BY

S.MAMATHA HIMABINDU

MARKETING STRATEGY OF TOURISM IN INDIA

Tourism Service

According to the Economic Survey ,the sector has the capacity to create large scale employment both direct and indirect, for diverse sections in society, from the most specialized to unskilled workforce

World Economic Forum’s Travel and Tourism Competitiveness Report 2013, India ranks 11th in the Asia pacific region and 65th globally out of 140 economies ranked on travel and tourism Competitiveness Index.

Publicity and marketing strategy Clean India

Atithi Devo Bhava and

Hunar Se Rozgaar

“Incredible India” branding on TV during 2nd Formula Grand Prix and London Olympics, 2012, during the International Film Festival of India (IFFI) held in Goa, and during the International India Film Academy (IIFA) Awards 2012 in Singapore.

Customer Segment

Foreign

Domestic

Cruise

Adventure

Medical

Wellness (Ayurveda, Yoga, Panchakarma, Rejuvenation Therapy,)

Golf

Polo

Meetings Incentives Conferences and Exhibitions (MICE)

Eco- Tourism(local cultures, wilderness adventures, volunteering, personal growth )

filmy Tourism

Customer Motivations

Advertisements

Facilities during the tour

Easy Finance availability

Attractive tour packages

Diverse Offerings

Purpose of travel

Competitor Analysis

Kerala (God’s Own Country)

Policy initiatives(vision 2025 and Kerala Travel Mart as permanent organiser)

Product development

Marketing(360 degree brand building campaign )

Infrastructure

Tourism services

Brand building

Usage of IT & communication

national and international road shows/fairs such as Top Resa, Paris; JATA Travel Mart, Tokyo; WTM, London; ITB, Berlin

International Campaigns such as ‘Your Moment is Waiting’ reflect the increased focus on attracting international tourists.

Gujarat

The land of legends and Lions!

Land bank scheme

Tourism incentive package scheme

Marketing & branding

Exhibitions, events & road shows

Infrastructure development(7.3billions in 22 districts)

Kids tourism, golf tourism and coastal tourism

Training & skill development(Kaushalya VardhanKendras )

0.71% of state expenditure is allotted for tourism

Maharashtra

Maharashtra Unlimited Oct-Dec

Complementary Schemes at Resorts

Bollywood Tourism

Indirect Competitors

Make My Trip

Yatra.com

ClearTrip

Goibibo

Crazy Yatra

Potential Competitors

Flipkart

Amazon

Ebay

Market Analysis

The total market size of the tourism and hospitality industry in India stood at US$ 117.7 billion in 2011 and is anticipated to touch US$ 418.9 billion by 2022.

during the period January-June 2014 stood at 3.54 million as compared to FTAs of 3.36 million during the corresponding period of 2013, registering a growth of 4.5 per cent.

Foreign exchange earnings (FEE) during January-June 2014 stood at Rs 56,760 crore

Domestic tourist visits Foreign tourist visits

Tamil Nadu (244.2),

Uttar Pradesh (226.5),

Andhra Pradesh (152.1), Karnataka (98.0),

Maharashtra (82.7),

Madhya Pradesh (63.1), Rajasthan (30.3),

Gujarat (27.4),

West Bengal (25.5) and Chhattisgarh (22.8).

Maharashtra (4.16),

Tamil Nadu (3.99),

Delhi (2.30),

Uttar Pradesh (2.05), Rajasthan (1.44),

West Bengal (1.25),

Kerala (0.86),

Bihar (0.77),

Karnataka (0.64) and

Goa (0.49).

PEST Analysis

Political: Political stability, law-and-order situation and absence of terrorist activities in the place where tourism needs to be promoted

Economic: Purchasing power of the tourist, also taking into account of the Foreign-exchange rate

Social: Availability of facilities such as proper medical facilities, open culture and education of people

Technological: E-connectivity of the tourist place and presence of good mobile network

Porter’s Five Forces Model

New Entrants: New avenues of tourism such as development of new tourism sites

Threat of substitutes: Creation of other source of relaxation within the native city of the traveler

Buying: The consumer, that is, the tourist, who is the source of income for the tourism industry

Suppliers: The various states/countries promoting their tourism destination

Rivalry between existing competitors: Competition to attract tourists by established tourist places