TOURISM MARKETING IN INDIA

       Marketing and Promotion Initiatives taken by Ministry of Tourism , Government of India are as under :

1) Marketing and Promotion Campaign:-

       To promote tourism , India needs to have a proper campaign held on many places domestically and overseas to promote tourism here and also overseas. In 2002 , the Government of India promoted the "Incredible India" campaign in the overseas markets . The campaign was an integrated marketing communication effort to attract tourists to the country. The campaign projected India as an attractive tourist destination by showcasing different aspects of India's culture , history , spirituality , the discipline of Yoga , etc. This campaign included use of outdoor media and comprised advertising at airports , on trams , taxis and buses as well as participation in travel marts and road shows . The campaign was conducted globally and received appreciation from the industry , travellers and other individuals . So , the government is seeking to organise another campaign overseas which could attract more tourists to India .

2) Other Promotional Initiatives :-

       Other promotional activities such as participation in major international travel fairs and exhibitions are also sought to be undertaken . The government of India should also undertake promotional activities on websites in the U.S. , U.K. , Germany , Italy , France , Japan and China as well as on search portals (Yahoo!, Google , etc.). The Ministry of Tourism has fourteen offices overseas through which it undertakes many of its promotional activities . It also uses tourists publications in different foreign languages to promote India as a tourist destination .

3) Initiatives by the Government to Promote Different Tourism Products :-

       Some of the several initiatives undertaken by government to promote various tourism products :

★ Rural Tourism : 

       Rural Tourism showcases rural life , culture , art and heritage in rural locations and patronises interaction of the tourists with the village community benefitting the local community economically . The Ministry of Tourism has joined hands with the United Nations Development Program (UNDP) for capacity building at some rurals sites , as part of the local tourism schemes . Around 155 rural tourism projects have been sanctioned in 29 states/union territories including 36 rural sites where UNDP offers support in capacity building .

★ Cruise Tourism : 

       To facilitate growth in the Cruise Tourism sector , the government approved the Cruise Tourism policy in 2008 . The objective of this policy is to make India an attractive Cruise Tourism destination . Under this policy , measures are being undertaken to have state-of-the-art infrastructure and cruise facilities across various parts of the country to attract foreign tourists to cruise shipping in India and also to popularise it among domestic tourists .

★ Adventure Tourism :

       The government has undertaken several measures and initiatives in this growing segment . These include financial assistance to the state government/union territory administrations for the development of Adventure Tourism destinations and the granting of exemptions on customs duty on inflatable rafts , snow ski sail boards and other water sports equipment .

★ Medical Tourism : 

       Medical Tourism has emerged as one of the most important segment of the Tourism Industry . Initiatives taken by the government for promoting this kind/type of tourism include the provision of financial assistance to service providers under the Market Development Assistance Scheme and the issuance of medical visas for patients and their attendants coming to India for medical treatment .

4) Establishment of Marketing Overseas Offices :-

       The Ministry of Tourism , Government of India , through its 14 offices overseas endeavours to position India in the tourism generating markets as a preferred tourism destination , to promote various Indian tourism products vis-a-vis competition faced from various destinations and to increase India's share of the global tourism market . The above objectives are met through an integrated marketing and promotional strategy and a synergised campaign is associated with the Travel Trade , State Governments and Indian Missions . The specific elements of promotional efforts undertaken overseas include Advertising in the Print and Electronic Media , Participation in Fairs and Exhibitions , Organising Seminars , Workshops , Road Shows and India Evenings , Printing of Brochures and Collaterals , Brochure Support/Joint Advertising with Travel Agents / Tour Operators , Inviting the Media and Travel Trade to visit the country under the Hospitality Programme , etc.

5) Incredible India International Campaigns :-

       Ministry of Tourism commenced its International TV Campaign (2009-10 -- Extended to 2010-11) for Europe and Americas region , which finished in the first half of the 2010-11 . In December , 2010, the Ministry launched its International TV Campaign 2010-11 - Europe, leading TV channels of pan-regional reach are part of the Media Plan of the Ministry .

6) Participation in Travel Fairs and Exhibitions :- 

       India Tourism offices overseas have participated in the major international Travel Fairs and Exhibitions in important tourist generating markets the world over as well as in emerging and potential markets to showcase and promote the tourism products of the country . These include Arabian Travel Market (ATM) in Dubai , PATA Travel Mart in Macau , World Expo 2010 in Shanghai , China International Travel Mart in Shanghai , ITB - Asia in Singapore , World Travel Market (WTM) in London , IMEX in Frankfurt , FITUR in Madrid and ITB in Berlin . India tourism , Beijing was awarded the "Best Tourism Promotion Award" at the World Travel Fair in Shanghai . India tourism , Tokyo was awarded the "Best Booth Operation Award" at the Korea World Travel Fair and the "Best Tourism Promotion Award" at the Bus an International Tourism Fair in South Korea .

7) Some Major Promotional Activities Undertaken for Overseas Promotion :-

       The Ministry of Tourism , Government of India undertook a series of promotional initiatives to aggressively promote tourism in India . As part of the promotional initiatives undertaken , Road Shows were organised in important tourist generating markets overseas with participation of different segments of the travel industry .

  • Road Shows , in collaboration with the Indian Association of Tour Operators were organised in CIS Countries , during the months of September-October 2010 . Road Shows in collaboration with the PATA India Chapter were organised in May 2010 in USA and Canada . The Road Shows comprised presentations on India followed by one-to-one business meetings between the trade delegation from India and the travel trade in the respective countries . The delegation for the Road Shows was led by the Tourism Secretary .

  • India Tourism Toronto undertook massive advertising and outdoor publicity during the Vancouver Winter Games 2010 in Vancouver and also Paralympics Games 2010 from February to March 2010 .

  • India Tourism Paris participated and supported the 3rd France-India Business Cup Golf Tournament held at St. Tropez , France during 13th - 17th October 2010 . A high level delegation led by Hon'ble Minister of Tourism , Joint Secretary (T) , Regional Director , India Tourism Frankfurt attended the event . Hon'ble Minister of Tourism inaugurated the France-India Business Cup Golf Tournament on 14th of October and there was a meeting held with various Stakeholders for promoting of Golf Tourism .

  • India tourism , Dubai organised the Golf Tournament at Ras Al Khaimah , United Arab Emirates . India tourism Johannesburg organised "Know India" seminar to the group of 12 people travelling to India and for the group of 6 ladies travelling to South region of India giving information about shopping , hotels , Ayurveda and spas and safe travelling for women . 

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