tourism advertisement india

• Travel Trends

The Best Tourism Ad Campaigns of Incredible India

India- the land of imagination, of colours, of traditions and festivities does not need an introduction before the world. However, with some publicity and marketing, India can definitely rise up in its tourism quotient and can be put in a right perspective before the world. While the world might think of us only as a land of snake charmers and what "Slumdog Millionaire” has projected, with appropriate tourist campaigns we can project what India is all about in reality. Here are some of the most successful and bewitching tourism ad campaigns of India that have achieved milestones in portraying the colours of India before the national as well as the international audience:

1. Incredible India- "Athiti Devo Bhava”

Pc: webneel

In order to capture the spirited essence of India, our tourism ministry came up with the branding project that termed our nation as the Incredible India. For long, India has been characterised as the land of maharajas and elephants, however, the ads of " Incredible India ” portray India as the land where cultures confluence, festivities cast a spell and sports adventures excite that thrill. Amir’s promotion of the notion of "Athiti Devo Bhava” sensitized us for the need to be receptive rather than hostile to the other culture. It also launched a brochure "India - The Land of Yoga” including the details of Yoga destinations which will help to promote the centuries-old tradition as a tourism product. It is due to the efforts of Incredible India campaigns and the e visa policy that in 2015, India attracted about 70 lakh tourists at a growth of 4.5%.

Also Read: E Tourist Visa- The Next Thing To Make Incredible India a Hot International Tourist Destination!

2. Gujarat Tourism-"Khushboo Gujarat ki”

PC: Prokerala

No other campaign would have been so successfully circulated and received so well as that of Gujarat tourism . With the epitomic figure of Indian cinema, Amitabh Bachan, this ad disseminated the idea of land of Gujarat as the ultimate tourist destination in India. Somnath temple, ancient stepwells, Sabarmati, Runn of Kutch and Dwarka are the different vignettes that coalesce well with the colours of Holi and Gujarati dance. This ad actually became the precursor of using the Bollywood actors as the face of tourism. A line that catches the viewer's attention is 'Breathe in a bit of Gujarat'. The statistics published in Economic Times - Aug 17, 2013, the total no of tourists in Gujarat in FY2013 touched 2.54 Crores which was 13.62% higher than 2012. 

Also Read: Top 10 Ancient Stepwells in India

3. Rajasthan Tourism-"Jaane Kya Dikh Jaye”

PC: madovermarketing

Rajasthan’s new ad campaign has created a rage amongst the onlookers. Rather than investing in delineating what Rajasthan is all about, this ad campaign rests upon the importance of perspectives in any tourism. For Arya, this land is Aryasthan, for Meera, Rajasthan becomes Meerasthan, for Huan, this land becomes Huansthan. The Tag line "Come to Rajasthan Jaane Kya Dikh Jaaye!” states the centrality of perspectives more than the place itself. The campaign is making a powerful visual impact and generating an incredible response amongst audiences with the right messaging that Rajasthan is just how you shall perceive it. With immense creativity and fresher ways of representation, we hope that even this ad makes a long lasting impact on Rajasthan tourism .

Also Read: Live Life King-size! 13 Best Heritage Hotels in the royal state of Rajasthan

4. Madhya Pradesh Tourism- "The Heart of Incredible India”

PC: campaignbrief

The stark eyes that perceive Madhya Pradesh as the heart of India in various hues, successfully created an indelible effect on our minds. With the use of shadowgraphy, this ad introduces you Madhya Pradesh as the favoured tourist destination in India replete with attractions, sights and experiences that are unparalleled. The magic of Madhya Pradesh tourism bewitches us through this ad campaign.

Also Read: Holi Hai! Some unknown ways the Festival of Colours is celebrated in India

5. Kerala Tourism- "God’s own country”

Pc:keralatourism

Kerala and its backwaters hardly need an ad campaign to justify the beauty that they house. However, with the right ad film, kerala tourism was able to portray this state as "God’s own country”. In the midst of all that greenery is the rich embroidery of culture. Each thread perfumed with the scents of spices and an elegant legacy of traditions. Kerala thus becomes an experience rather than a place.

Also Read: 8 Things People Often Forget to do in Kerala

Other Tourism Ad Campaigns that Also Raise Our Hopes

1. bihar tourism- "blissful bihar”.

PC: youtube

While most of the ad campaigns rest on a popular Bollywood Hero as the representative figure, the Bihar Tourism steers clear from any popular public image and rests on the concept of Bihar as the land of festivals such as Chath and as their tagline suggests, "the land of Knowledge”. Although the ads that use a public figure seem to be flashier, such kind of ads as that of Bihar Tourism, represent the real essence of a place. The "Blissful Bihar” could never have been portrayed so well.

2. Orissa tourism- "The Soul of Incredible India”

Pc: orissatourism

Most of us know Orissa through Bhubaneswar, the city of temples. However, the Orissa Tourism ad unravels many other attractions of Orissa that crave for recognition and a visit. The land of Orissa has beaches, some hill stations and ofcourse the vibrant tradition and culture that resonates through its Konark Temple and many other historical temples. Orissa is also home to beautiful gravestones, plentiful wildlife sanctuaries, temples, eye-catching backdrops and many more. As the tagline suggests, Orissa is indeed the land of "Scenic. Serene. Sublime”.

3. West Bengal Tourism- "Experience Bengala the sweetest part of India"

PC: indianexpress

Recently there has been announcement that West Bengal tourism ad that features superstar Shahrukh Khan’s tryst with Kolkata’s iconic trams will go on air in March 2016 as part of West Bengal’s tourism campaign. In this ad Shahrukh Khan will be shown as helping out a female tourist. As per Bengal’s revamped tourism campaign ‘Experience Bengala the sweetest part of India’, Shahrukh Khan will urge travellers to visit the state’s tourism hotspots such as Darjeeling hills, Sundarbans forests, tea gardens in north Bengal and the famed terracotta temples of Bishnupur and soak in the scenic beauty along the Ganges.

4. Chattisgarh-"Full of Surprises”

PC: twitter

While the travel potential for most of the states in India has been well established, there are still places like Chattisgarh that need to come out of anonymity through a careful portrayal. Chattisgarh tourism had chosen Tom alter to convey the need to explore and revive the lost glory and attraction of this magical landscape.

5. Uttar Pradesh- "Amazing Heritage Grand Experiences”

PC: coroflot

The current Uttar Pradesh tourism ad makes an impact in stating the cultural value of Uttar Pradesh to India- it’s the land of Krishna, and Rama. The biggest tourist attraction i.e the Taj Mahal runs as a motif throughout this ad.

6. Jammu and Kashmir-"Chalo Kashmir/ Heaven on earth”

Pc: snskashmir

This state of India certainly does not need a hero to state its beauty. The Jammu and Kashmir tourism ad focuses on simple people, Kashmiri locales, temple and mosques. I think the idea is to create a peaceful image as distinct from the violent past that this state has suffered through.

Explore Kashmir, the land of mystifying beauty with our Trip Planner and experience the zenith of art culture and natural wonder! 

7. Punjab:  " The Land begins here”

PC: logodatabase.net

The tagline of Punjab tourism sums up the importance of this celebrated land from where the borders of India actually begin. The highlight of this ad is ofcourse the Golden Temple , the fields, dance, food and the zest of this land of five rivers.

8. Haryana- "A pioneer in highway tourism”

PC: idharbhighumlo

Haryana has recently signed in Dhamendra and Hema Malini as the brand ambassadors of Haryana tourism . There is much hope in terms of publicity and marketing that is associated with this pact. As for its recent ad, it focuses on Sultan pur Bird sanctuary , Pinjore gardens and other resorts as the main attractions of its tourism. This well known couple can definitely lift up the image as well as publicity of Haryana tourism.

9. Uttarakhand-"Simply Heaven”

Uttarakhand’s tourism ad that features Virat Kohli could not make much of a buzz on TV but has definitely made its importance felt on youtube. High on its glamour quotient, this ad focuses on adventure, spirituality and nature as some of the facets of Uttarakhand tourism.

A good stay in this heaven of India can definitely add a distinct dash of experience. Book with us and avail great bargains! 

10. Maharashtra- "Unlimited”

PC: vartile

Its somehow sad to see that a state like Maharashtra that is so rich in its cultural and tourism value should be publicised so less. While the ad campaign looks stunning with a plethora of attractions such as Sai Baba temple, Ajanta Ellora caves , Mumbai from the land of Maharahtra, it still needs a marketing strategy that it deserves in order to become a household name.

11. Telangana- "It’s all in it”

The recently recognized state of India has also come up with an ad campaign that delineates Telangana as the confluence of cultures, historic art and architecture and cascading waterfalls to enamour a soul driven by passion to travel.

Any land can become a coveted destination to visit these days provided it is marketed well. While the world might know India as one nation, we need to portray our vignettes of culture, states, traditions and nature to strike the wanderlust for the beholder. There are still some states who need a proper ad campaign so that they can be soaked in well in the minds of tourists. For example, our North East side has a number of states that brim with penultimate beauty, culture as well as diversity. After all, north East is not one place, it’s a cauldron of several states such as Arunanchal Pradesh,Assam, Manipur, Meghalaya, Mizoram, Nagaland, Sikkim and Tripura that offer an effervescent charm to those who travel.

 PC: thechroniclesofacretaivemind.wordpress

Places like Lakshadweep, Andaman and Nicobar need a voice to unravel the kind of beauty that they store within their bowels. And for those whose beauty has already been explored and written down well in poetry, such as Tamil Nadu and Karnataka also need better effective representations to be promoted. What we need is proper marketing strategies to come out of darkness and shine like a gem in the world of tourism today. 

Also Read: 15 Ravishing Waterfalls in Karnataka

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• 8 Favourite Incredible India Ads That Will Strike A Chord In Your Heart

Indian tourism ads have taken the world by storm ever since the inception of Incredible India marketing campaign. Brilliantly creative, catchy and gripping these ads are sure to give you the feels whenever you watch them.

So, here we are, ready to kick in some wanderlust in your hearts by showing you some of your most favourite Incredible India ads beautifully capturing the essence of the various Indian states and regions.

1. Rajasthan: Jaane Kya Dikh Jaaye

Earlier this year, Rajasthan came up with an immensely creative series of TVCs to promote state tourism. With a catchy tagline “Jaane Kya Dikh Jaaye”, this ad series was able to win everyone’s hearts instantly.

Here’s the latest in this series:

Must Read: You Can’t Ignore Rajasthan Anymore Because ‘Jaane Kya Dikh Jaaye’!

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2. Madhya Pradesh: The heart of India

MP has been delivering perhaps the most creative tourism ads in India ever since it’s first Incredible India TVC, ‘Hindustan Ka Dil Dekho’. Starting from using shadow art as props to typical Indian toys and bobble-heads in their ads, Madhya Pradesh has been promoting state tourism in the most unique way possible.

However, the forever favourite and the coolest MP tourism TVC still remains the one with shadow art. Check it out here:

3. Maharashtra Unlimited

The beauty of the vast region of Maharashtra is often overshadowed by ‘city of dreams’, Mumbai. However, this TVC of Maharashtra tourism will change your impression of the state entirely. From the lush Western Ghats to serene beaches and the deeply rooted history, there is nothing that the state is missing to amaze travellers.

4. Jammu & Kashmir: Where Time Stands Still

No words can describe the beauty of Jammu & Kashmir and this TVC to promote tourism in the region does complete justice to the unfettered natural glory of the region. The ad is enough to transfer your soul to utopia.

Suggessted Read: 8 Lesser Known Secrets Of Kashmir That It Has Kept To Itself

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5. Gujarat:  Khushboo Gujarat Ki

Featuring Amitabh Bachchan, this Incredible India ad for Gujarat captures the essence of this vibrant and splendorous state in the most beautiful manner you can imagine.

6. Northeast: Paradise Unexplored

Being one of the most untouched and enigmatic of all regions in India, the tagline ‘Paradise Unexplored’ fits perfectly for tourism promotion of Northeast India. This ad explores some aspects of the region that puts in a new perspective in the minds of the people who are unaware of the beauty that lies in this region.

Suggessted Read: 31 Reasons Why You Should Never Visit Northeast India

7. Devbhoomi Uttarakhand

After the massive floods of 2013, Wilderness Films India made this stirring video to promote tourism once again in this beautiful state.

8. Bihar: Kahin Chhut Na Jaaye Chhath

Chhath puja is a major festival in Bihar and this ad captures the emotions that one has for home on such occasions. Certainly, it’s a unique ad for a unique state to promote tourism.

Let us know which one is your favourite Incredible India tourism ad or if we have missed out on it make sure to add it in the comments section below.

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Tourism Ads That Used Emotion, Humor, and Innovation to Win

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10 Characteristics of Advertising You Need to Know

Magazine advertising: a comprehensive guide.

Tourism advertisements play a crucial role in enticing travellers to explore new destinations. These promotional campaigns serve as a window into the wonders of a place, capturing the essence of its culture, landscapes, and unique attractions. Through vibrant visuals and compelling narratives, such advertisements ignite the curiosity and wanderlust of potential tourists.

Consider the breathtaking images of pristine beaches, historic landmarks, and lively local markets showcased in travel ads. These visuals create a sense of longing, prompting individuals to go on a journey to experience these wonders firsthand. The power of persuasion lies in the carefully crafted messages that highlight the distinctive features and hospitality of a destination.

Moreover, tourism advertisements contribute significantly to the economic growth of a region by attracting visitors and stimulating local businesses. A well-designed campaign not only promotes tourism but also fosters cultural exchange and understanding. 

What is a Tourism advertisement?

View this post on Instagram A post shared by Marketiqe Digital Marketing (pronounced “Mar-ketick”) (@marketiqe)

Tourism advertisement serves as a compelling window into the wonders of a destination, enticing potential travellers with a visual and narrative showcase. It is a strategic communication tool employed by regions, cities, or countries to promote their unique attractions, cultural heritage, and recreational offerings. These advertisements aim to capture the imagination of the audience, fueling a desire to explore and experience the featured locale.

Typically, tourism advertisements employ vivid imagery and engaging storytelling to highlight the scenic beauty, historical significance, and diverse activities awaiting visitors. From breathtaking landscapes to vibrant city life, these promotions strive to evoke a sense of wanderlust and adventure. The use of catchy slogans, upbeat music, and relatable experiences further enhances the allure.

By showcasing the essence of a destination, these campaigns contribute not only to economic growth through increased tourism but also to cultural exchange and mutual understanding between people from different parts of the world. 

Importance of Tourism advertisement

Tourism advertisements play a pivotal role in promoting destinations and fostering economic growth. These campaigns act as enticing windows into the diverse and captivating offerings of a place, captivating potential visitors. The significance of tourism advertising lies in its ability to create awareness and spark interest, driving people to explore new locales. It serves as a virtual introduction, showcasing the unique cultural, historical, and natural attractions a destination has to offer.

In addition to attracting tourists, these advertisements contribute significantly to the local economy. A surge in tourism leads to increased revenue for businesses, such as hotels, restaurants, and local artisans. The economic impact extends beyond immediate tourism-related sectors, positively influencing the overall prosperity of a region. Furthermore, successful tourism campaigns can enhance a location’s global image, making it a desirable and memorable destination.

Tourism advertisements act as powerful catalysts, stimulating both curiosity and economic development. They transform mere places on a map into vibrant, sought-after experiences, benefitting not only the tourism industry but also the communities that thrive on the influx of visitors.

Top 9 Tourism Advertisement Examples

Here are the top 9 Tourism advertisement examples!

“Incredible India” Campaign

View this post on Instagram A post shared by Incredible India (@incredibleindia)

The “Incredible India” campaign stands as a shining example of effective tourism promotion, inviting people from around the world to discover the myriad wonders of the Indian subcontinent. Showcasing India’s diverse tapestry, the campaign paints a vivid picture of the country’s rich cultural heritage, historical treasures, and breathtaking landscapes.

Through a combination of captivating visuals and compelling narratives, “Incredible India” captures the essence of the nation, from the iconic Taj Mahal to the vibrant festivals and bustling markets. The campaign serves as a virtual journey, enticing travellers with the promise of a truly immersive and unforgettable experience.

Beyond its aesthetic appeal, the campaign plays a crucial role in promoting economic growth. By attracting tourists, it generates revenue for local businesses, hotels, and artisans, contributing to the overall prosperity of communities across the country. It stands testament to the power of tourism campaigns in not just attracting visitors but also in fostering a deeper understanding and appreciation of a nation’s cultural treasures.

“Pure New Zealand” Tourism

Pure New Zealand’s tourism campaign stands out as a captivating invitation to explore the enchanting landscapes and warm hospitality of this island nation. Through picturesque visuals and heartfelt narratives, the campaign showcases New Zealand as a dream destination for nature lovers and adventure seekers alike. It skillfully captures the essence of the country’s pristine beauty, from the majestic mountains to the breathtaking fjords and crystal-clear lakes.

The advertisement emphasises the diverse range of experiences available in New Zealand, from thrilling outdoor activities like bungee jumping and hiking to the serene beauty of its beaches and lush greenery. 

With a focus on authenticity and the friendliness of the Kiwi people, Pure New Zealand successfully creates an emotional connection with potential travellers. Beyond its aesthetic appeal, the campaign contributes significantly to the country’s tourism industry, attracting a global audience and boosting the economy. 

“Australia – There’s Nothing Like Australia”

Australia’s tourism campaign, “There’s Nothing Like Australia,” encapsulates the essence of the country’s allure in a captivating way. This campaign goes beyond showcasing the iconic landmarks like the Sydney Opera House and the Great Barrier Reef; it taps into the unique spirit of the continent. The advertisements emphasise Australia’s vast and diverse landscapes, from the arid beauty of the Outback to the pristine beaches of the Gold Coast.

The campaign cleverly intertwines adventure and relaxation, portraying Australia as a destination where travellers can experience a perfect blend of excitement and tranquillity. Whether it’s the vibrant cities, the rich indigenous culture, or the extraordinary wildlife, the message is clear – Australia offers a one-of-a-kind experience.

By highlighting the distinctiveness of the Australian lifestyle, the campaign creates a sense of curiosity and a desire to explore. It is not just about a place; it’s about an unmatched experience that leaves a lasting impression on anyone fortunate enough to visit. “There’s Nothing Like Australia” serves as an effective invitation, inviting the world to discover the magic and uniqueness that define this remarkable destination.

“Best Job in the World” – Tourism Queensland

Tourism Queensland’s “Best Job in the World” campaign stands out as a captivating example of destination marketing. In this innovative approach, the Australian region sought a caretaker for the Great Barrier Reef, turning the job search into a global sensation. 

The allure of the “Best Job in the World” stemmed from the promise of not just a job but a life-changing experience. The campaign successfully harnessed the power of social media and word-of-mouth, generating widespread excitement and global attention. It not only attracted applicants from around the world but also highlighted Queensland’s natural wonders, positioning it as an ideal destination for adventure seekers.

This campaign serves as a testament to the effectiveness of creativity in tourism marketing, demonstrating that an imaginative and unique approach can turn a destination into a global phenomenon, enticing travellers to explore the wonders that places like Tourism Queensland have to offer.

“Visit California Dream Big” Campaign

“Visit California Dream Big” stands out as a premier tourism campaign, enticing travellers to explore the diverse wonders of the Golden State. The campaign captures the essence of California’s allure, showcasing a tapestry of experiences that cater to every taste and interest.

With iconic destinations like Hollywood, Disneyland, and the majestic Yosemite National Park, “Visit California Dream Big” invites visitors to indulge in a myriad of adventures. 

Moreover, the campaign goes beyond showcasing attractions, emphasising the laid-back Californian lifestyle and cultural richness. Whether it’s surfing on the Pacific coast, hiking in the Sierra Nevada mountains, or exploring the tech hub of Silicon Valley, the campaign encourages visitors to dream big and immerse themselves in the diverse offerings of the state.

“Japan – Endless Discovery”

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“Japan – Endless Discovery” stands out as a compelling tourism advertisement, captivating hearts with its portrayal of a country that seamlessly blends tradition and innovation. The campaign paints a vivid picture of Japan’s allure, showcasing its timeless temples, serene gardens, and the iconic cherry blossoms that define its landscape. 

The essence of the campaign lies in the promise of endless exploration. It invites travellers to discover the profound beauty of ancient tea ceremonies, historic castles, and the captivating allure of geisha traditions. At the same time, it beckons them to explore the cutting-edge advancements in robotics and immerse themselves in the dynamic energy of contemporary Japan.

“Japan – Endless Discovery” isn’t just an advertisement; it’s an invitation to go on a journey that unfolds a tapestry of contrasts, where the past seamlessly integrates with the future. In doing so, it captures the imagination of those seeking a travel experience that transcends time and tradition.

“I Amsterdam” City Advertising

“I Amsterdam” City advertising stands out as a stellar example of tourism advertising, using a simple yet powerful message to attract visitors to the Dutch capital. The campaign encapsulates the essence of Amsterdam, focusing on its open-minded culture, rich history, and diverse offerings. The iconic red and white letters spelling “I Amsterdam” have become synonymous with the city, creating a visual identity that resonates globally.

The campaign cleverly promotes not just the city’s famous landmarks like the Anne Frank House and Van Gogh Museum but also the everyday experiences that make Amsterdam special – from cycling along picturesque canals to exploring vibrant neighbourhoods. 

This approach has successfully attracted a broad audience, making Amsterdam not just a place to visit but a city to experience. The campaign’s simplicity and authenticity make it a standout example of how effective tourism advertising can capture the spirit of a destination and inspire travellers to explore its unique charm.

“Malaysia, Truly Asia”

“Malaysia, Truly Asia” stands out as a compelling tourism advertisement that beckons travellers to explore the diverse wonders of this Southeast Asian gem. The campaign encapsulates Malaysia’s unique charm by showcasing its cultural richness, breathtaking landscapes, and warm hospitality. With a tagline that resonates, it promises an authentic Asian experience.

The advertisement takes viewers on a visual journey, unveiling the country’s multifaceted identity. From the bustling street markets of Kuala Lumpur to the serene beaches of Langkawi and the historic sites of Penang, it paints a vivid picture of Malaysia’s cultural tapestry. 

“Malaysia, Truly Asia” is not just a tagline; it’s an invitation to discover a nation where modernity meets tradition, and where every step is a venture into a new, enriching experience. Through this campaign, Malaysia captures the hearts of global travellers, making it a must-visit destination that lives up to its promise of being truly Asia.

“South Africa – It’s Possible”

“South Africa – It’s Possible” stands as a compelling tourism advertisement, beckoning travellers to explore the wonders of this diverse nation. The campaign paints a vivid picture of South Africa’s possibilities, from its mesmerising landscapes to its vibrant cultural tapestry. The advertisement showcases the majestic wildlife in its natural habitats, like the renowned Big Five, enticing animal lovers and adventure seekers.

Moreover, the campaign captures the essence of South Africa’s rich history and cultural heritage, inviting visitors to delve into its multicultural communities and experience the warmth of its people. The phrase “It’s Possible” serves as both an invitation and a promise, suggesting that whatever one dreams of experiencing, South Africa can make it a reality.

From the iconic Table Mountain to the golden beaches and bustling cities, the advertisement encapsulates the breadth of experiences awaiting travellers. By effectively combining stunning visuals and a positive, inclusive message, “South Africa – It’s Possible” succeeds in not only promoting tourism but also in creating a sense of optimism and excitement about the limitless possibility.

Final Thoughts

Tourism advertisements are like magical doorways that open up the world’s wonders. They use captivating images and stories to make you dream of far-off places, enticing you to pack your bags and explore. From Incredible India to the serene beaches of Malaysia, these campaigns not only showcase a destination’s beauty but also bring economic growth and cultural exchange.

Suksham Goyal

Related posts, why car branding is a smart marketing investment in india, bright, eye-catching glow sign boards for business promotion, railway station advertising: all you need to know.

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5 best Indian tourism ads with a story

November 2, 2017

/ By Sudipto Roy / Kolkata

A still from the Diu tourism ad

From showing rivers, mountains, monuments, forests and an occasional presence of a celebrity, tourism ads have now transcended to engage viewers with a story – the new destination ads aim to convert a dream into a reality.

What makes a good tourism commercial? We asked the filmmakers who have bestowed their proficiency in making destinations more coveted. The answers that came our way were absolutely in line with a travel cycle. It starts from dreaming to planning to booking to experiencing and then to sharing which again inspires others to dream. The stories associated with a trip remains alive than just those memories of the monuments or a boat ride across a river.

The travel and tourism industry in India contributes 9.6 pc of the GDP and its annual growth is predicted at 6.8 pc. The foreign tourist arrival in the country is increasing at a rate of 10.7 pc with 8.89 million foreign tourists in 2016.

As a matter of fact, tourism industry promotion under the emblematic theme of Incredible India has rightly gathered a lot of momentum over the past few years; however, the idea of engaging a traveller with a quintessential story has dawned upon the tourism boards in all good spirits. The states such as Rajasthan, Gujarat, Madhya Pradesh, West Bengal and Telangana have joined in with unique video ads trying to capture the attention of travellers.

We have tried to short-list five unique video adverts that have gone beyond the travel videos or just destination commercials and have tried to infuse stories from the land to inspire travellers. Here’s a list of the five tourism ads that tells a unique story…

Kashmir: The Warmest Place on Earth

Depicting the stunning valleys of Kashmir would have been the easiest way out; however, the story of this couple going around the scenic locales of Kashmir with a cab driver will definitely make you feel the warmth. While safety and security in this north Indian state have always been a talking point, this ad beautifully captures the warmth of the cohort in the region blending it with the mystic landscapes of the valley.

Incredible India

Another campaign for the country’s tourism slogan, Incredible India, Prakash Varma’s ad takes the journey of a traveller to a new level of personalisation. Introducing a single traveller made the ad really personal and it turned out to be one of the most viewed tourism advertisement videos on the Internet.

Awesome Assam

The ad featuring Priyanka Chopra shows the various traditional and cultural aspects of the state that often got lost in translation. The ad has no specific story but traces an emotion of a tourist who just got back from her trip to Assam and why a visit to this north-eastern state will stay with her forever.

Kerala: Your moment is waiting

This campaign too was a Prakash Verma project released way back in 2010. This ad makes it to our list for the sheer brilliance in story-telling techniques. The ad was targeted at the international travellers as Kerala tourism wanted to attract travellers luring them with an anticipation of surreal experiences and some breathtaking landscapes coupled with a mesmerising music score.

Diu – Isle of Calm

Another masterwork by Prakash Verma, this commercial follows a woman who is transported from her hectic city life to the pristine locales in Diu. The Union Territory that hardly gets noticed in a crowd of diverse tourism destination in India could easily make an impact with this campaign. Anyone stuck in his or her otherwise busy life wanting a break in the lap of nature would instantly get inspired to visit what they call the Isle of Calm.

Have you ever travelled to a destination just because you loved the video-ad campaign? Share your story with us…

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Indian state tourism ads now focus more on experiences and mood than just mapping places

No longer are state tourism campaigns confined to a fall-flat showcase of a destination list. instead, the modern ads are increasingly foregrounding a wholesome experience around emotions from warmth to self-discovery and even nostalgia..

Once again the festive season has made way for tourists to pick up their bags and head out into the unknown, and to entice these travellers – of all kinds – new tourism campaigns have started pouring in. The latest and the positively received Awesome Assam campaign featuring Priyanka Chopra, showcasing the state’s beautiful and diverse heritage, is a first since the actor was officially roped in its brand ambassador last year. Coming out of her cherished reverie of the state in the ad, Chopra concluding voices: “Once you visit Assam — it stays with you forever”.

There has been a marked shift tonal shift in state tourism campaigns in last few years: No longer are they confined to a fall-flat showcase of a destination list. Instead, the modern ads are increasingly foregrounding a wholesome experience around emotions from warmth to self-discovery and even nostalgia.

One of India’s biggest successes in the past few decades has been the ability of individual states to market their tourism potential across the world. It is not surprising in the last few years to find Kerala’s God’s Own Country campaign posters compete for attention with Incredible India creatives across world capitals. In the aftermath of the 9/11 attacks , the war on Afghanistan and the attack on Parliament in 2001, tourism in India had been looking bleak. Amidst all this turbulence, Incredible India – an ambitious campaign meant to position India globally as a premium tourist destination – was launched on the world stage by the Indian government. Around the same time, Indian states were encouraged to individually develop their own regional images and logos that could be enfolded in the “mother” brand. Over the years these narratives have helped many states proactively manage their reputation and image among their target audience, both international and domestic.

Here’s a look at a few notable state tourism ads from the last few years to see how they have each presented themselves:

Jammu and Kashmir:

Jammu and Kashmir tourism’s new campaign launched in September is set apart as it spotlights the hospitality, pride and Kashmiriyat of Kashmiris — ideas all but totally eclipsed in the violent events over the last year and half. The cozy 5-minute short film driven through the lens of a young Indian tourist couple and their large-hearted local guide brings out the paradise-on-earth themes where the stunning landscapes are unmissable, yet they speak from the backdrop wherein the enveloping bonfire warmth of the visiting experience is highlighted.

“Everybody knows that Kashmir is a beautiful place and we wanted to go beyond this known fact. The next biggest attraction in Kashmir is its hospitality, so the idea of incorporating traditional hospitality as its central theme was born,” Jaibeer Ahmad, executive business director and vice-president, J Walter Thompson, who is a Kashmiri himself told Greater Kashmir. The film has been directed by Amit Sharma, who also made the Google search ad showing the reconnection of two separated friends in India and Pakistan in 2013.

While the previous J&K tourism videos straightaway focused on the state’s immense aesthetic and cultural offerings, the new message clearly speaks to the times where the state’s prominent tourism industry has taken a serious blow amidst widespread perceptions of danger and fear.

Kerala was clearly the first mover among the states. The iconic idea of self-discovery is at the heart of its global style campaign. Its last offering “Your moment is waiting” lies in the gray area between advertising and art to paint a sensory encounter with mystique in Kerala that is likely to especially resonate with international tourists. It is made with an eye for tourists seeking an experience that goes beyond words, photographs and mementos.

The protagonist is a racially indistinct woman who almost experiences magical self-awareness as she travels. A masked man speaks to her, she meets her doppelganger during a backwaters boat journey and seems to intimately communicate with nature’s primitive forces in the forest and through the elephant. The images of what Kerala has to offer – ayurvedic massages, majestic wildlife, Kathakali, backwaters – are shown yet they are not the focus in the overarching narrative of her self-discovery.

Experiential marketing aims to bring out resonances of products and services that target moods and feelings. Within it, consumers are viewed as emotional beings who are focused on achieving “special experiences and unforgettable memories” which usually bypass and exceed the rational response to the same attractions. Campaigns like Your moment is waiting, that come with no celebrity frills, capitalise on it.

The six Rajasthan tourism ads unveiled in 2016 generated plenty of buzz for their innovative approach. Instead of creating an run-of-the-mill montage of palaces, forts, sand dunes and lakes, the focus of the campaign has been on creating vignettes of distinct individual experiences to a catchy common anthem and logo.

The spotlight of the series is on the wide range of experiences that Rajasthan affords. It is embodied in the tagline – “Come to Rajasthan, Jaane kya dikh jaaye”, which suggests a lush territory accommodating individual perspectives of different travellers (a domestic traveler from Delhi, a small child, different foreign tourists). The disparate sketches of Kumbhalgarh Fort of Mewar, Sand dunes of Thar, Garadia Mahadev in Kota, Pushkar hot air ballooning festival, ghosted Kuldhara Village near Jaisalmer and the state’s musical heritage come together to promise a richness in sightseeing and exploration for both domestic and international visitors.

Madhya Pradesh

Rarely would a person be heard saying: “I am going to Madhya Pradesh for a holiday!”. Madhya Pradesh is an advertising challenge when compared to the more thematically-cohesive offerings of states like Rajasthan, Kerala, Jammu and Kashmir or Goa . Being a culturally scattered entity, the second largest Indian state chucks the usual aerial shots and visual panoramas to inventively draw attention to its variety of attractions: from the Sanchi Stupa to Khajuraho temples to Kanha wildlife sanctuary – familiar names long nesting in conversations and GK textbooks, recalled in an isolated manner but rarely grouped under heritage of their home state.

The six-ad series by Ogilvy & Mather in the recent years has managed to change that in a short span. With their lush creative use of Indian references, the year-on-year advertisements appear to primarily attract domestic tourists.

This one’s the mother of all state celebrity brands. The dual language Gujarat tourism ads – “Khushboo Gujarat ki”and “Breathe in a bit of Gujarat” featuring Amitabh Bachchan , when they first appeared, had been the first of their kind to use the prowess of a Bollywood megastar to promote a state’s tourism. Somnath temple, Sabarmati, Rann of Kutch, Dwarka, Gir, Mandvi and Ahmedabad are some of the various vignettes in which Bachchan travels and invites others to in his signature courteous manner, which coalesce together wholesomely to draw attention to the gems to be seen within the state.

Soon after its first instalment, and with statistics to confirm its effectiveness, the Gujarat tourism campaign made other states’ tourism departments seriously consider getting a celebrity ambassador on board and even prompted a study by IIM-A about destination marketing through celebrity endorsement. The Bachchan promotion was unique among celebrities not only because of his enduring, inter-generational popularity, but also because he connotes sanskaar and a manner of sincerity, humour and humanity which delivers, as noted by Piyush Pandey, co-executive chairman of Ogilvy & Mather Asia-Pacific and creative director of the Gujarat tourism campaign.

West Bengal

“ From inventing Rosogolla to creating Sandesh, Bengal’s glory for sweets is as old as the land itself. But sweetness is not restrained to just our palates. It finds its way into our language, culture and hospitality, leaving the overwhelmed traveller wanting for more … We are Bengal.”

The state is referred to as Bengal; dropping the ‘West’ from the name – it is complete and wholesome in itself. Sweetness and joy are the themes from the USP of the text and the video campaign, which is led by a unassuming appearing, wide-eyed European tourist who is ‘charmed’ first by the hospitality, colours and beauty of Bengal and finally by the its tourism ambassador, Shah Rukh Khan. Commentators in the beginning of this year had been in two minds about the choice of SRK, a non-Bengali, of all celebrities for endorsing West Bengal tourism – although he does imbue it with a Bollywood-style finish for others who don’t mind. In an ad primarily led by the conventional foreign tourist – his appearance at the end seemed to be a touch base for domestic tourists.

Bihar campaign ads are unique because instead of relying on a popular public figure or visually endorsing its offerings to tourists, they are inward looking rebranding efforts which invite nostalgia and intrigue by reflecting on the state’s ancient heritage as a land of knowledge, of festivals like Chhath and as birthplace of Buddhism.

For a long time, Bihar has been a byword for “backward” and bastion of corruption, lawlessness and abject poverty. To counter that, the “Blissful Bihar” campaign which was launched in 2005 aimed to give Bihar a rustic facelift that emphasized its significance as the point of origin of Buddhism. Even its tourism logo is the image of a peepal tree under which Buddha attained enlightenment. Canadian anthropologist-researcher, David Geary, who has observed the developments around Buddhism related tourism in Bihar for a decade, noted: “Designed to cater to the financially lucrative religious diaspora, the launching of a new tagline in Bihar was synchronous with other elite tourism initiatives with a view of creating “Buddhist circuits” under the rubric “pilgrimage with pleasure””.

The North-East

Before Assam’s own signature campaign, there was the Open Up spot with a poetic cinematography which projected the North-East region of India — an abode of Buddhist heritage and vast natural beauty — like a ‘wild west’ of sorts. True to this individual call in a vast, virgin territory — it is led by no celebrity figure and not even by one distinct protagonist — rather it appears to invite adventure seeking tourists — Indian or otherwise to come discover and in process ‘open up’. The audience is engaged by a visual poetry to come and take in some of the North East — yet this verité persuasion is delivered in a mode quite different from the traditional approach of Gujarat tourism.

“Tourism is not just an aggregate of merely commercial activities; it is also an ideological framing of history, nature and tradition; a framing that has the power to reshape culture and nature to its own needs,” wrote scholar-author Dean MacCannell in 1992. This is precisely what we notice, going through the state ad campaigns above. These marketing campaigns are significant not only because they posture themselves as vibrant tourist destinations but also because they are an affirmation of control of a brand new narrative about the place. They are product of an endeavor to represent and speak with authority.

A campaign of the scale of Incredible India and the corresponding state campaigns under its ambit has not only helped augment country’s tourism revenue over the years, but it has arguably also played a larger role – of reshaping India’s image in the global arena. Over the years, as Geary puts it, the campaign also backhandedly announced the “arrival of a brand new India – one that is confident, self assured, and uses tourism as a window to elevate its geopolitical importance”.

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Throwback: How the Incredible India ad campaign made a global splash

The global tourism scenario took a hit as a result of 9/11 and its aftermath. the international tourism industry was largely stagnating, and india was no exception..

Rugged peaks of snow-capped mountains, beautiful valleys, undulating rivers, vibrant forests teaming with wildlife, sun-kissed coasts, spectacular monuments, delicious food, and vibrant culture: India, an ancient land, has much to offer travellers. Whether they look to expand their horizons beyond or wish to look within to find themselves, India has it all.

The global tourism scenario took a hit as a result of 9/11 and its aftermath. The international tourism industry was largely stagnating, and India was no exception. India, as a tourist destination, had much to offer. But how could a country showcase itself given its size, diverse natural landscape, and unique cultural features? A specific strategy was necessary to boost tourism.

The tourism department put Amitabh Kant on the task of turning the fortunes of the Indian tourism industry around. The advertising agencies had a simple brief: promote India to international travellers, especially the high-end ones.

The concept and its execution

Ogilvy & Mather developed a novel presentation. A drawing by V. Sunil showed the word “India” with an exclamation mark for the first “I”. It was a visual trick that worked well. India was like the exclamation mark, and Sri Lanka was like the dot. Also, the word “Incredible” did deserve an exclamation!

So the concept of “Incredible India” was created. It was a series of advertisements, in print and on television. In the eye-catching print advertisement, the exclamation mark became the Taj Mahal minaret reflected in water along with the dot-like moon. In another, it became the black vertical stripe of a tiger, and in yet another, a woman stood in a desert with a pot.

One television commercial showed the mosaic that is India, juxtaposing the desert of Rajasthan with the cold desert of Leh or Ladakh. People were shown doing dance, yoga, and playing traditional musical instruments from various regions of the country. Each scene was captivating and ended with the majestic Taj Mahal and a person in a yoga pose. There was a bright colour, splendour and uniqueness of experience on offer for the international traveller.

In yet another television commercial, a foreign traveller (a racetrack enthusiast) reconnected with himself through yoga and spectacular rides and walks in the foothills and snowy slopes of the Himalayas. Ending with the lines, “Find the incredible you”. It is the kind of journey a person takes within themselves.

The campaign to promote Indian tourism is a great example of experiential marketing.

The holistic approach

The Incredible India campaign was successful and has remained so since its launch. The Indian states and union territories were included in the programme, so that they promoted their region and culture, all under the aegis of this programme. For example, the state of Madhya Pradesh presented itself as the “Heart of Incredible India”.

This comprehensive approach has helped the Indian tourism industry and has presented a cohesive face to tourism promotion. Efforts have been made for the inclusive development of tourism by all stakeholders starting from the local community.

The Incredible India website has given a fillip to tourism promotion, with its easy-to-navigate site, relevant information and captivating images. A mobile application has followed too. All these collective efforts have resulted in the growth of foreign as well as domestic tourism in India.

The Ministry of Tourism has unveiled “Visit India Year 2023”. “Incredible India 2.0” was also launched to make targeted promotions globally with television commercials, and increased digital presence. For all who wish to visit, “Incredible India” will truly enthral.

Subodh Tagare is an associate professor at IMT Nagpur, where he teaches courses on marketing. Prior to IMT, Subodh was the marketing director at American Power Conversion/ Schneider Electric for South Asia.

S Vejay Anand is the chief executive officer of Ironhill Brewery. He has also been an entrepreneur in the food and pet care spaces. Earlier he was president at Coffee Day and COO at USPL.

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Home » Features » Tales from the Legends » Meet Amitabh Kant, the Mastermind of ‘Incredible India’ Campaign

• Tales from the Legends

Meet Amitabh Kant, the Mastermind of ‘Incredible India’ Campaign

• Jonali Buragohain
• September 27, 2022

No other tourism campaign best exemplifies the theme of this year’s World Tourism Day – ‘Rethinking Tourism’ –  than our very own ‘Incredible India’ campaign that catapulted India within a short time of its launch into the global tourism market and made the country one of the most sought-after destinations for international tourists. The incredible thing is, this happened at a time when, worldwide, the tourism industry was going through one its worst slumps.

And, the man who made this happen with his ‘Midas touch’ is 1980-batch retired IAS officer of Kerala cadre, Mr. Amitabh Kant. Mr. Kant is former CEO of NITI Aayog and currently he is India’s G20 Sherpa.

On World Tourism Day, today, Indian Masterminds got in touch with Mr. Amitabh Kant in Yogyakarta, Indonesia, where he is attending G-20 meetings, for an interaction, and he shared about his baby – the Incredible India campaign – and the way forward, especially in the context of the changed dynamics after the pandemic.

MAN WITH THE MIDAS TOUCH

Mr. Amitabh Kant is the architect of many successful tourism campaigns – whatever he had launched achieved incredible success. Besides the ‘Incredible India’ campaign, he was the man who developed Kerala as India’s leading tourism destination with his ‘God’s Own Country’ campaign. He also conceptualised and executed the ‘Atithi Devo Bhavah’ campaign to train taxi drivers, tourist guides and immigration officials. He was also a key driver of ‘Make in India’, ‘Startup India’ which positioned India as a leading manufacturing tourism destination.

Talking about the ‘God’s Own Country’ campaign, he said that it happened on a punishment posting in Kerala while he was cooling his heels.

“I was out of posting for a stretch of seven months when I was posted to Kerala as the tourism secretary, a punishment posting of sorts because Kerala back then was nowhere the tourist haven it is today. It just had Kovalam beach to boast of. We revived the traditional martial arts, dance forms, the cuisine, Ayurveda, got back carpenters from the Gulf countries to reintroduce house boats, and opened up the backwaters. We promoted Kerala for its pristine best. And within months, we took Kerala amongst the most popular destinations in the world,” Mr. Kant said.

INCREDIBLE INDIA CAMPAIGN

The Kerala campaign didn’t go unnoticed in the higher echelons of power. Mr. Kant was soon brought to Delhi by the then Prime Minister Atal Bihari Vajpayee as Joint Secretary in the Central government’s Tourism Department.

However, soon after he joined, a crisis of massive magnitude gripped global tourism in 2001-02 – the 9/11 attacks in US, war in Afghanistan, and attack on Indian Parliament, etc. Australia, New Zealand, Thailand Malaysia, Indonesia had all stopped their tourism campaigns. The world tourism was not moving at all. Countries issued travel advisories against visiting India and the hotels had only 10-15 per cent occupancy. Indian tour operators refused to sale packages as they feared India as a destination will not sell as there was no consumer demand. And, at the peak of that crisis, the ‘Incredible India’ campaign was launched.

“For India, that was a time for reflection, and action. The biggest challenge was to develop one powerful idea that would unify India as an aspirational destination. That idea was christened ‘Incredible India’. The campaign was launched at the peak of this crisis, to bring back consumer demand, and generate momentum and growth in the tourism industry. A strong image increased consumer confidence and enhanced the desirability of India’s tourism products. It catalysed worldwide brand recognition and a strong brand equity,” Mr. Kant said.

WENT BACK TO ROOTS

The irony is, India had to go back to her roots to build herself up as as a great tourist destination, to bring out the pure magic of her rich traditions.

“We followed the same formula that we followed for Kerala; got back to the roots of India. We talked about culture, cuisine, Yoga, art, and a lot more. This authentic experience attracts an international clientele and operates at full occupancy,” Mr. Kant said.

PRIVATE SECTOR IMPORTANT

He further highlighted that the Kerala campaign became a success because of the active role of the private sector in facilitating the government’s vision and emphasised that for the further growth of the country and its soft powers as well, the private sectors will have to play a key role.

“Indian entrepreneurs are experimenting, driven by dynamism and influenced by innovation and market opportunities. These experiences represent a new style of Indian elegance, luxury and spirituality. They provide a sense of timelessness, an opportunity to discover India and its people. In this shift towards experiential tourism lies the makings of Indian tourism,” he said.

Giving the example of Kerala, he said that until the mid-1990s, no one had heard of Kerala as a tourism destination. “But Kerala was ready, it had developed products like the backwaters and Ayurveda; its entrepreneurs had created experiential boutique resorts; proper infrastructure was in place. Similarly, other states will emerge as tourism destinations if they enhance the quality of experience, improve infrastructure and create sub-brands.” 

TARGET UPMARKET CLIENTELE

Saying he has never believed in the numbers game, Mr. Kant stressed that India should focus not on the masses, but on foreign tourists spending more time and money here.

“By targeting the upmarket clientele, India’s net value realisation will go up. Markets are deferential and responsive to the views of upscale tourists; the mass market inevitably follows. This has a positive impact on the destination itself: an inflow of upscale tourists accelerates investment and attracts talent.”

INCREDIBLE INDIA HAS TO BE CONSTANTLY REINVENTED

On economic downturns impacting tourism, he said that they are only temporary, as they redistribute it geographically, alter the product, and make travellers creative. Hence, the present economic crisis also presents an opportunity.

But, at the same time, he cautioned: “There is a need to reinvigorate India’s positioning and branding as an attractive destination. The Incredible India brand has to be constantly re-invented. This necessitates an effective private-public partnership. India needs an institutional restructuring with a tourism board like that of Singapore, Malaysia or Thailand, where hotels, tour operators and the government are all stakeholders. India also needs to unleash a new campaign in the global market every year. This calls for creativity, brilliant execution and constant innovation to ensure India stays incredible.”

• TAGS Amitabh Kant , NITI Aayog , Niti Aayog CEO , Tourism Day , World Tourism Day

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8 Favourite Incredible India Ads That Will Strike A Chord In Your Heart

Indian tourism ads have taken the world by storm ever since the inception of Incredible India marketing campaign. Brilliantly creative, catchy and gripping these ads are sure to give you the feels whenever you watch them.

So, here we are, ready to kick in some wanderlust in your hearts by showing you some of your most favourite Incredible India ads beautifully capturing the essence of the various Indian states and regions.

1. Rajasthan: Jaane Kya Dikh Jaaye

Earlier this year, Rajasthan came up with an immensely creative series of TVCs to promote state tourism. With a catchy tagline “Jaane Kya Dikh Jaaye”, this ad series was able to win everyone’s hearts instantly.

Here’s the latest in this series:

Must Read: You Can’t Ignore Rajasthan Anymore Because ‘Jaane Kya Dikh Jaaye’!

2. Madhya Pradesh: The heart of India

MP has been delivering perhaps the most creative tourism ads in India ever since it’s first Incredible India TVC, ‘Hindustan Ka Dil Dekho’. Starting from using shadow art as props to typical Indian toys and bobble-heads in their ads, Madhya Pradesh has been promoting state tourism in the most unique way possible.

However, the forever favourite and the coolest MP tourism TVC still remains the one with shadow art. Check it out here:

3. Maharashtra Unlimited

The beauty of the vast region of Maharashtra is often overshadowed by ‘city of dreams’, Mumbai. However, this TVC of Maharashtra tourism will change your impression of the state entirely. From the lush Western Ghats to serene beaches and the deeply rooted history, there is nothing that the state is missing to amaze travellers.

4. Jammu & Kashmir: Where Time Stands Still

No words can describe the beauty of Jammu & Kashmir and this TVC to promote tourism in the region does complete justice to the unfettered natural glory of the region. The ad is enough to transfer your soul to utopia.

Suggessted Read: 8 Lesser Known Secrets Of Kashmir That It Has Kept To Itself

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5. Gujarat:  Khushboo Gujarat Ki

Featuring Amitabh Bachchan, this Incredible India ad for Gujarat captures the essence of this vibrant and splendorous state in the most beautiful manner you can imagine.

6. Northeast: Paradise Unexplored

Being one of the most untouched and enigmatic of all regions in India, the tagline ‘Paradise Unexplored’ fits perfectly for tourism promotion of Northeast India. This ad explores some aspects of the region that puts in a new perspective in the minds of the people who are unaware of the beauty that lies in this region.

Suggessted Read: 31 Reasons Why You Should Never Visit Northeast India In 2022

7. Devbhoomi Uttarakhand

After the massive floods of 2013, Wilderness Films India made this stirring video to promote tourism once again in this beautiful state.

8. Bihar: Kahin Chhut Na Jaaye Chhath

Chhath puja is a major festival in Bihar and this ad captures the emotions that one has for home on such occasions. Certainly, it’s a unique ad for a unique state to promote tourism.

Let us know which one is your favourite Incredible India tourism ad or if we have missed out on it make sure to add it in the comments section below.

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• Brand Solutions
• 20 years of Incredible India; A successful endeavour?

• Tejas Gulati ,
• ETTravelWorld
• Updated On Jul 6, 2022 at 05:03 PM IST

Ministry of Tourism to revamp its Incredible India digital platforms

The tourism ministry had last revamped its Incredible India digital platforms in 2018. As per the RFP, the objective of the revamp is to make the Incredible India digital interface more 'tourist centric' and make it 'one-stop shop' for information and services through a traveller’s journey - dreaming, planning, booking, visiting and returning.

• By Tejas Gulati ,
• Published On Jun 22, 2022 at 11:57 AM IST

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10 Best Travel & Tourism Ads

Last updated on: May 28, 2024

The world of travel and tourism is a realm of endless exploration and discovery, where the allure of new destinations and experiences beckons adventurers from every corner of the globe. Amidst this vast and competitive landscape, the art of capturing the essence of a destination and inspiring wanderlust has given rise to some of the most captivating and memorable advertising campaigns. These advertising campaigns are not just advertisements,  they are portals to a world of breathtaking landscapes, vibrant cultures, and unforgettable journeys. In this article, we delve into the realm of travel marketing and unveil the 10 Best Travel and Tourism Advertising Campaigns that have successfully transported viewers to distant shores, inviting them to embark on incredible adventures.

Table of Contents

Incredible India Ad by Incredible India

The “Incredible India” campaign, launched by the Government of India, is a global initiative to promote India as a premier travel destination. This particular ad by “Incredible India” encapsulates the country’s astonishing diversity and rich cultural heritage. It visually narrates the story of India’s vibrant festivals, ancient traditions, and breathtaking landscapes. The ad seamlessly blends scenes from bustling cities, tranquil rural areas, historical landmarks, and spiritual sites, showcasing India as a land of contrasts and wonders. It appeals to a global audience, inviting them to explore the myriad experiences that India offers, from spiritual journeys to adventurous explorations, thereby boosting tourism and cultural awareness.

Signature Video | Kerala Tourism | Experience God’s Own Country by Kerala Tourism

The “Signature Video | Kerala Tourism | Experience God’s Own Country” by Kerala Tourism is a captivating visual representation of the Indian state of Kerala, often referred to as “God’s Own Country.” In just under two minutes, this video beautifully encapsulates the essence of Kerala’s natural beauty, rich culture, and unique experiences. It showcases the lush green landscapes, tranquil backwaters, pristine beaches, and exotic wildlife that define Kerala. The video also highlights the state’s Ayurvedic traditions and delectable cuisine. With its stunning cinematography and soothing music, the campaign invites viewers to immerse themselves in the serenity and charm of Kerala, making it an irresistible travel destination.

Paradise Unexplored – North East India by Incredible India

“Paradise Unexplored – North East India by Incredible India” is a captivating tourism campaign that invites travelers to discover the hidden gems of India’s North East. With lush landscapes, rich cultural diversity, and breathtaking vistas, it offers an enchanting glimpse into the lesser-explored regions of Assam, Meghalaya, Arunachal Pradesh, and more. The campaign celebrates the indigenous traditions, vibrant festivals, and pristine natural beauty of North East India. It encourages adventure seekers to explore dense forests, serene lakes, and the unique lifestyle of the local communities. This campaign serves as a window to the untouched paradise of North East India, enticing tourists to embark on an unforgettable journey of discovery.

Madhya Pradesh – The Heart of Incredible India by Madhya Pradesh Tourism

Madhya Pradesh – The Heart of Incredible India” is a captivating tourism campaign by Madhya Pradesh Tourism that portrays the state as the very essence of India’s cultural and geographical diversity. It offers a visual extravaganza of Madhya Pradesh’s majestic forts, dense forests, and serene rivers, providing a glimpse into its rich heritage and natural beauty. The campaign invites travelers to explore the state’s numerous wildlife sanctuaries, ancient temples, and historically significant sites, all while celebrating its central role in India’s cultural tapestry. With stunning visuals and a strong narrative, the campaign successfully entices tourists to immerse themselves in the heart of “Incredible India,” Madhya Pradesh.

Rajasthan: Jaane Kya Dikh Jaaye by PIB India

Rajasthan: Jaane Kya Dikh Jaaye” is a captivating campaign by PIB India that immerses viewers in the vibrant tapestry of Rajasthan, India’s largest state. This campaign brilliantly captures the essence of Rajasthan, known for its majestic forts, colorful festivals, and rich cultural heritage. The slogan “Jaane Kya Dikh Jaaye” invites travelers to discover the surprises that await them in Rajasthan, from the iconic palaces of Jaipur to the golden sands of the Thar Desert. The campaign’s imagery showcases the state’s exquisite architecture, bustling bazaars, and warm hospitality, enticing tourists to experience the grandeur and authenticity of this royal land.

Madhya Pradesh – The Heart of Incredible India by Incredible India

“Madhya Pradesh – The Heart of Incredible India” by Incredible India is a captivating tourism campaign that showcases the central Indian state of Madhya Pradesh as the very essence of India’s cultural and geographical diversity. This campaign beautifully captures the state’s rich heritage, majestic forts, and lush wildlife sanctuaries. It highlights iconic destinations like Khajuraho, known for its exquisite temples, and the tranquil Narmada River, a symbol of spirituality. The campaign’s imagery and narrative invite travelers to explore this heartland, where history comes alive in its architecture, and nature flourishes in its forests. Madhya Pradesh truly embodies the soul of India, and this campaign presents it as a must-visit destination for those seeking an authentic Indian experience.

Apla Maharashtra Unlimited | Maharashtra Tourism by Maharashtra Tourism

Apla Maharashtra Unlimited” is a captivating tourism campaign by Maharashtra Tourism that invites travelers to explore the diverse and boundless attractions of the Indian state of Maharashtra. The campaign celebrates the rich tapestry of experiences that Maharashtra offers, from the bustling metropolis of Mumbai to the serene hills of the Western Ghats and the stunning coastline along the Arabian Sea. It showcases the state’s vibrant culture, historic landmarks, and varied landscapes. Whether it’s exploring ancient caves, enjoying the vibrant festivals, or savoring the local cuisine, Maharashtra promises unlimited experiences for tourists. The campaign beautifully captures the essence of Maharashtra’s heritage and its status as a tourist haven in India.

Jammu and Kashmir – Where time stands still. (Director’s Cut) by Jammu & Kashmir Tourism

Jammu and Kashmir – Where time stands still. (Director’s Cut)” by Jammu & Kashmir Tourism is a captivating tourism campaign that immerses viewers in the timeless beauty of this northern Indian region. The Director’s Cut edition offers an extended and more immersive experience. It portrays Jammu and Kashmir as a place of serene beauty, where the passage of time seems to slow down. The campaign showcases the region’s breathtaking landscapes, including snow-covered mountains, pristine lakes, and lush valleys. It invites travelers to escape the hustle and bustle of modern life and immerse themselves in the tranquility and natural splendor of Jammu and Kashmir, making it an ideal destination for nature enthusiasts and those seeking a peaceful retreat.

Khushboo Gujarat Ki – A journey towards the majestic land of Gujarat (Hindi)

Khushboo Gujarat Ki – A journey towards the majestic land of Gujarat” is a captivating campaign spearheaded by Narendra Modi, the Prime Minister of India, to promote the state of Gujarat. This campaign, with its title translating to “The Fragrance of Gujarat,” encapsulates the essence of the state’s diverse attractions. It showcases Gujarat’s rich historical heritage, vibrant culture, and breathtaking landscapes, including the iconic Rann of Kutch and the bustling city of Ahmedabad. With a focus on tourism and cultural pride, the campaign invites travelers to embark on a mesmerizing journey through Gujarat, offering a glimpse into the state’s unique traditions, wildlife sanctuaries, and remarkable experiences.

KERALA Backwaters ● India 2020 by Travel Penguin

The “KERALA Backwaters ● India 2020” video by Travel Penguin offers a mesmerizing glimpse into the enchanting backwaters of Kerala, a state in southern India. This visual masterpiece captures the essence of Kerala’s backwater ecosystem, with its intricate network of serene waterways, lush greenery, and traditional houseboats gently gliding on the placid waters. The video showcases the unique and tranquil way of life in the backwaters, where communities thrive along the shores. Viewers are transported to a world of calm and natural beauty, making it an enticing invitation for travelers seeking a serene and picturesque escape in the heart of God’s Own Country, Kerala.

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Best Indian State Tourism Advertisement Campaigns

By Shubham Sachdeva

| Published on January 16, 2018

In this hectic world, traveling has become a great stress relieving activity. Many companies have set up in the metro cities that guide people how and where to travel. Travel and tourism are also very important because it brings an experience of different cultures and the type of people that live in our country. Government is trying to promote tourism from many years. In order to attract new visitors in different states, most of the states in India encourage people with their advertisement campaigns. Have a look at some of the best state tourism ad campaigns of India:

1. Khushbu Gujarat Ki: Gujarat

This advertisement campaign gained huge popularity and showed the cultural and religious form of Gujarat, this ad featured Bollywood legend Amitabh Bachchan and won the National Tourism Award for 2011-12. A famous slogan from this ad was ‘Breathe in a bit of Gujarat’.

2. Sau Rang: Madhya Pradesh

Madhya Pradesh is known as the ‘heart of India’ because of its geographical location in the country. The ad tries to attract people by showing different colours of MP by featuring key tourist attractions such as Kanha’s tigers, Khajuraho’s famous sculptures, Mandu’s Jahaz Mahal, Sanchi Stupa and Ujjain’s Mahakal Aarti.

3.Devbhoomi :Uttarakhand

After the floods that Uttrakhand saw in 2013 decreased the number of travelers to visit the state. To promote tourism once again in this beautiful state Wilderness Films India made this amazing ad campaign.

4. Jaane Kya Dikh Jaaye: Rajasthan

Rajasthan tourism always comes up with creative ad campaigns. This ad shows there are many things in Rajasthan that can surprise anyone.

5.Where Time Stands Still: Jammu & Kashmir

Jammu & Kashmir can make anyone go mad for its amazing mountains and this ad campaign has done complete justice with the beauty of the place.

6. Kahin Chhut Na Jaaye Chhath: Bihar

‘Chhath’ is a very important festival for the people of Bihar. This ad perfectly captures how it feels like celebrate a festival at home. This ad won many hearts and was a very good way to promote tourism in Bihar.

Do let us know which is your favorite among all these and you can also suggest the state tourism ads that can be included in this list.

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• Bihar , Gujarat , Jammu & kashmir , Madhya pradesh , state tourism , travel and tourism , Uttrakhand , youtube

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10 Tourism Campaigns That Got Our Attention Through Digital Marketing

What do you expect from a marketing campaign planned by a tourism board or a digital marketing agency? If it’s images or video clips of beautiful scenery, thrilling activities, mouth-watering dishes, then you’ve got to raise your bar of expectations. With the tourism industry booming all year round, pitching a marketing campaign that catches attention has become a competition these days. Tourism marketing campaigns today are more than just fascinating videos. They have a theme, a story line, something new to allure you with, to their country.

While there are in numerous such campaigns, we have enlisted below, 10 best campaigns by tourism boards from all over the world.

1. Tourism Ireland- Fill your heart

The best approach a marketing campaign or a digital marketing agency can take is the emotional approach. That’s exactly what Ireland’s tourism board picked with ‘Fill Your Heart’. In the year 2018 they posted a video that captured how some destinations in Ireland can make you feel. The video covers a couple’s journey who are touring around Ireland. For the campaign they have been requested to wear a technical gear that measures their heartbeats and a camera to capture their whereabouts.

2. Norway- Sheep With A View

3. Tourism Australia- Super Bowl Commercial

4. Visit Sweden- Airbnb Listing

5. South African Tourism- 24 Hours of Wow

6. Tourism Ireland- Doors of Thrones

7. Visit Las Vegas- LGBTQ Video

8. Quebec- Blind Tourist

9. Visit Pittsburgh- UGC Everywhere

What better a campaign than showcasing real experiences by real tourists? This is what Pittsburgh promoted- real stories, real emotions and real experiences, thus making their campaign relatable. For their campaign, instead of a video, they took to posting it all on their Instagram page – @ visitpittsburgh. This can be a work of a digital marketing agency.

10. Hong Kong Tourism Board- VR Time Travel

In 2018, Hong Kong tourism board partnered with sky100 and VR experience design house TimeLooper to launch a VR based interactive microfilms tourism campaign. The campaign was named- “VR Time Travel: Step into Old Hong Kong” and showcased the life of old Hong Kong. With this campaign, the tourism board invited tourists to visit Hong Kong and see how different and developed Hong Kong is now.

A marketing campaign is the best way to reach out to your audience and promote your brand. For tourism brands, there’s no better way than showcasing what beauty the land beholds for the tourists. What differs, is the portrayal of the same.

Mindstorm is a ‘Hybrid’ Digital Marketing Agency in Mumbai that aims to connect with its target audience with innovative and outstanding digital campaigns. With every campaign, we address something new and set new benchmarks. Our team has expertise in boosting the social media presence of the brand and building the right kind of buzz in the target audience.   Through all these services, Mindstorm empowers brands with real-time and personified creative communications to effectively target social media marketing goals. Also, make the brand reach new heights. We are great at strategic digital marketing.

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Modi govt 3.0: making incredible india tourism a national priority, key industry voice ajeet bajaj sets the government's agenda for realising indian tourism's true global potential.

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TEHRAN - Iran is currently staging a roadshow in India as part of a series of promotional roadshows to attract tourists, and strengthen tourism ties with foreign countries.

The roadshow takes place from September 10 to 14, with presence of Ali-Asghar Shalbafian, the Iranian deputy tourism minister, in three major Indian cities: Mumbai, Hyderabad, and New Delhi, as CHTN reported on Tuesday.

The event aims to highlight Iran’s tourism potential and will feature the participation of key private sector players from Iran’s outbound travel agencies, along with government officials from both countries, the report added.

As part of Iran’s marketing efforts, led by the deputy of tourism at the Ministry of Cultural Heritage, Tourism, and Handicrafts, the roadshow aims to achieve several key objectives, including promoting a positive image of Iran by highlighting its cultural, historical, and natural diversity, increasing the number of international tourists, creating new business opportunities, and introducing new destinations and attractions.

As revealed by the roadshow organizers, one of the main focuses of the event will be facilitating direct interaction between the tourism professionals of the two countries through B2B meetings. These sessions aim to establish direct, face-to-face contact between the tourism sectors of both nations to facilitate practical tourism exchanges.

In addition to fostering ties between tourism professionals, the event also offers a platform for identifying and collaborating with new business partners, such as tour operators, airlines, social media influencers, and other stakeholders in the tourism industry.

This approach aims to create a network of international partners and open new avenues for future cooperation. It is expected that over 100 tourism companies and professionals will participate in each city during the event.

India, with a population of over 1.4 billion, recently surpassed China to become the world’s most populous country. As such, the Indian tourism market holds significant importance for Iran, given its substantial number of potential travelers.

Additionally, India’s growing middle class and rising per capita incomes make it one of the world’s largest sources of outbound tourists, who increasingly seek new cultural experiences and international destinations.

New Delhi, with its vast and influential population, Hyderabad, known for its rich cultural heritage, and Mumbai, as India’s economic hub, all provide unique opportunities for promoting Iranian tourism.

Furthermore, cultural and ethnic ties between the two nations offer another advantage for Iran’s tourism sector, underscoring the importance of this roadshow in India.

The roadshow builds on previous events held in Southeast Asian countries such as Malaysia, Indonesia, and Vietnam, from June 29 to July 6.

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• Ali-Asghar Shalbafian
• foreign tourism
• Iran’s tourism

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More Indians than ever are going on holiday abroad – so where are they heading and why?

Visiting Lecturer, School of Architecture + Cities, University of Westminster

Disclosure statement

Ross Bennett-Cook does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

University of Westminster provides funding as a member of The Conversation UK.

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Travel is on the rise again. According to the UN’s tourism agency, international travel for all purposes reached 97% of its pre-pandemic level in the first quarter of 2024. In some regions such as Africa and Europe, arrivals are already surpassing these levels.

Indian travellers, in particular, are adding to this growing trend – no nation’s outbound tourism market is growing faster. In response to this rapidly expanding travel boom, Indian airlines ordered record numbers of new planes in 2024.

The Indian travel market is gigantic, with its middle class now representing 31% of the country’s population . This figure is expected to increase to 60% by 2047, meaning there will be more than 1 billion middle-class Indians by the middle of the century.

For budding Indian tourists, the future of travel looks exciting. But for the many destinations already besieged by overtourism , this new market may be viewed through a more sceptical lense .

Read more: Bali gives a snapshot of what 'overtourism' looks like in the developing world

Nonetheless, Indian tourists spent US$33.3 billion (£25.3 billion) in 2023, and many destinations are recognising their potential. In April, for example, Japan introduced a new e-visa system for Indian tourists in the hopes of increasing arrivals .

Two months earlier, Dubai created a five-year, multiple-entry tourist visa tailored to Indian visitors. South Africa’s simplified visa scheme will also start in 2025, while other nations including Malaysia , Kenya , Thailand and Iran have scrapped visa requirements for Indian tourists entirely.

The evidence suggests these schemes work. Tour operator Thomas Cook reported in May that Indian demand for holidays in Georgia has surged by a staggering 600% year-on-year since the country launched its e-visa system for Indian tourists in 2015.

Other European markets have been slower to adjust. Europe’s border-free Schengen zone has introduced a new “cascade” system, which will allow Indian visitors who have used a short-stay visa twice in the last three years to now apply for a two-year, multiple-entry tourist visa.

But, while this is a positive step towards easier travel for some Indian tourists, it will have no effect on new travellers. The Schengen visa process can also still take months, requires significant paperwork, and appointments are notoriously difficult to find.

The story is similar for British visas. Many people in India, as well as other applicants , feel the process is too harsh and can be humiliating . Endless amounts of paperwork are required, including bank statements and invitation letters, and rejections are often not explained.

In a study of travel trends in India, online travel platform Booking.com also found that Indian tourists typically book their trip at the last minute. They spend just 30 days planning a holiday on average, compared with 63 days for Americans and 90 days for Brits. Many simply cannot be bothered with time-consuming visa requirements, and are opting for easier and more welcoming destinations instead.

So, where are they going?

Budget airlines flying to relatively nearby destinations have contributed to India’s tourism rush, with south-east Asia increasingly popular. According to Google Trends , Vietnam was the most-researched destination by Indians in 2023.

That year, the Vietnam National Authority of Tourism reported a 231% increase in visitors from India compared with 2019. Other south-east Asian countries such as Thailand, Singapore and Indonesia are seeing similarly huge jumps in arrivals .

Indian travellers are hugely influenced by television and movies, often opting to visit the places they have seen in Bollywood. Despite visa restrictions, the number of Indian tourists visiting Spain jumped by 40% in 2011 after the La Tomatina festival – where participants throw tomatoes at each other – was featured in the popular Hindi movie Zindagi Na Milegi Dobara .

It has been a similar story for Switzerland. Several Bollywood movies filmed there over the past 50 years have resulted in an Indian tourism love affair with the country. The Swiss tourist board even offers Bollywood tours to the various sites featured in Indian cinema.

While only 9% of Indian travellers focus on long-haul destinations in western Europe, Switzerland has been a top-20 destination for Indian tourists for over a decade.

Other destinations have started using Bollywood actors in their promotional campaigns. Dubai, for example, is promoted by the Indian acting superstar and film producer Shah Rukh Khan . And the heartthrob actor Siddharth Malhotra has been New Zealand’s brand ambassador since 2015.

By 2040, the number of international tourist departures from India could hit 90 million , not far from the 104 million Chinese tourists who travelled in 2019 . However, research suggests that Chinese holidaymakers are increasingly deciding to travel at home, meaning Indian tourists may soon overtake them.

As more people in India flock to airport departure lounges, tourist destinations around the world are jostling for position in the race to take their share.

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