Adventure and spiritual holidays prompt India boom

India's 21st century tourism boom has been put down to its Incredible India campaign, which is marketing the country as a land of both adventure and spirituality, by a leading travel writer.

Launched five years ago, the campaign publicised India as "a path to ananda", a Sanskrit concept which means 'wellness, bliss and contentment' but also promotes its thrill-seeking side, popular among backpackers.

In 2005, tourist arrivals reached 3.9 million, up 50 per cent on 2000 and much of this is believed to be down to the greater number of activities now on offer in the world's most populated democracy.

Sudha Ramachandran of the Asia Times wrote: "[The campaign] has used stunning visuals of the country to showcase its dramatic diversity, whether with regard to its geography or heritage, its culture or cuisine.

"It has moved beyond the old approach of marketing India as the land of the Taj Mahal to showing a country that offers the visitor spectacular sunsets as well as ski slopes, adrenalin-pumping adventure sports as well as a stress-free lifestyle."

As well as spiritual retreats and romantic city breaks, India now offers a plethora of adventure sports such as white water rafting, rock climbing, bungee jumping, paragliding and diving in Goa, Andaman and Lakshadweep.

In Insure and Go's backpacking insurance policy, 40 adventure sports are automatically covered, including bungee jumping and white water rafting.