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ANSWERED ON:  19.09.2020
Drives Launched by Tourism Industry
Sangamlal Kadedin Gupta
Will the Minister of

TOURISM be pleased to state:-

(a) the details of all the promotional drives launched in the international and domestic market by tourism industry during the last three years;
(b) the details of the funds granted and released under various heads for promotion and launching of drives in international market;
(c) whether the Government is expecting an increase in the percentage of tourists due to Swadesh Darshan and PRASAD yojana; and
(d) if so, the details thereof?


(a): Ministry of Tourism undertakes various activities for promotion and publicity within the country. The main activities undertaken for Domestic Promotion& Publicity include Media campaigns in the different domestic media including Electronic (Television, Radio and other), online/digital/Social Media, outdoor and other Media. Promotional activities are undertaken through dissemination of information, release of advertisements, participation in travel fairs / exhibitions, organizing Roadshows, Know India Seminars, India Food Festivals.

The Ministry of Tourism (MoT) in association with India Tourism offices and Indian Missions overseas and stakeholders in the India’s tourism industry promotes India as a holistic destination in the tourism generating markets overseas. As part of its marketing / promotional activities, the Ministry of Tourism releases Global media campaigns in electronic, digital and print media in the overseas market. Promotional activities are undertaken through dissemination of information, release of advertisements, participation in travel fairs / exhibitions, organizing Roadshows, Know India Seminars, India Food Festivals, Joint promotion with overseas tour operators, airlines, Indian Missions etc. India Tourism offices, overseas also extend brochure support to overseas tour operators to motivate them to promote various tour packages on India.

Detailed promotional activity in the domestic and international market for the last three years is given at Annexure.

(b): Promotional activities in the overseas markets are carried out from the funds earmarked under the Scheme, ‘Restructured Scheme of Overseas Promotion and Publicity including Marketing Development Assistance (OPMD)’. Details regarding allocation of funds and expenditure incurred under OPMD Scheme in the last three years are tabulated below:
Year Budget Allocation at R.E stage.
(Rs. Crores) Expenditure incurred
(Rs. Crores)
2017-18 297.59 273.91
2018-19 416.23 415.00
2019-20 312.39 312.04

(c) to (d): Swadesh Darshan Scheme was launched in 2015 to develop theme-based tourist circuits in India. It is a Central Sector Scheme (which means 100% sponsored by the GOI). Under the Scheme 15 circuits have been identified for development namely Himalayan Circuit, North East Circuit, Krishna Circuit, Buddhist Circuit and Coastal Circuit, Desert Circuit, Tribal Circuit, Eco Circuit, Wildlife Circuit, Rural Circuit, Spiritual Circuit, Ramayana Circuit, Heritage Circuit, Tirthankar Circuit and Sufi Circuit.

Ministry of Tourism under the ‘National Mission on Pilgrimage Rejuvenation and Spiritual, Heritage Augmentation Drive (PRASHAD)’ scheme provides Central Financial Assistance to the State Governments /Union Territory Administrations with the objective to develop Tourism infrastructure at the identified pilgrimage / heritage destinations/ places in the County. The projects under the scheme are identified in consultation with the State Governments/ Union Territory Administrations and are sanctioned subject to availability of funds, submission of suitable detailed project reports, adherence to scheme guidelines and utilization of funds released earlier. It is expected that the upgradation of facilities and better tourism infrastructure shall result in increased footfalls of tourists, both international as well as domestic.

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