1) The document proposes a marketing plan by British Airways Tours to increase tourism between the UK and India through 2020 by offering packaged tours and holding visitors' hands during their travels in India. 2) A key part of the strategy is to organize traveling troupes in the UK featuring Indian culture, cuisine, and arts to promote tourism to India. Authorized tour operators would then sell pre-packaged tour options to interested visitors. 3) The plan aims to leverage the historical connections between the UK and India and pool resources between airlines, hotels, and tour operators to increase occupancy and profits for all involved businesses.

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British Airways Tours
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Marketing conceptual plan-
Part I - Destination India
Decade 2010-2020
Rajesh Rampal

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Marketing and Innovation are the only two functions of
Business –Peter F. Drucker
Innovative Marketing Plan
Customers must be at the core of business
ET August 6,2010

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Objective
To increase ‘people to people’ contact between U.K. and India and
further the Economic interest of all the business parties with a
common goal through networking.
BA CEO, Willie Walsh recently said in an interview in India on TV–
The Airline Business in not a profitable one. This idea adds another
line.
Business parties are BA and BA approved (BS) service suppliers
either in U.K. or India and have a common economic interest.
• Airline- an empty seat on a flight is a perishable commodity.
• Hotels- Low Occupancy affects business adversely.
• Tour operators and Service providers- No Tourist no gain.
The Airline and associates pool in their resources together and
work for a common goal. Hotels mean B&B too. (Hotel stays)

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Passenger Airline
Taxi, Bus, Rail,
Hotel, Guides,
Airlines
Restaurants,
Shops
Terrorism?
Grey area
Opportunity?
Impediment to
higher flow of
visitors

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Impediment to Travel to India
Group Captain Ian Draper RAF, former Air and
Naval defense Advisor BHC expressed an
opinion, ‘There are so many people in U.K. who
so dearly want to come to India, but India is a
country where you need some friend or relative
who can take you around. If any body can
convincingly offer to hold a hand in India there
would be many willing people in U.K. to come
down to India.’

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Inspiration
An article in a Newspaper described the adventures of a married
British lady, working for a large Airline and posted in Delhi, who goes
out to Chandnee Chowk, a very crowded market in Delhi to savor
Jalebis and Indian delicacies, dekko filigree, gold jewelery, musical
instruments, brass artifacts perfumes and many things. She subjects
her friends to Rickshaw rides in a unique haberdashery market-Kinari
bazaar. Her visitors are all dazzled, they have never ever seen this
world or anything of this kind. She holds the hands of her visitors
while they are in India.
We need to replicate the visitors’ joy and ecstasy in the U.K. and invite
them to India and experience things first hand offering to hold their
hand all the time.
other examples: Roy Flello, Martin and Annie Howard
Phillip Geddes, Dr John C. Richardson

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U.K. and India
U.K. and India share a common history for nearly two hundred years.
The British left many Institutions in India in 1947 e.g. Railways, Tea
plantations, Armed forces, The legal and judiciary system, their
language and cricket which bind India together like nothing else. The
British imprint can still be seen just below the surface in everyday life.
We need to nurture and build on this relationship and thus further our
own economic interest.

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Broad Strategy
• Take a troupe to U.K., comprising folk dancers, Indian cuisine
(Street food), Artists and weavers, Special presentations on MS
Powerpoint e.g. Railways, 1857, Thuggee, Tea, Ladakh etc.
• This troupe travels in a caravan and sets up camp at city centres,
universities and performs with BA agents in attendance selling ready
tours. Niche made to order tours can also be worked out while the
iron is hot there and then. Destination India 2010-2020.
• Include Srilanka, Bangladesh, Pakistan(?), Bhutan, Nepal etc.
• BA replicates the process in Europe/WW through its associate
airlines.
(Quite similar to the Sriram Bharti Kala Kendra Ramlila which goes on a
near world wide trip.)

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Tour Operators
BA hands out the trips to its authorised tour operators
with 3 categories of trips A,B, and C depending upon the
Hotels and services chosen.
All BA approved operators or service providers are
accredited by BA in terms of
• quality of services rendered,
• delivery and
• rates charged.
All stand to gain from the jamboree.
The accreditation fees from accredited BA Supplier
provide a fund for next year’ jamboree.

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Renub Research report titled "India Tourism Market & Future Forecast
(2009 - 2015)" report provides a detailed analysis of the present and
future prospects of the Indian tourism industry.
Research Highlights
• Intl. tourist arrival in India expected to grow at CAGR of 7.9% for 2010-15.
• Indian outbound tourist departure is expected to reach 20.5 Million by 2015.
• Domestic tourist visits expected to grow CAGR of 12.29% for 2008-2015.
• Top 3 countries contributed 40.15% share of intl. tourist arrival in India.(2008)
• Budget 2010 provided > Rs 1,000 Crore to Ministry of Tourism
• 2009 FDI investment in Indian hotel/tourism sector was > US$ 550 Mill.
100% FDI allowed to develop new housing, commercial properties, hotels and
hospitals. DMIC project.
• The number of cruise tourist arrivals in India expected to jump by 233.33% by
2010 from the number of cruise tourist arrivals in 2007.
• Number of Buddhist tourist arrivals in India has doubled in 2009 from 2008
• Budget for Incredible India campaign increased by INR 62.3 Crore for 2010-11
from previous year 2009-10.
• Number of medical value tourist arrivals in India expected to increase by a
CAGR of 24.6% for 2009-13. MT market expected to be > US$ 2 Billion by 2013.

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Upcoming mega opportunities
Delhi-Mumbai Industrial Corridor
1483-km long DFC Project to be
commissioned in 2012
• Focus is on ensuring high
impact developments within
150km distance on either side.
• Area under Project Influence is
14% and population is 17% of
the Country
• Total Population in the Project
Influence Area : 178Mn
• Total Workers in the Project
Influence Area: 70.56Mn
Haryana Dadri
J.N.Port
Rajasthan
Maharashtra
Gujarat
Madhya
Pradesh
Haryana
Uttar
Pradesh

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2007 2008 2009(P) 2007 2008 2009 2008/07 2009/08
USA 799062 804933 803021 15.72 15.24 15.72 0.7 -0.2
Canada 208214 222364 221448 4.1 4.21 4.33 6.8 -0.04
Germany 184195 204344 193557 3.62 3.87 3.79 10.9 -5.3
France 204827 207802 195307 4.03 3.93 3.82 1.5 -6
UK 796191 776530 748765 15.67 14.7 14.66 -2.5 -3.6
Other 2889015 3066630 2946481 56.86 58.05 57.68 6.14 -3.3
Total 5081504 5282603 5108579 100 100 100 4 -3.3
FTA Arrivals Geographical breakup 2007/9
Source: Bureau of immigration
Numbers Percentage Change %

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16%
4%
4%
4%
15%
9%5%
43%
USA
Canada
Germany
France
UK
Bangladesh
SriLanka
Rest
FTA 2009 (P) Broad Breakup

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XXX
Given a mandate XXX undertakes to organise the Jamboree dealing with various
parties since we do have the requisite experience of organsing such events as
already explained and involve in the process.
Hotels
Service Providers-Bus, Rail, Airlines, Guides etc.
Ministry of Culture-ICCR
Ministry of Tourism
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In addition we would love to promote India in our key strength areas
Organising Conferences
Study tours for school/college students.
Religious tours to India for Indian emigrants in U.K.

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Thank you