As India positions itself for long-term economic transformation, tourism is once again being framed as a strategic growth lever rather than a peripheral soft-power asset. A new book by industry veteran Naveen Kundu argues that despite its scale, heritage depth and cultural influence, India has yet to claim its rightful place in global tourism economics — and that the gap is largely structural, narrative-driven and self-inflicted.
Titled Reclaiming Incredible: A Blueprint of India Tourism’s Unclaimed Throne, the publication positions itself as a policy-facing roadmap aimed at triggering what Kundu describes as a trillion-dollar tourism renaissance by 2047, aligned with the broader Viksit Bharat vision. Rather than a destination showcase, the book takes a systems-level view of how India markets, governs and monetises tourism.
From spiritual destination to economic engine
The central premise is that while India is globally recognised for spirituality and heritage, this positioning has not translated into proportional market share or economic impact. Kundu contends that India must pivot from being seen primarily as a niche cultural destination to a competitive, full-spectrum tourism economy capable of hosting global events, driving high-yield travel and sustaining large-scale employment.
A recurring theme is the mismatch between India’s tourism assets and how they are communicated internationally. According to the book, infrastructure gaps matter, but narrative gaps matter more.
The ‘make noise’ argument
One of the book’s more provocative sections focuses on marketing and communication. Kundu argues that India continues to rely on outdated tools and generic messaging that fail to resonate with contemporary global travellers, international tour operators and digital-first audiences.
He calls for a technology-led, insight-driven communication strategy that replaces static brochures and broad slogans with sharper storytelling and targeted global outreach. Central to this is what he terms the “Story of Bharat” — a deliberate shift away from monument-centric, post-invasion tourism narratives towards a deeper presentation of India’s indigenous civilisational heritage, knowledge systems and pre-colonial identity.
MICE, diplomacy and global relevance
Beyond leisure travel, the book highlights MICE as a major untapped opportunity. In a chapter focused on what Kundu calls India’s “unfinished business”, he argues that hosting large-scale global conventions requires not just venues but coordinated diplomatic effort, institutional capability and international lobbying — areas where India has underperformed relative to its potential.
The argument positions MICE not only as a revenue generator but as a credibility builder for India’s place in the global events economy.
Rethinking tourism governance
Structurally, the book advocates a significant administrative reset. Proposals include the creation of professionally run Central and State Tourism Boards that operate independently of traditional bureaucratic control, staffed by industry experts and global specialists. Kundu links governance reform directly to outcomes, outlining a roadmap to double tourism’s GDP contribution to 10 per cent and generate an estimated 200 million jobs over time.
“India must stop whispering its potential and start shouting its truth,” Kundu writes, underscoring his call for urgency and scale.
Available on Amazon and Kindle in print and digital formats, Reclaiming Incredible is positioned as a conversation starter for policymakers, destination marketers and industry leaders grappling with how India’s tourism story needs to evolve — not incrementally, but structurally — over the next two decades.
Rahul Bhadana is a digital editor at TravTalk with experience spanning multiple content niches, with a strong focus on travel trade journalism and digital publishing. A graduate of Delhi University, his work covers editorial writing, content strategy and platform-led storytelling, supporting TravTalk’s digital growth and industry engagement. A technology enthusiast, he enjoys films, poetry and exploring new ideas across media and culture.
