Everand Logo

Welcome to Everand!

  • 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:
    by Manu Kaushik Aug 20, 2018 5 minutes

    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, subscribe to read more.

    More from Business Today

    Business Today3 min read
    Road Warrior
    IN THE HEART of Khalid Wani, who is the Senior Director of Sales for the India region at the American storage drive maker, Western Digital, beats the rhythm of a fervent traveller. He’s a man who believes passionately that the most precious memories
    Business Today2 min read
    All That Glitters
    THE YEAR 2024 has so far, been a dazzling one for gold, which has recorded a new high of more than ₹73,000 per 10 gm on the MCX in 2024. The prices are up by more than 10% this year, outperforming the Nifty. The current bullish trend in gold prices i
    Business Today1 min read
    Low Burden
    A combined approach of individual and HUF income can help a married couple enjoy more tax benefits Gifts received from spouse are tax-free up to ₹50,000 A taxpayer can reduce tax liability or avoid clubbing income by loaning to their spouse at a cert

    Related Books & Audiobooks