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Uttar pradesh tourism


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  • 1. We welcome you all to the world of LOVE, CULTURE, HERITAGE, bounties of NATURE & SPIRITUALITY…..
  • 2. Team 3 • Renzil D Cruz • Sejal Visawadia • Vidhi Shah
  • 3. UP at a glance - • Uttar Pradesh, the heartland of India, is known for its rich Heritage, Culture and bounties of Nature. It is home to some of the greatest monuments like Taj, the most ancient civilisations in the world, the seat of Buddhism and the colours of all faiths. • Uttar Pradesh is one of the favourite destinations for both foreign and domestic tourists. It is a common destination for a quarter of all foreign tourists to India and all domestic tourists within India. • It is the land that gave a new meaning to etiquette and continues to redefine the true meaning of love. There is this and much more to Uttar Pradesh.
  • 4. About U.P Tourism • In order to prepare schemes relating to the development of tourism and to execute them, the Directorate of Tourism was established in the year 1972 of which the Director General was an I.A.S. officer. • In 1974 the Uttar Pradesh State Tourism Development Corporation was established to look after the commercial activities which are a part of development of tourism.
  • 5. • The Tourism Development Policy has been framed in Uttar Pradesh under which Tourist circuits are being developed in the following manner :- 1. Buddhist Circuit 2. Bundelkhand Circuit 3. Braj (Agra-Mathura)Circuit 4. Awadh Circuit 5. Vindhya- Varanasi Circuit 6. Water Cruise 7. Wild Life -Eco Adventure Circuit
  • 6. Digital Strategy For promoting UP Tourism
  • 7. Objective • Promoting Uttar Pradesh Tourism • Creating awareness about the tourism destinations in Uttar Pradesh and induce response. • Establishing UP Tourism’s credentials across various demographics & geographies and promulgate the potential of tourism in Uttar Pradesh
  • 8. Some Statistics • Visits to travel sites in India has witnessed 50% increase as compared to last year • Travel Sites are now reaching more than 1/3rd of the Internet population in India • Leading travel sites all witnessing double-digit growth to their websites • Travel sites in India witness strong engagement levels >10 minutes per visit. • Internet is primary source of information for 95% of travelers globally • Globally, an average of 48% of bookings are made over the internet • 78% of all air tickets sold by airlines in India online.
  • 9. UP Tourism presence on Web
  • 10. Critical Evaluation of the Website • Very dynamic. • Too many spotlights. • Site not verified by Google. • Blogspot not active. • Not enough backlinks. • Well Optimized for Google search on UP tourism. • Needs optimization on heritage, India, tourism, culture, religion etc.
  • 11. Traffic statistics &.in search Results: • Not on 1st page for India tourism. • 1st for Taj Mahal. • Not on 1st page for incredible India. • Not on 1st page for heritage India tourism.
  • 12. CREATING PULL Strategy
  • 13. Look at other States
  • 14. Look at other States
  • 15. UP’s USP- Vast Heritage Immense Religious importance Royal factor Rich Architecture Handicrafts Only F1 circuit More Palace Hotels than Rajasthan Largest no. of Airports in India Biggest Road network than any state Maximum rail Junctions after Bihar
  • 16. UP-ull • Diverse. • Better tourism infrastructure than other states. • Large number of tourist destinations. • Can attract more International tourists.
  • 17. Upull- Lacking • Right promotion • Luxury angle to promotion (80% mass tourists spend 20% and vice versa) • Religious Circuit promotion • Heritage and handicrafts Promotion
  • 18. Creating UPull • SEM- keywords with India travel, incredible India, Buddhism, heritage and architecture. • Sponsored alliance with HolidayIQ – Microsite – Contextual Display advertising • Mobile app- by a government authority for tourism.
  • 19. Creating Properties for UPull • A Luxury train like: Palace on Wheels, Deccan Odyssey and Golden Chariots – Brings in cream of International tourists. • Benares festival such as Pushkar Mela. • International Handicrafts Expo. • Legacy Circuit- Heritage and History of India.
  • 20. Creating Properties for UPull What tourists Looks for? International • Rustic India • Culture • Heritage • Handicrafts • Luxury Domestic • Religious • Quick Getaway • Handicrafts • Economical Stay • Connectivity
  • 21. CREATING UPULL Get International Tourists, Domestic will follow That is what happened with Goa, Kerala, MP, Rajasthan and Maharashtra
  • 22. CREATING DIGITAL UPULL More than 70% of Internet population worldwide is receptive to travel ads
  • 23. A fresh look at the Website • Revamp the Website with Clean and 1click navigation. • Wordpress CMS (Content Management system) – does 40-50% of SEO. • Easy to manage and administer. • Millions of Plug-ins available. • Implement Google Analytics for measuring and analysis of the performance of website. • Implement photo blogging and social sharing. • International Language Support.
  • 24. References
  • 25. Our Target Geographies- International UAE Japan China Korea Asia & Middle east France Germany UK Spain Italy Europe Australia New Zealand Australasia U.S. Country wise
  • 26. Servicing the tourist Attract Tourism Investment Increase the number of tourists Brand Building And Positioning •Website •Social Media Presence •Alliances on travel portals & high traffic destinations •Targeted positioning for each travel genre (religious, adventure, wildlife etc.. ) •Online Display Marketing •SEM •SEO •Mobile •Website •Online classifieds & tender • E -Guide • Live Events Information •Facebook for live interaction •Essential Emergency Information through mobile app Amplifying the Promotion
  • 27. Promoting UP Digitally - Advertising • It all starts with Search • SEM – Incredible India, India Tourism, Heritage, Mughal and other tourism related • On Google (60% budget), Yahoo (25%) and Bing (15%)!
  • 28. Promoting UP Digitally- Advertising Domestic • Travel sites – Holiday IQ – MakeMyTrip – ClearTrip – Yatra – IRCTC International • Travel Sites – Wego – LonelyPlanet – Expedia – Conde nast Traveler
  • 29. HOLIDAY IQ Influential tie-up
  • 30. HolidayIQ
  • 31. Social Media • Promote Destinations on FB via Picture contests and ‘Share your Experience’ posts. • Winners to be tagged. • Initiate Blogs. • Announce blog winners every fortnight. • Promote handicrafts via amazing facts and pictures. • FaceBook Ads aimed at frequent travelers.
  • 32. Social Media- Picture Blogging • Initiate International Photo blogging contest during Kumbh Mela. • Invite Professional photographers and amateurs. • Tag pictures with UP, Incredible India, travel India and post on FB and Up tourism blogs. • Get international coverage, publish these pictures.
  • 33. Mobile App • Why Mobile app? – Smartphones market growing @ 52% PA – Current penetration of 23% – App resides in the phone and hence return visits are high – Reflex on seeing a URL, 40% visits are from mobile – Tablets alone will surpass PC sales in 2.6 years 0 5 10 15 20 25 30 35 Source: Google Mobile
  • 34. Travel App reference
  • 35. The Uttar Pradesh App • App to have on all destination • Integrated with with • Area guide numbers & information • Travel • FB place synced • UP Tourism details listing with contact details • User driven
  • 36. “Shubh Yatra”!!!