Forging The One India Tourism Vision: AI And Collaboration Power The Next Chapter For Incredible India

Published on November 24, 2025

A forward-leaning blueprint has been announced for the purpose of positioning India as a global powerhouse in travel and tourism. This significant plan involves a major reboot of the iconic Incredible India campaign, with its execution slated for the next fiscal year. This strategic refresh, which was announced by Shri Suman Billa, Additional Secretary & Director General, Tourism, Government of India, is centered on leveraging Artificial Intelligence (AI), high-value destination content, and robust industry partnerships. These elements are considered critical for expanding India’s global tourism footprint in the coming years.

The official announcement regarding this revitalization was made at the BOTT Knowledge Conclave: Tourism@2026, an important assembly convened at the Bharat Mandapam. During this gathering, the necessary reinforcement of the sector’s digital pivot was strongly emphasized. It was asserted that the integration of AI is inevitable and that its application has fundamentally revolutionized various operational modalities. The development of customized solutions specifically tailored for international and domestic travelers is facilitated by this technology. The imperative for synergy among all states was clearly articulated, stressing that nimble and flexible strategies best suited to specific regional strengths must be adopted while simultaneously embracing a cohesive ‘One India‘ approach.

The competitive edge for India in the global tourism marketplace, it was underscored, will be determined by three foundational pillars: data-driven storytelling, comprehensive cross-sector collaboration, and the implementation of tech-powered visitor experiences. These integrated strategies are intended to collectively signal India’s resolute march toward achieving global tourism leadership status by the target year of 2026. This comprehensive and ambitious vision is being widely supported by the Government of India’s Incredible India initiative, which operates under the aegis of the Ministry of Tourism. Further endorsement and collaborative support have been provided by the presenting partner states of Odisha and Madhya Pradesh, affirming a unified, national commitment to advancing India’s tourism agenda.

The Role of Artificial Intelligence in Inbound Tourism Transformation

The recognition of Artificial Intelligence as a mandatory component for future success was a central theme of the conclave. The event brought together more than 500 senior leaders who represent the diverse tapestry of India’s tourism and hospitality ecosystem. Furthermore, the BOTT organization officially unveiled India’s AI-Driven Playbook for Global Tourism Leadership, a document expected to serve as a comprehensive guide for the sector. It is understood that the integration of AI is no longer viewed as optional but rather as an imperative necessity if India is to effectively position itself as a global tourism powerhouse.

A dedicated thematic session, titled Smart Inbound: Using AI to Attract the World to India, was conducted to explore the specific mechanics of this technological shift. Discussions during this session focused intensely on how Artificial Intelligence can fundamentally transform India’s inbound tourism strategy. Specific technological applications explored included the use of data analytics for deeper insight, smart marketing techniques for targeted outreach, and predictive tools designed to anticipate traveler demand and market trends. It was demonstrated that AI is instrumental in helping to create traveler profiles with unprecedented accuracy, allowing for marketing efforts to be optimized and resources to be allocated with greater efficiency. Personalized itineraries can be dynamically generated, and potential friction points in the traveler’s journey, from visa application to accommodation booking, can be proactively identified and smoothed out.

Fostering Synergy: The ‘One India’ Approach and Regional Strengths

The importance of operationalizing a unified ‘One India’ approach was underscored as fundamental to the success of the national tourism mandate. While a unified national brand is essential for global visibility, it was acknowledged that its effective execution relies heavily upon developing synergy and collaboration between the central government and individual state tourism boards. This collaborative methodology ensures that regional specificities and unique cultural assets are adequately highlighted under the national umbrella.

A strong state-perspective was offered by Shri Sheo Shekhar Shukla, IAS, Additional Chief Secretary of Tourism, Culture & Home and Managing Director of the Madhya Pradesh Tourism Board. Madhya Pradesh was effectively spotlighted for its expanding global visibility and its advantageous positioning to offer enriching and varied travel experiences. It was detailed that the state’s diverse offerings are perfectly suited to cater to every kind of traveler, including individuals, families, the rapidly growing demographic of Gen Z travelers, adventure enthusiasts, and devoted wildlife lovers. The state’s natural diversity and historical significance position it as a comprehensive destination within the national tourism portfolio.

Decoding the Next-Gen Explorer and Evolving Travel Demands

Beyond the integration of technology, significant attention was directed toward the evolving dynamics of the global traveler. The BOTT Conclave featured a second power-packed thematic session titled The New Age of Travel: Decoding the Next-Gen Explorer. This discussion was specifically engineered to delve into the rapidly changing expectations of contemporary travelers and the resulting demand for specialized tourism products.

It was observed that modern explorers are increasingly demanding personalized experiences that move beyond generic packaged tours. There is a burgeoning expectation that travel should be immersive, contextually rich, and tailored to individual interests and values. This demand for hyper-personalization is precisely where AI tools are expected to play a crucial supporting role, allowing for the curation of unique itineraries and the provision of localized, real-time information. Furthermore, a substantial surge in demand for specialized segments, particularly destination weddings and sustainable tourism experiences, was noted.