New Delhi: The government plans to expand the Incredible India 2.0 campaign to strengthen international tourism. As part of the initiative, it will highlight Durga Puja, which has been recognised as a UNESCO Intangible Cultural Heritage. The strategy will use digital promotion, global media outreach, and cultural events to draw more foreign tourists to India.
Union Minister for Culture and Tourism Gajendra Singh Shekhawat, as reported by PIB India, said in a written reply in Lok Sabha on Monday.
Grant-in-Aid is provided to international organisations to promote Durga Puja globally under the Ministry of Culture’s Global Engagement Scheme.
In 2023, the ministry allotted Rs. 22,29,244 for documentation and research on Durga Puja for submission of the Intangible Cultural Heritage nomination to UNESCO.
In September 2025, the Sangeet Natak Akademi (SNA) shared a video of Durga Puja celebrations with the association Ippan Shadan Houjin Indojinno Tsudoi, which represents the Indian Bengali community in Tokyo. The community observed the festival with devotion and cultural fervour.
During the Intergovernmental Committee meeting held from December 8 to 13, 2025, at the Red Fort in Delhi, a traditional Dhunuchi Naach performance was presented before representatives of more than 190 participating countries and UNESCO officials.
SNA, the nodal agency for Intangible Cultural Heritage under the Ministry of Culture, formed an expert committee to carry out outreach and fieldwork. The committee ensured the participation of diverse communities, groups, and individuals associated with the festival.
These field consultations with stakeholders documented observations and provided firsthand accounts of cultural practices. The initiatives aim to record, preserve, and promote the historical evolution, artistic excellence, ritual practices, and socio-cultural dimensions of Durga Puja at national and international levels.
