In 2004, the Ministry of Tourism in India initiated the glorious “Incredible India” campaign with the main theme of “Atithi Devo Bhava” (Guest is God); with an aim to create a sensitivity towards tourists visiting India and the stakeholders facilitating the development of tourism in India. The exclamation mark forms the ‘I” of India. The exclamation used creatively across several visuals compliments the concept behind the word “Incredible”.