Promoting India’s State Tourism Through Tourism Marketing
India is amongst the most fascinating countries in the world. Undoubtedly, it is a great destination to travel and discover. And it’s where tourism marketing in India comes into the picture.
India is rightly known as a traveller’s haven. And the credit goes to India’s rich cultural heritage, age-old traditions, diverse topography and varied food, arts, and crafts.
No wonder, it attracts many foreign tourists from all over the world.
According to the Ministry of Tourism, in the year 2011, India recorded an 8.9% annual growth in the number of Foreign Tourist Arrivals in India. In the same year, the number of Domestic Tourist Visits to all States / UTs of India saw an annual growth rate of 13.8%.
Here are some more recent statistics.
Hence, it is safe to say that the country’s domestic tourists provide a boost to the inter-state tourism. And this makes it one of the most significant revenue generators for a geographically rich country like India.
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Summers in India can be quite hot and humid in some states. In contrast, winter months in other regions is enough to send shivers down your spine.
And it is due to the variable climatic conditions across parts of India that we use the concept of peak season and off-season tourism.
During the peak season, tourist destinations are flooded with visitors. And during the off-season, there is a slump in tourist activity with a marked reduction in tourist inflow.
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Marketing Strategies for Tourism Promotion and Marketing in India
OFF SEASON PROMOTION
There is no denying that every state in India has its own Unique Selling Proposition or USP. A state’s USP is what makes it special and appealing to travellers and foreign visitors.
For instance, this may include their scenic beauty, famous tourist spots, festivals, local arts and crafts, entertainment activities and local flavor, etc.
To push tourism in their states, especially during the off-season, State Tourism boards use well-drafted marketing strategies and programmes to catch the attention of prospective travellers.
Additionally, such campaigns also provide numerous reasons to visit even during the usual off-season.
States like Gujarat, Rajasthan and West Bengal have already started taking steps in this direction.
This includes offering out-of-the-box entertainment packages and festival promotions. And these provide unique opportunities to indulge in local festivities and experience life in those states.
ROLE OF CELEBRITY ENDORSEMENTS
Celebrities, especially movie stars have for long been seen endorsing consumer products in advertisements and marketing campaigns. And now also as State Brand Ambassadors.
Their aim is to use the popularity of these celebrities to promote tourism and entice prospective tourists to choose these states as their next holiday destination.
These days, many MNC’s host conferences, events, and meetings at popular destinations for their employees. Such trips provide a pleasant change from routine and result in promoting tourism in these regions.
To sum up, tourism marketing in India has gained tremendous speed and importance over the years. And it continues to grow rapidly.
LAST UPDATED: 14th Jan 2021