• UGI USER
  • Nov 03, 2023
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Dekho Apna Desh

Why in the news?

Union Minister Sarbananda Sonowal will inaugurate the domestic sailing of the first International Cruise Liner, ‘COSTA SERENA,‘ in Mumbai, India.

  • This event is part of the government’s efforts to promote domestic tourism, in line with the ‘Dekho Apna Desh’ campaign.
  • The launch follows discussions at the Global Maritime India Summit 2023, where the goal of achieving 50 million cruise passengers in India by 2047 was a focal point.
  • Costa Cruises, the company behind ‘COSTA SERENA,’ is anticipated to accommodate around 45,000 passengers on its voyages in the next two months.
  • The initiative aligns with Prime Minister Narendra Modi’s appeal to the middle class to choose domestic tourism options over international travel, aiming to boost the Indian tourism industry.

Dekho Apna Desh Campaign 

  • ‘Dekho Apna Desh’ is a tourism campaign launched in January 2020 in India to encourage domestic tourism and explore the country’s diverse attractions.
  • A comprehensive tourism package encompassing 50 destinations across the country will be chosen for development through an ambitious approach.
  • The initiative seeks to encourage individuals, particularly middle-class citizens, to explore diverse destinations within India instead of opting for international travel.
  • This tourism program is expected to create additional job opportunities within the tourism sector and contribute to the nation’s economic growth.
  • The program offers travellers various advantages, including reduced hotel prices and discounted travel and entrance fees.
  • The government will establish a dedicated website and introduce a toll-free helpline for the convenience of travellers.
  • Financial support to those journeying to less-visited or remote locations.
  • The government plans to establish Unity Malls in key tourism regions to showcase and market the ‘One District, One Product’ initiative.