Mar­ket­ing In­dia...

“We look at mar­ket­ing In­dia rather than sell­ing In­dia,” said Madhu Dubey, Re­gional Di­rec­tor, In­dia Tourism, Aus­trala­sia. gives de­tails on travel agents’ views.

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good that we will have a com­mon ‘Asean’ zone like Europe, but it’s also im­por­tant to do a mar­ket seg­men­ta­tion and iden­tify the mar­kets for each re­gion. What sells in Kuala Lumpur doesn’t nec­es­sar­ily sell in Thai­land or Viet­nam. It’s our job to get de­tails of the vary­ing mar­ket de­mands, so that we can work out an ac­tion plan ac­cord­ingly,” stated Dubey. She spoke at a road­show in Bangkok, which was the last stop in a three- na­tion tour that in­cluded Sin­ga­pore and Kuala Lumpur.


Dubey said she was aware that the ‘short haul’ mar­ket of the Asian re­gion had be­come im­por­tant due to their strong economies.

“But we need to iden­tify their in­di­vid­ual mar­kets,” she added. This is Dubey’s eighth road­show, since she joined her new of­fice five months back. They have in­cluded three big cities in Aus­tralia - Syd­ney, Mel­bourne, Perth - as well as Viet­nam’s two big cities - Hanoi and Ho Chin Minh. She said she planned to do road­shows in China and Tokyo soon, as she has been given ad­di­tional charge of th­ese re­gions too.

“I have just un­der­stood that the young Ja­panese are as in­ter­ested in the Bud­dhist cir­cuit as their se­nior ci­ti­zens,” said Dubey, stat­ing that she was aware of the im­por­tance of the Bud­dhist cir­cuit in the Asian re­gion. “We need to de­velop on niche des­ti­na­tions like th­ese,” she said adding,

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