• All matters related to market and segments prioritization, global media plan, country-specific strategies for international market, media mix creation for domestic market, data analytics, trends analysis, insights generation, monitoring impact of marketing & promotional efforts.
• All matters related to Content Creation, Content Collaboration, Content Collation, Incredible India Information & Content Hub, creation and maintenance of digital promotional tools (Incredible India portal & apps, social media marketing, SEO, digital campaigns with OTAs & OTPs), Content Inventory, databases of influencers, creators & travel trade.
• All matters related to outreach to domestic audiences for implementing tourism marketing, promotion, awareness and sensitization

           a. Collaborations with States/UTs along with strategic marketing support to them
           b. Collaborations with relevant private sector players for joint marketing campaigns
           c. Creation and implementation of annual domestic campaigns, engagements and events calendar.

• All matters related to outreach to international audiences for implementing tourism marketing and promotion (to be administered region-wise as Americas, Western Europe, Eastern Europe & CIS, Asia Pacific, Middle East & Africa): 

          a.  Collaborations with and capacity building of Indian Mission & Indian diaspora
          b.  Collaborations with relevant private sector players for joint marketing campaigns
          c.  Onboarding and Monitoring of market representation agencies
          d.  Creation and implementation of annual International always-on campaigns, specific targeted campaigns, engagements and events calendar.

• All matters related to incredible India logo support and public relations & engagements with travel related media and press as per the following:

          a. Familiarization trips
          b. Placement of stories
          c. Perception & media monitoring
          d. Social listening
          e. Ministry of Tourism initiatives publicity, PIB related publicity & PMO Ad Cell co-ordination.

• All matters related to international Cooperation and international groupings for tourism cooperation.
• All matters related to coordination and implementation of feedback w.r.t. marketing & promotions solicited from Group of Experts.
• All matters related to Yuva Tourism Clubs