Central to the campaign is a new-style Discover India brochure, designed to showcase the destination with a magazine feel and recommended itineraries that can all be personalised.

Discover India is geared towards customers visiting for the first time, but also those who have “done” the popular Golden Triangle route and are now looking to some of the country’s lesser-known national parks and natural wonders.

Claire Ross, Kuoni’s head of specialist product, said: “The aim is to look beyond the well-trodden tourist trails to address the topic of ‘overtourism’.

“For example, as well as offering an extensive collection of characterful boutique hotels in Kerala, CGH Earth Experience Hotels has been leading the way with responsible business practice in its premium hotels for many years.

“At one of their properties, Spice Village in Thekkady, they produce solar energy, their own drinking water, grow most of their own food and they completely avoid single-use plastic.”

Among the themes and areas covered in the brochure are Ayurveda healing and health in Kerala, the foothills of the Himalayas, safari camps and lodges, the lesser-visited south, and classic Rajasthan.

“The launch is a new approach to how we position India – we’re telling the stories of the destinations combined with suggested itineraries and experiences that can all be tailor-made for the customer,” added Ross.

Last week, Kuoni hosted 19 staff in India as part of a mega fam, showcasing four different themed itineraries.

India is currently listed in eighth position on Kuoni’s best-selling destination list, having risen two places since last year, with sales currently 9% ahead year-on-year. It is expected to rise further up the top 10 this year.