Where's int’l marketing?

The country waited for international borders to open and foreign travellers to flock India with bated breath, but it takes a little more than that to attract the international travellers. Since the pandemic, not much international marketing has taken place. While other NTOs, kept on marketing in India with virtual shows, webinars and training programmes, not much interaction took place to showcase India to the world.

In March 2022, the Ministry of Tourism launched a welcome back ‘Namaste World’ campaign, but did it bring back the foreign tourists this summer? Are the monuments bustling with foreigners? What else do the foreign tour operators need to rebuild confidence? Again, the Ministry of Tourism is working on webinars in key international markets, but where is the connect with the private sector? Recently Arvind Singh, Secretary, Tourism, said that India has always been a traveller’s paradise and we couldn’t agree more. India’s vast experiences and variety of offerings are unmatchable. From 40 UNESCO World heritage sites to intangible heritage, India has a plethora to offer.

MOT’s 'Dekho Apna Desh' campaign did showcase 'rare gems' of India, but this was focussed on the domestic market. Again, the question remains what are we doing for the international markets? Have the private sector and Indian DMCs forgotten foreign shores?

While writing this column, I have constantly recapped the central government's initiates to attract more international travellers, but what has been missing in the interaction between the foreign and Indian private sector. We are missing the roadshows, exhibitions, and international workshops. While a few State tourism authorities have conducted roadshows abroad, but they are far to less to create the impact. International exhibitions this summer also showcased a poor impact with limited participation and nothing new for Indian exhibitors to showcase. Let's hope that every State tourism authority participates in international exhibitions with its private sector to make sure that there isn’t a slip between the cup and the lip.