India will portray the “Soul of India” as the preeminent theme at all its 200-plus meetings for the upcoming G20 presidency. Their main goal is to fully execute the ‘India Experience’ and make sure that each foreign delegate leaves as an “India Tourism Ambassador”. Ogilvy & Mather and McCann Erickson (India) have been chosen to brand the country’s first G20 presidency, curating each event planned by the G20 secretariat. A notable destination management company and an event management firm will work in collaboration with Ogilvy & Mather and McCann Erickson (India) to achieve the country’s branding goals for the G20.
Along with this, all the departments of the government are working together to prepare a workforce to host the G20 and represent the policies of India and its viewpoints on various important topics at the meetings scheduled. From the Ministry of External Affairs, environment, finance, and tourism to the Reserve Bank of India, multiple proposals have been invited for recruiting consultants, young professionals, and policy associates to assist the officials in preparing concept notes, themes, and key priorities in several areas of significance.
In order to increase the number of employees in the Secretariat of G20, the department of personnel and training has appealed for the deputation of directors, deputy secretaries, and undersecretaries/Deputy Directors. The Ministry of Women and Child Development has recruited retired employees to work as advisors to the G20. In the secretariat of the G20, a policy expert from the United Nations Development Programme will join to work closely in support of efforts to better connect the G20 agenda with the 2030 Agenda for Sustainable Development.
As the government is getting on track to act on the robust post-pandemic recovery in the economy, the primary focus of India is on the sectors of maximum potential that generate employment: travel and tourism. India has the potential to rightly leverage the G20 summit in 2022 to portray India’s potential in the sector. The summit, which is scheduled in Bali (Indonesia) this year, would become an initial launch pad for India to usher in a new wave of tourism in the country, which will result in multiple effects on various industries and sectors. The government of India can organise fam tours for G20 ministers all year long, during and immediately after the summit, which will increase the prospects of the tourist industry in India.