Abstract: The travel industry in India is operating through two different modes, online and offline respectively. The present study is the investigation into the future prospects of online retail in travel industry in India. It involves the identification of the competitive strategies adopted by the tour operators. The research further investigates the tour operator's perception towards 'Incredible India campaign'. It was found that e-retail travel is a platform that is bringing two market forces the demand and supply (tour operators and the customers) together, and both the parties are more inclined towards online mode in near future. Tour operators are gaining by operating at low cost and increasing their business reach while customers get what they desire as per their convenience. Tour operators know the importance of 'Incredible India campaign' for the Indian tourism Industry and they want to create the tourism brand as 'Incredible' through their services. The study is limited within the geographical boundary of Delhi and NCR.