World Tourism Day 2026: Union Minister Gajendra Singh Shekhawat Launches 'Dekho Apna Desh 2.0' and National Digital Tourism Stack
The Union Tourism Minister has introduced new digital initiatives and a mission to promote lesser-known destinations to make tourism development more inclusive.
Union Minister for Tourism and Culture, Shri Gajendra Singh Shekhawat, launched the 'National Digital Tourism Stack' and the national alternative destination mission 'Dekho Apna Desh Campaign 2.0' on the occasion of World Tourism Day 2026 at Bharat Mandapam in New Delhi. The event was attended by Secretary of the Ministry of Tourism Shri Bhuvnesh Kumar, senior ministry officials, and representatives from the tourism industry.
Addressing the gathering, Shri Gajendra Singh Shekhawat stated that today's travelers do not merely want to visit places, but seek authentic experiences through local food, art, and traditions. He emphasized that tourism development in India must now move beyond popular destinations to create opportunities for local communities, entrepreneurs, women, and youth, ensuring the growth is more balanced and sustainable.
Shri Bhuvnesh Kumar, Secretary of the Ministry of Tourism, discussed the role of Artificial Intelligence (AI) and digital platforms, noting that these tools can make tourism more accessible and personalized. Meanwhile, Dr. Vivek Raghavan, co-founder of Sarvam AI, delivered a keynote address on the theme "Digital Agenda and Artificial Intelligence to Redefine Tourism," explaining how AI can transform every stage of travel, from planning and booking to sharing experiences.
The 'National Digital Tourism Stack' is being developed in collaboration with ONDC and with the support of the International Center for DPI Innovation and Advancement (ICDIA). Its objective is to make tourism services more discoverable and reliable, featuring facilities such as verified identity, payments, and grievance redressal. A pilot for this initiative is planned to begin in January 2027.
The primary objective of the 'Dekho Apna Desh Campaign 2.0' is to promote lesser-known sites as alternatives to overcrowded tourist destinations. Under this mission, hilly regions, coastal sites, cultural cities, and regional pilgrimage centers will be identified. This mission aims to create new opportunities for local artisans, self-help groups, and guides.
On this occasion, the Ministry exchanged five Memorandums of Understanding (MoUs) with Airbnb India, FlixBus India, Glance Digital Experience, Eicher Group Foundation, and MakeMyTrip. These partnerships focus on areas such as homestay development, inter-city transport, digital tourism content, and community-based sustainable tourism. All these agreements are non-commercial and non-binding in nature.
During the program, a social awareness television campaign on cleanliness for 2026 and the 'India Tourism Statistics 2026' were also released. Through the television campaign, the Prime Minister has appealed to citizens to keep pilgrimage and heritage sites clean.
