Delhi Tourism Upgrade: Multiple Systems, Planned, Integrated

By creating a tourism intelligence repository, formulating communication strategies based on evidence, and increasing international engagement, the Delhi government is gearing up for a complete makeover of how the national capital is projected as a tourist destination. To implement the initiative, the Delhi Tourism and Transport Development Corporation will engage a specialised information, education, and communication agency to handle destination branding, market research, digital asset creation, website development, and global market outreach, an official of the tourism department said.

As per the official, "The selected agency will conduct periodic assessments of the tourism landscape mapping of Delhi vs visitor flows seasonality patterns, tourism circuits emerging experiences and overall performance while benchmarking the city against similar national and international destinations."

The official also said that the agency will collect and analyse credible tourism data, such as government statistics, transport footfall, hotel occupancy, and search behaviour. He added that the agency will also work to secure and analyse credible datasets in the tourism sector, including government statistics, transport footfall, hotel occupancy data, digital search behaviour, and indicators of traveller intent. These will be used to create actionable insights on audience preferences, peak travel times, and experience-driven demand. The estimated cost of the project is INR 3.95 crore. Technical bids for the selection of the IEC agency are scheduled to be opened on February 5, the official added.

"A key element of the project involved developing detailed target audience profiles for both domestic and international travelers. High potential segments such as weekend travelers heritage and culinary tourists, meetings, incentives, conferences and exhibitions wellness seekers, students and spiritual or cultural visitors will be identified to enable sharper, market-specific communication," he explained.

As part of the branding exercise, the agency will develop a new theme and tagline for Delhi Tourism, along with brand guidelines for tone of voice, storytelling, creative standards, and content management systems to ensure consistency across all communication outputs.

The official further said that the agency will also map the city's tourism ecosystem, identifying opportunities for collaboration with tour operators, hotels, guides, transport providers, cultural institutions, and event partners. Additionally, a continuously updated tourism intelligence repository will be maintained, serving as a reference bank of data points, consumer trends, competitor campaigns, and best practices, with all analytics traceable and source-cited, he said.

Based on this research, the agency will prepare a structured transformation communication strategy framework and a detailed content roadmap. The official said, adding that this will define Delhi Tourism's positioning narrative strategy across the official websites, digital platforms, partner media, events, and exhibitions. Integrated campaign frameworks for beach festivals, heritage routes, food experiences, and new-age attractions would be developed, in addition to an annual and quarterly communication calendar that would be tourism seasonality- and policy-priority-driven, he added. The work also includes the design and production of key communication materials such as a booklet, brochures, tourist map, and coffee table book, including concept development, content development, photography, design, translation, and provision in both physical and digital form, the officials said.

International outreach forms another central pillar of the project. The agency will identify and prioritise domestic and overseas source markets, prepare market-specific communication playbooks, and support engagement with Indian missions abroad, tourism boards, airlines, tour operators, and trade associations, he said. In addition, the official tourism website will be redesigned with a mobile-first approach, modern user interface, user experience, improved visitor journeys and a structured content architecture. Sections will include places to visit, heritage and cultural food and culinary trails, events and festivals, itineraries, tourism circuits, galleries, media resources, and visitor support, with integration of maps, event calendars, enquiry forms, and links to partner platforms, the department said.


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