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Tourism Secretary hopeful of rolling out the global media campaign of Incredible India in May, ET TravelWorld News, ET TravelWorld


 Picture used for representational purposes only.
Picture used for representational purposes only.

Addressing the ‘update and outlook’ meeting of the PATA India Chapter virtually, Arvind Singh, who is also the Chairman of the Chapter, said that although the global media campaign of the Ministry of Tourism, Government of India to promote the Incredible India brand in the overseas markets in the post-pandemic time is fully ready, they are “stuck for internal clearances” from the Ministry of Finance.

Singh said that the Tourism Ministry is hopeful of receiving the necessary clearances for the global media campaign and physical promotional roadshows in the coming weeks to roll them out sometime in the month of May. He stated that the global media campaign will be predominantly digital and TV campaigns.

Meanwhile, he said that the Ministry, in conjunction with the travel trade and the newly appointed tourism nodal officers, in 20 Indian missions abroad, is organising virtual roadshows to keep the trade partners engaged.

The meeting, second in the series, was chaired by the Additional Secretary, Rakesh Kumar Verma, and attended by the 20 designated tourism officers in Indian embassies abroad. Besides, representatives of industry confederations like CII, FICCI, and trade associations of the travel and tourism sector attended the virtual meeting.

Singh said that the newly appointed tourism nodal officers have already submitted their strategy papers to the Ministry of Tourism for respective markets and the department is currently shortlisting the best strategies. He shared that the templates will be finalised in consultation with the ministers of the respective ministries in the coming days.

On the question of keeping important source markets like the UK and Canada out of the e-Visa programme of the government, Singh said that the government’s Visa policy is now decided on the basis of “reciprocity” and not much can be done to change it. However, he informed that the Ministry is having a dialogue with the Home Ministry on the issue.

Jatinder Taneja, Vice Chairman, PATA India Chapter, and Vikram Madhok, Secretary, PATA India spoke on the occasion.





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