Gujarat a Potential Indian Tourism Destination
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Gujarat a Potential Indian Tourism Destination

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Gujarat is rich in Wildlife, Heritage, Beaches, Nature and Pilgrimage. Gujarat also has airports, ports and train connectivity, yet it is lacking in the number of Tourist arrivals....

Gujarat is rich in Wildlife, Heritage, Beaches, Nature and Pilgrimage. Gujarat also has airports, ports and train connectivity, yet it is lacking in the number of Tourist arrivals.
Can Gujarat focus on a Tourism Strategy?
Are there lessons to be learnt from Rajasthan or Kerala?

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Gujarat a Potential Indian Tourism Destination Gujarat a Potential Indian Tourism Destination Presentation Transcript

  • STRATEGY FOR PROMOTING GUJARAT AS AN ATTRACTIVE TOURISM DESTINATION IN INDIAManagement Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 1
  • Sr. No. Contents Pages No. 1. Broad outline of methodology for implementing the strategy 3 2. Our Understanding of Tourism Market in India 16 3. Tourism in Gujarat: Overview 25 4. Benchmarking with other Indian States 32 Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 2
  • BROAD OUTLINE OF METHODOLOGY FOR IMPLEMENTING THE STRATEGY ― TO PROMOTE GUJARATAS THE MOST ATTRACTIVE TOURISM DESTINATION FOR IN-COUNTRY AS WELL AS FOREIGN TOURISTS‖ Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 3
  • Implementation of StrategyFrom operators to industry bodies, the government and Tourism Gujarat have to recognize whatneeds to be• Built,• Developed and• Improve to ensure a bright future for the state‘s operatorsOur vision is to ensure:• Gujarat becomes a leading, vibrant and innovative tourism destination• We exceed visitor expectations with experiences that are distinctly ―Gujarat‖• Tourism generates business growth and profitability, creates jobs and is a key driver of the Gujarat economy• Tourism improves the lifestyle of communities in Gujarat• Tourism celebrates and protects our culture, heritage and magnificent natural environment and• To have a tourism industry built upon partnerships and mutual respect. Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 4
  • Implementation of StrategyKey Themes To simplify the approach to growing and improving our tourism industry, six key themes have been identified to represent the main areas of focus: 1. Coordination, partnerships and community engagement 2. Investment, infrastructure and access 3. Workforce development 4. Developing and marketing Gujarat- style visitor experience 5. Natural environment and culture 6. Future insights and research. Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 5
  • Action points to be implemented for Gujarat Tourism Strategy1. Implement the tourism network review in Gujarat: An independent review of the structure of the tourism industry—both government and private industry—to improve tourism effectiveness2. Identification of the themes in Gujarat and build the tourism destination Identification of theme across the state and identification of specific projects to make each region an even better tourism destination i.e. increase tourism to regional Gujarat Build the destination by implementing development and marketing plan for each destination3. Build new tourism infrastructure By driving investment in tourism infrastructure from private and public sectors. This involves government working more closely with councils and private organizations to identify key projects and turn plans into reality Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 6
  • Action points to be implemented for Gujarat Tourism Strategy4. Create a highly skilled tourism workforce Through a coordinated approach to education and training, in partnership with the Gujarat Tourism Industry, delivering employment training programs that will build on a highly skilled tourism workforce. Tourism will be positioned as a career of choice in Gujarat5. Develop new market segments and experiences Developing strategies to broaden the Gujarat tourism message to drive even greater numbers of visitors to the state. New strategies will target tourists interested in Arts and Culture, Food, Medical, Health, Adventure and Sports, Rural Tourism, Eco-Tourism and Wedding Tourism6. Implement a digital marketing revolution i.e. Aggressive Marketing By using state-of-the-art online technology and digital marketing tools in partnership with our industry partners, Gujarat Tourism can increase its focus on digital communication as a key marketing platform. Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 7
  • Action points to be implemented for Gujarat Tourism Strategy7. Increase focus of feeder market like U.K, USA, Middle East and South East Asia Increase the focus on the feeder market by promoting the Gujarat as most attractive tourism destination by doing Road shows, Exhibitions, Promotional Campaigns etc.8. Protect Gujarat’s precious natural environment and culture Increase our focus on our most important physical asset—Amazing natural environment , forests and culture. Protect the environment, culture and heritage properties of Gujarat9. Increase focus on high –yield visitors By identifying high-spending visitors and shifting our research, marketing and product development focus toward them. Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 8
  • Formulation of strategy1. Identification of uniqueness in the themes2. Building infrastructure at following levels: a. On ground Infrastructure like Roads, Railways, Airports b. Marketing Infrastructure c. People Infrastructure d. Funding Infrastructure3. Bring the stake holders and create sustainable partnership a. Government Bodies b. Local community c. Private players like Real Estate companies, Hospitality companies, Tour & Travel operators, etc d. Associations4. Identification of target audience5. Become part of tourist circuits6. Execution strategy Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 9
  • Bringing the stake holders Private Players Land owners Site owners Hotel Developers Luxury Resort Heritage Site Five Star Horticulture Site Operators 3 & 4 Star Forest Department Tour Operators Bread n ButterNational International Airlines Local Community Restaurants Coastal Zonal Department Police Department Security companies Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 10
  • Increasing the inflow inside Gujarat • Tourist within Gujarat • Tourist from connecting states • Tourist from major consumption centers Europe • NRI‘s • MICE Middle East (Meeting, Incentive, Conferen ces and Exhibition)USA • Foreign tourist (Inbound) S South-East Asia Australia Domestic Tourist Foreign Tourist Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 11
  • Contents for the Vision document ( Strategy document)Product Development: Infrastructure Development: i. Leveraging core strengths, i. Development of road links for key tourist ii. Creating new products, destinations in Gujarat iii. Building USP, ii. Development of international airports near key iv. Focusing on sustainable development to tourist destinations offer products of international quality, iii. Connecting Gujarat to all parts of India by rail v. Creating enabling investment environment, iv. Focusing on the core and linkage infrastructure vi. Stimulating demand, v. Investing in strategically focused capacity to vii.Promoting partnerships to ensure the flow of support development priorities funds into the tourism sectorPrivate Sector: Tourism Services: i. Building a critical mass of tourism workers,i. Incentives for the private sector participation ii. Increasing technical skills, iii. Strengthening community entrepreneurial skills,ii. Successful JV Initiatives iv. Augmenting managerial capacity to build aiii. Land allotment for hotels and other v. service sector sensitive to tourists tourism activitiesiv. Land Lease Policy Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 12
  • Contents for the Vision document ( Strategy document)Facilities & Conveniences: Security of Tourists:i. Accommodation & Stay i. Training of Tourism Policeii. Facilities at Tourist Locations ii. Training of Coast Guardsiii. Building network of national & international Environmental Protection: tour operators i. Make environmental impact assessment for allCoordination & Cooperation: the major projectsi. Active Role of District-level Institutions ii. Identify special tourism zones and enforce theii. Active Cooperation between Departments Act to regulate developments and to conserve heritageiii. Cooperation between the state and private sector Quality Assurance & Control:iv. Cooperation with other states/regions i. Certifications for tourism products & servicesv. Active relationship with PATA ii. Tourism training institutionsvi. Bilateral development cooperation agreement with European & Asian countries Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 13
  • Promoting tourism through various channelsMarketing & Promotion:i. Allocating large sums of money on marketing & promotion of the stateii. Focus on international markets like Europe, US, South East Asia, Middle Eastiii. Initiating focused marketing efforts directed at the media and tour operators in select marketsiv. Direct interaction with the key international players like Marriot, Four Seasons, Ramada, Radisson for entry in GujaratBrand Building: Information Centersi. Quality promotional materials i. Well planned tourism information centersii. Advertising focus on source markets ii. Dynamic Tourism Websitesiii. Participation in international fairs iii. One-to-one interactions with internationaliv. Road shows at national & international locations tour operatorsv. Events iv. Quality fairs & festivalsvi. Festivals Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 14
  • SUSTAINABLE TOURISM• Sustainable tourism development requires a partnership among the stakeholders of the local tourist destination.• Promotiong broad based sustainable development through tourism while safeguarding the integrity of local culture & protecting the environment.• Influence consumer behaviour to promote sustainable tourism.• Promote non-polluting and degrading forms of transportation.• Promotion of ‗Green Tourism‘ i.e. travelling within the region. Issues in Sustainable development Solutions Interruption of local customs Educating tourists about local culture & traditions Culture clashes & demographic changes Environmental degradation & Pollution Effective waste management & disposal with the responsibility with the local government. Spread of diseases Medical testing of tourists & declaration Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 15
  • India has diverse theme of tourism Tourism Traditional Upcoming Themes Themes • Rural Tourism • Heritage Tourism • Eco-Tourism • Wildlife Tourism • Health Tourism • Nature & Mountain • Adventure Tourism Tourism Described in • Wedding Tourism • Beach Tourism further slides • Cultural Tourism • Spa Tourism • Pilgrimage Tourism • Cruise Tourism • Motoring & Weekend Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 16
  • Health tourism: Health tourism is growing by 30% per year in India.A. Health tourism in India could become a US $ 1.2billion industry by 2012 as per recent McKinsey Consulting study.B. Over 150000 people travelled to India for their medical requirements and its growingC. India boasts of several good private owned hospitals with facilities second to none.D. Hospitals have some of the best doctors, with most top end being educated in USA and UK.D. India is promoting the "high-tech healing" of its private healthcare sector as a tourist attraction.E. With the introduction of the medical visa, it will now be easier than ever to travel to India. If your treatment requires an extension, the medical visa can be extended without any problem.F. Medical Tourism companies in India such as Health Line have introduced several packages for patients travelling to India which include • Holidays • Hotel stays • Airport pickup, • Meetings with doctors post and pre-surgery etc. Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 17
  • With the introduction of the medical visa, it will now be easier than ever to travel to India • The government hopes to encourage a budding trade in medical tourism, selling foreigners the idea of travelling to India for low-cost but world-class medical treatment. • The costs are much lower than most countries and most importantly, there are no waiting lists • India has established world-class expertise in practices such as cardiac care, cosmetic surgery, joint replacements and dentistry. Health price (US $) Heart valve Hp Knee Country Gastric bypass Heart bypass Mastectomy Spinal Fusion replacement replacement ReplacementUS 48000 122000 159000 44000 41000 24000 63000Singapore 15000 20000 13500 12000 12000 12000 9000Thailand 15000 12000 10500 12000 10000 9000 7000India 11000 10000 9500 9000 8500 7500 5500 Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 18
  • Rural tourismRural Tourism:Any form of tourism that showcases the rural life, art, culture and heritage at rural locations, therebybenefiting the local community economically and socially as well as enabling interaction between thetourists and the locals for a more enriching tourism experience can be termed as rural tourism.Characteristics of Rural Tourism: Rural craft villages in urban locations• It is experience oriented Urban India Rural India• The locations are sparsely populated• It is predominantly in natural environment• It meshes with seasonality and local events and• It is based on preservation of culture, heritage and traditions. Tourist Destinations Often the focal centre for Still unexplored tourism activities Focus Area for Rural Bridging Urban -Rural Gap Tourism Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 19
  • Rural tourism : Concept Preservation of assets, values & heritage Rural/ agrarian Traditional accommodation (Farm Fairs & Melas, Haats, Local lifestyle stays, camps etc.), Local arts/crafts etc.. (Farm Tourism) Cuisine, Local Farming Methods, etc. Learning & Heritage & Culture Education (Ethnic Tourism) (Eco Tourism) Rural RuralNon-urban Tourism About Rural Lifestyle, setting Art & Culture, etc. essence Religious Value Scenic Value (Pilgrim Tourism) (Nature Tourism) Adventure/ Sports based Pilgrim sites, Festivals etc. Activities Natural (Adventure Tourism) landscape, Wildlife, etc. Fishing, Hunting, Trekking, Bird watching, etc. Benefit to local Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com community 20
  • Adventure tourism in IndiaU.S. based Adventure Travel Trade Association defines AdventureTourism as any tourist activity, which includes two of the following threecomponents:a) a physical activity,b) a cultural exchangec) interaction and engagement with nature.Adventure Tourism involves exploration or travel to remote, exotic andpossibly hostile areas, where the traveler should "expect the unexpected".Adventure Tourism is classified in the following ways: Adventure Tourism Land Based Water Based Air Based Soft Adventure: Risk Adventure: Soft Adventure: Soft Adventure: Risk Adventure: Risk Adventure: Wildlife Safari Rock Climbing Fishing Hot Air Rafting Bungee Jumping Skiing, Cycling Mountain Biking Scuba Diving Ballooning Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 21
  • SPORTS TOURISM• Gujarat has 3 international cricket stadiums at Ahmadabad, Vadodara & Rajkot & from 2011,Ahmedabad will be added to the IPL.• This will directly add to the arrivals due to its close proximity to Mumbai and other neighboring states not having IPL matches. •Golf is a major draw in Sports Tourism as many resorts around the world are built around world class golf courses. •The culture of ‗Golf Weekend‘ is fast catching up in India. •Over 70 per cent of Indians settled abroad are Gujaratis, many of whom are keen on playing golf. • Though the government has sanctioned new golf courses ,resorts should be built around golf courses designed by world class players• Outdoor Shooting ranges is another trend catching up with Sports Tourism enthusiasts.• Having the adequate infrastructure is not possible in the cities, therefore building these ‗Resorts‘ will attract shooting enthusiast and can also be used for events Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 22
  • Eco-tourism Eco-Tourism: • Tourism to protect natural resources, as a means of economic gain through natural resource preservation • Responsible travel to natural areas that conserves the environment and sustains the well-being of local people • Tourism that sustains or enhances the geographical character of the place being visited -- its environment, culture, aesthetics, heritage and residents well-beingConcept of Eco-Tourism: Types of Eco-Tourism Marine protected areas, Coral Marine reefs, Islands, Beaches, Bays Mountains, Volcanoes, Caves, Terrestrial Trails, Forest areasNature Based Education &Interpretation Lakes, Rivers, Hot & Cold Fresh Water ECO-TOURISM Springs, Waterfalls,Ecologically Benefits Local PeopleSustainable Churches, Historic sites, Economically Cultural Festivals Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 23 Source: www.ecotourismindia.com
  • Wedding tourismWedding Tourism: Type of Wedding• Wedding tourism in India is becoming popular as more and more Royal Wedding foreigners are taking interest in the grand wedding functions held in India. Beach Wedding• It is gaining popularity due to the distinctive celebrations and Traditional Wedding religious ceremonies that are held in the course of a wedding. Exotic Wedding• It make you realize that any wedding ceremony in India is celebrated a. Adventure Wedding b. Temple Wedding with full gaiety and that traditional rituals and customs form an c. Wildlife Sanctuary Wedding important part of the event. d. Mountain Wedding• There are a number of pre-wedding and post wedding ceremonies that add to the glory of the main day Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 24
  • TOURISM IN GUJARATManagement Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 25
  • Gujarat offers diverse themes of tourism Location: Ahmedabad Metro Population: Around 45,00,000 Themes: Religious, Heritage, Nature Places of interest: Akshardham, Jama Masjid, Sundarvan, Dada Harir Vav Location: Ahmedabad Rural Population: Around 10,00,000 Themes: Religious, Heritage, Nature Places of interest: Ambaji Temple, Jessore Sloth Bear Sanctuary, Poshina Location: Surat Population: Around 55,00,000 Themes: Religious, Beaches Places of interest: Parsi Agiari, Mughal Sarai, Nargol Beach, Dandi Beach Location: Vadodra Population: Around 22,00,000 Themes: Religious, Heritage Places of interest: EME Temple, Sri Aurobindo Niwas, Chhota Udepur, Dabhoi Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 26
  • Gujarat offers diverse themes of tourism Location: Rajkot Population: Around 10,00,000 Themes: Nature, Wildife Places of interest: Rampara Wildlife Sanctuary, Dasada, Bajana Location: Junagadh Population: Around 2,00,000 Themes: Wildlife, Nature, Mountain, Heritage, Beaches Places of interest: Girnar Mountain, Sakkarbaugh Zoo, Ashok Shilalekh, Madhavpur Beach Location: Jamnagar Population: Around 5,00,000 Themes: Religious, Nature, Wildlife, Beaches, Heritage Places of interest: Lakhota Palace, Rozi & Bedi Ports, Peter Scott Nature Park Location: Kutch Population: Around 20,00,000 Themes: Religious, Heritage, Nature Places of interest: Aina Mahal, Kalo Dungar, The Black Hills, Swaminarayan Temple Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 27
  • Gujarat as a tourist destination hosts multiple themes Hill Station Pilgrimage Beaches Wild Life Sanctuary Heritage Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 28
  • Cultural Beach Tourism Hill Pilgrimage • Somnath, • Dwarka, • Ahmedpur-Mandvi • Ambaji, • Kutch-Mandvi• Lothal - • Dakor, • Chorwad• Ahmedabad • Palitana, • Gopnath• Palitana • Satpura • Girnar, • Tithal• Junagadh. • Pavagadh, • Dumas• Champaner • Vishwamitra, • Ubrahat (Pavagadh) • Kapila, • Porbandar/Dwarka • Dadhichi and • Somnath Akshardham Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 29
  • Art, craft and festivals integral part of GujaratFestivals Art & Craft• Navratri Festival • Handicraft HeritageFairs • Ethnic Flair Embroidery• Uttarayan Kite Festival • Heer Bharat• Modhera Dance Festival • Kathi Embroidery• Bhavnath Fair • Bead Work• Chitra Vichitra Fair • Woodcarving• Tarnetar Fair • Utensils• Bhadraprasad Ambaji Fair • Terracotta• LiliParikrama Fair • Jewelry• Shamlaji Fair• Vautha Fair• Kavant Fair• Rann Utsav Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 30
  • Gujarat – a possible hub of medical tourism1. Zero waiting period2. 1/10 to 1/20th of the costs involved for medical treatment in USA or UK3. Specialized hospitals and clinics4. Gujarati doctors participating in world medical conferences help them to know about the latest developments in the medical field.5. Knowledge of English language6. Large percentage of NRGs among NRIs7. Direct air connectivity between Ahmedabad and LondonCost comparison – Major medical costs between India & UK (US $) Treatment USA / UK India (Gujarat) Cardiac Surgery 20000 – 40000 4000 – 8000 CT Scan 1200 50 Cornea Transplant 18000 – 20000 800 – 1500 Joint Replacement 17000 – 20000 3300 Angiography 3000 300 IVF 5000 1500 Root Canal 600 - 700 33 Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 31
  • Benchmarking with other tourist destination in India Tourist attractions in key States Foreign tourist arrivals in key States (Figs. in million) Theme Gujarat Rajasthan Kerala Goa Year Gujarat Rajasthan Kerala Goa Beach 14 0 27 14 2003 0.07 0.63 0.29 0.31 Wild life/hills 10 12 44 4 2004 0.06 0.97 0.35 0.36 Heritage 40 62 64 6 Holy Places 2005 0.12 1.13 0.35 0.34 49 11 144 19(Temples/Churches) 2006 0.21 1.22 0.43 0.38Nature/waterfalls 17 4 10 4 2007 0.22 1.40 0.52 0.39Festivals/fairs 12 36 12 7Total Tourist Destinations 144 125 301 54 2008 0.28 1.55 0.57 0.43 • In terms of tourism Gujarat has many destinations which can attract tourist from all over the world. • Even if Gujarat leads in no. of airports compared with key tourism cities, it has not been able to attract foreign tourists as compared to Rajasthan, Kerala & Goa. • Gujarat leads in domestic tourist arrivals compared with other key tourism states mentioned above.Airport comparison in key States Airports Gujarat Rajasthan Kerala Goa International 1 - 1 1 Domestic 8 5 3 -Non-operating 4 1 - - Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 32
  • Star category hotels in key States Gujarat Rajasthan Kerala Goa Category Hotels Rooms Hotels Rooms Hotels Rooms Hotels Rooms 5 Star & Up 6 525 20 2126 10 888 16 2434 Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 33
  • END OF DOCUMENTD‘Essence Consulting303, Aar Pee Center,11th Road, Gufic Compound,MIDC, Andheri (E)Mumbai- 400093For further queries:Chandni Sahgal+91 9820075332chandni@dessenceconsulting.comURL: www.dessenceconsulting.comThank you ! Management Consulting and Business Strategy Firm Based in Mumbai since 1998 www.dessenceconsulting.com 34