The recent decision of the government to hand over the responsibility of tourism marketing and promotions to Indian missions abroad had raised questions on its effectiveness. Having received the mandate, the missions abroad have started seeking support from the nodal Ministry of Tourism in terms of help and support in terms of updated promotional content.
In a recent letter to the Tourism Secretary, the Ambassador of an important country has sought updated digital content on Indian tourism to help the mission promote and showcase Indian tourism in an effective manner. While the purpose and objective of public diplomacy is to promote brand India and its soft-power like tourism, culture, music, dance, food, festivals, lifestyle, etc., the Ambassador in his letter pointed out that such outreach requires support and collaboration of the Central government and the State governments.
The Ambassador also goes on to say that most of the image stocks in their repository received in the past as part of the Incredible India branding exercises are “dated” or “lopsided” in its focus. Those images are focused on monuments and landmarks in Indian Tourism and do not touch broader aspects of food, culture, lifestyle, etc., which are in the present juncture are more relevant. The letter also suggests focusing on the quality of the content so that embassies can project the “vibrant image of India.” The Ambassador recommends drone photography to capture images and videos for better quality and presentation.
In a recent event organised by the Service Export Promotion Council (SEPC), Manpreet Vohra, High Commissioner of India to Australia also asked for an “intensive marketing and promotion campaign” by India in markets like Australia to capture the post-pandemic travel market. “Significant international travel is expected to happen from markets like Australia as people were deprived of travel for the last two years,” he said.