Even as the government embarked on a special tourism campaign to woo overseas Indians, non-resident Indians sought more initiatives to make India an 'affordable destination' and urged India to create a 'hassle-free and investor-friendly' environment for overseas investment.

Addressing a session on 'Hospitality and tourism: branding strategies for India' at the Pravasi Bharatiya meet in New Delhi, Union Minister of State for Tourism Vinod Khanna said, "The government is making its best efforts to remove bottlenecks faced by the tourism industry and has decided to launch a special campaign 'Discover India, Discover yourself' for the Indians living abroad".

He said there was a huge failure on creating a brand as well as marketing the Indian tourism industry in the past in the overseas market and the Indian Diaspora should contribute in this regard by marketing and presenting the right image of India overseas.

Replying to tourism related concerns and problems raised by the NRI participants, Khanna said, "Pravasi Divas was part of the government's initiative to boost Indian tourism."

Hghlightinge objective of the new tourism policy he said an aggressive media campaign was also being designed by a professional company and a brand 'Incredible India' was being created.

Speaking on the occasion, K Roy Paul, secretary, ministry of civil aviation, said, "the government is working on various aviation related problems and is willing to further liberalise charter flight regime for the overseas tourists."

"We have invited architects from abroad, who have designed some of the best airports in the world, to give us suggestion on how to upgrade our airports to international standards," he said.

Commenting on India's strategy for boosting the tourism industry, US-based Mike Patel, president of Diplomat Hotel Corporation, said there was a need to create a hassle free environment in the country for both tourists as well as for investors willing to invest in any project.

India was being seen as an upcoming market in global tourism map, Patel said, adding, "A foreign investor is today keen to invest in India but needs to be assured of an investor-friendly environment along with security."

Dinubhai Patel, regional director Asian American Hotel Owners' Association said, "The government should do something to rationalise high taxes, which were discouraging tourist to stay in India."

"It is very important to make India an affordable destination," he said while extending his full support to market India in South Africa.