Incredible India Gets A Major Makeover: What’s Changing And Why

For more than two decades, 'Incredible India' has been the country’s calling card to the world—a punchy, powerful campaign that turned India into a distinct brand on the global tourism map. Now, as traveller expectations shift and competition stiffens across Asia, the Middle East, and Europe, the Ministry of Tourism is preparing to reboot the country’s most recognisable tourism identity. And this time, it’s not just about refreshing posters or tweaking taglines. The revamp aims to rebuild how India is imagined, experienced, and explored—both by global travellers and by people at home.