According to a Wiki article here, Tourism in India is the largest service industry, with a contribution of 6.23% to the national GDP and 8.78% of the total employment in India. Kerala, Tamil Nadu, Delhi, Uttar Pradesh and Rajasthan are the top five states to receive inbound tourists. Not wanting to fall behind, a few weeks back Chhattisgarh tourism launched their ad campaign (watch here) promoting the state to be a land full of surprises. Following on close heels, Gujarat tourism has launched an even bigger ad campaign.
The ads are so compelling it quite simply puts visiting the marvellous places in Gujarat in every viewer’s bucket list. Bollywood’s veteran Amitabh Bachchan has been brought on-board as the brand ambassador. The creative of the ad is so well-woven with the presence of Amitabh that the ads almost seem like a travel log. What each place has to offer is so distinct from one another that it seems like Gujarat has something for everyone. While it is known that India is an amalgamation of various cultures and heritages, diversity in a single state is well presented.
Outbound and Domestic tourism in India has grown at a CAGR of 12.79% and 12.29% according to reports here & here. State tourism boards should aim to decrease this Outbound Tourism rate. Targeting the mass population into exploring the state’s tourism offerings is important. But, there is a smaller but important section that often is not a focus in marketing campaigns – the higher income group. Campaigns should be created to target these customers who for lack of (knowledge of) good travel destination choices in India travel to South Asian destinations. These travellers are mostly well-placed in their careers, have high ambitions and little time to travel. Obviously, they choose safer choices overseas like Thailand, Singapore, Malaysia and Mauritius to ensure their experiences are good. India has everything to offer that other South Asian countries do – save the publicity that the overseas tourism destinations receive. Quite simply, tourism boards across the country should work towards two objectives – Increase the rate of domestic tourism and decrease the rate of outbound tourism. This should to be done knowing that both objectives are exclusive to each other. Social media should be aggressively used to constantly connect and engage with their target-groups. Tourism boards in other South Asian countries are becoming aggressive and turning their own countries into aspirational tourism destinations. With the potential India has as both a travel origin and travel destination, strategic marketing campaigns can do wonders to Brand India – One Country, Many Destinations.
Rating: Indian tourism campaigns are getting better. But campaigns should become more strategic and should endeavour to constantly engage with the TG which itself is becoming diverse.