Taking India to the World: How Technology can Supercharge Destination Marketing

When we launched MakeMyTrip twenty-five years ago, destination marketing, viewed from an execution lens, followed a focussed, linear strategy. A compelling commercial, a few front-page newspaper ads, and strategically placed billboards across metros were often enough to spark national interest. Kerala’s “God’s Own Country” campaign set a new benchmark for how a region could craft its tourism identity. Madhya Pradesh positioned itself as “Hindustan ka Dil,” while the launch of the Incredible India campaign gave Indian tourism a unified global voice. These campaigns worked because they were unique, deeply connected with the audiences, and were executed through an impact led linear media campaign. With fewer channels and more predictable engagement patterns, broad messages could reach wide audiences and shape travel aspirations at scale.

Today, the way travellers discover destinations is far more dynamic and fragmented. A short video capturing snowfall in Pulga, a village that rarely featured in conventional travel brochures, or a vlog showcasing a café culture emerging in Bhuj, can now reach millions within hours. A podcast on the architectural evolution of Hampi might prompt a weekend plan for a history enthusiast. These forms of discovery often exist outside the formal boundaries of tourism marketing, yet they are equally, if not more, impactful. Inspiration for travel is now continuous, often unplanned, and shaped by content that feels personal, authentic, and timely.

This is more than a shift in format and reflects a deeper change in how we consume information and respond to it. Today’s traveller isn’t waiting for a marketing campaign to tell them where to go next. They are actively engaging across platforms – saving reels, following creators with similar interests, and bookmarking destinations to build personalised travel wish lists. This evolution in behaviour hasn’t happened in isolation; it has been enabled, and accelerated, by technology at every step.

The rapid adoption of UPI and the success of Digital India have created the kind of digital public infrastructure that only a few countries can claim. Affordable smartphones and low data costs have brought large parts of the population into the fold, not just as consumers but as creators. The rise of user-generated content has made the traveller a participant in the marketing process. Reviews, photos, and videos shared in real time often carry more credibility than official campaigns. As a result, destination marketing is also no longer a one-time event tied to a season or festival. It is continuous, modular, and often co-created with the audience. 

This digital adoption has important implications for how we promote Indian destinations to global and local audiences. Just as AI can help personalise itineraries and recommend trips based on past behaviour, it can also help identify emerging traveller segments and tailor campaigns for them. Whether the audience is a wellness-seeking professional in Singapore, a culture enthusiast in Berlin, or a nature lover in São Paulo, technology allows us to meet them where they are and speak to what they value.

For those designing campaigns or promoting destinations, this means rethinking the fundamentals. It is no longer enough to have a creative tagline and a media plan. What matters is timing, tone, and relevance – what you are saying, who you are saying it to, and whether it feels like it belongs in the space where it appears. Technology allows us to make those decisions more intelligently, but the onus is still on us to ask the right questions. A good campaign today doesn’t just drive awareness. It meets the traveller where they are, with something they didn’t know they were looking for.

Technology is helping us understand and analyse interest before it starts trending as a hashtag. With the right data analysis tools, we can understand what is driving conversation and engagement – whether it’s growing curiosity around Indian textiles, renewed interest in Ayurvedic wellness, or a spike in searches for spiritual travel. These insights can help shape campaigns that are far more targeted and responsive, not just in India but across global markets. Artificial intelligence can assist in adapting content to local languages, refining audience segments, and optimising how and where stories are told. The ability to market destinations today isn’t limited by physical proximity or advertising budgets. It comes down to how closely we listen, and thanks to technology, how quickly we can respond.

A destination may trend for some time, but sustained growth depends on how well it delivers on the ground. This is where public-private collaboration becomes critical. Government-led campaigns such as Incredible India and Dekho Apna Desh laid a strong foundation. The next phase will require tighter integration with digital platforms, regional voices, and real-time engagement strategies. In an age where convenience is often automated, genuine hospitality stands out. The warmth of a homestay host, the generosity of a street vendor, or the care of a local guide often become the most shared, most remembered parts of a trip. These aren’t created by tech, but they can be amplified by it.

As we look to the future, destination marketing will become more predictive, immersive, and integrated. Artificial intelligence may soon anticipate a traveller’s needs before they are even articulated. A connected watch may not only suggest a personalized holiday based on calendar availability and mood tracking, but it will also help book itineraries and experiences we discover online. These are no longer ideas from the future, they are the next logical steps in a connected world. But no matter how advanced the tools become, the story we tell, and the experience we deliver, will still matter most.

The next chapter of Incredible India needs to do just that—leverage new ways of communicating with modern travellers, showcasing the India we experience to the world. India’s story is a compelling one. It’s not only rich in history and diverse in geography, but also alive with people, culture, and warmth. The world is listening, watching, and scrolling—we must use technology and our innate hospitality to ensure they find us, ready and welcoming.