Incredible !ndia Campaign

In the second year, the Incredible India campaign focused on spiritual tourism, resulting in a 28.8% increase in tourist traffic and a no.1 ranking in the Travel+Leisure readers survey.

In 2003, Condé Nast Traveller selected India as one of the top ten preferred destinations for the discerning traveller. “India’s results are very exciting and show the country’s increasing popularity amongst sophisticated travellers. It also reflects very positively on the individuals involved in promoting India as a premium tourist destination.” Sarah Miller, Editor, Condé Nast Traveller, 2003.

In January 2004, Lonely Planet conducted a survey in 134 countries to select the world’s favourite destination for individual travellers. India was ranked among the top five favourite international destinations in the global survey (the other four were Thailand, Italy, Australia and New Zealand). According to Lonely Planet, “the respondent for the survey was today’s independent traveller – professional, with a degree or post-graduate qualification who is aged 25 to 34.” The 2003/04 campaign went on to win many prestigious awards, including Gold at PATA and the Bombay Ad Club.

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