On 02.02.2026, the Ministry of Tourism answered Unstarred Question No. 251 in Lok Sabha, regarding the Incredible India 2.0 initiative. The questions were raised by Shri P P Chaudhary, Shri Chavda Vinod Lakhamshi, and Shri Vijay Kumar Dubey. The Minister of Tourism, Shri Gajendra Singh Shekhawat, stated that the Incredible India 2.0 campaign was launched following the Union Budget announcement for 2017-18. This campaign represented a shift from a generic approach to a market-specific and theme-based strategy. Under the initiative, India’s diverse tourism destinations and products, including those in Rajasthan, are promoted in identified overseas source markets. Promotional activities include digital and conventional media, official tourism websites, social media, international tourism fairs and exhibitions. The campaign strengthened India's global brand and contributed to increased foreign tourist arrivals.
Key Entities Referenced
Incredible India 2.0 Initiative: Tourism promotion campaign launched by the Ministry of Tourism to promote India's tourism.
Ministry of Tourism: The ministry responsible for the Incredible India 2.0 campaign and overall tourism promotion in India.
Rajasthan: State where state-specific promotional strategies were undertaken under Incredible India 2.0.
Union Budget 2017-18: The budget announcement that launched the Incredible India 2.0 campaign.
GOVERNMENT OF INDIA
MINISTRY OF TOURISM
LOK SABHA
UNSTARRED QUESTION NO.251
ANSWERED ON 02.02.2026
INCREDIBLE INDIA 2.0 INITIATIVE
251. SHRI P P CHAUDHARY:
SHRI CHAVDA VINOD LAKHAMSHI:
SHRI VIJAY KUMAR DUBEY:
Will the Minister of TOURISM be pleased to state:
(a) the details of strategic focus areas of the Incredible India 2.0
initiative;
(b) the nature of promotional efforts undertaken in recent months,
including global events, partnerships and digital campaigns;
(c) the impact of these efforts on strengthening India's tourism profile
and generating interest among foreign tourists;
(d) whether the Government has put in place any evaluation mechanism
to measure the effectiveness of Incredible India 2.0;
(e) if so, the details thereof;
(f) whether any State-specific or destination-focused promotional
strategies have been undertaken under Incredible India 2.0 for the
State of Rajasthan, particularly for heritage and cultural sites in Pali
Lok Sabha Constituency; and
(g) if so, the details thereof?
ANSWER
THE MINISTER OF TOURISM (SHRI GAJENDRA SINGH SHEKHAWAT)
(a) to (g): 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.
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