Abstract
This study examines the “Incredible India” campaign to identify effective marketing strategies for cultural tourism, with a focus on national branding, digital campaigns, and targeted international promotion. Utilizing secondary data and a comparative analysis between India and Vietnam, the research demonstrates how India’s cohesive branding architecture, innovative use of digital media, and strategic partnerships have strengthened the global positioning of its cultural tourism sector. The findings underscore the importance of aligning marketing initiatives with cultural authenticity while responding to evolving global market demands as a foundation for sustainable tourism development. By situating these insights within a comparative framework, the study provides a comprehensive perspective on the strategic drivers of successful cultural tourism promotion in emerging economies.
