Gujarat a Potential Indian Tourism Destination

STRATEGY FOR PROMOTING GUJARAT AS AN
ATTRACTIVE TOURISM DESTINATION IN INDIA

Management 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


BROAD OUTLINE OF METHODOLOGY
FOR IMPLEMENTING THE STRATEGY
― TO PROMOTE GUJARAT
AS THE MOST ATTRACTIVE TOURISM DESTINATION FOR IN-COUNTRY AS
WELL AS FOREIGN TOURISTS‖


Implementation of Strategy

From operators to industry bodies, the government and Tourism Gujarat have to recognize what
needs to be
• Built,
• Developed and
• Improve to ensure a bright future for the state‘s operators

Our 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.


Implementation of Strategy

Key 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.


Action points to be implemented for Gujarat Tourism Strategy

1. 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 effectiveness

2. 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 destination

3. 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



4. 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 Gujarat

5. 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 Tourism

6. 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.



7. 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 Gujarat

9. Increase focus on high –yield visitors

By identifying high-spending visitors and shifting our research, marketing and product
development focus toward them.


Formulation of strategy
1. Identification of uniqueness in the themes
2. Building infrastructure at following levels:
a. On ground Infrastructure like Roads, Railways, Airports
b. Marketing Infrastructure
c. People Infrastructure
d. Funding Infrastructure
3. 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. Associations
4. Identification of target audience
5. Become part of tourist circuits
6. Execution strategy


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 Butter

National International Airlines

Local Community Restaurants Coastal Zonal Department

Police Department Security companies


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


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 sector

Private 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 a
iii. Land allotment for hotels and other
v. service sector sensitive to tourists
tourism activities
iv. Land Lease Policy

Contents for the Vision document ( Strategy document)
Facilities & Conveniences: Security of Tourists:
i. Accommodation & Stay i. Training of Tourism Police
ii. Facilities at Tourist Locations ii. Training of Coast Guards
iii. Building network of national & international Environmental Protection:
tour operators i. Make environmental impact assessment for all
Coordination & Cooperation: the major projects
i. Active Role of District-level Institutions ii. Identify special tourism zones and enforce the
ii. Active Cooperation between Departments Act to regulate developments and to conserve
heritage
iii. Cooperation between the state and private
sector Quality Assurance & Control:

iv. Cooperation with other states/regions i. Certifications for tourism products & services

v. Active relationship with PATA ii. Tourism training institutions

vi. Bilateral development cooperation agreement
with European & Asian countries


Promoting tourism through various channels
Marketing & Promotion:
i. Allocating large sums of money on marketing & promotion of the state
ii. Focus on international markets like Europe, US, South East Asia, Middle East
iii. Initiating focused marketing efforts directed at the media and tour operators in select markets
iv. Direct interaction with the key international players like Marriot, Four Seasons, Ramada, Radisson for
entry in Gujarat

Brand Building: Information Centers
i. Quality promotional materials i. Well planned tourism information centers
ii. Advertising focus on source markets ii. Dynamic Tourism Websites
iii. Participation in international fairs iii. One-to-one interactions with international
iv. Road shows at national & international locations tour operators
v. Events iv. Quality fairs & festivals
vi. Festivals


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


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


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 growing
C. 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.


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 Replacement

US 48000 122000 159000 44000 41000 24000 63000

Singapore 15000 20000 13500 12000 12000 12000 9000

Thailand 15000 12000 10500 12000 10000 9000 7000

India 11000 10000 9500 9000 8500 7500 5500


Rural tourism
Rural Tourism:
Any form of tourism that showcases the rural life, art, culture and heritage at rural locations, thereby
benefiting the local community economically and socially as well as enabling interaction between the
tourists 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 Rural
Non-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 India
U.S. based Adventure Travel Trade Association defines Adventure
Tourism as any tourist activity, which includes two of the following three
components:
a) a physical activity,
b) a cultural exchange
c) interaction and engagement with nature.
Adventure Tourism involves exploration or travel to remote, exotic and
possibly 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


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


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-being

Concept of Eco-Tourism: Types of Eco-Tourism
Marine protected areas, Coral
Marine
reefs, Islands, Beaches, Bays
Mountains, Volcanoes, Caves,
Terrestrial
Trails, Forest areas
Nature Based Education
&Interpretation Lakes, Rivers, Hot & Cold
Fresh Water
ECO-TOURISM Springs, Waterfalls,
Ecologically Benefits Local People
Sustainable Churches, Historic sites,
Economically Cultural
Festivals

Source: www.ecotourismindia.com

Wedding tourism

Wedding 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


TOURISM IN GUJARAT


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
Places of interest: Ambaji Temple, Jessore Sloth Bear Sanctuary, Poshina

Location: Surat
Themes: Religious, Beaches
Places of interest: Parsi Agiari, Mughal Sarai, Nargol Beach, Dandi Beach

Location: Vadodra
Themes: Religious, Heritage
Places of interest: EME Temple, Sri Aurobindo Niwas, Chhota Udepur, Dabhoi


Gujarat offers diverse themes of tourism

Location: Rajkot
Themes: Nature, Wildife
Places of interest: Rampara Wildlife Sanctuary, Dasada, Bajana

Location: Junagadh
Themes: Wildlife, Nature, Mountain, Heritage, Beaches
Places of interest: Girnar Mountain, Sakkarbaugh Zoo, Ashok Shilalekh, Madhavpur Beach

Location: Jamnagar
Themes: Religious, Nature, Wildlife, Beaches, Heritage
Places of interest: Lakhota Palace, Rozi & Bedi Ports, Peter Scott Nature Park

Location: Kutch
Places of interest: Aina Mahal, Kalo Dungar, The Black Hills, Swaminarayan Temple


Gujarat as a tourist destination hosts multiple themes
Hill Station
Pilgrimage
Beaches

Wild Life Sanctuary
Heritage


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


Art, craft and festivals integral part of Gujarat

Festivals Art & Craft
• Navratri Festival • Handicraft Heritage
Fairs • 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


Gujarat – a possible hub of medical tourism
1. Zero waiting period
2. 1/10 to 1/20th of the costs involved for medical treatment in USA or UK
3. Specialized hospitals and clinics
4. Gujarati doctors participating in world medical conferences help them to know about the latest
developments in the medical field.
5. Knowledge of English language
6. Large percentage of NRG's among NRI's
7. Direct air connectivity between Ahmedabad and London
Cost 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

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 0.38
Nature/waterfalls 17 4 10 4
2007 0.22 1.40 0.52 0.39
Festivals/fairs 12 36 12 7
Total 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 - -

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


END OF DOCUMENT

D‘Essence Consulting
303, Aar Pee Center,
11th Road, Gufic Compound,
MIDC, Andheri (E)
Mumbai- 400093

For further queries:
Chandni Sahgal
+91 9820075332
chandni@dessenceconsulting.com
URL: www.dessenceconsulting.com

Thank you !

Gujarat a Potential Indian Tourism Destination

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