The 'Incredible India' campaign, an initiative by the Indian government to promote tourism, has won the World Travel Award 2009 for being the best campaign of the year.

The reigning Miss World, Ksenia Kukhinova of Russia, presented the award to India's Tourism Minister, Kumari Selja at a gala function held at the Grosvenor House here.

Selja, who is here to participate in the World Travel Market, also received the Asian Guild Award for promoting the 'Incredible India' campaign at a function held at the House of Lords last evening.

The Award and Fellowship of the Asian Guild was presented to her by Lord Peter Archer of Sandwell.

The Guild also bestowed the Fellowship on Jagdish Chander, Director, India Tourist Office here for his "hard work to carry out the conviction of Incredible India Campaign in the UK.

"Suresh Joshi, Joint Director General of the Asian Guild, said "Incredible India has enriched the status of the Asian in British Society by broadening the tradition and culture of India.

Shelja said "Incredible India initiative was conceived in the year 2002, when we decided to brand the country as a unique, vibrant and inclusive identity.

"Through this branding, an attempt was made to create a distinct image for the country."