Draft National Tourism Policy 2022 12 th

13.1.9. Appointment of India Tourism Market Representatives
Ministry of Tourism will appoint professional marketing and public relation agencies 
in the overseas markets as India Tourism Market Representatives to strengthen 
India’s presence in source markets. It will improve market coverage and reach, 
improve market efficiency, support in local expertise and market intelligence 
amongst many other advantages. 

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13.1.10. Connecting with Indian Diaspora
The Indian Diaspora forms a significant and influential group in their respective 
country of residence. The Indian Diaspora will be encouraged to visit India to connect 
with their roots, join their friends and relatives in India for special life events. They 
will also be encouraged to visit India for special events such as the Kumbh Mela and 
other major events. The Overseas Indian community can, in fact, be the real 
Ambassadors for Indian Tourism and can influence foreigners in their network to visit 
India.
13.2. 
Incredible India Brand
13.2.1. Comprehensive Brand Refreshment
The Policy envisages a brand audit of Incredible India Brand towards comprehensive 
brand refreshment as India expands, differentiates and diversifies its tourism 
products.
Brand audit will examine a range of aspects such as w
hat does the Incredible 
India brand stand for? what does it promise visitors? what are its values and how 
does it differentiate itself from its competitors? what benefits does it offer its 
stakeholders? what tone does it use in communications? The Ministry of Tourism will 
undertake market research and involve all the key stakeholders in the exercise. It will 
have new market positioning statements, new themes, tagline and logo. Brand 
definition will be at the root of any strategic marketing plan in future to benefit from 
the brand value.