Incredible, refreshed: India’s flagship tourism brand gets a glow‑up for new markets

Updated: November 18, 2025 04:11

Image Source: The New Indian express

The Tourism Ministry has begun rebranding the iconic Incredible India campaign to target newer markets, refresh its brand strategy, and launch integrated promotions highlighting the country’s diversity, heritage, and modern experiences. A revamped mobile app with AI features and DigiLocker integration will anchor traveler services and discovery across segments.

Repositioning Incredible India for the next decade

The rebrand aims to refresh, strengthen, and align Incredible India with evolving traveler expectations, driving sustained growth across international and domestic source markets, with a comprehensive brand strategy and integrated marketing campaigns in the works. The original 2002 campaign positioned India as a world-class destination; the update expands scope and tools.

Key highlights

Brand strategy reboot:

Global repositioning tender issued via an Expression of Interest, seeking agencies to craft a comprehensive strategy and execute integrated campaigns across culture, heritage, nature, and modern tourism.

Tech-led traveler experience:

Upgraded Incredible India app to introduce AI-powered features for discovery and personalization, plus DigiLocker integration for secure storage of documents, permits, and passes—streamlining itinerary and compliance needs.

New markets, deeper stories:

Focus on new geographies and segments with diverse narratives—from spiritual and wellness circuits to adventure and sustainability—designed to broaden India’s appeal and improve conversion from awareness to bookings.

Connected promotions:

Plans for integrated, multi-channel marketing that syncs global media, trade partnerships, and on-ground events to heighten visibility and unify messaging across states and experiences.

Momentum at global shows:

India’s strong presence at WTM London 2025 signaled coordinated promotion and demand-building, reflecting the campaign’s evolving international footprint and state-level participation.

Measurable outcomes:

Emphasis on data-driven performance metrics and funnel integration to link brand storytelling with tangible visitation and spend, ensuring accountability in public promotions.

What travelers and stakeholders can expect

Expect richer, theme-based itineraries, smarter digital discovery, and clearer, unified messaging that bridges inspiration and utility—from inspiration reels to seamless bookings and document access. For states and industry, the rebrand promises better global signaling, standardized toolkits, and a performance-first approach to destination marketing.

Sources: The New Indian Express, Daily Excelsior, Ministry of Tourism

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