India has revealed an ambitious new roadmap designed to elevate the country into a global tourism leader. The refreshed vision brings a major upgrade to the Incredible India campaign, which will enter a new phase next fiscal year. This approach blends Artificial Intelligence, rich destination storytelling and strong industry collaboration. The strategy aims to build a unified national brand that highlights India’s culture, landscapes and diverse regional identities.
Shri Suman Billa, Additional Secretary and Director General of Tourism, introduced the plan at the BOTT Knowledge Conclave: Tourism@2026. The event took place at Bharat Mandapam and gathered senior tourism leaders from across the country. Billa stressed the need for flexibility, innovation and digital readiness. He also encouraged stronger partnerships between central agencies and state tourism boards. This collaboration supports a powerful “One India” approach that amplifies regional strengths while maintaining national unity.
AI Emerges as a Core Driver of Tourism Transformation
A strong emphasis on AI shaped the discussions throughout the conclave. Tourism leaders identified AI as essential for India’s long-term competitiveness. The technology enables smarter decision-making, targeted marketing and seamless service delivery. AI also helps India build deeper connections with international visitors by understanding patterns, preferences and behaviors.
The Conclave introduced India’s AI-Driven Playbook for Global Tourism Leadership. This guide explains how tourism operators can adopt AI tools for marketing and service optimisation. More than 500 senior leaders reviewed best practices and exchanged insights on technology integration. The industry widely agreed that AI will enhance India’s image, improve visitor satisfaction and help operators manage complex traveler demands.
A thematic session titled Smart Inbound: Using AI to Attract the World to India explored real applications of the technology. Speakers demonstrated how AI supports precise traveler segmentation, real-time analytics and adaptive marketing strategies. These tools enable India to engage visitors with tailored itineraries, cultural insights and personalised recommendations. AI also helps reduce friction across travel steps, including visa applications and accommodation planning.
Collaboration Strengthens the ‘One India’ Tourism Mission
The Conclave highlighted cooperation between India’s central government and individual states as a defining feature of the new national tourism strategy. The “One India” vision focuses on unified brand building while allowing each state to express its cultural identity. This approach aligns India’s diverse landscapes and traditions under one cohesive tourism message.
Shri Sheo Shekhar Shukla, Additional Chief Secretary of Madhya Pradesh Tourism, outlined the importance of regional contribution. He explained how Madhya Pradesh continues to attract global attention through heritage sites, national parks and cultural festivals. Shukla emphasised that states with strong brand identities help strengthen India’s collective tourism presence. He also noted that India must highlight offerings that appeal to solo travellers, adventure seekers, families and Gen Z travellers.
Odisha and Madhya Pradesh, as presenting partner states, reaffirmed their commitment to national coordination. Both states continue to promote sustainable tourism, wildlife protection and immersive cultural experiences. These efforts support India’s broader goal of building a resilient and responsible tourism ecosystem.
Understanding the New-Age Global Explorer
Tourism experts at the Conclave discussed major shifts in traveler expectations. A second thematic session, The New Age of Travel: Decoding the Next-Gen Explorer, focused on modern behavior trends. Younger travelers demand authenticity, hyper-personalisation and deeper engagement with local stories. They also value sustainability, wellness and slow-travel experiences.
India aims to meet these expectations through curated products that reflect regional culture and community life. Travellers now seek trips that offer hands-on learning, meaningful interactions and context-rich experiences. India’s tourism strategy will use AI to craft itineraries that incorporate heritage walks, culinary explorations, adventure trails and eco-friendly stays. These targeted experiences align with global demand for immersive travel.
The rising demand for destination weddings and nature-based retreats also surfaced as major opportunities. India’s vast landscapes, palaces, beaches and hill stations give it a competitive advantage in these segments. With AI support, India can design personalised wedding packages and eco-focused journeys that reflect global travel preferences.
Industry Partnerships Strengthen India’s Strategic Growth
India’s tourism leaders emphasised the importance of partnerships across airlines, digital platforms, hotel brands and state boards. Collaborative campaigns will help India expand its presence in global markets and reach high-value travelers. These partnerships also enhance training, strengthen digital adoption and improve visitor management systems.
The tourism ministry plans to support this collaboration through grants, workforce development and destination branding support. States are encouraged to adopt consistent messaging, digital readiness and innovative product design. This alignment helps India promote a unified message while allowing each state to highlight its uniqueness.
India Prepares for a High-Growth Tourism Future
India’s new tourism vision reflects confidence in the country’s global potential. The government aims to increase international arrivals by offering seamless travel journeys supported by AI. The tourism sector expects strong growth through 2026, driven by digital adoption and strategic collaboration.
The reimagined Incredible India campaign will serve as the anchor of this transformation. It will highlight India’s diversity, creativity and cultural depth through modern storytelling and technology-powered marketing. With strong national coordination and a clear digital roadmap, India stands ready to shape the next chapter of global tourism leadership.
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