**Executive Summary**
This document reports on the Indian Ministry of Tourism's initiatives to promote and publicize tourism in the global market, including overseas and domestic efforts. It outlines strategies for promoting India as a destination for weddings and MICE events, and strengthening domestic tourism. The report addresses a question raised in Lok Sabha on December 15, 2025.
**Key Points / Main Content**
* **Overseas Tourism Promotion:**
* The Ministry of Tourism, in collaboration with Indian Missions, promotes India as a tourist destination in key international source markets.
* Indian Missions facilitate participation of government and private stakeholders in major overseas tourism events.
* Promotion includes tourism roadshows, food festivals, engagement with local tour operators, trade meetings, and social media activities.
* **Domestic Tourism Promotion:**
* The Ministry aims to strengthen domestic tourism through initiatives like Dekho Apna Desh, Bharat Parv, and the Best Tourism Village Competition.
* Dekho Apna Desh raises awareness of India's heritage and encourages domestic travel through webinars, contests, and promotional events.
* Bharat Parv is an annual event showcasing India's cultural diversity, promoting the spirit of "Ek Bharat, Shreshtha Bharat".
* The Best Tourism Villages Competition recognizes villages that preserve cultural assets and promote sustainable tourism. 71 villages were recognized in 2023 and 2024.
* **MICE and Wedding Tourism Promotion:**
* The Ministry developed a National Strategy and Roadmap for the MICE industry to position India as a leading global MICE destination.
* "Meet in India" sub-brand was launched in 2021 to promote India as a hub for mega conferences and exhibitions.
* The "India Says I Do" campaign was launched in 2023 to promote India as a premier wedding destination.
* "Wed in India" expo and “Meet in India” conclave were organized in 2024 and 2025 respectively on the sidelines of the Great Indian Travel Bazaar.
* **Assessment of Promotional Measures:**
* The Ministry of Tourism has not yet evaluated the impact of these promotional measures on tourist arrivals, tourism spending, and destination visits.
* **Holistic Tourism Promotion:**
* The Ministry promotes India as a holistic destination, including coastal and rural tourism. This is achieved through marketing activities in association with the Travel Trade, State Governments, and Indian Missions overseas.
**Impact Analysis**
**Ministry of Tourism:**
* **Impact:** Responsible for implementing and managing various tourism promotion initiatives.
* **Action Required:** Continue implementing and managing the initiatives.
**Indian Missions Overseas:**
* **Impact:** Play a crucial role in promoting India as a tourist destination in key international markets.
* **Action Required:** Collaborate with the Ministry of Tourism and facilitate participation of government and private stakeholders in tourism events.
**State Governments/Union Territories:**
* **Impact:** Benefit from the increased tourism due to promotional activities.
* **Action Required:** Participate in tourism events and work with the Ministry of Tourism to promote tourism in their regions.
**Travel Trade:**
* **Impact:** Can benefit from the increase in tourism-related business.
* **Action Required:** Coordinate with the Ministry of Tourism, State Governments and Indian missions overseas to undertake marketing and promotional activities.
Key Entities Referenced
Ministry of Tourism: The Indian government ministry responsible for the development and promotion of tourism in India.
Incredible India: The brand name used to promote tourism in India.
Dekho Apna Desh: A Ministry of Tourism initiative to promote domestic tourism in India.
Meet in India: A Ministry of Tourism initiative to promote India as a MICE destination.
Bharat Parv: A Ministry of Tourism event showcasing India's culture and diversity.
GOVERNMENT OF INDIA
MINISTRY OF TOURISM
LOK SABHA
UNSTARRED QUESTION NO.2362
ANSWERED ON 15.12.2025
PROMOTION AND PUBLICITY OF TOURISM IN GLOBAL MARKET
2362. SMT. KAMALJEET SEHRAWAT:
DR. HEMANT VISHNU SAVARA:
SHRI YOGENDER CHANDOLIA:
SHRI SURESH KUMAR KASHYAP:
SHRI JANARDAN MISHRA:
SHRI NABA CHARAN MAJHI:
SHRI VIJAY KUMAR DUBEY:
Will the Minister of TOURISM be pleased to state:
(a) the details of the initiatives taken by the Tourism Officers of Indian
Missions to promote India in overseas tourism markets through the
Incredible India brand and international events;
(b) the details of the steps taken to strengthen domestic tourism through
programmes such as Dekho Apna Desh, Bharat Parv and the Best
Tourism Village Competition;
(c) the manner in which campaigns like ‘Wed in India’ and ‘Meet in India’
are being used to position India in the global wedding and MICE
(Meetings Incentives, Conferences and Exhibitions) tourism markets;
(d) whether the Government has assessed the impact of these promotional
measures on tourist arrivals, tourism spending and destination visits;
(e) whether the Government is promoting India in overseas tourism
markets through its Coastal and Rural Tourism, as very popular in
overseas especially in Palghar district of Maharashtra; and
(f) if so, the details thereof?
ANSWER
THE MINISTER OF TOURISM (SHRI GAJENDRA SINGH SHEKHAWAT)
(a): The Ministry of Tourism in collaboration with Indian Missions promotes
India as a tourist destination in key international source markets. The IndianMissions facilitates participation of private and Government stakeholders
including State Governments / Union Territories in major overseas tourism
trade fairs and exhibitions; organisation of Tourism Roadshows, food
festivals; engagements with local tour operators and other industry
stakeholders; organisation of trade meetings & familiarization (FAM) trips;
publicity through social media and media engagement activities.
(b): The Ministry endeavours to strengthen domestic tourism through
various initiatives including Dekho Apna Desh, Bharat Parv and Best Tourism
Village competition etc.
Dekho Apna Desh initiative aims to raise awareness of India's rich
heritage and culture, foster national pride, and encourage extensive
domestic travel. Under this initiative Ministry of Tourism has organized
webinars about different lesser-known destinations, quiz contests and other
competitions both online and offline. Several domestic promotional events
are also organised in association with tourism stakeholders.
Bharat Parv is a flagship annual event organized by the Ministry of
Tourism as part of the Republic Day celebrations. The event showcases
India’s rich cultural, artistic, culinary, and spiritual diversity and aims to
promote the spirit of “Ek Bharat, Shreshtha Bharat.” The event features
display of Republic Day tableaux, food festival, participation of handicraft
and handloom artisans, pavilions by tourism departments of State
Governments / Union Territories, Central Ministries, cultural performances
etc.
The Best Tourism Villages Competition was undertaken to honour a
village that best exemplifies a tourism destination in preserving cultural and
natural assets, promoting community-based values and lifestyles and is
commitment to sustainability. In the last two editions of the Best Tourism
Village Competition held in 2023 and 2024, a total of 71 villages were
recognized as Best Tourism Villages.
(c): To Position India as a leading global MICE destination, the Ministry of
Tourism has developed a National Strategy and Roadmap for the MICE
industry. As part of this initiative, in 2021, “Meet in India” sub-brand was
launched, with the vision to promote India as a hub for mega conferences
and exhibitions, creating awareness and building a positive global
perception of the country’s MICE potential.Ministry of Tourism has also launched the campaign "India Says I Do"
in 2023 to promote India as a premier wedding destination globally. The
campaign aims to showcase the diverse, rich and culturally vibrant venues
India offers for weddings, from royal palaces and heritage forts to scenic
beaches, mountains and riversides.
In the year 2024 and 2025, the Ministry of Tourism in collaboration with
Federation of Indian Chambers of Commerce and Industry (FICCI), organised
“Wed in India” expo and “Meet in India” conclave, respectively, on the
sidelines of Great Indian Travel Bazaar (GITB) at Jaipur.
(d): The Ministry of Tourism has not made such assessment to evaluate the
impact of these promotional measures on tourist arrivals, tourism spending
and destination visits.
(e) to (f): Ministry of Tourism promotes India as a holistic destination in the
tourism generating markets to promote various Indian tourism products
including coastal tourism and Rural Tourism destinations of the country.
These objectives are met through various marketing and promotional
activities done in association with the Travel Trade, State Governments and
Indian Missions overseas.
*******