Time to ditch 'Bharat Ek Khoj' mode: Why 'Incredible India' isn't enough for foreign visitors

India's tourism recovery lags globally, with foreign arrivals significantly below pre-pandemic levels. Despite government intent to boost the sector through heritage and medical tourism initiatives, the approach remains outdated. A decisive branding reset and creative marketing strategies are urgently needed to attract young, digital-native travelers and tap into India's tourism potential.