MoT Strengthens Tourism Promotion, Skill Development and Digital Outreach for Global Market Expansion
SDG 8: Decent Work & Economic Growth | SDG 12: Responsible Consumption & Production
Ministry of Tourism
In response to Lok Sabha questions, the Ministry of Tourism outlined a coordinated set of initiatives to enhance India’s global tourism appeal, strengthen service-sector skills and expand digital outreach. A key update is the Ministry’s non-commercial MoU with Netflix India LLP, signed to jointly promote India’s destinations through cinematic storytelling. The collaboration aims to showcase India’s landscapes, heritage corridors and cultural richness—including iconic sites in Gujarat—while ensuring accurate and respectful depiction of traditions, communities and locations.
The Ministry also confirmed continued implementation of the Capacity Building for Service Providers (CBSP) scheme to support employment linked to UNESCO World Heritage Sites and other tourism hubs. CBSP delivers hospitality skilling, certification, reskilling and entrepreneurship support through hotel management institutes, craft institutes and technology-training bodies. Components include Hunar Se Rozgar Tak, skill testing for existing workers and the Incredible India Tourist Facilitator (IITF) certification. To date, 1,56,798 persons have been trained nationwide, including 666 candidates in Khajuraho since 2021–22.
Under Incredible India 2.0, the Ministry has shifted its global promotion from broad advertising to thematic, market-specific campaigns that spotlight wellness, heritage, adventure, rural and eco-tourism. The revamped Incredible India Digital Platform (IIDP) now offers virtual tours, AI-powered personalised travel recommendations, real-time weather and city-exploration tools, and integrated booking links spanning OTAs, local transport, hotels and monuments. This aims to create an immersive, high-quality digital entry point for international and domestic travellers.
Policy Relevance:
Together, these initiatives indicate a deliberate shift toward a sustainable, skill-driven and digitally powered tourism ecosystem. Cinematic partnerships broaden India’s storytelling footprint; CBSP strengthens service-sector quality and local livelihoods; and Incredible India 2.0 modernises destination marketing through immersive digital tools. The combined strategy supports job creation, heritage conservation, responsible tourism and improved traveller experience—aligning domestic tourism policy with global market expectations and India’s soft-power ambitions.
Relevant Question for Policy Stakeholders:
How can India integrate cinematic promotion, local skilling and digital platforms into state-level tourism strategies to maximise global visibility and ensure community-level economic gains?
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Lok Sabha Q. 72 (1 Dec 2025)
Lok Sabha Q. 30 (1 Dec 2025)
Lok Sabha Q. 185 (1 Dec 2025)