The Incredible India campaign, an initiative by the Indian government to promote tourism, has won the World Travel Award 2009 for being the best campaign of the year.

The reigning Miss World, Ksenia Kukhinova of Russia, presented the award to India's tourism minister, Kumari Selja at a gala function held at the Grosvenor House in London.

Selja, who is here to participate in the World Travel Market, also received the Asian Guild Award for promoting the Incredible India campaign at a function held at the House of Lords on Monday evening.

The Award and Fellowship of the Asian Guild was presented to her by uLord Peter Archer of Sandwell.

The guild also bestowed the Fellowship on Jagdish Chander, director, India Tourist Office here for his 'hard work to carry out the conviction of Incredible India Campaign in the UK'.

"Suresh Joshi, joint director general of the Asian Guild, said, "Incredible India has enriched the status of the Asian in British Society by broadening the tradition and culture of India.

"Incredible India initiative was conceived in the year 2002, when we decided to brand the country as a unique, vibrant and inclusive identity," Shelja said.

"Through this branding, an attempt was made to create a distinct image for the country."

Shelja noted that there was no doubt that the Incredible India initiative has positioned the country in the mind of the discerning traveller and thus played a major role in the growth of tourist arrivals to the country as well as foreign exchange earnings from tourism.

"It has also re-enforced interest in the country and contributed in generating awareness about India among the younger generations."

The successful campaigns have created a sense of pride amongst the communities of Indian origin residing in different parts of the world, including the UK.

The minister said India was also working to improve the facilities and services at important tourism destinations.

"We have taken initiatives to develop new tourism products such as wellness, adventure and rural tourism, which offer the visiting tourist a rejuvenating and enriching experience," she said, adding all out efforts would be made to position India as the leading tourism destination in the world.