Striking the confidence chord to gain travellers’ attention
The Madhya Pradesh government has been keen on adopting a multi-pronged approach to increase the influx of national and international tourists in the state. This includes promoting this state as a premier adventure & heritage tourism destination as well as a top wildlife destination of India. Yuvraj Padole, Dy. Director,(Events and Marketing), Madhya Pradesh Tourism Board, admits that the situation was very grim and unprecedented because of the pandemic, but with their present focus on varieties of experiential travel with safe and responsible tourism, things are going to get better in 2021.
It seems that the major challenge that Madhya Pradesh Tourism is facing is to build confidence in tourist’s minds about the safety at their tourist destinations. With train and air services are not that regular, it is creating hassles and discomfort in travelling. The only way people find here is to travel by road to shorter distances & prefer to visit nearby tourist destinations. Other than that, Madhya Pradesh is also one of the states where all the stakeholders in the hospitality industry are facing severe surviving challenges.
On this Yuvraj says, “We are in the process to build the confidence and trust amongst the travellers through all social media platforms and handles to assure them that all the norms for safety against COVID-19 i.e. wearing of a mask, social distancing, hand sanitizing, temperature checking and other safety measures are followed in the state. Also, the hotel staff everywhere have been trained to handle guests with minimum contact.”
With the New Tourism Policy 2020 rolled out by the Government of India, Madhya Pradesh Tourism has also launched its tourism-friendly New Film Policy 2020 last year to simplify the shoot permission, promote private investments, and generate employment and tourism opportunities in the state.
“Presently, given the pandemic situation, MPTB is working strategically towards getting domestic tourists to plan vacations; promote explored (travel
circuits) and offer new experience circuits in different segments to the tourist exploring heritage, culture, adventure and wildlife destinations. Keeping in mind the New Normal, our focus is more on the destinations that fit into the frame of experiential activities, basically Responsible Tourism, Activity Tourism, Wellness, and Mindful Tourism. We are into the promotion of homestays, gramstays and farm stay as a safe and culturally rich stay option for the guests to experience the rich rural culture, food and traditions of the state and to have healthy non-polluted tourism. We have special itineraries created for other markets to promote MP,” informs Yuvraj.
In the process to build confidence and trust amongst the travellers, MP Tourism has launched numerous campaigns during lockdown with the pure intention of keeping in touch with travellers and their partners to ensure them that all the norms for safety against COVID-19 are being followed.
In August 2020, Madhya Pradesh tourism launched a campaign “#IntezaarKhatamHua” to build confidence and trust among the travellers and to keep the audience engaged during the monsoon season by featuring major monsoon tourism attractions such as Amarkantak, Panchmarhi, Mandu, Orchha, Tamia, Bhedaghat and national parks.
While the state witnessed a steep revenue decline in the wake of lockdown, it sees a great potential in domestic tourism to cover some lost ground. With domestic tourism gaining significance last year, Madhya Pradesh is keen to attract tourists from neighbouring states as it is surrounded by five states and has a good road network connecting major tourist destinations and it is very easy to travel by car from neighbouring states. Presently, they have opened up various tourist destinations pertaining to wildlife, heritage and pilgrimage, owing to the huge potential.
“In 2021, Madhya Pradesh Tourism endeavours to position MP as a preferred tourism destination by integrated marketing strategies and promotional campaigns. The special elements of promotional efforts undertaken include participation in Fairs and exhibitions, conducting roadshows, organizing events like Jal Mahotsav, and other promotional campaigns like heritage run, heritage walk, cycle safari, Tigress on the trail. In addition to that, advertising in print and electronic media, radio, cinema as well as active promotion on social and digital media handles.” shares Yuvraj.
MP Tourism looks forward to boosting morale and bring back confidence in the tourism sector and make them aware that all tourist destinations of Madhya Pradesh are fully prepared and ready to welcome tourists.