Digital strategy aims at expanding the country’s global tourism footprint
NEW DELHI, Nov 22 (The CONNECT) — Marking a decisive shift toward tech-driven promotion, the government has announced a major reboot of the iconic Incredible India campaign for the next fiscal year. The refreshed avatar will deploy artificial intelligence, premium destination content and stronger industry alignment to sharpen India’s global tourism footprint and accelerate the country’s competitive edge.
Unveiled at the BOTT Knowledge Conclave: Tourism@2026 at Bharat Mandapam last evening, the strategy outlines a forward-leaning national vision. The conclave, hosted by BOTT — India’s leading travel trade publication — convened over 500 senior leaders from tourism, hospitality and aviation to map the sector’s transformation.
Reiterating the sector’s pivot to digital leadership, Suman Billa, Additional Secretary & Director General, Tourism, said, “AI is inevitable and has revolutionized the way of doing things. It helps create customized solutions tailored for travelers. We must develop synergy between states, adopting nimble and flexible strategies that best fit specific regional strengths, while embracing a unified ‘One India’ approach.” He emphasised that India’s global edge will be shaped by data-driven narratives, cross-sector collaboration, and tech-enabled visitor experiences.
The event also saw the release of India’s AI-Driven Playbook for Global Tourism Leadership, signalling a unified commitment to adopting future-ready tools and platforms.
Providing a powerful state perspective, Sheo Shekhar Shukla, IAS, Additional Chief Secretary of Tourism, Culture & Home and Managing Director, Madhya Pradesh Tourism Board, highlighted MP’s rising global resonance. “Madhya Pradesh is ideally placed and offers enriching experiences for singles, families, Gen Z travellers, adventure enthusiasts, and wildlife lovers. Our diverse offerings cater to every kind of traveler,” he said. MP, he added, is boosting its visibility across domestic and overseas markets, while upgrading last-mile infrastructure and visitor touchpoints.
Two focused sessions added depth to the discussions. “Smart Inbound: Using AI to Attract the World to India” examined how precision analytics, automated marketing, and predictive modelling can reshape inbound visitor growth. “The New Age of Travel: Decoding the Next-Gen Explorer” unpacked shifting traveller behaviour, personalised experiences, and the surging demand for destination and sustainable weddings.
The conclave, backed by the Ministry of Tourism’s Incredible India initiative and partner states Odisha and Madhya Pradesh, underscored a collective push toward innovation and state–centre synergy. “This conclave was where policy meets practice, and vision meets execution,” said Priyanka Saxena Ray, Editor, BOTT. “As India positions itself as a global tourism powerhouse, integrating artificial intelligence is no longer optional—it’s essential.”
Anchored in cultural richness, natural diversity and tech-enabled storytelling, Incredible India’s new avatar sets the stage for a confident stride toward global tourism leadership by 2026.
