Campaigns on digital and social media
In a move to attract East Asian Millennials to the wide range of tourist attractions in the country, the Indian tourism sector is adopting a digital and social media strategy.
“We are currently in the midst of finalizing the global media campaign and within that there is a lot of shift to digital and social media because a lot of information flow on digital platforms in markets east of India,” said Rupinder Brar, Additional Director General of the Tourism Ministry, after hosing an industry road show in Singapore on 9 Dec 2019.
Brar noted that young tourists, especially those from China, want to feel India for which tour operators are especially expanding market concepts to take tourists on immersive experience – tasting of foods, the living style in villages and breathtaking travels from Himalayas and across the country.
Brar said feedback from the Chinese Millennials has helped understand their travelling wish to experience the diversity of India from culture to village lifestyle and culinary skill.
With such feedback, tour operators have been urged to plan tour products and package that would offer much more than the Buddhist circuit and the attractions of Taj Mahal, forts, palaces and monuments.
Brar wants to expand the Incredible India footprint in China as well as in Singapore and other markets East of India to attract the young tourists.
The Incredible India Road show was held in Chinese cities of Chengdu, Chongqing and Kunming Nov 11-16, 2019, where Indian and Chinese tour operators held B2B meetings. The same road show was held in Singapore on 9 Dec 2019 with B2B meetings.
The Indian High Commissioner to Singapore, Jawed Ashraf, elaborated on the vast and diverse tourism possibilities in India and changes in tourism experience for visitors because of the availability of good information, new visa regime and price.
He also highlighted excellent connectivity to and within India, rapidly improving infrastructure, expansion in hotel and accommodation in all categories, very good leisure, culinary and shopping options now, and facilities like 24-hour helplines in 12 languages.
“Discovering India can be a lifetime adventure for all of us. It isn’t just a feast for all our senses, but also an inexhaustible source of pursuits of intellect, philosophy, spiritualism, adventure, sport, wellness, art and heritage.
“And, once is not enough; visitors usually finding themselves drawn repeatedly to India as there are multiple Indias and multiple layers of India, from Kashmir to Kanyakumari and from the Northeast to Gujarat.
“One of the things we need to do is to have a very differentiated marketing. We have to look at different market segments, focus on specific destinations and circuits in our promotion, be more innovative in designing our products and destinations, promote different product for different demographic segments, and focus on developing complete experiences from arrival to departure,” said the High Commissioner.
“In India, there are endless possibilities and we are only restricted by our imagination!” said Jawed Ashraf.
The Indian tourism sector is improving with the lowering of Goods and Services Tax on hotels from 28 per cent 18 per cent and those in the 18 per cent bracket to 12 per cent in October 2019, added Pronab Sarkar, President of the Indian Association of Tour Operators, who was part of the 25-strong delegation to the Singapore meet.
However, he felt that the government and the industry should do more to promote tourism products as in recent years there has been a slow-down in advertising Indian tourism adventures and discoveries. Fiinews.com
