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TOURISM – What is it all about? Batch no. 63 Incredible !ndia Tourism is a collection of activities, services and industries that delivers a travel experience, including transportation, accommodations, eating and drinking establishments, retail shops, entertainment businesses, activity facilities and other hospitality services provided for individuals or groups traveling away from home.
Types of Tourism Incredible !ndia Batch no. 63 Adventure travel - involve exploration or travel to remote, exotic and possibly hostile areas, where the traveler should "expect the unexpected“. Cultural tourism - is the subset of tourism concerned with a country or region's culture, especially its arts. Heritage tourism - is a branch of tourism oriented towards the cultural heritage of the location where tourism is occurring.
Incredible !ndia Batch no. 63 Wildlife tourism - can be an eco and animal friendly tourism in both captive and wild environments. In its simplest sense, is watching wild animals in their natural habitat. New Types of Tourism
Types of Tourism
Tourism Statistics The World Tourism Organization (WTO) claims that tourism is currently the worlds largest industry with annual revenues of over $3 trillion dollars. India’s share in the global tourism is expected to reach 1.5% by 2010
Malaysia- Truly Asia Amazing Thailand South Africa –Alive with Possibility Hong Kong-Asia’s World City Singapore – New Asia Incredible !ndia Batch no. 63
New Era in Indian Tourism Incredible !ndia Batch no. 63 ‘ Incredible India’, a multi-pronged promotional campaign launched by the Department of Tourism Incredible India was conceptualized in 2002 by V Sunil (while he was Creative Director, O&M Delhi) and Amitabh Kant, Joint Secretary, Ministry of Tourism. Amithabh Kant V Sunil
Incredible !ndia Batch no. 63 The campaign began in the middle of the tourism crisis in 2002 when hotel occupancy rates were down to 20 per cent. At that time, all outlays used to be divided into 18 foreign offices. Some offices called it “Spiritual India”, some called it “Cultural India”, and some, “Unbelievable India”. New Era in Indian Tourism
Incredible !ndia Batch no. 63 Incredible India campaign was started off on a low note with an outlay of just Rs 15 crore. Began with traditional markets such as the UK, Italy, France and Germany. The American market had not started moving at all so they made no spends in the US for two years. New Era in Indian Tourism
Incredible !ndia Batch no. 63 Worked with top-line creative agencies Ogilvy & Mather and BharatBala Productions. Worked on a QCB (Quality-cum-Cost Basis) model under which we evaluated every bid based on quality and costs — where, say, 80 per cent emphasis was on quality and 20 per cent on costs. The Asian Development Bank and the World Bank also follow the QCB model. New Era in Indian Tourism
Incredible !ndia Batch no. 63 New Era in Indian Tourism It focuses on the diversity of India as a holiday destination ‘with something for everyone’, from beaches to mountains, world heritage sites to cultural fairs and safaris to holistic holidays. ”Incredible !ndia” logo - exclamation mark that formed the “I” of India was used to great effect across all communications Generated a 16% increase in tourist traffic in the first year
New Era in Indian Tourism The ‘Incredible India' campaign was built around the brand proposition of "India as a path to ananda“ (wellness, bliss and contentment - in Sanskrit). Tourism in India has grown from $2.8 billion (Rs 13,200 crore) to $11.5 billion (Rs 54,300 crore) Numbers grew from about 2.3 million to about 5.6 million. Incredible !ndia Batch no. 63
Incredible !ndia Batch no. 63 First ever Online campaign for Ministry of tourism during the period of March 2002 – April 2002. The campaign resulted in more than 13 million hits to the website per month. Page views increased from 1,409 to 2,286,805 in less than 2 months. Visits increased from 245 to 10,131 Online Campaign (March 2002 – April 2002)
Incredible !ndia Batch no. 63 A Response mechanism was devised to create a dialogue with the users email@example.com was made popular through online campaign and website. With success of first online campaign Subsequently many more campaigns have been launched and website has been revamped to www.incredibleindia.org. Online Campaign (March 2002 – April 2002)
Marketing Strategies Incredible !ndia Batch no. 63 DVD ad insert and digital brochure insert in ZDNet India’s Technology magazine. Direct marketing: Incredible India post cards inserts along with tickets to all those who purchased railways ticket from Indian railways website.
Campaign 2002/03 Incredible !ndia Batch no. 63 The first marketing initiative of its kind, Incredible India was conceptualized in 2002 by V Sunil (while he was Creative Director, O&M Delhi), and Amitabh Kant, Joint Secretary, Ministry of Tourism.
Campaign 2003/04 Incredible !ndia Batch no. 63 In the second year, the Incredible India campaign focused on spiritual tourism, resulting in a 28.8% increase in tourist traffic and a no.1 ranking in the Travel+Leisure readers survey.
Campaign 2003/04 Incredible !ndia Batch no. 63 In 2003, Condé Nast Traveller selected India as one of the top ten preferred destinations for the discerning traveller. In January 2004, Lonely Planet conducted a survey in 134 countries to select the world’s favorite destination for individual travelers. India was ranked among the top five. The 2003/04 campaign went on to win many prestigious awards, including Gold at PATA and the Bombay Ad Club.
Campaign 2006/07 Incredible !ndia Batch no. 63 The print and outdoor executions combined spectacular images with a wry, self-assured tone – a far cry from the bowing and scraping of past campaigns. The campaign went on to win the PATA Grand Award 2007 for Marketing, and was one of only four ‘best of show’ Grand Awards out of a total of 339 entries from 132 organizations. In 2006-2007, spend Rs 235 crore on publicity and marketing in domestic and overseas markets
ITB, Berlin 2007 Incredible !ndia Batch no. 63 In March 2007, the global brand campaign (an evolution of the ‘Incredible’ theme, which was unprecedented in terms of quality and scale) was extended to the InternationaleTourismus Bourse (ITB) Berlin – the world's largest travel and tourism show – where India was participating as the Partner Country.
ITB, Berlin 2007 Incredible !ndia Batch no. 63 The campaign used the entire city as a canvas - covering it with large billboards, branding on taxis and buses, vibrant graphic art and 3D installations. Mammoth billboards and banners with tongue-in-cheek messages and headlines boldly announced the presence of India at ITB.
Posters inside the Berlin-Schönefeld International Airport’s arrival lounge
Billboard at Zoofenester/JoachimstalerStraße.
Incredible India branded taxis
National Geographic staged a special India-themed exhibition at ITB
An indoor poster announcing the food festival
India Now, London 2007 India Now was a three-month long campaign designed to showcase India’s accelerating economy and ever-evolving culture. It was organized from July to September 2007 in London As part of the campaign, Outdoor panels in 150 bus shelters featured images of India that corresponded to the names of famous London Underground stations, creating a dramatic and amusing contrast.
Cannes 2007 This special campaign was designed to attract a global film crowd at the International Film Festival at Cannes. Large outdoor posters showed off India’s diverse and picturesque locales - from the golden beaches of Kerala to the Tiger reserves of Madhya Pradesh - with cinematographic-themed headlines such as ‘Location for Hire’ in French.
India@60, New York 2007 Incredible !ndia Batch no. 63 The Incredible India@60 campaign was launched in New York from 23rd-26th September 2007 to coincide with the UN General Assembly session. Incredible India@60 took India’s extraordinary energy and cultural diversity to the watching world. Billboards at Times Square, taxis, buses, bus shelters, TV and radio announced the arrival of a brand new India.
The sand sculpture of the TajMahal by SudarshanPatnaik at Port Authority Bus Station.
An Incredible India branded bus.
Campaign 2007/08 Incredible !ndia Batch no. 63 The Colours of India campaign emphasized India’s diverse cultural spectrum. Featuring breathtaking images and colour-based headlines such as Coffee Brown and Red Hot, the campaign was launched globally in 71 leading newspapers and magazines.
Campaign 2008/09 Incredible !ndia Batch no. 63 The India Tourism 2008 campaign was based on the experiences of those who came to visit India as tourists and stayed back to make India their home. The creative idea employed a simple device that stated their country of birth, followed by text that said ‘Motherland: India’.
LA Campaign 2009 Incredible !ndia Batch no. 63 For Incredible India's campaign in LA, we used the names of famous Hollywood movies as headlines and set them against images from India. A simple tongue-in-cheek approach appropriate for a town that lives and breathes movies.
AtithiDevoBhavah Incredible !ndia Batch no. 63 “A nation wide campaign that aims at sensitizing key stakeholders towards tourists, through a process of training and orientation.” It also re-instills a sense of responsibility towards tourists and re-enforces the confidence of foreign tourist towards India as a preferred holiday destination.
7 point AtithiDevoBhavah Program Incredible !ndia Batch no. 63 AtithiDevoBhavah is a 7 point program of hospitality and training 1. SamvedanSheelta or Sensitisation-Here we will sensitise the various sections of the tourism industry about how each of them to contribute for the growth of the tourism industry and how they will benefit from it.
Incredible !ndia Batch no. 63 2. Prashikshan or Training and Induction -This involves explaining to them the needs and expectation of the tourist, how they should respond and behave in order to satisfy them needs and meet those expectations. 3. Prerna or Motivation -This is motivation to participate in this program through various measures e.g. awards for the best worker in the segment. 7 point AtithiDevoBhavah Program
Incredible !ndia Batch no. 63 4. Pramani Karan or Certification -Certification to ensure standards shall be done at an appropriate stage in the training program. 5. Pratipushti or Feedback -Feedback shall be obtained from tourists about the Service they have received and the experience they had, in order to improve the training program on a continuous basis 7 point AtithiDevoBhavah Program
Incredible !ndia Batch no. 63 6. SamanyaBodh or General Awareness -The mass media communication campaign will be undertaken to create general awareness among the public about the necessity and the benefits of the AtithiDevoBhavah program. 7. Swamitwa or Ownership- Adopt the AtithiDevoBhavah movement as your own, fellow Indians, for many livelihoods are dependent on tourism. 7 point AtithiDevoBhavah Program
Components of the AthithiDevoBhavah Program Incredible !ndia Batch no. 63 1. Training is divided into 2 categories:Level 1 : Covers taxi drives, tourist guides and baggage handlers and porters.Level 2 : The tour operators, shop owners / staff, hotel staff, immigration and customs officials.
Incredible !ndia Batch no. 63 2. PR Road Showswith the tourism trade in order to get their active participation and ownership of the AtithiDevoBhavahprogramme. 3. Mass Media Communication Mass media communication in newspapers, TV, and outdoors to create general awareness about the AtithiDevoBhavah program Components of the AthithiDevoBhavah Program
The AtithiDevoBhavah Charter Incredible !ndia Batch no. 63 1. Hygiene and Cleanliness shall cover all areas, right from vehicles like taxis, the personal hygiene and cleanliness of the person providing the service, to the cleanliness of the monuments/places of tourist interest. 2. Conduct and Behaviour The person concerned e.g. the taxi driver/hotel employee shall behave in a courteous and polite manner towards tourists.
Incredible !ndia Batch no. 63 3. Integrity and Honesty The person providing service to the foreign tourists should be honest. 4. Safety and Security The tourists’ safety and security is top priority. The AtithiDevoBhavah Charter
Tourism is the largest service industry in India, with a contribution of 6.23% to the national GDP and 8.78% of the total employment in India. India witnesses more than 5 million annual foreign tourist arrivals and 562 million domestic tourism visits. The tourism industry in India is expected to increase to US$275.5 billion by 2018 at a 9.4% annual growth rate. Average Length of Stay in India is 31.2 days Tourism Statistics
International tourist arrival in India is expected to grow with a CAGR of 7.9% for the period spanning 2010-2015.Domestic tourist visits is expected to increase with a CAGR of 12.29% for the period spanning 2008-2015. Indian tourism Foreign Exchange Earnings is expected to grow with a CAGR of 7.9% for the period spanning 2010-2015. Tourism Statistics
In Indian union budget 2010 Indian government has given more than INR 1,000 Crore to Ministry of Tourism India The number of cruise tourist arrivals in India is expected to jump by 233.33% by 2010 from the number of cruise tourist arrivals in 2007.The number of medical tourist arrivals in India is expected to increase by a CAGR of 24.6% from 2009 to 2013. Tourism Statistics
During the period of 2002-2009 India witnesssed the growth in foreign tourist arrivals from 2.38 millions to 5.11 millions respectively Goa, Kerala, Rajasthan and Maharashtra are the leading tourism destinations in India in terms of total tourist arrivals. It is expected that the total market for medical tourism will reach US$ 2 Billion by 2012, representing a CAGR of 60.69%. Tourism Statistics
Tourism, India's third largest foreign-exchange earner, is also directly and indirectly employs about 42 million people, which is 8.78% of the total employment in the country. Foreign exchange earnings from tourism increased from Rs 15,064 crs. in 2002 to Rs. 54,960 crs. Tourism Statistics
After the sever setback in the travel n tourism industry from last 2 quarters in the year 2008-2009 (terrorist attack) to 2nd quarter of the year 2009-2010 (h1n1 diseases) fall by 3.3% later on we saw an increase by 4.3%. The 2010 Commonwealth Games in Delhi are expected to significantly boost tourism in India. Tourism Statistics
As per the travel & tourism competitiveness report 2009: 14th –Best tourist destination for its natural resources 24th- Best for its cultural resources with world heritage sites and both naturals & cultural rich fauna 37th-Best for its air transport network 5th –Best for travel and tourism industry Tourism Statistics
Acclaims and Awards Due to the efforts of the Ministry of Tourism, Government of India have led to India winning the following international acclaims: Conde Nast Traveller, the worlds’ leading travel and tourism journal has ranked India amongst the top 4 preferred holiday destinations of the world India amongst the top 5 favorite destinations – Lonely Planet in a survey of 167 countries
Incredible !ndia Batch no. 63 ABTA (Association of British Travel Agency) has ranked India as No. 1 amongst top 50 places for 2006. The Incredible India campaign has been the winner of PATA Gold Award for best Print Ad Campaign and PATA Gold Award for Best Destination Marketing Campaign The Incredible India Campaign has been ranked as the ‘Highest Recall Advertisement worldwide by Travel and Leisure. Acclaims and Awards
Incredible !ndia Batch no. 63 World Travel Awards received for Asia’s Leading Destination World’s leading Travel Destination Television Commercial Worlds’ Leading Responsible Tourism Project, for Endogenous Tourism Project Asia’s leading tourism and convention bureau Acclaims and Awards
While others may claim breathtaking locales, the mysticism of the east, the draw of civilization, the call of the wild.... India is that and much more.....It is a journey of mind and soul. It is a journey of the five sensesIt is a journey of self-discoveryIt is a journey of self-fulfillment.