Draft National Tourism Policy 2022 12 th

13.2.2. Building sub-brands
Under the overall umbrella brand of Incredible India for destination India, there will 
be sub brands targeting specific sectors such as MICE, Medical Tourism & Wellness, 
Adventure Tourism, which will position India in the global market for these specific 
segments. These specific tourism segments and products will require specific 
marketing and promotion campaign. 
13.3. 
Market Prioritization
Ministry of Tourism will analyse various source markets and divide the markets in 
various groups based on the number of visitors and duration of the stay. There are 
priority markets, which generate significant overnight stays, which are followed by 
emerging markets and top twenty markets may be classified as priority and emerging 
markets. Other markets may be prioritized as strategic growth markets, which have 
achieved good growth in the recent past and have good potential in the medium 
term. Watchlist markets are as yet untapped markets to be evaluated each year. 

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Markets will also be analysed in terms of short-haul and long-haul markets. Ministry 
will further strategize to grow short-haul markets.
13.4. 
Segment Prioritization
The Policy recognizes that visitors want unique, unforgettable experiences. The focus 
for marketing has to be segment specific that share similar interests and passions 
such as cultural traveller, luxury traveller, nature travellers, family, outdoor 
enthusiasts, business and social events etc. The Ministry will identify various 
segments for precise targeting and positioning. The specific market segments for 
marketing thrust should reflect the type of tourist and type of tourism envisaged. 
Ministry will carry out market research to develop an in-depth understanding of 
customer needs and expectations. It will involve attention to the critical areas of 
customer profiling, market segmentation, forecasting, trend analysis and conducting 
ongoing visitor surveys and focus groups.