Business Today

"I want people coming to stay longer in India"

Less than a year after taking charge, K.J. Alphons, Minister of State (Independent Charge) for Tourism, launched a revamped Incredible India campaign. Alphons, who is candid about the issues facing India's tourism sector and wants to reduce the role of the government to just promoting tourism, speaks about efforts to make tourism hip again in a conversation with Business Today's Manu Kaushik and Joe C. Mathew. Edited excerpts:

What has been the focus of Incredible India 2.0? What are you trying to achieve with that?

A: K.J. Alphons: I want people to come and see India. We are an amazing country. The new slogan is not just inviting people to see and experience India; we are saying that come to India and get transformed. We believe anybody who comes to India will go back transformed. The promotions relate to yoga, Ayurveda, wildlife, cuisine and luxury. We released four movies on them. In one month of the yoga [movie], three weeks of wildlife, and one week of luxury, we had 65 million views. We are redefining promotion. Our promotion on Ayurveda is among the top three globally. We are beating Apple and Samsung in this game. In another two weeks, I will have 100 million views.

You're reading a preview, sign up to read more.

More from Business Today

Business Today7 min read
Overwhelmed
It was a sweltering afternoon in late April, and the 6th and 7th floor corridors of New Delhi's CGO Complex wore a deserted look. This should not be the case, given that four benches of the National Companies Law Tribunal (NCLT), including the Prin
Business Today2 min read
Wireless Rules
Apple's first generation wireless AirPods initially drew flak because they might get lost anytime and one would have to buy a new pair for $160 instead of spending just $30 on a new pair of 'wired' EarPods. Nevertheless, they turned out to be the mo
Business Today2 min read
Goodies At A Premium Price
The new hardware from Google, the Pixel 3a XL, is a toned down version of its flagship Pixel 3 but comes with the same good camera. Still, does it justify the high price tag in India? One will find some excellent features, though. For instance, unli