• Monika Prakash Indian Institute of Tourism and Travel Management
  • Nimit Chowdhary Department of Tourism and Hospitality Management
Keywords: internal destination development (IDD), destination marketing triangle, internal marketing, Atithi Devo Bhava, India


India is a fast-emerging tourist destination. It has captured the imagination of visitors from around the world who find it fascinating and much different from their own cultures and routine. India is an emerging economy with its share of challenges. The Ministry of Tourism, Government of India, doubles up as the NTO for the destination. It, therefore, owns up the responsibility both for marketing the destination and developing the destination. India is perhaps the only example of having an internal marketing campaign targeted at internal stakeholders educating them about how to conduct themselves before the visitors. The NTO also rolls out ambitious capacity building programmes for all tourism stakeholders, particularly those who are likely to come in direct contact with the visitors. The NTO is conscious of the fact that the quality of a visitor’s experience whenever they interact with any service provider or host community must be superior. This paper outlines the various initiatives of the NTO of India, to build the capacity of multiple stakeholders.


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How to Cite
Prakash, M., & Chowdhary, N. (2019). INTERNAL DESTINATION DEVELOPMENT: A CASE OF CAPACITY BUILDING IN INDIA. TISC - Tourism International Scientific Conference Vrnjačka Banja, 4(2), 27-45. Retrieved from