Case Code : CLMM061
Publication date : 2009
Subject : Marketing Management
Industry : -
Length : 03 Pages
Price : Rs. 100
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India Tourism industry, Incredible India campaign, Ministry of Tourism, Taj Mahal, medical tourism and rural tourism, advertising campaign, publicity spend, foreign exchange, Best Asian Destination, yoga, spirituality, culture, heritage, marketing, communication, positioning
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The Incredible India marketing communication campaign launched by the Ministry of Tourism (MoT), Government of India had resulted in higher foreign tourist arrivals in India. This marketing and publicity campaign was different from the earlier ones based on Taj Mahal. The foreign exchange earned from tourism has also increased. Focus on medical tourism and rural tourism has also intensified.
More significantly, India was attracting more upmarket tourists, which was in sync with the objectives of the 'Incredible India' campaign that the MoT had initiated in 2002. The 'Incredible India' campaign was a multifaceted campaign aimed at increasing tourist inflow in India by promoting India as an attractive destination...
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