Restructuring / Turnaround Strategies Case Study

Case Title:

Indian Tourism Turnaround: The Success Story of 'Incredible India' Campaign

Abstract:
India, one of the Asia’s most popular tourism destinations lured foreign tourists through its hills, rivers, plateaus, plains, beaches, deltas and deserts, many luxurious hotels and resorts, picturesque nature sites, and the architectural wealth. India delivered novelty in various categories of tourism like history tourism, adventure tourism, medical tourism like Ayurveda and other forms of Indian medications, spiritual tourism, business travels, holiday seekers, beach tourism, etc. The liberalisation of Indian economy in the 1990s attracted investment in the tourism sector and infrastructure development fostered the international tourist flow to India. But, between 2001 and 2002, the Indian tourism sector witnessed fall in foreign tourist arrivals due to the 9/11 incident in the US, Afghanistan war, and India-Pak border tension. To boost the tourists’ flow, Ministry of Tourism (MoT), launched ‘Incredible India’ in 2002 – a campaign aimed at building brand image of India in global tourism industry and to increase foreign exchange earnings. The tourism industry witnessed positive results of this campaign and now enjoying the fruits of ‘Incredible India’ campaign.

Pedagogical Objectives:

• Growth of Indian Tourism Industry
• The dynamics of tourism industry in India
• To analyse the branding and positioning strategies by the Indian government
• To understand the reasons behind the success of ‘Incredible India’ campaign.

Keywords : Indian Tourism Industry; India Tourism Development Board; Tourism Industry; Tourism Promotion Policy; Inbound Tourism; The Ministry of Tourism; Tourist arrivals in India; The ‘Incredible India' Campaign; Rural Tourism and Adventure Tourism; Print and TV Campaign; Restructuring - Turnaround Strategies Case Study; The Medium Term Strategy; Five Year Plan; Foreign Turists to India