The document summarizes India's "Incredible India" tourism campaign launched in 2002. The objectives were to extend international tourism, increase length of stay and domestic tourism, and position India as a luxury destination. The campaign was successful, with foreign exchange earnings from tourism growing significantly from 2000-2008 and tourist arrivals rising as well. The iconic logo using the exclamation point in "India" helped establish the country as a high-end destination. Over time, the campaign personalized its messaging for specific countries and validated India's impact through customer testimonials.