‘Heart of Incredible India’: Promoting Madhya Pradesh as a Destination Brand

The case study explores Madhya Pradesh Tourism’s promotional strategy aimed at attracting domestic tourists. The major challenge was to come up with a unique selling proposition for a destination that lacked the allure of popular tourist hotspots like Goa and Kerala in India. Madhya Pradesh Tourism faced the obstacle of not having a distinctive feature. This case study demonstrates how Madhya Pradesh Tourism successfully positioned itself as a family entertainment as a proposition to boost tourism. It serves as an excellent example for analysing the development process of a state’s tourism campaign and highlights the hurdles of strategic communication in different stages of the campaign. Additionally, it offers a reference point and context for communication objectives in a competitive tourism industry.