As the scorching summer sun bore down on travelers worldwide, the Union Tourism Ministry of India has embarked on a transformative journey to redefine summer vacations by unveiling the "Cool Summers of India" campaign at the three-day much-sought after  Arabian Travel Mart 2024 in Dubai from May 6.

The campaign is an invitation to global tourists to explore the lesser-known destinations of India's diverse landscapes during the summer season.

Moving away its focus from traditional tourism strategies, the campaign spotlighted 50 enchanting getaways across four corners of the country from the snow-capped peaks of Gulmarg, Patnitop, Auli in Jammu and Kashmir to the lush valleys of Wayanad in Kerala. The curated list of 50 summer hotspots getaways also include destinations like Pithoragarh, Auli, Chopta Valley, Binsar  in Uttarakhand; Bir Billing, Kinnaur and Tirath Valley in Himachal Pradesh giving travelers a wide range of options to explore, from serene hill stations to lush green valleys.

 “By diverting attention from overcrowded tourist hotspots to these hidden treasures, the Ministry aims to reach out to a wider audience, including potential foreign tourists as well as alleviate strain on popular destinations and ensure that India’s summer getaways are not confined to domestic travelers alone,” said Rajnish Kaistha (Sr. Vice President) of the International Association of Tourists Operators (IATO).

The Ministry’s tagline says it all. “From the snowy peaks of the Himalayas to the misty hills of the Western Ghats, from the serene lakes of Kerala to the cascading waterfalls of Mizoram, India's got the coolest summer getaways that'll have you feeling frosty fresh!”

Moreover, leveraging social media channels like WhatsApp to disseminate information about these destinations, the Ministry has ensured that the campaign reaches a wider audience, including potential foreign tourists who may not be familiar with the hidden gems of India.

The campaign went live on Monday and social media handles of 'Incredible India' have already shared a teaser and some glimpses of this "segmented offering" in its run-up. Arabian Travel Mart is one of the key events in the global tourism arena.

 It is largely targeted towards drawing the foreign tourists by challenging the notion that India is too hot for summer travel, as the Indian subcontinent has a range of weathers, sources had said here on May 3."The event marks a significant step in strengthening India's presence in the Middle East tourism market," the ministry said in a statement adding that an 'Incredible India' pavilion was inaugurated by Satish Kumar Sivan, Consul General of India to Dubai.

 "The pavilion has made a resounding entry, aiming to capture the entirety of the UAE market. Leading a delegation comprising tour operators, luxury hotels, wellness resorts, and the Indian Railway Catering and Tourism Corporation, India is poised to showcase itself as a 365-day destination," the statement said.

India's participation in the Arabian Travel Mart 2024 holds immense potential for the tourism industry and the economy at large, they said.

The event provides a platform for the Indian tourism players to exhibit their offerings, forge alliances within the industry and attract visitors from the MENA (Middle East and North Africa) region. This, in turn, is expected to bolster revenue generation and foster job creation within the tourism sector, the statement said.