India tourism potential remains untapped: Amitabh Kant

Architect of the government's successful Incredible India campaign, Amitabh Kant today said the potential of the country's tourism still remains untapped and asked the states to take lessons from Kerala on how the industry can play a crucial role in creating large number of jobs.
"To my mind the potential of India tourism still remains untapped. It is a huge industry...It is a big wealth distributor. So India needs to put much more into travel and tourism.
"It can be a huge job creator as it has done in Kerala. It has been the biggest multiplier of jobs in Kerala. I think that is what many other states need to learn from Kerala," said Kant, Kerala cadre IAS officer, who took up the Central government assignments in 2001, when Atal Bihari Vajpayee was the Prime Minister.

Kant, who is now the Secretary, Industrial Policy and Promotion, which rolled out Prime Minister Narendra Modi's ambitious Make in India programme, also said the government should invest more in travel and tourism sector.
He was speaking at the opening function of the three-day silver jubilee summit being organised by International Advertising Association (India chapter).
Bollywood star Shah Rukh Khan, who was the Guest of Owner at the function, shared his experiences as brand custodians.

Expressing his gratitude to the Ad world from whom he has learnt "what being a brand" means, said it was tough to remain always on the top of the branding business.

He said in the ad business a brand custodian needs to convey the audience "what inspires them today and how it could change tomorrow."
The three-day summit --being held under the theme of 'What's Coming Next' --brings together the best minds in marketing and advertising, as well as icons who have been part of the growth of many brands.