Tourism Ministry will leverage AI, industry partnerships to attract inbound tourism under Incredible India Campaign: Suman Billa, Additional Secretary & DG, Tourism, GoI

New Delhi, November 22, 2025 — Charting a forward-leaning blueprint to position India as a global powerhouse in travel and tourism, Shri Suman Billa, Additional Secretary & Director General, Tourism, Government of India, announced a major reboot of the iconic Incredible India campaign slated for the next fiscal year. The refreshed campaign will leverage Artificial Intelligence, high-value destination content, and robust industry partnerships to expand India’s global tourism footprint. He announced the same at the BOTT Knowledge Conclave: Tourism@2026, convened today at Bharat Mandapam.

“AI is inevitable and has revolutionized the way of doing things. It helps create customized solutions tailored for travelers. We must develop synergy between states, adopting nimble and flexible strategies that best fit specific regional strengths, while embracing a unified ‘One India’ approach.”

Shri Billa

 He underscored that India’s competitive edge will be shaped by data-driven storytelling, cross-sector collaboration, and tech-powered visitor experiences.

 The BOTT Knowledge Conclave: Tourism@2026 brought together more than 500 senior leaders from India’s tourism and hospitality ecosystem. At the event, BOTT also unveiled India’s AI-Driven Playbook for Global Tourism Leadership.

 “Madhya Pradesh is ideally placed and offers enriching experiences for singles, families, Gen Z travelers, adventure enthusiasts, and wildlife lovers. Our diverse offerings cater to every kind of traveler,”.

Shri Sheo Shekhar Shukla, IAS, Additional Chief Secretary of Tourism, Culture & Home and Managing Director, Madhya Pradesh Tourism Board,

 He added that MP is scaling its ambitions with equal focus on domestic and international markets, sharpening its brand presence on global stages and enhancing last-mile visitor experiences.

The BOTT conclave reaffirmed the sector’s collective commitment to AI-enabled transformation, state-center synergy, and a unified national vision—anchored in India’s cultural depth, natural diversity, and tourism heritage. Together, these strategies signal India’s march toward global tourism leadership by 2026.

The BOTT Conclave also hosted two power-packed thematic sessions addressing critical imperatives for India's tourism sector. The first session, "Smart Inbound: Using AI to Attract the World to India," explored how artificial intelligence can transform India's

 inbound tourism strategy through data analytics, smart marketing, and predictive tools. The second session, "The New Age of Travel: Decoding the Next-Gen Explorer," delved into evolving traveller expectations, personalized experiences, and the burgeoning demand for destination and sustainable weddings.

 The conclave has garnered robust support from the Government of India's Incredible India initiative under the Ministry of Tourism, along with presenting partner states Odisha and Madhya Pradesh, reflecting a collaborative approach to advancing India's tourism agenda.

"The BOTT Knowledge Conclave represented a crucial platform where policy meets practice, and vision meets execution,". "As India positions itself as a global tourism powerhouse, the integration of artificial intelligence into our tourism strategy is no longer optional—it's imperative. This conclave catalyzed meaningful conversations that translated into actionable strategies, helping India leverage technology to enhance visitor experiences, optimize operations, and achieve our ambitious tourism targets for 2026 and beyond."

Priyanka Saxena Ray, Editor, BOTT