The Ministry of Tourism launched the Incredible India 2.0 initiative as part of the Union Budget announcement for the year 2017-18. The campaign represents a shift from a generic promotional approach to a more focused, market-specific and theme-based strategy for tourism promotion. India's tourism destinations, including those in Rajasthan, are promoted in identified overseas source markets using digital and conventional media, including tourism websites, social media platforms, and international tourism fairs and exhibitions. The campaign has strengthened India's global brand presence and contributed to an increase in foreign tourist arrivals. The information was provided by Union Minister for Tourism and Culture Shri Gajendra Singh Shekhawat. Contact Sunil Kumar Tiwari at tourism4pib[at]gmail[dot]com. Release ID: 2222143, Visitor Counter: 287. It was posted on February 2, 2026, at 4:06 PM by PIB Delhi.
Key Entities Referenced
Incredible India 2.0 Initiative: A campaign launched by the Ministry of Tourism to promote tourism in India through a more focused and market-specific strategy.
Ministry of Tourism: The government ministry responsible for launching and overseeing the Incredible India 2.0 campaign.
Lok Sabha: The information regarding the Incredible India 2.0 initiative was given by the Union Minister for Tourism and Culture in a written reply in Lok Sabha.
Rajasthan: One of the states in India where diverse tourism destinations and products are promoted under this initiative.
Ministry of Tourism
INCREDIBLE INDIA 2.0 INITIATIVE
Posted On: 02 FEB 2026 4:06PM by PIB Delhi
As part of the Union Budget announcement for the year 2017–18, the Ministry of Tourism launched the
Incredible India 2.0 campaign. The campaign represented a shift from a generic promotional approach to a
more focused, market-specific and theme-based strategy for the promotion of tourism in the country.
Under this initiative, India’s diverse tourism destinations and products, including those in the State of
Rajasthan, are promoted in identified overseas source markets.
Promotional activities are undertaken through a mix of digital and conventional media, including official
tourism websites, social media platforms, and participation in international tourism fairs and exhibitions.
The campaign strengthened India’s global brand presence and contributed to a notable increase in foreign
tourist arrivals.
This information was given by Union Minister for Tourism and Culture Shri Gajendra Singh Shekhawat in
a written reply in Lok Sabha today.
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Sunil Kumar Tiwari
tourism4pib[at]gmail[dot]com
(Release ID: 2222143) Visitor Counter : 287
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