MOT presses for ‘Adopt a Her­itage’

Not only has the Cen­tre an­nounced a new cam­paign jointly with ASI, it is also giv­ing fi­nal touches to its ‘In­cred­i­ble In­dia’ ver­sion 2.0 that will be mar­ket-spe­cific and based on In­dia’s the­matic cir­cuits.


New Camapign

Two huge an­nounce­ments were made by the Min­istry of Tourism, Gov­ern­ment of In­dia, at the in­au­gu­ra­tion cer­e­mony of the 33rd IATO An­nual Con­ven­tion that re­cently con­cluded in Bhubaneswar, Odisha. Speak­ing at the event, Tourism Sec­re­tary, Rashmi Verma said, “The Cen­tre needs the pri­vate sec­tor to pitch in and bring in more in­vest­ment in this sec­tor. To fa­cil­i­tate this, we are in the process of launch­ing a new cam­paign called ‘Adopt a Her­itage’ in as­so­ci­a­tion with Ar­chae­o­log­i­cal Sur­vey of In­dia (ASI) for up­grad­ing fa­cil­i­ties at some of the key ASI mon­u­ments. The idea is to of­fer these mon­u­ments up for adop­tion to the pub­lic and pri­vate sec­tors for set­ting up world-class in­fra­struc­ture and main­te­nance of that mon­u­ment. This in­cludes the toi­lets and the over­all clean­li­ness in­side and out­side the mon­u­ment premises. I think this col­lab­o­ra­tive ef­fort between the gov­ern­ment and the pri­vate sec­tor will help us present a world-class tourism ex­pe­ri­ence to the in­ter­na­tional as well as do­mes­tic tourists.”

In­cred­i­ble In­dia 2.0

Verma added that the in­bound traf­fic recorded a growth of 9.7 per cent in 2016 and this year till Au­gust 2017 the growth has been en­cour­ag­ing at 15.7 per cent. “But we can­not be com­pla­cent. If we want to com­pete, we need to have a com­pet­i­tive edge and cre­ate in­no­va­tive mar­ket­ing ini­tia­tives. We have come up with a global me­dia cam­paign and MOT is now in the process of launch­ing In­cred­i­ble In­dia 2.0 cam­paign which is go­ing to be the­matic in na­ture and will be mar­ket-spe­cific. The ear­lier cam­paign was generic and the en­tire idea was to cre­ate aware­ness about In­dia as a tourist des­ti­na­tion. This cam­paign will tar­get the key mar­kets and emerg­ing mar­kets look­ing at their re­quire­ments such as the kind of ex­pe­ri­ences they are look­ing for. It will also be based on the­matic cir­cuits, which we are pro­mot­ing un­der our ‘Swadesh Dar­shan’ scheme.”

Guide Is­sue

Verma added that the Min­istry has also re­solved the is­sue of lack qual­ity tourist guides af­ter IATO had raised this is­sue. “They are our first line of de­fense. We are start­ing guide train­ing pro­grammes and will is­sue li­censes for the guides jointly with ASI. We have also up­graded our web­site and made it more per­son­alised. The industry also needs to up­grade their web­site and share their con­tent with us,” she added.

These an­nounce­ments made by the MOT ad­hered to IATO’s theme for this con­ven­tion. To this, Verma said, “It is time we all re-in­vented our­selves, whether it is the Gov­ern­ment of In­dia in terms of its poli­cies and mar­ket­ing strate­gies, the state gov­ern­ments in terms of in­fra­struc­ture de­vel­op­ment, ag­gres­sive mar­ket­ing and com­ing up with new tourism prod­ucts, and the industry at large, which has to col­lab­o­rate with the gov­ern­ments to come up with world-class in­fra­struc­ture in var­i­ous des­ti­na­tions.

We are in the process of launch­ing a new cam­paign called ‘Adopt a Her­itage’ in as­so­ci­a­tion with Ar­chae­o­log­i­cal Sur­vey of In­dia for up­grad­ing fa­cil­i­ties at some of the key mon­u­ments. Rashmi Verma Sec­re­tary, Min­istry of Tourism

“The use of tech­nol­ogy has be­come a buzz­word in tourism sec­tor also. There is de­mand for ex­pe­ri­en­tial tourism and a growth in cruise tourism and a pref­er­ence for the­matic pack­ages,” she con­cluded.

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