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Jaipur international tourist survey


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Jaipur international tourist survey

  1. 1. Jaipur International Tourist SurveyApril 2011
  2. 2. Introduction With its extraordinary history and culture, Rajasthan holds a prominent position within India’s tourism industry. In the region, Jaipur has always been a major tourist destination with its many prized cultural assets. However, the economic boom India is witnessing is dramatically reshaping the tourism landscape, from the arrival of international hotel chains to the development of new transport infrastructure, new challenges and opportunities are confronting the domestic tourism industry. This report displays the results of the Jaipur International Tourist Survey 2011. It is based on over 100 extensive face-to-face interviews Kanvic conducted with international tourists across the city. This report is intended to form a sound basis for all the stakeholders in Jaipur’s tourism industry to improve service delivery and increase revenues through a better understanding of the expectations of international tourists. 2
  3. 3. Understanding the behaviour and preferences of international tourists isimportant for the key stake-holders in Jaipur’s tourism industry Government Tour agencies & Hotels operators Key stakeholders Restaurants & Bars Retailers 3
  4. 4. Contents1 Overview of the tourism industry2 Key findings3 Survey results4 Implications for key stakeholders5 Methodology 4
  5. 5. Tourism is a significant contributor to the Indian economyBreakdown of Indian GDP by industry Annual international tourist arrivals in Indiasector and the foreign exchange earnings they contribute 64578 8.6% 54960 17% 50730 44360 39025 52 54 56 51 46 28.2% 46.2% 2006 2007 2008 2009 2010 Tourism Other Services Number of International Tourist Arrivals (lakhs) Industry Agriculture Foreign Exchange Earnings from tourism (Rs. Crore) The tourism industry is the largest In 2010, India’s tourism industry bounced back service industry in India, contributing from the global economic crisis with around 56 8.6% to the national GDP. lakhs of foreign tourists visiting the country.Source: WTTC, Ministry of Tourism Rajasthan and Kanvic analysis 5
  6. 6. Rajasthan attracts approximately one quarter of all arrivals in India but asinternational tourists become increasingly aware of other regions it hasfaced tougher competitionInternational Tourists Arrivals (Lakhs)Percent ofinternational touristsin India visiting 28 26 27 28 22 23Rajasthan (%) 54 56 52 46 51 40 12 14 15 13 11 11 2005 2006 2007 2008 2009 2010 Rajasthan IndiaSource: WTTC, Ministry of Tourism Rajasthan and Kanvic analysis 6
  7. 7. Jaipur remains one of the major tourist destinations in the regionInternational Tourists Arrivals (Lakhs)% ofinternationaltourists in 27 33 36 27 27 31Rajasthanvisiting Jaipur As a city in the Golden Triangle, and with its 14 extraordinary culture 15 13 a n d h i s t o r y, J a i p u r 12 holds a prominent 11 11 position in Rajasthan, attracting more than one in three of the 5 international tourists 3 4 4 3 4 visiting the region. 2005 2006 2007 2008 2009 2010 Jaipur RajasthanSource: WTTC, Ministry of Tourism Rajasthan and Kanvic analysis 7
  8. 8. Contents1 Overview of the tourism industry2 Key findings3 Survey results4 Implications for key stakeholders5 Methodology 8
  9. 9. Almost 60% international tourists come from Europe and spend over $200in Jaipur during an average stay of 2.8 daysKey findings of the survey - 1/2 Almost 60% of international tourists come from Europe. France 1 and the United Kingdom are the major contributing countries. The average stay of international tourists is 28.7 days in 2 India and 2.8 days in Jaipur. The average spend of an international tourist is US $2,118 in 3 India and $207 in Jaipur. 4 Heritage pink city is the main tourist attraction in Jaipur.Source: Jaipur International Tourist Survey 2011 9
  10. 10. Textiles, handicrafts and jewelry are the major shopping draws forinternational tourists in JaipurKey findings of the survey - 2/2 Textiles, handicraft and jewelry are the major shopping draws 5 for international tourists. The majority of international tourists stay in 3 star and guest 6 house accommodation Price is the most important criteria in choosing a hotel. It is 7 followed by location and cleanliness.Source: Jaipur International Tourist Survey 2011 10
  11. 11. Contents1 Overview of the tourism industry2 Key findings3 Survey results4 Implications for key stakeholders5 Methodology 11
  12. 12. The large majority of tourists visiting Jaipur arrive in DelhiEntry point for international touristscoming to Jaipur, n=107 8% 1% 11% New Delhi airport Mumbai airport Other airport Not arrived by plane 80% With its airport capturing 80% of the arrivals of international tourists visiting Jaipur, Delhi clearly constitutes a strategic advertisement area for stakeholders of the tourism industry. New Delhi airport, main railway stations, ISBT, Bikaner House bus station, and Delhi-Jaipur highways should be highly considered to promote the unique experience offered in Jaipur.Source: Jaipur International Tourist Survey 2011 12
  13. 13. Guide books, internet, and friends and relatives are the main sources ofinformation used by an international tourist when planning their trip to JaipurSources for planning the trip, n=107 A strong presence in guide Guide books 70 books appears to be a prerequisite for success as more than two thirds of the international tourist Internet 47 surveyed declared using them when planning their trip. Friends & relatives 42 Travel agencies & operators 24 Brochures 6 Magazines 5Source: Jaipur International Tourist Survey 2011 13
  14. 14. Foreign tourists tend to make an extended stay in India generating highrevenues for the tourism industryTime spent in India by International Expenditure ($) per day,tourists, percent of respondents, n = 101 percent of respondents, n = 66 16% 12% 18% 18% 24% 15% 31% 31% 20% 15% < 2 weeks 2 to 3 weeks < 24 25 - 49 3 to 4 weeks 4 to 5 weeks 50 - 99 100 - 199 > 5 weeks > = 200Source: Jaipur International Tourist Survey 2011 14
  15. 15. Tourists stay on average almost 3 days in Jaipur, and spend around $207in the cityTime and money spent in India by International tourists Location Average stay (days) Average spend ($) India 28.7 2,118 Jaipur 2.8 207 With such a short average stay, stakeholders must make every effort to increase the visibility of their services if they are to tap into this market.Source: Jaipur International Tourist Survey 2011 15
  16. 16. Accommodation is the largest single expenditure for foreign tourists inJaipur Distribution of international tourists’ expenditure, n = 63 On an average, accommodation represents 11% one third of an 13% 35% international tourists’ total budget. 21% Food and beverages, and 19% transports represent each around 20% of their expenditures. Accommodation Food and beverages Transport inside India Visit to cultural sites & entertainment ShoppingSource: Jaipur International Tourist Survey 2011 16
  17. 17. The majority of international tourists stay in cheaper accommodation andmake their booking independently, either with the hotel or via the internetAccommodation by type, n = 107 Methods of booking accommodation, Number of respondents n = 107 3%4% 11% 26% 31% 11% 22% 16% 7% 31% 38% Heritage hotels Travel Agencies 5 star and above Tour Operators 4 star Directly with the hotel 3 star Internet Hotel/Guest House At the station OtherSource: Jaipur International Tourist Survey 2011 17
  18. 18. Price, location, and cleanliness are the top three factors influencinginternational tourists’ choice of hotelMain factors influencing international tourists’ choice of hotel (%), n = 107 Price 65 Location 61 Cleanliness 60 Comfort 41 Brand 16 Whilst hotel brands do not feature prominently in the decision making of international tourists, the arrival of major chains like Marriott in Jaipur is likely to alter their preferences.Source: Jaipur International Tourist Survey 2011 18
  19. 19. Almost half of all transport bookings are made through travel agents andtour operators while internet bookings remain relatively low Method of booking transport, n = 107 Over one third of international 8% tourists book their transport with the travel agent. 12% 25% tourists even go directly 38% to the station and book on the spot. 8% There is a clear lack of internet 2% booking facilities for local travel. It is very difficult to book 7% travel online for international 25% tourists due to the lack of payment options. Travel agent Through hotel At the station Did not book yet Tour Operator Internet OtherSource: Jaipur International Tourist Survey 2011 19
  20. 20. The city’s cultural sites are the overwhelming attraction for foreign touristswhile its shopping opportunities feature stronglyMajor activities for international tourists (%), n = 107 Visit to cultural site 97 There is an absence of evening entertainment Shopping 62 that could increase tourist expenditure in the city and create a more diverse Bars 14 experience. Theatre/Cinema 11 Developing leisure and entertainment activities Others 5 could be a way for Jaipur to differentiate from other Yoga/Mediation 4 cities in Rajasthan.Source: Jaipur International Tourist Survey 2011 20
  21. 21. Textiles are the favoured purchase of international tourists, withhandicrafts and jewelry also being popular Buying preferences for international tourists, n = 63 Textiles 44 Handicraft 22 Despite Jaipur’s reputation as a centre for the gem and jewelry trade, textiles are by Jewelry/Gems 21 far the most common purchase for international tourists reflecting their Food/Spices 18 quality, price and ease of transporting on multi-city tours . Carpets 5 Others 1Source: Jaipur International Tourist Survey 2011 21
  22. 22. While international tourists consider Jaipur safe and people friendly, theyalso find it crowded, noisy and dirtyInternational tourist perceptions of differentaspects of their experience, n = 107 Goods restaurants are available 23 37 33 6 1 Prices are expensive 9 11 45 34 1 It has a pleasant weather 21 47 22 9 1 People are friendly 20 63 16 2 It is a safe place 21 58 20 2 It is easy to move inside the city 12 46 20 21 2 It is a polluted city 21 41 24 12 1 It is too crowded 10 38 27 23 1 It is a noisy city 26 41 26 7 It is a dirty city 22 36 28 13 Totally Agree Agree Neutral Disagree Totally disagreeSource: Jaipur International Tourist Survey 2011 22
  23. 23. 7.67 is the average grade given to the overall visit to Jaipur Jaipur’s overall rating on a scale of 1 to 10, n = 107 5% 2% 10% 15% The average grade international tourists gave to their experience visiting Jaipur is 7.67. 96% of foreigners interviewed would recommend to visit Jaipur. 32% 36% 5 6 7 8 9 10Source: Jaipur International Tourist Survey 2011 23
  24. 24. Contents1 Overview of the tourism industry2 Key findings3 Survey results4 Implications for key stakeholders5 Methodology 24
  25. 25. We have highlighted the main implications from our survey for each of themajor stakeholders in Jaipur’s tourism industry Government Hotels Restaurants & Bars Retailers Travel Agents & Tour Operators 25
  26. 26. Government plays a crucial role in providing infrastructure, enforcingstandards and setting the city’s tourism strategy 1 With around 60% of international tourists perceiving Jaipur as ‘dirty’ Government and ‘polluted’, measures to improve air quality and sanitize public spaces could reap dividends for the city’s international appeal. Hotels 2 With 74% of respondents describing Jaipur as ‘noisy’ and 49% as ‘crowded’, strategies to improve mobility around the city and to reduce traffic near prime cultural sites would improve the experience of international tourists. Restaurants & Bars With an average stay of only 2.8 days, reducing journey times 3 between Jaipur and other cities in the region could increase the likelihood of a visit as well as extending time spent in the city. This would create increased opportunities for Jaipur’s tourism industry to Retailers generate extra revenue. As more and more international tourists use the internet as their Travel Agents & Tour 4 primary resource for planning and booking their holiday in India, Operators providing online reservation and payment facilities for public transportation and cultural sites should be a priority. 5 With international tourists regularly complaining of being hassled by vendors and touts and being subjected to attempted scams, better enforcement by public authorities could improve the visitor experience. 26
  27. 27. Hotels will need to adapt to the booking practices of independent travelers andprovide a more diverse range of entertainment to attract more international tourists 1 With 70% of those surveyed using guide books to plan their trip, Government having a presence in this ‘go to’ resource for international tourists is paramount. As only one third of international tourists booking their 2 accommodation via tour agents and operators, an online presence Hotels and the ability to book directly over the internet is increasingly important as more visitors plan their trip independently 3 Cleanliness and price are the overriding priorities of international Restaurants & Bars tourists when choosing their accommodation. 4 A location close to the main cultural sites is important given the short length of stay of international tourists. Retailers 5 With night time activities barely featuring in our survey, hotels could boost their revenues from international tourists by providing late Travel Agents & Tour night dining, drinking and entertainment. Operators 6 With Delhi Airport acting as a gateway for 80% of international tourists that come to Jaipur, the capital’s transport hubs, cultural sites and hotels appear to be a strategic place for promoting a stay in Jaipur. 27
  28. 28. The city’s bars and restaurants could attract more international tourists 1 Because guide books are the primary source for planning a stay in Government Jaipur, a presence in this popular resource is the primary generator of international tourist business for bars and restaurants in the city. Hotels 2 With cleanliness a major concern for international tourists, having high hygiene standards and effectively communicating these standards to foreign tourists would be a good way for restaurants to attract international clientele. Restaurants & Bars 3 While the majority of international tourists are content with the number of restaurants in the city, bars and other evening activities barely feature in their stay. Increasing the range of evening leisure activities Retailers targeted at the international tourist market could be lucrative for the hospitality sector. Travel Agents & Tour Operators 28
  29. 29. Providing products that are suitable to the international traveler and raising thestandard of business conduct could boost tourist spending in the city 60% of international tourists list shopping as a major activity during Government 1 their stay in Jaipur however, it represents only 11% of their average expenditure. It clearly demonstrates that there is room to generate increased revenues from this activity. Hotels 2 With a short average stay, the proximity of retailers to prime cultural sites and hotels as well as their presence in guide books are an important factor in generating international tourist revenues. Restaurants & Bars 3 Furthermore, as Jaipur only features as a short part of a wider trip around the region and /or India, goods that are both durable and compact are more likely to capture the interest of international Retailers tourists. With some international tourists reporting being subject to attempted 4 scams by retailers, an industry code of conduct with an identifiable Travel Agents & Tour Operators logo for participants could attract international tourists to the majority of retailers who comply with ethical business practices. 29
  30. 30. Local travel agents and tour operators must adapt to withstand increasingcompetition from the entry of organized players Government Hotels Restaurants & Bars Retailers 1 With international tourists increasingly booking transport and accommodation through the internet, local tour operators and travel agents will need to increase their online presence. Travel Agents & Tour Operators 2 As local travel accounts for almost one third of an international tourist’s daily budget, travel agents and tour operators will need to ensure that pricing is competitive and communicated clearly. 3 As organized players enter the sector, local travel agents and tour operators will face stiffer competition. Obtaining internationally recognized status such as IATA membership will increase the confidence of international tourists when booking with local agents. 30
  31. 31. Contents1 Overview of the tourism industry2 Key findings3 Survey results4 Implications for key stakeholders5 Methodology 31
  32. 32. We interviewed 107 international tourists in Jaipur with a structuredquestionnaire Jaipur 107 Sample Number of tourists A cross - section of interviewed for survey countries all over the world Face to face interviews with International Tourists fdefds 7 Tools Number of Tourists Face to face interviews destination covered with International Tourists 32
  33. 33. Respondents had a diverse profile including men and women from variousoccupations and age groups Under 20 20-40 Male Above 60 40-60 Female Age distribution 10% Gender 24% 47% 53% 66% Respondent’s profile 15% 21% Occupation 5% Countries 36% 12% 44% 19% 1% 7% 16% 6% 6%6%6% Business Government work UK France Retired Housewife USA Netherlands Student Currently unemployed Australia Germany Other work Others 33
  34. 34. AcknowledgmentsKanvic would like to acknowledge those people who have designed, conducted and carried out the JaipurInternational Tourist Survey, as well as written and refined the final report. Special thanks to... Adele Antonin Gehan Maxime Shiv Kumar Fondeux Benisti Wanduragala Assedo Sharma 34
  35. 35. About KanvicKanvic is a management consulting firm helping businesses develop winning strategies, drive profitable growthand achieve operational excellence to reap long lasting rewards in fast growing Indian economy. We work with C-level executives to develop innovative solutions for business challenges of 21st century India by bringing in leadingedge management thinking informed by in-depth research and sound analysis.ContactJaipur Bangalore LondonDeepak Sharma Ravindra Beleyur Bharat VagadiaM: +91 99283 77800 M: +91 94481 46963 M: +44 7711 898089E: E: E: