Fo­cus on pro­mo­tion abroad

The Min­istry of Tourism (MOT) opts for a joint ef­fort with the state govern­ments and the pri­vate sec­tor for var­i­ous projects, tar­get­ing rapid growth in the in­dus­try.

TravTalk - India - - News - AHANA GURUNG

With the base for de­vel­op­ment in tourism strength­ened by MOT the pre­vi­ous year, it is safe to say that their ef­forts have grad­u­ally be­gun to reap ben­e­fits. The first four months of 2016 have wit­nessed a 10.1 per cent growth with 31.08 lakh for­eign tourists who vis­ited In­dia as com­pared to the FTAs of 28.23 lakh with a growth of 3 per cent in Jan­uary-April 2015. Joint Sec­re­tary Su­man Billa ex­presses that while the progress is en­cour­ag­ing, there still are some as­pects that need to be re­worked. MOT ap­pointed In­dia Tourism of­fices in var­i­ous parts of the world to ad­dress the is­sue of over­seas pro­mo­tion. “The work they do is mainly cre­ate aware­ness about In­dia, en­gage with the lo­cal me­dia, par­tic­i­pate in road­shows, etc., – things that can­not be done from here,” he says.

How­ever, with the way things are fast chang­ing all over the world, a sim­ple bu­reau­cratic ap­proach to han­dling tourism pro­mo­tion over­seas may not be as ef­fec­tive. Billa com­ments, “One of the ideas is to make the over­seas of­fices a nu­cleus for ven­dor man­age­ment which will have spe­cialised PR agen­cies and mar­ket­ing rep­re­sen­ta­tives who act on your be­half. Since we are not a pri­vate or­gan­i­sa­tion, the bureau­cracy has cer­tain hin­drances. Hence, we have al­ready ap­pointed three PR agen­cies in China, the UK and Ger­many which have knowl- edge about how things func­tion in the re­spec­tive coun­tries and will tar­get the right crowd for events like road­shows.”

It is ev­i­dent from the de­vel­op­ments that the in­volve­ment of the pri­vate sec­tor as well as the state govern­ment is cru­cial in achiev­ing a fast-paced growth. Un­der­stand­ing this need, MOT and CII will be or­gan­is­ing a Tourism In­vest­ment Sum­mit from Sept 21-23, 2016, in New Delhi to en­cour­age the par­tic­i­pa­tion of the pri­vate sec­tor for tourism’s growth. Billa re­veals, “For the sum­mit, we will be reach­ing out to the In­dian pri­vate play­ers and for­eign in­vestors. But most of the in­vest­ments will have to come from the states – there’s very lit­tle that we can do here ex­cept for high­level clear­ances.”

He fur­ther adds that con­sul­tants, who will be knowl­edge part­ners to the states, will be ap­pointed to help pick up the best prac­tices in In­dia. “They will ex­am­ine the present poli­cies, in­cen­tives and sub­si­dies of­fered by states for in­vest­ment so that the states can make the cor­rect pitch at the Sum­mit. They need to take the ad­vo­cacy role and fig­ure out how to ef­fec­tively im­prove the at­trac­tion quo­tient. We’re cov­er­ing a lot more ground rather than it be­ing just an­other sum­mit, more im­por­tantly we will be get­ting the states to make the right pitch and driv­ing the pri­vate sec­tor to fuel growth to tourism.”

a nu­cleus for ven­dor man­age­ment which will have spe­cialised PR agen­cies and mar­ket­ing rep­re­sen­ta­tives who act on your be­half. Since we are not a pri­vate or­gan­i­sa­tion, the bureau­cracy has cer­tain hin­drances. Su­man Billa Joint Sec­re­tary Min­istry of Tourism, Govern­ment of In­dia We have al­ready ap­pointed three PR agen­cies in China, the UK and Ger­many who have knowl­edge about how things func­tion in the re­spec­tive coun­tries and will tar­get the right crowd for events like road­shows

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