Product focus shifts to traveller
K Chiranjeevi, Minister of State for Tourism, Government of India announced traveller specific campaign for international and domestic market, while literally gunning down the expensive destination tag in his first stride at WTM 2012 in London.
Incredible India chose the largest travel event, WTM 2012 to announce a pathbreaking shift in its marketing focus as it announced new campaigns for the domestic and international market. Leading the India delegates,
K Chiranjeevi, Minister of State for Tourism, Govt. of India, announced in front of key stakeholders that the second phase of the Incredible India campaign focusses on the international and domestic travellers.
“The Incredible India campaign, which was launched in 2002, in its
The shift is in line with our objective to promote our country as a 365-day destination in overseas market and deliver the international visitors an experience they are looking for
phase 2 will go through a paradigm shift to move away from a product or destination focus to get consumer specific. The shift is in line with our objective to promote our country as a 365-day destination in overseas market
and deliver the international visitors the experience they seek. Our International campaign is called - ‘Find What You Seek’ - highlighting the fact that India offers a wide range of experience like no other destination offers including conventional, cultural, heritage, history, nature-based experience to niche products like adventure, sports, eco, golf, and wellness too.
“We will focus on encouraging our domestic travellers with another campaign called - Go Beyond - which will help them explore newer destinations in India. They will also be ensured of smooth connectivity and world-class infrastructure at all the tourist attractions. We shall also build on our campaign ‘Clean India’ to offer hygienic and clean environment,” he added.
Chiranjeevi in his address also made a point to dispel the overt image that destination India has being termed as an expensive destination. “We offer the ultimate experience to travellers, seeking the best of luxury and hospitality backed by our ethos of treating our guests like God and world acclaimed accommodation options. We are a destination for all and provide affordable facilities with world-class experiences even for the budgeted travellers,” he explained.
He also shared his happiness on having a separate India Pavilion for the first time at WTM event. “This year, India participated in WTM in a big way. We had 1,015 sq m of space as compared to 896 sq m last year, while the private players has taken over 1,300 sq m,” informed the Minister.
“India welcomed 6.29 million international visitors in 2011, registering a growth of over 8.9 per cent YoY. This year during JanuarySeptember, we have built on the momentum to 9.9 per cent growth rate in tourist arrivals. We hope to deploy the three fold increase in our tourism budget over the 12th Plan Period to create an additional 25 million employment opportunities in the tourism industry,” he added.