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File No. CS-TRV-006 · Central Scheme · Ministry of Tourism

Dekho Apna Desh Campaign 2.0

"See your own country" — a national campaign encouraging Indians to explore lesser-known destinations at home, through webinars, a destination poll, and coordinated promotion with state tourism departments.

Note: this is an awareness and promotional campaign, not a direct financial benefit — there's no individual application or subsidy. This page explains what it offers and how you can actually engage with it.

What this campaign offers

Launched in January 2020 following a call from the Prime Minister to visit at least 15 domestic destinations by 2022, Dekho Apna Desh promotes India's cultural, natural and historical diversity through webinars, quizzes, virtual tours, roadshows and social media campaigns run in partnership with state tourism departments. Its highlight initiative, "People's Choice," lets citizens vote for their favourite attractions across five categories — Spiritual/Religious, Heritage/Culture, Nature/Wildlife, Adventure, and Other (including Vibrant Villages and wellness/medical tourism) — feeding directly into which destinations the Ministry prioritises for development funding under schemes like Swadesh Darshan 2.0. The campaign also runs the Best Tourism Villages Competition, spotlighting rural destinations that preserve culture and sustainability, and has expanded into "AI-powered Incredible India" digital tools for trip planning.

How this actually benefits travellers

  • Access to curated information, itineraries and digital tools highlighting lesser-known destinations you might not otherwise discover.
  • Your vote in the People's Choice poll genuinely feeds into which destinations receive government development funding — voting is a real way to influence where infrastructure investment goes next.
  • Destinations promoted through this campaign often see improved facilities over time through linked schemes like Swadesh Darshan 2.0 and PRASHAD.
  • No direct discounts, subsidies or financial assistance are provided to individual travellers through this campaign itself.

How to get involved

  1. Visit incredibleindia.gov.in or the MyGov Dekho Apna Desh microsite for current destination information and campaigns.
  2. Participate in the "People's Choice" poll when open, voting for attractions you've visited and want to visit — this directly informs government destination-development priorities.
  3. Follow the Ministry of Tourism's official channels for webinars and virtual tours covering specific regions or themes.
  4. If you run a rural homestay or tourism venture, check whether the Best Tourism Villages Competition or related state initiatives apply to your village.

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