Brands launch domestic tourism campaigns post PM Modi’s 15-destinations-challenge

domestic tourism campaigns

A few days ago, Prime Minister Narendra Modi appealed Indians to visit at least 15 places, thus causing a flurry of domestic tourism campaigns coming in.

In his Independence Day address this year, Prime Minister Narendra Modi had asked the citizens of the country to visit at least 15 tourist destinations in India by 2022 as it would the year when we mark 75 years of freedom. It was an important statement from the perspective of domestic tourism, an opportunity that the travel companies leveraged to the hilt by rolling out campaigns. With the festive season coming around the corner, these efforts are bound to show results. Today, on World Tourism Day, we take a look at how brands are trying to piggyback on the idea to break through the clutter with domestic tourism campaigns.


In order to help Indian travellers become aware of the destination possibilities that they can explore, MakeMyTrip launched a digital campaign, #MyIndiaMyTrips. In addition to social media promotions across platforms, the campaign included a microsite where travel choices have been categorised under Heritage & History, Nature Escapades, Wildlife, Pilgrimages and Festivals & Culture.

Each option comes with a blog that further redirects users to travel plans available on MakeMyTrip. The idea is to drive engagement through aspirational content. Commenting on the campaign, Sunil Suresh, Group Chief Marketing Officer, MakeMyTrip, said, “#MyIndiaMyTrips is a concerted effort to inspire, encourage and assist more and more Indians to explore their own country.”


Thomas Cook India recently ran a hashtag campaign, #TravelPledge2022 where they nudged people to check out domestic destinations. Here, interesting tidbits were shared along with trending posts. The idea behind the campaign is to make people pledge to explore 15 beautiful destinations across the country, with a CTA of how the platform can help.

Though this year, their Grand India Holiday Sale included international destinations like Sri Lanka, Bhutan, Indonesia, Dubai, Mauritius, and Europe, the focus was also on domestic destinations such as Assam, Meghalaya, Sikkim, Kerela, Rajasthan, Himachal Pradesh, Andamans and Uttarakhand too were highlighted prominently to dive strong demand, as a part of the campaign.

Ghoomo India with #15DestinationChallenge

Identifying 15 destinations in India after taking into account the different types of travellers and their travel needs, ixigo came up Ghoomo India campaign. The list includes Alleppey, Havelock Island, Coonoor, Pushkar, Darjeeling, Ziro Valley, Parashar Lake, and Varanasi.

The curation was based on an attempt to cater to a wide range of experiences including spiritual, eco-friendly, cultural vibrancy and offbeat.

Aloke Bajpai, Co-founder & CEO, ixigo said, “ixigo is proud to promote our rich cultural heritage and India’s diverse natural beauty to promote authentic ethno-tourism and eco-tourism in the country.”

As a part of the campaign, they have also created an insider’s guide and special packages on sale, along with free return flights to lucky users.

Special Packages by Travel Tours

Explaining the idea behind launching special packages this year, Anand Menon, Brand Leader, Travel Tours, Leisure Travel Brand of FCM Travel Solutions said, “At Travel Tours, we have seen a 20% spike in bookings for domestic destinations in recent months with Prime Minister Modi’s message encouraging citizens to travel across the country and is expected to grow further.” The price range begins at Rs 9799.

“Popular destinations include Delhi, Chandigarh, Kerala, Mumbai, Madurai Orissa, and Himachal Pradesh. Through this offering, our prime objective is to fuel the growing holiday demand amongst our consumers with an unbeatable combination of quality holidays at the best price,” he added.

Government promotes domestic tourism

The Ministry of Tourism, Government of India annually presents National Tourism Awards to various segments of the travel, tourism and hospitality industry. These awards are presented to State Governments / Union Territories, classified hotels, heritage hotels, approved travel agents, tour operators, tourist transport operators, individuals, and other private organizations in recognition of their performance in their respective fields. A total of 76 Awards under various categories will be presented this year on the occasion of World Tourism Day.

Given how close October 2 is, one of the main focus of the government is to promote India as the home of Mahatma Gandhi. To this extent, an Incredible India film has been shared, cleanliness drives are being organised at all government offices and beyond.

Decorations are major railway stations and paintings on locomotives have also become a common feature around this time — performing a dual motive of celebrating Gandhi Jayanti as well as make the domestic travel a treat for tourists. IRCTC too has been chipping in to do their bit in promoting comfortable travel.

It is interesting how a comment can help shape an industry. It’s worth wondering if people would indeed be able to visit 15 places before 2022. If you are set with your list, do share it with us in the comments!