The marketing of India as a tourism destination is a complex process involving multiple stakeholders at national, regional, and local levels. Among the key players in this ecosystem are National Tourist Organisations (NTOs) and Local Bodies, both of which play pivotal roles in promoting tourism in India, but their approaches, strategies, and responsibilities vary significantly. National Tourist Organisations, particularly the Ministry of Tourism in India and its affiliated bodies, hold the central role in creating broad, overarching strategies to promote India globally as a tourism destination. These organisations typically focus on large-scale campaigns that target international markets, highlight India’s diverse tourism offerings, and contribute to building the country’s brand image. NTOs primarily focus on positioning India as a unique destination with a rich cultural heritage, historical significance, natural beauty, and religious diversity. They design and implement high-level campaigns, often in collaboration with international tourism fairs, embassies, travel agencies, and airlines. For instance, the Incredible India campaign by the Ministry of Tourism is one of the most successful examples of a national-level initiative to promote the country as a premier global tourism destination. National-level campaigns aim to raise awareness, generate interest, and enhance the visibility of India’s tourism products across the world. They involve comprehensive marketing strategies that include digital advertising, print media, TV commercials, and participation in international tourism exhibitions. The NTOs also play a crucial role in creating thematic tourism circuits, such as heritage tourism, adventure tourism, and ecotourism, which help target specific traveler segments. Additionally, NTOs are responsible for formulating policies that impact the tourism industry, coordinating with airlines for direct flight routes, ensuring that tourist sites are adequately marketed and managed, and creating