Incredible India campaign faces reboot debate as arrivals trail 2019 peak
India's tourism establishment is rethinking the two-decade-old Incredible India platform after H1 2025 arrivals fell 9.4%, still short of the 10.93 million 2019 peak. Agencies urge creator-led, experience-driven storytelling around wellness, cuisine and sustainability to close the gap with rivals like Singapore.
What happened
India's tourism establishment debates refreshing the two-decade-old Incredible India campaign as foreign arrivals lag 2019 peaks. Industry voices urge
Key facts
- 2.38 million arrivals 2002
- 10.93 million peak 2019
- 9.4% decline H1 2025
- Rs 14,195 crore 2002 forex
- Rs 29,604 crore 2006 forex
- Singapore 16.5 million 2025
Why this matters
A platform reboot opens the door to bolt-on acquisitions of wellness retreats, regional cuisine concepts and sustainability-certified operators that can plug directly into the new Incredible India narrative.
Also reported by
- ET Brand Equity — Same time