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Indian embassies abroad to help tourism tick


New Delhi: The tourism ministry plans “very focused” marketing activities with the help of Indian embassies abroad to attract foreign tourists from traditional as well as lesser-tapped emerging markets as tourist arrivals continue to lag pre-Covid levels, government officials said. “We are looking at strengthening our participation in overseas fairs and festivals this year besides ramping up promotions in some non-traditional, new and emerging overseas source markets such as Southeast Asia, Africa and South America,” an official familiar with the matter told ET.

The planned initiatives in these regions include organising B2B (business-to-business) activities and India evenings where key tourism stakeholders would be invited; lots of roadshows, events, and virtual and physical marketing activities; and targeted India-specific campaigns, the official said.

The government will launch a revamped Incredible India website soon, the person said. “We would also like to have more targeted marketing for our nature tourism and adventure tourism offerings, and this could be ramped up this year.”

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