Budget 2024 | Branding and marketing of iconic tourist destinations to push tourism

Prime Minister Narendra Modi takes a morning stroll on one of the pristine beaches, in Lakshadweep. File.
| Photo Credit: ANI

The Centre will work with States for the comprehensive development of iconic tourist centres and their branding and marketing at a global scale in order to promote Indian tourist destinations within the country as well as abroad.

A framework for rating of the centres based on quality of facilities and services will also be established, Union Finance Minister Nirmala Sitharaman said on Thursday.

Interim Budget 2024 LIVE updates

Presenting the Interim Budget for 2024-25, she said: “Our economic strength has made the country an attractive destination for business and conference tourism. Our middle class also now aspires to travel and explore. Tourism, including spiritual tourism, has tremendous opportunities for local entrepreneurship.”

The States will be encouraged to take up comprehensive development of iconic tourist centres, branding and marketing them at a global scale. The Central government will provide long-term interest-free loans to States for financing such development on a matching basis.

The Finance Minister also announced that in order to address the emerging fervour for domestic tourism, special projects would be taken up for port connectivity and tourism infrastructure. “…amenities will be taken up on our islands, including Lakshadweep. This will help in generating employment also”.

It might be recalled that Prime Minister Narendra Modi visited Lakshadweep in the first week of January, pictures of which were shared widely on social media.

Ms. Sitharaman said the success of organising G-20 meetings in 60 places has presented the country’s diversity to a global audience.

While the total allocation of the Union Tourism Ministry has increased marginally to to ₹2,449 crore in 2024-25 as compared to ₹2,400 crore in 2023-24, the revised estimate for the year 2023-24 is ₹1,692 crore.

Reacting to the budget proposals, Aashish Gupta, Consulting CEO, FAITH, said: “It is hoped that the actual budget in July will take forward the statement of intent announced in the interim budget of international promotion, developing iconic destinations in partnership with states through an incentive-based system and further focus on domestic tourism and recognition of mice tourism capabilities of India.”