Ministry of Tourism (MoT) promotes India as a holistic destination in the tourism generating markets to promote various Indian tourism products and tourism destinations of the country including the Buddhist Circuit to increase India’s share
of the global tourism market.
MoT has identified the Buddhist Circuit as one of the fifteen thematic circuits for development under the Swadesh Darshan Scheme. MoT has sanctioned five projects for Rs. 355.26 Crore under the Buddhist Circuit theme covering the States of Uttar Pradesh, Bihar, Madhya Pradesh, Gujarat and Andhra Pradesh and work on all the projects is under implementation.
With a view to showcase and project the Buddhist Heritage in India and boost tourism to the Buddhist destinations in the country, Ministry of Tourism organises the International Buddhist Conclave biennially with participation of tour operators, Media, opinion makers etc. from overseas as well as Indian stakeholders.
MoT has also produced two films viz. ‘India – The Land of Buddha’ and ‘Following the path of the Buddha’ which have been promoted on electronic and digital media, and at Road Shows and Know India Seminars etc. organised by the India Tourism Offices overseas. MoT also has a dedicated section for the promotion of Buddhist heritage and destinations on its promotional website.
Financial support is also extended under the Marketing Development Assistance Scheme to approved service providers and State Governments/Union Territory Administrations for promotional activities undertaken by them in the overseas markets such as Sales Tours, Participation in Travel Fairs/ Exhibitions and Road Shows.
The above objectives are met through an integrated marketing and promotional strategy, and a synergized campaign in association with the Travel Trade, State Governments/Union Territory Administrations and Indian Missions,” says Prahlad Singh Patel, Minister of State (I/c) of Culture and Tourism.
The specific elements of promotional efforts undertaken overseas include advertising in print, electronic, online, outdoor and social media along with the, participation in international fairs & exhibitions.
Organising Know India Seminars, workshops, road shows and India Evenings, brochure support, joint advertising with travel agents /tour operators, organising and supporting Indian food and cultural festivals are other initiatives taken by Ministry of in promotion of tourism.
