Marketing strategy is the fundamental goal of increasing sales and achieving a sustainable competitive advantage. Marketing strategies includes all basic, short-term, and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.

As part of its domestic and global publicity and marketing strategy to promote tourism and create social awareness through the print and electronic media, the Ministry of Tourism launched campaigns on Clean India, Atithi Devo Bhava and Hunar Se Rozgaar through radio channels. Campaigns highlighting the tourism potential of North-East and J&K were also carried out through Doordarshan. Campaigns were also taken up for “Incredible India” branding on TV during 2nd Formula Grand Prix and London Olympics, 2012, during the International Film Festival of India (IFFI) held in Goa, and during the International India Film Academy (IIFA) Awards 2012 in Singapore. The Ministry had participated in major international Travel Fairs and Exhibitions in important tourist generating markets the world over, as well as in emerging and potential markets, to showcase and promote the tourism products of the country. These included Arabian Travel Market (ATM) in Dubai, International Trade Business (ITB-Asia) in Singapore, World Travel Market (WTM) in London,