism – Superbrand". Superbrand status of Kerala Tourism brand. Government of Kerala. Archived from the original on 12 July 2006. Retrieved 9 August 2006.
- ^Monday, 18 July 2011 at 1745 hrs IST (18 July 2011). "Andhra Pradesh top tourist destination: Tourism Ministry". Financialexpress.com. Retrieved 13 August 2012.
- ^"Tourist statistics – 2008"(PDF). Government of Kerala, Tourism Department. Retrieved 22 October 2010.
- ^ ab"Shopping festival begins". The Hindu. 2 December 2007.
- ^Mohindra 2003, p. 8.
- ^Kerala Tourism - Branding a Tourist Destination
- ^Kerala is the world's fastest-growing tourism destination says Renuka Choudhry. Domain-b.com (17 August 2004).
- ^NDTV - God's own country: Govt launches campaign to pull touristsArchived 17 March 2008 at the Wayback Machine.
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- ^Govind, M.Harish. "Ramparts by the Arabian Sea". Magazine. The Hindu, 19 June 2005. Retrieved 8 January 2008.
- ^MINUTES OF THE WORKSHOP ON RESPONSIBLE TOURISM FOR KOVALAMArchived 3 January 2008 at the Wayback Machine.
- ^"Best Beaches of Kerala". irisholidays.com. 2015-02-14.
- ^"7 Best Kerala Backwaters You Should Explore - Travel News India". travelnewsindia.com. 2017-02-21.
- ^(Sreedharan 2004, p. 12).
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- ^"Directorate General of Lighthouses and Lightships". DGLL. Retrieved 31 August 2015.
- ^"Thirayattam" (folklore Text- malayalam, moorkkanad peethambaran), State Institute of language, Kerala ISBN 978-81-200-4294-0
Incredible India (styled as Incredıble!ndıa) is the name of an international tourism campaign by the Government of India to promote tourism in India since 2002 to an audience of global appeal.
Incredible India title was officially branded and promoted by Amitabh Kant, the then Joint Secretary under the Union Ministry of Tourism, in 2002.
In 2002, India's Ministry of Tourism launched a campaign to promote India as a popular tourist destination. The phrase "Incredible India" was adopted as a slogan by the ministry. Before 2002, the Indian government regularly formulated policies and prepared pamphlets and brochures for the promotion of tourism, however, it did not support tourism in a concerted fashion. However, in 2002, the tourism ministry made a conscious effort to bring in more professionalism in its attempts to promote tourism. It formulated an integrated communication strategy with the aim of promoting India as a destination of choice for the discerning traveler. The tourism ministry engaged the services of advertising and marketing firm Ogilvy & Mather (India) (O&M) to create a new campaign to increase tourist inflows into the country.
The campaign projected India as an attractive tourist destination by showcasing different aspects of Indian culture and history like yoga, spirituality, etc. The campaign was conducted globally and received appreciation from tourism industry observers and travelers alike. However, the campaign also came in for criticism from some quarters. Some observers felt that it had failed to cover several aspects of India which would have been attractive to the average tourist.
In 2009, Minister of tourism, Kumari Selja unveiled plans to extend the Incredible India campaign to the domestic tourism sector as well. USD 12 million out of a total budget of USD 200 million was allocated in 2009 for the purpose of promoting domestic tourism.
In 2008, the Ministry of Tourism launched a campaign targeted at the local population to educate them regarding good behaviour and etiquette when dealing with foreign tourists. Indian actor Aamir Khan was commissioned to endorse the campaign which was titled 'Atithidevo Bhava', Sanskrit for 'Guests are like God'. Atithidevo Bhava aimed at creating awareness about the effects of tourism and sensitising the local population about preservation of India's heritage, culture, cleanliness and hospitality. It also attempted to re-instil a sense of responsibility towards tourists and reinforce the confidence of foreign tourists towards India as a preferred holiday destination. The concept was designed to complement the ‘Incredible India’ Campaign.
In 2015, Bollywood superstar Aamir Khan, whose comments on perceived intolerance in the country had created a controversy, ceases to be the mascot for government’s ‘Incredible India’ campaign as the contract for it has expired. “The contract was with the McCann Worldwide agency for ‘Atithi Devo Bhava’ campaign. The agency had hired Aamir for the job. Now the contract with the agency is over. Ministry has not hired Aamir.
Narendra Modi himself will be the new brand ambassador of Incredible India.
Impact on Indian tourism
According to spending data released by Visa Asia Pacific 4 in March 2006, India has emerged as the fastest-growing market in the Asia-Pacific in terms of international tourist spending. The data revealed that international tourists spent US$372 million in India in the fourth quarter (October–December) of 2005, 25% more than in the fourth quarter of 2004. China, which came second in the region, was successful in making international tourists fork out US$784 million in Q4 2005, a growth of 23% over its Q4 2004 figures. The tourist spending figures for India would have pleased the Indian tourism ministry, which had been targeting the high-end market through its long-running 'Incredible India' communication campaign..
Indian travel industry analysts and tour operators were appreciative of the high standards of the 'Incredible India' campaign. "The promo campaign is making a powerful visual impact and creating a perception of India being a magical place to visit," said Anne Morgaon Scully, President, McCabeBremer Travel, Virginia, U.S. Average travelers too appeared to find the campaign interesting and informative, going by favourable comments on blogs on travel websites Although the 'Incredible India' campaign was generally well received, industry observers differed in their opinions on the positioning of India in the campaign. G.S.Murari, Director, Fidelis Advertising and Marketing Pvt. Ltd. stated he was uncomfortable with the tagline 'Incredible India' and was of the opinion that since India was not a uni-dimensional country like Singapore or the Maldives, using a word like 'incredible' to describe India as a whole was not appropriate. In 2011, Arjun Sharma, Managing Director, Le Passage to India, stated that the campaign has lived its life and it had to be reinvented. The Ministry of Tourism has again engaged Ogilvy & Mather for a period of three year, beginning 2012, to redefine the brand and provide a strategic vision for the campaign.
In 2013, Incredible India, Ministry of Tourism partnered with WoNoBo.com to launch Walking Tours, an online experience where users navigate and route their way through cities based on a choice of themes.
Parvez Dewan Secretary, Ministry of Tourism launched personalised itinerary planner Tripigator, website aimed to provide all travel itineraries in one tab to reduce travellers’ efforts.