India 2018

Culture and Tourism 81
and qualitatively. As of now, there are 42 institutes of Hotel Management (IHMs),
comprising 21 Central IHMs and 21 state IHMs, and 10 Food Craft Institutes
(FCIs), which have come up with the support of the Ministry. These institutes
were set up as autonomous societies with the specific mandate to impart
hospitality education / conduct training in hospitality skills. While the IHMs
mainly impart degree level hospitality education, the FCIs are concerned with
skill level education. National Council for Hotel Management & Catering
Technology (NCHMCT) steers and regulates the academic efforts of the IHMs
and FCIs.
Indian Institute of Tourism and Travel Management
Apart from this the Indian Institute of Tourism and Travel Management (IITTM)
an autonomous body under the Ministry of Tourism with its Headquarter at
Gwalior has centres at Bhubaneshwar, Nellore, Noida and Goa. IITTM is a
pioneer in the field of travel and tourism education and training. It provides
specialized training and education for tourism and travel industry.
Indian Culinary Institute
The Ministry of Tourism has set up the Indian Culinary Institute (ICI) at Tirupati,
Andhra Pradesh. The first of its kind in India, the Institute has commenced its
academic session from August, 2016. The Ministry is also expanding the ICI, by
opening its northern chapter at Noida.
Incredible India
The Ministry of Tourism, as part of its ongoing promotional activities, releases
campaigns in the international and domestic markets under the Incredible India
brandline, to promote various tourism destinations and products of India to
increase foreign tourist arrivals and domestic visits within the country. A series
of promotional activities are undertaken in important and potential markets
overseas through the India Tourism offices abroad and within India through
domestic India Tourism offices, with the objective of showcasing India's tourism
potential to foreign and domestic tourists.
International Advertisement Campaign
To promote tourism, the government has also taken many initiatives. An
International Advertisement Campaign in electronic and digital media for 2016-
17 was launched globally. To begin with the Ministry has launched its campaign
on leading television Channels including CNN, BBC, Discovery and TLC , Euro
News, History, CNBC, Travel Channel, CBS (USA), Tabi (Japan) and RMC
(France) as well as on Google.
The Ministry of Tourism organizes Bharat Parv as part of the Republic
Day and Independence Day celebrations with the objective to promote national
integrity and to showcase cultural and culinary diversity to the people of our
nation.