Incredible India Weekend Getaway

Birbhum, Murshidabad & Nadia, January 1, 2021

Art for Life, our flagship initiative, has led us to work towards development of the marginalized villages into cultural tourism destinations. Incredible India under Ministry of Tourism, Government of India realizing the immense potential of cultural tourism took up the initiative of to advance local art and craft-based tourism and therefore collaborated with Contact Base to develop weekend getaway campaigns in 10 cultural tourism destinations of West Bengal. The Weekend Getaway campaign was organized from Dec 31, 2020 – Jan 3, 2021 & Jan 8-10, 2021 in the districts of South Bengal to promote the artists villages as cultural tourism destinations. The campaign covered 8 districts, 19 art forms, 1800 artists and witnessed a footfall of more than 27,000. More than a lakh people were also reached out through a strong social media outreach. A pre-event promotional campaign was organized at Dakshinapan Shopping Complex on November 27 and 28, 2020 where people connected with tour operators, handicraft artists and saw Baul and Chau performances. Folk theatre, Baul songs, Chau dance, Dokra art, Patachitra, Shola and other art forms attracted audiences to remote villages of West Bengal. Artists found revived hope with the campaign and were benefited immensely by the sale. Visitors greatly appreciated the initiative of revitalizing the art forms. The media covered the campaign and articles were published in various newspapers. The campaign was undeniably a very successful one.