Pub­lic­ity is key to at­tract tourists

Af­ter sign­ing ac­tor Priyanka Cho­pra as its brand am­bas­sador, As­sam is fo­cus­ing ma­jorly on pub­lic­ity and mar­ket­ing its of­fer­ings, re­veals Jayanta Malla Baruah, Chair­man, As­sam Tourism De­vel­op­ment Cor­po­ra­tion.

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Tourism in As­sam is mov­ing beyond wildlife and rhi­nos as the tourism board is ex­plor­ing more of­fer­ings in the state, says Jayanta Malla Baruah. “Ear­lier, we were only pro­mot­ing wildlife tourism and rhi­nos, but now we are pro­mot­ing river tourism, golf tourism, tea tourism, her­itage tourism, tribal tourism and other sec­tors. To pro­mote that, we have ap­pointed ac­tor Priyanka Cho­pra as the brand am­bas­sador and we are ag­gres­sively start­ing our cam­paign in na­tional and in­ter­na­tional me­dia. We hope that our tourism sec­tor will boom in the near fu­ture,” he said.

Baruah re­veals that in Oc­to­ber last year, As­sam Gov­ern­ment adopted As­sam Tourism Pol­icy 2017. “Un­der this pol­icy, we have given many in­cen­tives to in­vestors who were in­ter­ested in put­ting money in the tourism sec­tor in As­sam. In film tourism sec­tor too, we are of­fer­ing in­cen­tives and other sub­si­dies as well. Thus, we are ex­pect­ing many in­vestors to come to As­sam and in­vest in travel sec­tor and film tourism. Thus, I hope this tourism pol­icy would help us in the fu­ture.”

While the cur­rent fi­nan­cial year fig­ures were not avail­able for As­sam, Baruah says, “In 2016-17 more than six lakh do­mes­tic ar­rivals to the state were recorded, while the for­eign tourist ar­rivals were around 37,000-40,000. We are ex­pect­ing that it will dou­ble or triple this year.”

Their main fo­cus this year would be on mar­ket­ing and pro­mo­tion. “Af­ter sign­ing Priyanka Cho­pra, we have shot TV com­mer­cials and other ra­dio jin­gles. The mar­ket­ing has al­ready started in both na­tional and in­ter­na­tional TV chan­nels as well as out­door cam­paign­ing. We are tar­get­ing some spe­cific cities, states and coun­tries, where we have al­ready started our cam­paigns, and I am hop­ing many tourists would visit,” he adds.

Giv­ing a low-down on how the cen­tral and state gov­ern­ments are aid­ing them, Baruah says, “We are get­ting a lot of sup­port from the Gov­ern­ment of In­dia be­cause they have al­ready given us more than

` 250 crore for the de­vel­op­ment of in­fra­struc­ture in the state, through wildlife cir­cuit, her­itage cir­cuit, PRASAD scheme, etc. The state gov­ern­ment gives a lot of funds in the tourism sec­tor too. We have in­vested a lot in pub­lic­ity and tourism would only grow.”

Ear­lier, we were only pro­mot­ing wildlife tourism and rhi­nos, but now we are pro­mot­ing river tourism, golf tourism, tea tourism, her­itage tourism, tribal tourism and other sec­tors

Jayanta Malla Baruah Chair­man, As­sam Tourism De­vel­op­ment Cor­po­ra­tion

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