Incredible India campaign faces reboot debate as arrivals trail 2019 peak
India's tourism establishment is rethinking the two-decade-old Incredible India platform after H1 2025 arrivals fell 9.4%, still short of the 10.93 million 2019 peak. Agencies urge creator-led, experience-driven storytelling around wellness, cuisine and sustainability to close the gap with rivals like Singapore.
India's tourism establishment debates refreshing the two-decade-old Incredible India campaign as foreign arrivals lag 2019 peaks. Industry voices urge creator-led, experience-driven storytelling around wellness, cuisine, and sustainability to reposition the country for modern travellers.
Why this matters
Incredible India, launched in 2002, is being reassessed as arrivals lag the 2019 benchmark and regional rivals capture share through experience-led, creator-driven campaigns.
Retail-brand signals steady at 1,308 over the past 90 days.
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- ET Brand Equity — Same time