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‘India Now’ tourism festival opens
in London
18 July 2007
The three-month long ‘India Now’
festival, aimed at promoting India as
an important tourist destination for
Britons, opened in London on July 17,
2007.
‘India Now’ – the biggest Indian
tourism festival to be held in the
United Kingdom – is organized by
India’s Tourism Ministry in
coordination with the office of the
Mayor of London.
Over 150 cultural organisations
from London will participate in this
event.
The program includes activities
planned across London from July to
September 2007, in which at least one
million locals and visitors are
expected to participate. The ‘India
Now’ festival will include the
Trafalgar Square festival, a
three-week, India-themed festival
starting from August 2, 2007 and the
Regent Street festival on September 2,
2007, during which London’s premier
shopping street will be transformed
into an Indian streetscape with music,
food, and artisans.
The festival will also consist of a
series of India-centric events and
activities to showcase the country’s
contribution to world culture, its
rich tradition, contemporary India,
and its new trends encompassing art,
film, theatre, food, music, and
fashion.
As a part of the media campaign,
taxis, buses, and other outdoor panels
in the United Kingdom will be
plastered with visuals highlighting
the ‘Incredible India’ campaign with a
view to attracting more tourists from
the country.
The print campaign, covering important
publications, will focus on the close
links between India and the United
Kingdom, with the byline ‘India is
closer than you think.’
‘Incredible India’ is an initiative by
the Tourism Ministry to put on show
India’s rich tradition and culture.
Also planned are a series of road
shows – being organized in
collaboration with the Indian
Association of Tour Operators – in the
United Kingdom in August 2007 in order
to facilitate greater interaction with
their UK counterparts for promoting
Indian packages in Britain.
Around 700,000 tourists from the
United Kingdom visited India in 2006.
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