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This program was aimed at sensitizing key stakeholders and creating awareness among them about the benefits of tourism. Renuka Chowdhury, the Minister of State for Tourism, said, "Atithi Devo Bhavah is the symbolic representation of India's age old hospitality and with this campaign, we are trying to re-instill in the stake holders a sense of pride and responsibility towards tourists, while positioning India as a popular tourist destination worldwide.".
The MoT had also spent heavily on the marketing and publicity campaigns carried out in the domestic and international market. For 2006-07, the MoT had spent Rs.2.35 billion for the marketing and publicity efforts. The marketing and publicity for 'Incredible India' campaign in overseas markets had cost Rs.534.9 million in 2006-07.
This global campaign had attracted the attention of tourism industry observers as well as tourists. Tourist inflow had increased from 2.38 million in 2002 to 4.43 million in 2006. Foreign-exchange earning from tourism too jumped from Rs.141.95 billion in 2002 to around Rs.296.0 billion in 2006.
The 'Incredible India' campaign had also won various awards for advertising excellence including the PATA Gold Award for 'Best Print Ad Campaign', and the PATA Gold Award for 'Best Destination Campaign' in 2005. In 2006, India won four awards at the 2006 World Travel Market, including the 'Best Asian Destination', 'Best TV Commercial', 'Best Responsible Tourism' and the 'Best MICE (Meeting, Incentive, Convention and Exhibition) Destination'.
According to the World Travel and Tourism Council, Indian tourism was expected to grow annually at 8.8% till 2015. This was one of the highest growth rates among various tourist destinations across the world. The MoT expected foreign-exchange earnings to cross US$12 billion by the end of 2012.
However, some industry experts were skeptical and believed that there were still many challenges that prevented India from realizing its full potential in tourism. These included poor connectivity, high taxes, visa problems, unsanitary conditions, and shortage of affordable, good quality accommodation.
According to experts, building the necessary tourism infrastructure was critical to the future success of the industry. They opined that India should have developed the infrastructure prior to launching such a high-profile marketing campaign. Some even argued that the future of the industry was more dependent on solving the infrastructure problems rather than on having costly marketing campaigns.
Additional readings and references
Amelia Gentleman, "India gives its image problem an airing," www.iht.com, April 25, 2005.
Himanshi Dhawan, "'Incredible India' ads cost exchequer Rs 53 cr,"
http://timesofindia.indiatimes.com, April 08, 2007.
"Foreign tourist flow likely to go up this year," www.newkerala.com, April 09, 2007.
http://www.incredibleindia.org/newsite/atithidevobhava.htm
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