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Utsav Mahendra : Increadible India
 

Utsav Mahendra : Increadible India

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    Utsav Mahendra : Increadible India Utsav Mahendra : Increadible India Presentation Transcript

    •  
    • Study Impact Of Incredible India Campaign On Foreign Tourists
    •  
    • Present Situation and Features of Tourism in India
      • Tourism is the largest service industry in India.
      • With a contribution of 6.23% to the national GDP and providing 8.78% of the total employment.
      •   India witnesses more than 5 million annual foreign tourist visits.
      • The tourism industry in India generated about US$100 billion in 2008.
      • That is expected to increase to US$275.5 billion by 2018 at a 9.4% annual growth rate.
      • The Ministry of Tourism is the nodal agency for the development and promotion of tourism in India.
      • Also maintains the "Incredible India"  campaign.
      • According to World Travel and Tourism Council, India will be a tourism hotspot from 2009-2018, having the highest 10-year growth potential.
      • As per the Travel and Tourism Competitiveness Report, India is ranked 11th in the Asia Pacific region and 62nd overall.
      • It is ranked 24th in the category of cultural resources.
      • The India travel and tourism industry ranked 5th in the long-term growth.
      • India is expected to be the second largest employer in the world by 2019.
      • The 2010 Commonwealth Games in Delhi did significantly boost tourism in India further.
      • It is ranked the 14th best tourist destination for its natural resources
    •  
    • Incredible India Campaign
      • The 'Incredible India' campaign, launched in 2002, was a major initiative by the Government of India.
      • To promote India as a tourist destination.
      • The first marketing initiative of its kind, Incredible India was conceptualized in 2002 by V Sunil and Amitabh Kant, Joint Secretary, Ministry of Tourism .
      • The primary objective of this branding exercise was to create a distinctive identity for the country.
      • Resulted in the iconic “Incredible !ndia” logo, where the exclamation mark that formed the “I” of India was used to great effect across all communications.
      • The campaign successfully established India as a high-end tourist destination, generating a 16% increase in tourist traffic in the first year.
      • The campaign projected India as an attractive tourist destination by showcasing different aspects of Indian culture and history like yoga, spirituality, etc.
      • According to Visa Asia Pacific in March 2009, India emerged as the fastest-growing market in the Asia-Pacific in terms of international tourist spending.
    • Incredible India “Atithi Devo Bhava” Campaign Objective
      • Creating Awareness about the effects of Tourism.
      • Sensitizing people about Preservation of Our Rich Heritage & Culture.
      • Working towards Cleanliness, Safety and Warm Hospitality for our Society as well as Tourists.
      • Re-Enforcing the Confidence Of Foreign Tourist Towards India as a Preferred Holiday destination.
    • Inception of the Campaign
      • Before 2002, the Indian government regularly formulated policies and prepared pamphlets and brochures for the promotion of tourism; however, it did not support tourism in a concerted fashion.
      • The tourism ministry engaged the services of Ogilvy & Mather (India) (O&M) to create a new campaign to increase tourist inflows into the country.
      • The 'Incredible India' campaign, as it was called, was launched in 2002 with a series of television commercials and print advertisements
    • THE CAMPAIGN IN 2002/03
      • In the first 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.
      • In 2003, Condé Nast Traveler selected India as one of the top ten preferred destinations for the discerning traveler .
    • THE CAMPAIGN IN 2006/07
      • After a break of two year, the original team of Incredible India collaborated again.
      • In 2006, Delhi based creative agency , founded by V Sunil, was called in to create the new global campaign for 2006/07.
      • 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.
    • THE CAMPAIGN IN 2007/08
      • In 2007 the Colors of India campaign emphasized India’s diverse cultural spectrum.
      • Featuring breathtaking images and color-based headlines such as Deep Purple and Red Hot, the campaign was launched globally in 71 leading newspapers and magazines.
      • Using traditional and interactive media - print, outdoor and the internet - India was positioned as a unique and vibrant destination for tourists.
    •  
    •  
    •  
    • THE CAMPAIGN IN 2008/09
      • 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.
      • It takes a special bond with the country and its people to give up everything you know and set up home, take roots in India.
      • The creative idea employed a simple device that stated their country of birth, followed by text that said ‘Motherland: India’.
    • Cost of the Incredible Campaign
      • The expenditure for marketing and publicity in 2002-2009 was Rs 820 crore, including overseas promotions.
      • The tourism ministry, in 2006-2009, spent Rs 435 crore on publicity and marketing in domestic and overseas markets, including expenditure by the overseas India tourism offices, trade shows and fairs.
      Average length of stay in India 31.2 days
    • Awards to Incredible India Campaign
      • Winner of PATA Gold Award for best Print Ad Campaign
      • PATA Gold Award for Best Destination Marketing Campaign
      • Ranked as the ‘Highest Recall Advertisement worldwide by Travel and Leisure.
      • World Travel Awards received for:
        • 1.Asia’s Leading Destination.
        • 2.World’s leading Travel Destination.
        • 3.Worlds’ Leading Responsible Endogenous Tourism Project.
        • 4.Asia’s leading tourism and convention bureau.
    • Foreign Tourists In India (Number) 2001 2002 2003 2004 2005 2006 2007 2008 January 283750 228150 274215 337345 385977 459489 532088 584765 February 262306 227529 262692 331697 369844 439090 498806 560658 March 248965 225558 218473 293185 352094 391009 444186 509926 April 185338 155378 160941 223884 248416 309208 333945 369677 May 151098 132998 141508 185502 225394 255008 267758 290785 June 176716 143100 176324 223122 246970 278370 310104 344526 July 224432 186432 225359 272456 307870 337332 377474 383456 August 196517 161477 204940 253301 273856 304387 360089 379568 Sept 162326 151721 191339 226773 257184 297891 325893 345676 October 181605 212191 260569 307447 347757 391399 440715 523451 Nov 209685 243566 290583 385238 423837 442413 510987 654321 Dec 234325 298765 319271 417527 479411 541571 575148 600567 Total 2282738 2073025 2726214 3457477 3918610 4447167 4977193 5903377
    • Why Exploring Rural India ?
      • To promote village Tourism as a Primary Product.
      • Socio-Economic benefits in the Rural areas.
      • Local Community Trained to manage the Tourists at Rural sites.
      • Improvement in Cleanliness & Hygiene.
      • Traditional Cuisine And Interacting with visitors.
    • Percentage Changes in foreign tourists arrival 2004/03 2005/04 2006/05 2007/06 2008/07 2009/08 2010/09 January -19.6 22.0 23.0 14.5 19.0 15.8 9.9 Feb -13.3 13.1 26.3 17.3 18.7 13.6 12.4 March -9.4 1.6 34.2 25.2 11.1 13.6 14.8 April -16.2 5.0 39.1 16.5 24.5 8.0 10.7 May -12.0 0.2 31.1 23.8 13.1 5.0 8.6 June -19.0 27.5 26.5 16.0 12.7 11.4 11.1 July -16.9 22.5 20.9 7.3 9.6 11.9 12.2 August -17.8 26.91 23.6 6.9 11.1 18.3 19.3 Sept -6.5 26.11 18.5 11.4 15.8 9.4 10.7 October 16.8 22.11 18.0 7.0 12.5 12.6 14.4 Nov 16.2 19.40 32.6 7.8 4.4 15.5 18.5 Dec 15.8 19.20 30.8 11.0 13.0 6.2 19.8 Total 9.2 13.1 26.8 13.2 13.5 11.9 13.8
    • Positive Impact Of Incredible India
      • Generating Income and Employment
      • Source of Foreign Exchange Earnings
      • Preservation of National Heritage and Environment
      • Developing Infrastructure
      • Promoting Peace and Stability
      • Contributions to Government Revenues 
      • Raising Environmental Awareness
      • Protection and Preservation of Environment
    • Negative Impacts Of Incredible India
      • Undesirable Social and Cultural Change
      •   Increase Tension and Hostility
      • Creating a Sense of Antipathy
      • Adverse Effects on Environment and Ecology
    • Future Prospects As a Result of Incredible India Campaign
      •   According to the latest Tourism Satellite Accounting (TSA) research, released by the World Travel and Tourism Council (WTTC) 2009.
      • The demand for travel and tourism in India is expected to grow by 8.2 per cent between 2010 and 2019 and will place India at the third position in the world.
      • India's travel and tourism sector is expected to be the second largest employer in the world, employing 40,037,000 by 2019.
      • Capital investment in India's travel and tourism sector is expected to grow at 8.8 per cent between 2010 and 2019.
      • The report forecasts India to get capital investment worth US$ 94.5 billion in the travel and tourism sector in 2019.
      • India is projected to become the fifth fastest growing business travel destination from 2010-2019 with an estimated real growth rate of 7.6 per cent.
      • Foreign Tourist Arrivals (FTAs) in India during 2010 were 5.58 million with a growth rate of 9.3% as compared to the FTAs of 5.11 million and growth rate of (-) 3.3% during 2009.
      • Foreign Exchange Earnings (FEE) from tourism during 2010 were US $ 14193 million as compared to US$ 11394 million during 2009 and US $ 11747 million during 2008.
    • International Tourists Arrivals to India 2004 2005 2006 2007 2008 2009 2010 Arrivals from Region/ Country USA 329147 348182 410803 526120 611165 696739 804933 UK 405472 387846 430917 555907 651803 734240 748765 Canada 88600 93598 107671 135884 157643 176567 221448 Germany 80011 64891 76868 116679 120243 156808 193557 France 102434 78194 97654 131824 152258 175345 195307 Australia 52691 50743 58730 81608 96258 109867 148846 Japan 80634 59709 77996 96851 103082 119292 124219 Malaysia 57869 63748 70750 84390 96276 107286 134340 Singapore 42824 44306 48368 60710 68666 82574 94754 Sri Lanka 112813 108008 109098 128711 136400 154813 240836 China 13901 15422 21152 34100 44897 62330 96997
    • Attraction For Foreign Tourist In India :
      • Heritage Sites
      • Cultural Attractions
      • Beaches
      • Medical Tourism
      • Shopping and Entertainment
      • Indian Cuisines
      • Ayurveda
      • Geographical Locations
    • Top 10 Places Visited by Foreigners in India
    • Taj Mahal (Agra)
    • The City Palace (Jaipur)
    • Kashmir Valley (Kashmir)
    • Kerala Backwaters (Kerala)
    • Ajanta Ellora Caves (Maharashtra)
    • Monuments (Delhi)
    • Golden Temple (Amritsar)
    • Tirupati Balaji (Andhra Pradesh)
    • Beaches (Andaman & Nicobar Islands) (Goa)
    • Khajuraho Temple (Madhya Pradesh)
    •