In­dian cul­ture woos Ital­ians

In­dia Tourism re­ceives ex­cel­lent re­sponse from Global Online Cam­paign which started in June 2013.

TravTalk - India - - Mot -

ANITA JAIN

ITALY he Min­istry of Tourism (MOT) is com­ing up with in­no­va­tive strate­gies to bring in more in­bound tourists to In­dia in the com­ing years. Apart from launch­ing in­ter­na­tional cam­paigns, in­tro­duc­ing new travel prod­ucts and par­tic­i­pat­ing at in­ter­na­tional travel ex­hi­bi­tions, MOT is also op­er­at­ing strong In­dia Tourism branch of­fices across the globe. With Europe be­com­ing one of the key travel source mar­kets for In­dia, In­dia Tourism of­fice in Italy is fo­cussing on in­creas­ing the FTA (For­eign Tourist Ar­rivals) num­bers to In­dia. As per In­dia Tourism Italy of­fice, FTAs in In­dia be­tween Jan­uary - Au­gust 2013 were 4.3 mil­lion with a growth of 3.6 per cent as com­pared to 4.1 mil­lion over the same pe­riod in 2012.

MOT has iden­ti­fied sev­eral niche prod­ucts which are fur­ther help­ing us to pro­mote In­dia in Euro­pean mar­ket

Coun­try­wise, the fig­ures are not avail­able, but a to­tal of 2.17 mil­lion visi­tors from Europe vis­ited In­dia dur­ing 2012 while the to­tal FTA in In­dia dur­ing 2012 stood at 6.57 mil­lion.

Ac­cord­ing to C Gan­gad­har, Di­rec­tor, In­dia Tourism – Italy, Min­istry of Tourism, Gov­ern­ment of In­dia; a to­tal of 98,743 visi­tors ar­rived to In­dia from Italy in 2012. He said, “The big­gest strength to at­tract Ital­ians to In­dia is cul­ture and her­itage. Apart from that, MOT has iden­ti­fied sev­eral niche prod­ucts like ad­ven­ture, well­ness, MICE, river cruises, eco hol­i­days, etc which are fur­ther help­ing us to pro­mote In­dia in Euro­pean mar­ket. We are tak­ing ef­forts to de­velop such prod­ucts which will help Ital­ian trav­ellers to ex­pe­ri­ence In­dia in real sense.”

More­over, the Global Online Cam­paign (launched in June 2013) tar­get­ting ma­jor in­ter­na­tional web­sites re­ceived im­mense re­sponse and pop­u­lar­ity for In­dia tourism in global mar­kets. “In­ter­net and so­cial me­dia can­not be un­der­mined in any mar­ket­ing ac­tiv­ity. This year, MOT has re­designed its web­site to make it more user friendly. Links of the web­site have been pro­vided to the IATO web­site for book­ing of tour pack­ages be­sides links for ho­tels and air­lines book­ing. This is re­ally push­ing In­dia as a pre­ferred desti­na­tion for Euro­peans in the Asian mar­ket,” adds Gan­gad­har.

C Gan­gad­har

Di­rec­tor, In­dia Tourism – Italy, Min­istry of Tourism, Gov­ern­ment of In­dia

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