Incredible India is the name of an international tourism campaign maintained by the Government of India since 2002 India's Ministry of Tourism launched a campaign to promote India as a popular tourist destination.The phrase "Incredible India" was adopted as a slogan by the ministry. Before 2002, the Indian government had regularly formulated policies and prepared pamphlets and brochures for the promotion of tourism, however, it had not supported tourism in a concerted fashionThe campaign portrayed India as an attractive tourist destination by showcasing different aspects of Indian culture and history like yoga, spirituality, etc. The campaign was conducted globally and received appreciation from tourism industry observers and travellers alike. However, the campaign also attracted criticism from some quarters. Some observers felt that it had failed to cover several aspects of India which would have been attractive to the average tourist.