In­cred­i­ble In­dia 2.0 at ITB

Su­man Billa, Joint Sec­re­tary, MOT shares the de­tails of the min­istry's plans for ITB, where they will also un­veil the first film un­der the In­cred­i­ble In­dia 2.0 cam­paign.

TravTalk - India - - CONTENT - NISHA VERMA

The Min­istry of Tourism is do­ing a big pitch at ITB this year, says Su­man Billa. “We crossed 10 mil­lion FTAs in 2017 and we’ve also done a record 15.8 per cent growth in FTAs in 2017. Thus, all the cues are look­ing good for tourism. We have a strong del­e­ga­tion as al­ways, which will be led by the min­is­ter. Apart form the in­au­gu­ral of the In­dia pavil­ion, we’ll also be do­ing a press brief­ing. Be­sides that, we will be do­ing an In­dian evening on the se­cond day as well as a break­fast meet­ing with the tour op­er­a­tors.” Pub­lic­ity & mar­ket­ing

Claim­ing that there will be an in­creased fo­cus on the In­cred­i­ble In­dia 2.0 cam­paign this year, Billa says, “In this year’s Bud­get, we’ve got a 50 per cent in­crease for

pub­lic­ity. From ` 300 crore, it has jumped to ` 450 crores, which is ba­si­cally for In­cred­i­ble In­dia 2.0 cam­paign. The first of the cre­atives is ready and it is go­ing to be launched in­ter­na­tion­ally. We are do­ing a soft launch on that. It’s a set of six films, which are be­ing made now, and we will be do­ing a big In­dia launch shortly as we are ex­pect­ing the films to be ready by March. We will only launch one film, which is ready, at ITB. The cam­paign has changed fun­da­men­tally. Ear­lier it was a col­lage, and now we are do­ing six films which are the­mat­i­cally dif­fer­ent and are based on Yoga, Ayurveda, culinary, lux­ury, ad­ven­ture and her­itage. We are tak­ing up all th­ese things dif­fer­ently and we are chang­ing the way we are do­ing pub­lic­ity abroad. Hence, we need to push the prod­uct which sells in the mar­ket, mak­ing sure that it is mar­ket spe­cific and prod­uct spe­cific.” New Mar­kets

While Europe has been a strong mar­ket tra­di­tion­ally for In­dia, there will be fo­cus on new mar­kets as well. “We will be fo­cus­ing on Latin Amer­i­can coun­tries. ASEAN is go­ing to be big as 2019 will be the year of co­op­er­a­tion be­tween In­dia and ASEAN. En­gage­ment with the US is go­ing strong, while Europe is a key mar­ket for us. Mid­dle East is also yield­ing well, but I think high growth mar­kets will be China and Rus­sia,” adds Billa. In­fra­struc­ture fo­cus

This year’s Bud­get fo­cused pri­mar­ily on in­fra­struc­ture. “We have al­ready in­vested a lot in in­fra­struc­ture de­vel­op­ment. Over the past three years, the sanc­tioned projects are worth

` 6000 crores, out of which we have 30 projects which will come on stream this year. That’s about ` 3000 crores worth of projects, which is go­ing to be a lot of tourism and public in­fra­struc­ture this year. Se­condly, in the last bud­get, spe­cial tourism zones were an­nounced, which is go­ing to be up­stream be­cause we

We will be fo­cus­ing on Latin Amer­i­can is go­ing to be big as 2019 will be the year of co­op­er­a­tion be­tween In­dia and key mar­ket for us. yield­ing well for us the coun­try are go­ing to be called for. as the fo­cus is spe­cially on tourism de­vel­op­ment and public in­fra­struc­ture

have al­ready pre­sented it to the Min­istry of Finance. Once we get the clear­ance, we are go­ing to be calling for five spe­cial tourism zones across the coun­try. Th­ese zones are ex­pected to be about 300 acres with 3000 ho­tel rooms and are go­ing to be large mag­nets which will come up across the coun­try and would also en­able the sup­ply side,” re­veals Billa.

He adds that that this year the fo­cus will be on 10 iconic sites and con­vert­ing them into world class fa­cil­i­ties. “We have iden­ti­fied th­ese sites and at least the first level of work on tourism in th­ese iconic sites will be fin­ished by the end of this year or early next year. We will have a three-pronged push on in­fra­struc­ture. Th­ese iconic sites in­clude Kha­ju­raho; Fateh­pur Sikri and Taj Ma­hal; Hampi; Kazi­ranga; Hu­mayun’s Tomb, Qu­tub Mi­nar and Red Fort; Ma­ha­balipu­ram; Dholavira and Som­nath in Gu­jarat; as well as Ajanta, El­lora in Maharashtra.”

Su­man Billa Joint Sec­re­tary, MOT

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