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Chalo India Campaign
Context:
The Ministry of Tourism is launching a unique initiative called Chalo India, aimed at boosting inbound tourism to India.
Overview of Chalo India Campaign:
- This campaign was launched as part of India’s participation at the WTM London from November 5 to 7.
- The Ministry of Tourism is leading the effort with a delegation of 50 stakeholders, including representatives from state governments, tour operators, airlines, and hotels.
- The campaign is designed to tap into India’s global diaspora network, encouraging Overseas Citizens of India (OCI) cardholders to bring their friends and associates to India.
Key Features of the Campaign:
- Free E-Visas for Friends of OCI Cardholders: Each OCI cardholder can nominate up to five friends who can then avail of a gratis (free) e-visa for travel to India.
- The process involves OCI holders registering their nominated friends on a special portal, after which the friends will receive a unique code for the free e-visa, following a verification process.
- The initiative is set to provide one lakh free e-visas in total, aiming to attract more international visitors to India.
- Targeting the Global Indian Diaspora: India’s diaspora is a key focus of this campaign, especially in countries with large Indian communities.
- With around five million OCI cardholders globally, the campaign hopes to leverage this network to boost tourism.
- The UK stands out as a key market for this initiative, as it is not only home to one of the largest Indian diaspora populations but also the third-largest source market for foreign tourists to India.
- In 2023, nearly 0.92 million UK nationals visited India.
- Boosting India’s Image as a Prime Travel Destination: The Chalo India campaign is part of India’s broader effort to enhance its tourism brand.
- The initiative aims to showcase India’s cultural diversity and the wide range of tourism products available, including niche segments like MICE (Meetings, Incentives, Conferences, and Exhibitions), Mahakhumbh, and wedding tourism.
At the WTM London, India’s pavilion features a special mock-up of a traditional Indian wedding Mandapam (wedding altar), giving visitors an immersive experience of India’s wedding culture, a growing attraction for international tourists.
