INDIA’S TOURISM
RIDES HIGH
G.S.Dhar*
Recognition of tourism
as an important instrument of socio-economic change has given
a huge boost to the sector. Building on the current year’s success
with a 15 per cent rise in international arrivals, the ‘Incredible
India’, a multi-pronged promotional campaign launched by the Department
of Tourism, aims to position the country as an up market destination
for discerning travellers. It focuses on the diversity of India
as a holiday destination ‘with something for everyone’, from beaches
to mountains, world heritage sites to cultural fairs and safaris
to holistic holidays.
The new priorities
and initiatives have been actuated with a sound backing of a National
Tourism Policy. The earlier setbacks in global tourism have strengthened
the Department of Tourism’s resolve to promote India’s tourism
through aggressive marketing strategies. With ‘Incredible India’,
it is now proactive in approach-responsive and alert to international
and national travel trends.
The campaign
under the banner of ‘Incredible India’ includes a wide ranging
advertisement campaign in all prime print publications besides
a global television campaign encompassing prominent English, French,
German and Italian channels and an innovative online campaign
on the world’s most popular websites. It will also take care of
promotional activities through the overseas offices. This convergence
of media for promotion has brought great visibility and built
up awareness for the India tourism brand. As part of the efforts
to consolidate India’s presence in key markets of Germany, France
and Spain, the Deutsche, French and Spanish versions of the official
website of India tourism – www.incredibleindia.org has also been
launched.
The ‘marketing
mantra’ for the Department of Tourism is to position India as
a global brand to take advantage of the burgeoning global travel
and trade and the vast untapped potential of India as a destination.
The bounties of nature and great treasures of art and culture
besides adventure tourism in hilly-terrains, interiors and wildlife
sanctuaries are being offered. It has also planned to promote
spiritual tourism and its unique techniques of yoga, siddha, ayurveda
and unani system of dealing with mental and physical rejuvenation
by placing before the world, through tourist spots.
ITTM
Tourism is a
multi-sectoral activity where all components of the tourism system
have to work in sync to deliver the product, which primarily comprises
of the ultimate visitor experiences. Obviously, obtaining synergies
through a combined and co-ordinated effort is the key to deliver
in the face of increasing competition.
In this context,
the International Travel & Tourism Mart (ITTM) organized by
the Department of Tourism in September 2003 in Delhi is seen as
a major effort to bring together, under one roof, all the sectors.
It included national and regional tourism organizations, travel-trade,
accommodation, carrier sector and all the allied services to showcase
their portfolio to the buyers and media, both from India and abroad,
as well as to the domestic consumers. Attracting over 300 international
buyers and media from 38 countries and over 225 exhibitors, the
ITTM is now positioned as the foremost tourism industry event
in the country.
The Department
of Tourism has taken a conscious decision to participate effectively
at the major travel industry marts and fairs, internationally
involving both State Governments as well as the private sector.
The main objective is to raise brand awareness of India as a destination
and its tourism products, to develop new contacts, generate sales
leads and to launch new products and services. While participation
in most of such events is organized through the network of 13
India tourism offices aborad, the major ones are coordinated by
the Department centrally to encourage larger industry involvement
and participation.
PATA
Intra-regional
tourism has always been the backbone of tourist arrivals around
the world due to cultural affinity, affordability and ease of
travel to nearby destinations. In fact, travel from Asia has always
been important for India as the Asians have shown resilience to
global upheavals and kept the Indian tourism industry going even
in adverse times.
The Department’s
recognition of this important market was evident at the Pacific
Asia Travel Association (PATA) Travel Mart held in Singapore in
November 2003. As against fragmented Indian participation by various
industry members in the past, this year’s participation at this
major event for Asia and Pacific marked the Department’s resolve,
as an umbrella organization, to put a unified and an impressive
show by putting up an ‘India Pavillion’.
WTM
The World Travel
Market (WTM) held in London is a premier global event for the
international travel industry which bridges together more than
5,000 of the world’s leading travel and tourism companies from
over 190 countries. The Indian participation at this prestigious
event was significant with more than 100 Indian travel and tourism
companies participating in the event. The ‘India Pavilion’ built
on 770 sq. metres presented bold and striking images of diverse
Indian Tourism attractions and, at the same time, presented an
excellent ambience for conducting business.
Besides the Minister
of State for Tourism addressing the key international players
at the WTM, the main highlight of the India’s participation was
Jammu and Kashmir Chief Minister’s presentation at this International
forum allaying fears and safety concerns of the tourists intending
to visit the State.
India has placed
renewed emphasis on high yield tourism of Meetings, Incentives,
Conventions and Exhibitions (MICE) tourism. ‘India 2004 – a just
published directory of MICE facilities and intermediaries in India
was released at the WTM to attract this important segment to Indian
shores.
The 64th SKAL
World Congress held in Chennai from 10-24th October 2003 was significant
from tourism industry viewpoint with over 500 international travel
industry managers and senior professionals participating in the
event who deliberated on "Tourism through Friendship and
Peace" – the theme of the Congress. The Congress was addressed
by the Tamil Nadu Chief Minister and – Vijay Amritraj, the Tennis
icon. The delegates witnessed spectacular cultural performances
representing the many and varied facets of India. Hosting of this
important event in India is also seen a major breakthrough in
establishing India as a convention and meetings destination in
the international marketplace.
The Department’s
pro-active approach and strategic actions have enabled India to
regain its market share dramatically. For example, for the five-month
period from October 2002 to February 2003 recorded a growth of
16.2 per cent. Despite the whole of Asia being adversely affected
by SARS, India still continued to record growth, though marginally,
March, April and May 2003. Subsequently, the tourist arrivals
bounced back again. June to October this year recorded a major
growth of 22 per cent on an average putting the average growth
rate for between January and October this year, at an impressive
15 per cent. The foreign exchange earnings for the period pegged
at US $ 2.83 billion recorded growth by an impressive 22.4 per
cent.
More critically,
the integrated marketing communication campaign with effective
organization and participation in tourism events, both at home
and in the tourism generating markets, has enabled India re-position
itself as a "destination of choice". The focus is on
its authentic Indian experience and differentiates itself as a
spiritually enhancing, culturally enriching, physically invigorating
and mentally rejuvenating travel experience.
The Department
of Tourism’s initiatives to provide visitors to ‘Incredible India’
with a world-class experience are bound to continue a gradual
increase in India’s market share of global tourism. No wonder
the Conde Nest Traveller, a leading International Travel publication
has rated India as one of the top ten favourite tourism destinations.
(PIB Features)
*Joint
Director-General, Tourism
