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The case discusses how India is emerging as a popular tourist destination in the world in the early 21st century, driven by the focus on innovation and creating value for tourists. It examines the initiatives taken by the Tourism Ministry of India, the tourism ministries of various states and the private players to transform India into a lucrative tourist destination in the world. The case discusses in detail how Kerala, a small state in south India built a global reputation as one of the most popular tourist destinations, highlighting its unique selling proposition (USP) - ayurveda, backwaters and culture. It also explores the initiatives taken by Tirumala Tirupati Devasthanam, the administrative committee of the Lord Venkateshwara Temple in Tirupati (Andhra Pradesh State) to make Tirupati a popular temple tourism destination in India. The case examines the role of the air travel industry in boosting tourism growth in India, as part of which it discusses is the innovative pricing strategies and services offered by Jet Airways, major domestic airlines in India, to fulfil the specific needs and preferences of travellers. It also examines the emerging trend of medical tourism in India, with special reference to the medical tourism practices of Apollo Hospitals, a leading corporate hospital chain in the country. After reading the case, students are expected to: (1) gain insights into the travel and tourism industry in India and explore the reasons for its slow growth over the decades; (2) understand the role of innovations and tourist focused initiatives, in the success of travel and tourism industry; (3) examine the role played by the central and state tourism ministries and private sector players in developing the tourism industry; (4) understand the role of the air travel industry in the growth of tourism industry in India; (5) study the concepts of destination branding, temple tourism and medical tourism; and (6) examine the initiatives taken by a hospital to promote medical tourism. The case is aimed at MBA/PGDBA students and is intended to be part of the marketing curriculum. The teaching note does not contain an analysis of the case.