The objective of the Ministry of Tourism is to increase India’s share in world tourist arrivals from the present 0.6% to 1% by the end of the 12th Five Year Plan. This would result in achieving 11.37 million Foreign Tourist Arrivals by 2016, as compared to 6.29 million Foreign Tourist Arrivals in 2011. For achieving this objective, the Ministry has stepped up its promotional activities in important as well as potential source markets overseas and is taking several initiatives for overall growth in the sector given below.
1. In an attempt to spread the reach of the ‘Incredible India’ promotional efforts, the Ministry has taken the initiative to develop synergy with other Ministries / Organisations for undertaking joint promotional activities in the country and overseas. The Ministry has successfully collaborated with the Ministry of Information and Broadcasting, Ministry of Overseas Indian Affairs, Gem & Jewellery Export Promotion Council for dovetailing their promotional efforts with the Incredible India Campaigns.
2. As a step further in this initiative, a Memorandum of Understanding (MoU) has been entered into between the Ministries of Tourism and Civil Aviation on 21st March 2012 with the primary objective of promoting India as a preferred tourist destination in the tourist generating markets overseas as well as within the country.
3. The MoU has defined the areas in which joint promotional activities would be undertaken by the two Ministries, which include
(a) ‘Incredible India’ branding at airports in the country,
(b) Screening of promotional films on flights landing at and taking off from Indian airports,
(c) Joint participation in Road Shows and Events organized by the two Ministries,
(d) Promotion of newly upgraded airports in the country
(e) Collaboration to take forward the “Campaign Clean India” launched by the Ministry of Tourism.
4. The two Ministries will also work together for developing remote and new destinations by encouraging airline operators to provide connectivity. Development of infrastructure will include airstrips, helipads and heliports.