Incredible India 2.0: A leap towards digital supremacy

To bring greater focus on digital presence and social media, The President of India, Ram Nath Kovind, launched 'Incredible India 2.0' at the recently concluded 'National Tourism Awards, 2015-16.' The award was presented to various segments of the travel, tourism and hospitality industry, at a function organised by the Ministry of Tourism, on the occasion of 'World Tourism Day.' Alphons Kannanthanam, Minister of State (I/C) for Tourism, presided over the function.

The President also launched the 'Adopt a Heritage' project and a brand new 'Incredible India' website on the occasion. 'Incredible India 2.0 Campaign' marks a shift from the present generic promotions being undertaken across the world, to market specific promotional plans and product-specific creative, with a greater focus on digital presence and social media. 'Adopt a Heritage' project plans to entrust heritage sites to the public sector and private sector companies and individuals for the development of tourist amenities. The new 'Incredible India' website is an advanced version of the previous one, with more useful features.

Speaking on the occasion, the President said that tourism is one of the largest industries in the world. "Its evolution can be estimated from the fact that the number of tourists all over the world has increased from 2.5 crores in 1950 to 123 crore in 2016. It is estimated that every 10th person in the world works in the tourism industry. In India too, the livelihood of a very large number of people is linked to the tourism industry," he said.

The President added that inclusive tourism development can strengthen inclusive economic development. Every citizen should strive to provide a good experience to tourists at his or her own level. He said that 'Adopt a Heritage Project', which was launched with the efforts of the Tourism Ministry, Culture Ministry and Archaeological Survey of India, has great potential to make our rich and diverse heritage monuments, tourist-friendly. He expressed hope that this project will help in the maintenance of our heritage with a partnership of the public and private sectors.

Alphons Kannanthanam in his address congratulated the winners of the National Tourism Awards and called upon all to commit ourselves to transform India into one of the most preferred destinations for travelers around the world.

He said, "Tourism is in an enviable position with the inherent capacity to create large-scale employment, eradicate poverty, benefit local communities economically and socially, and to generate awareness and support for conservation of the environment. Our policies and actions must aim to strengthen the benefits and reduce the costs of tourism."

The date for the Awards function was selected to coincide with World Tourism Day which is celebrated annually on September 27.

The purpose of World Tourism Day celebrations is to foster awareness among the international community of the importance of tourism and its social, cultural, political and economic value.