Draft National Tourism Policy 2022 12 th

13.1.5. Customer at the heart of every communication
The Ministry will make customer intelligence as key input for its marketing campaign. 
To stay current, Incredible India will integrate thinking across every discipline, 

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understand the value of every touch-point, provide a unique value proposition and 
put the customer at the heart of every communication. The Ministry will apply 
customer intelligence to the creative output, utilizing the customers’ preferred 
channel to deliver the message, selecting the appropriate content and powerful 
propositions to populate each touch-point, coupled with an understanding of which 
campaigns are achieving that all-important relevance, resonance and return on 
investment. 
13.1.6. Collaboration with the State Tourism Departments
The Ministry of Tourism will effectively engage and collaborate with the State 
Governments for a shared vision of representing India in overseas markets including 
participation at various travel marts. The Ministry of Tourism and States will share 
the digital market and promotional assets and a mechanism will be involved to 
ensure a seamless exchange rather than duplicating the efforts. The Ministry will 
develop a content hub and automated content management system. 
13.1.7. Collaboration with Private Sector
The Policy attaches great importance to collaboration with Private Sector for the 
success of marketing and promotion. There will be comprehensive engagement with 
Private Sector for stronger and deeper partnerships in terms of co-operative 
marketing opportunities such as advertisement in overseas markets, participation at 
various travel marts, roadshows and other market development and promotional 
activities.
13.1.8. Engagement with Indian Missions
Indian Missions will play a key role in marketing and promotion of India in overseas 
markets. A detailed engagement between Ministry of Tourism, Ministry of External 
Affairs and Indian Missions has been finalized. In top 20 source markets, Indian 
Missions have designated tourism officer, who is responsible for coordinating with 
the Ministry of Tourism and other Stakeholders for promotion of tourism. The 
Ministry will prepare detailed country specific strategies in consultation with the 
Missions and annual plans for promoting Incredible India in respective countries.