Incredible India is a tourism campaign calling out to tourists from all over the world to visit India since 2002. A government initiative, the campaign has garnered quite a bit of success in terms of economic profit. However with evolving times and ever-growing popularity of social media, it is pertinent for the campaign to adapt to the marketing possibilities provided by social media. Looking into the social media presence and practice of the campaign it was found that while the campaign had a significant presence in all major channels, it did not have enough engagement with the consumers. Further as opposed to popular belief when it comes to travel marketing on social media, the social media engagement level on Facebook was the lowest for the Incredible India campaign. The teaching presentation makes an attempt to analyze the social media practices by the tourism campaign of Incredible India and evaluate effective measures which can be beneficial for the campaign.