New Delhi: In a bid to attract more foreigners, tourism ministry is launching an aggressive campaign with a new slogan, “Your search ends here!” across the globe.
“We have decided to add a new dimension to the Incredible India campaign using a new tagline - “Your search ends here!”. This will be used extensively alongwith our Incredible India logo abroad,” Leena Nandan, Joint Secretary, Tourism Ministry said.
“This will enhance and reinforce the perception about India as a multifaceted destination,” she said.
The new global campaign will also feature several examples of foreign tourists who decided to stay back here.
“The campaign aims to go beyond the tourist sites and destinations in the country. Whether one is looking for beauty of the nature or spiritual fulfillment or for that matter luxurious holiday, the search ends here and this is the message we want to convey through our new campaign,” she said.
There are many foreigners who come as tourists but decided to settle here. Some were attracted towards Indian dance forms and became reputed dancers.
Some were enchanted by India’s heritage properties and settled here as heritage conservationists. There are many more such examples and they would feature in the renewed campaign abroad.
“Our aim is to convey the message that India is not just a tourist destination rather beyond it as a journey of lifetime,” Nandan said.
Besides the slogan, the Tourism Ministry has also launched a massive branding exercise in several countries. Many taxis and buses painted with ‘Incredible India´ logo also plied for several days in many countries.
“We have undertaken this exercise in Japan, China, Russia, Korea, the UK and the US” she said.
As far as domestic campaign is concerned, Ministry has roped in popular film star Aamir Khan as its brand ambassador for its ‘Atithi Devo Bhava‘ campaign.
“Some new slogans and visuals are being worked out featuring Khan to sensitise people, spread awareness about the rich cultural heritage and bring about attitudinal change towards tourists,” she said.
The foreign tourist arrivals have touched 3.87 millions by September this year, which is an increase of 10.4% over corresponding period of previous year.
The foreign exchange earnings in tourism sector has touched Rs36,464 crores by September, which is a 17.8% increase over previous year for the corresponding period while the increase in 2007 over 2006 for the same period was 13.7%.
The ministry is targetting to touch 10 million arrival figure by 2010.