TOURISM SECTOR

PRESENTED BY:

ABDUL QADIR KHAN

ANUPAM SINGH

AYUSH SRIVASTAVA

ASHIQUE ANISH

BRITTO SELVAM

DATTARAJ P BORKAR

TOURISM IN INDIA According to World Travel & Tourism Council, tourism generated

INR6.4 trillion or 6.6% of the nation's GDP in 2012.

It supported 39.5 million jobs, 7.7% of its total employment.

The sector is predicted to grow at an average annual rate of 7.9% from 2013 to 2023.

India attracted 6.85 million international tourist arrivals and $18.4 billion in foreign exchange earnings from tourism receipts in 2013.

India counted as the 38th-most visited nation according the United Nations

IMPORTANT FACTS Share of India in International tourist arrivals = 0.64%

India’s rank in world tourist arrivals = 42

India’s rank in World Tourism receipts = 16

Share of India in tourist arrivals to Asia & the Pacific region = 2.81%

India’s rank in Tourist Arrivals to Asia & The Pacific Region = 11

India’s rank in Tourism Receipts of Asia & The Pacific Region = 8

FTA IN INDIA (1997-2013)

FEE FROM TOURISM IN INDIA

TOP 10 SOURCE COUNTRIES

SHARE OF TOP 10 STATES

BRANDING“The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products”

INCREDIBLE INDIA CAMPAIGN INITIATIVE: Ministry of Tourism, India

AGENCY: Ogilvy & Mather

LAUNCH YEAR: 2002

OBJECTIVE: to revamp Brand India as tourist attraction with an integrated marketing communication effort.

MEDIA USED: 360 Global Campaign

Winner of PATA Gold Award for Best destination Marketing Campaign (2009)

Ranked as the “Highest Recall Advertisement” worldwide by Travel & Leisure.

INCREDIBLE INDIA CAMPAIGN

Captivating visuals showing diversity in :

Geography

Heritage

Culture

Cuisine

EXPLORE RURAL INDIA CAMPAIGNLaunch Year: 2004

Objective: To promote village tourism as

a primary product and increase the

socio-economic benefits in the rural areas.

Local communities were trained to manage the tourism site.

Improvement in cleanliness and hygiene

Traditional cuisine

Interacting with visitors

ATITHI DEVO BHAVA CAMPAIGN

Launch Year: 2008

Objective: Creating awareness and sensitizing people about the warm hospitality and preservation of our rich heritage.

Reinforcing the confidence of foreign tourist towards India as a preferred holiday destination.

Brand Ambassador: Amir Khan (2008)

CAMPAIGN IN UK & EUROPE “India Now” – 3 months festival (every year starting from July)

Events offering Indian Food, Music and showing culture.

Road shows to promote India tour Packages.

Campaign during London Olympics 2012.

Glasgow Commonwealth Games 2014, with the tagline “India is closer than you think”.

INCREDIBLE !NDIA - USA Celebrations commemorating India’s Independence.

Music and Dance concerts, Handicraft exhibitions.

Outdoor Ads:

Billboard Super Markets Buses & Taxis Giant Screens

Tagline – India’s time has come

OTHER PROMOTIONAL MEDIA USED DVD AD Inserts

Incredible India Postcards

TVC Videos on YouTube

In flight Campaign (Singapore Airlines, Etihad, Virgin Airlines, British Airways)

BRAND ASSOCIATION“Brand association is anything which is deep seated in customer’s mind about the brand”

BRAND ASSOCIATION

Brand India – 2002

BRAND ASSOCIATION

Brand India – 2013

BRAND POSITIONING“Brand positioning describes how a brand is different from its competitors and where, or how, it sits in a particular market.”

BRAND POSITIONING India as a destination provides “value for money” compared to the

other countries.

India offers diverse kinds and types of destination, in form of a complete package, compared to the south east/ far east countries which strongly promote one or two themes/ products.

Wide base of English speaking population

a major advantage compared to the South East

Asian nations

Booming economy, growing foreign investment

in the major sectors have prompted immense

flow of foreigners in recent times.

BRAND EQUITY“The value premium that a company realizes from a product with a recognizable name as compared to its generic equivalent.”

Companies can create brand equity for their products by making them memorable, easily recognizable and superior in quality and reliability. 

BRAND EQUITY These campaigns helped India to show its unique

strengths & diversity and in the process create brand equity.

Unique 360 degree experience

Heritage sitesAdventure TourismSerene BackwatersDesertsBeachesHoly Places, etc.

INCREDIBLE INDIA: AN INCREDIBLE SUCCESS

Foreign tourist arrivals grew at a CAGR of 7.8 per cent

during 2005–12 to 6.6 million in 2012

WHAT CAN BE DONE TO PROMOTE TOURISM

FURTHER?

INCREASING FOCUS ON NICHE SECTORS MEDICAL TOURISM

EDUCATION TOURISM

WEDDING TOURISM

LUXURY TRAIN TRAVEL

YOGA TOURISM

RURAL TOURISM

TO EXTEND VISA ON ARRIVAL SCHEME

The “Visa on Arrival” Scheme has been popular among tourists

In January 2010, the government launched the “Visa on Arrival” Scheme for citizens of five countries – Finland, Japan, Luxembourg and New Zealand – to attract additional foreign tourists

In January 2012, the government further extended this

scheme to the citizens of six countries: Cambodia,

Indonesia, Vietnam, the Philippines, Laos and

Myanmar.

The scheme registered an average growth of

56.7 per cent over 2010–12.

Visa on Arrival increased 28.5 per cent to

15,770 tourists during January - October 2013

from the previous year.

OTHER FACTORSPROMOTING POLICIES LIKE:

Accelerated development of transport infrastructure. 2 destinations in each state to be developed as a model. Reduction of Luxury taxes on Hotels. Tourism Police (The Ministry in consultation with state/UT

administrations has proposed to employ tourist police at prominent tourist spots)

Promoting North Eastern regions aggressively. Develop India as a 365-day tourism destination by

marketing alternative tourism products.

(Jammu & Kashmir snow festival, agriculture tourism, Uttaranchal ecological tours and school camps, Madhya Pradesh education tourism are some examples)

THANK YOU