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Incredible India Incredible India is the name of an international marketing campaign by the Government of India to promote tourism in India in 2002 to a global audience. Incredible India title was officially branded and promoted by Amitabh Kant, then the Joint Secretary under the Union Ministry of Tourism, in the year 2002. Marketing campaign In India and the Ministry of Tourism launched a campaign to promote Incredible India as a tourist destination in 2002. The phrase "Incredible India" was adopted as a slogan by the ministry. Before 2002, the Indian government regularly formulated policies and prepared pamphlets and brochures for the promotion of tourism, however, it did not support tourism in a concerted fashion. However, in 2002, the tourism ministry made a conscious effort to bring in more professionalism in its attempts to promote tourism.