‘Incredible India’ has become passé (Prateek Hira’s comments to TTJ)

Prateek Hira, Chairman, IATO Uttar Pradesh Chapter, shares his thoughts: “This is the most apt topic in the present times. Two years have been really bad and so bad that the brand India has almost diluted. I personally feel that the term ‘Incredible India’ has become passé in the travel world in the past two years even more. Not only that India as a brand has to rebuild and reaffirm its image, but also each one of us in the tour business has to rebuild from scratch. I have always advocated to my industry brethren, to think like a startup, taking baby steps, realigning and re-engineering businesses to re-establish them in the changed environment.” “If there has been a setback because of COVID-19, the positive side is that every country has to restart from zero. Whichever countries are able to market first and maintain all Covid protocols and safety measures successfully will get the benefit, and be able to capture good tourism business. Under the same endeavor and to build up the campaign, ‘BRAND INDIA – The Road to Recovery’ theme was chosen as the theme for IATO Convention,”

TTJ carries Prateek's interview