The document discusses India's tourism sector. It states that in 2012, tourism accounted for 6.6% of India's GDP and supported over 39 million jobs. The sector is predicted to grow at an average annual rate of 7.9% until 2023. In 2013, India attracted 6.85 million international tourist arrivals. The Incredible India campaign, launched in 2002, was successful in branding India as a tourist destination and helped grow foreign tourist arrivals. The document also recommends expanding visa on arrival programs and developing niche tourism sectors like medical, education and rural tourism to further promote tourism in India.

1. TOURISM SECTOR
PRESENTED BY:
ABDUL QADIR KHAN
ANUPAM SINGH
AYUSH SRIVASTAVA
ASHIQUE ANISH
BRITTO SELVAM
DATTARAJ P BORKAR

2. TOURISM IN INDIA
 According to World Travel & Tourism Council, tourism generated
INR6.4 trillion or 6.6% of the nation's GDP in 2012.
 It supported 39.5 million jobs, 7.7% of its total employment.
 The sector is predicted to grow at an average annual rate of 7.9%
from 2013 to 2023.
 India attracted 6.85 million international tourist arrivals and $18.4
billion in foreign exchange earnings from tourism receipts in
2013.
 India counted as the 38th-most visited nation according the
United Nations

3. IMPORTANT FACTS
 Share of India in International tourist arrivals = 0.64%
 India’s rank in world tourist arrivals = 42
 India’s rank in World Tourism receipts = 16
 Share of India in tourist arrivals to Asia & the Pacific region
= 2.81%
 India’s rank in Tourist Arrivals to Asia & The Pacific Region =
11
 India’s rank in Tourism Receipts of Asia & The Pacific
Region = 8

4. FTA IN INDIA (1997-2013)

5. FEE FROM TOURISM IN INDIA

6. TOP 10 SOURCE COUNTRIES

7. SHARE OF TOP 10 STATES

8. BRANDING
“The marketing practice of creating a name, symbol or design that
identifies and differentiates a product from other products”

10. INCREDIBLE INDIA
CAMPAIGN
 INITIATIVE: Ministry of Tourism, India
 AGENCY: Ogilvy & Mather
 LAUNCH YEAR: 2002
 OBJECTIVE: to revamp Brand India as tourist
attraction with an integrated marketing
communication effort.
 MEDIA USED: 360 Global Campaign
 Winner of PATA Gold Award for Best
destination Marketing Campaign (2009)
 Ranked as the “Highest Recall Advertisement”
worldwide by Travel & Leisure.

11. INCREDIBLE INDIA
CAMPAIGN
Captivating visuals showing diversity in :
 Geography
 Heritage
 Culture
 Cuisine

12. EXPLORE RURAL INDIA
CAMPAIGN
Launch Year: 2004
Objective: To promote village tourism as
a primary product and increase the
socio-economic benefits in the rural areas.
 Local communities were trained to
manage the tourism site.
 Improvement in cleanliness and
hygiene
 Traditional cuisine
 Interacting with visitors

13. ATITHI DEVO BHAVA
CAMPAIGN
Launch Year: 2008
Objective: Creating awareness and sensitizing people about
the warm hospitality and preservation of our rich heritage.
 Reinforcing the confidence of foreign tourist towards India
as a preferred holiday destination.
 Brand Ambassador: Amir Khan (2008)

14. CAMPAIGN IN UK &
EUROPE
 “India Now” – 3 months festival (every year starting from July)
 Events offering Indian Food, Music and showing culture.
 Road shows to promote India tour Packages.
 Campaign during London Olympics 2012.
 Glasgow Commonwealth Games 2014, with the tagline “India
is closer than you think”.

15. INCREDIBLE !NDIA -
USA
 Celebrations commemorating India’s Independence.
 Music and Dance concerts, Handicraft exhibitions.
 Outdoor Ads:
 Billboard
 Super Markets
 Buses & Taxis
 Giant Screens
 Tagline – India’s time has come

16. OTHER PROMOTIONAL
MEDIA USED
 DVD AD Inserts
 Incredible India Postcards
 TVC Videos on YouTube
 In flight Campaign (Singapore Airlines, Etihad, Virgin
Airlines, British Airways)

17. BRAND ASSOCIATION
“Brand association is anything which is deep seated in
customer’s mind about the brand”

18. BRAND ASSOCIATION
Brand India – 2002

19. BRAND ASSOCIATION
Brand India – 2013

20. BRAND POSITIONING
“Brand positioning describes how a brand is different from its
competitors and where, or how, it sits in a particular market.”

21. BRAND POSITIONING
 India as a destination provides “value for money” compared to the
other countries.
 India offers diverse kinds and types of destination, in form of a
complete package, compared to the south east/ far east countries which
strongly promote one or two themes/ products.
 Wide base of English speaking population
a major advantage compared to the South East
Asian nations
 Booming economy, growing foreign investment
in the major sectors have prompted immense
flow of foreigners in recent times.

22. BRAND EQUITY
“The value premium that a company realizes from a product
with a recognizable name as compared to its generic
equivalent.”
Companies can create brand equity for their products by
making them memorable, easily recognizable and superior in
quality and reliability.

23. BRAND EQUITY
 These campaigns helped India to show its unique
strengths & diversity and in the process create brand
equity.
 Unique 360 degree experience
Heritage sites
Adventure Tourism
Serene Backwaters
Deserts
Beaches
Holy Places, etc.

24. INCREDIBLE INDIA: AN
INCREDIBLE SUCCESS
Foreign tourist arrivals grew at a CAGR of 7.8 per cent
during 2005–12 to 6.6 million in 2012

25. WHAT CAN BE DONE TO
PROMOTE TOURISM
FURTHER?

26. INCREASING FOCUS ON
NICHE SECTORS
 MEDICAL TOURISM
 EDUCATION TOURISM
 WEDDING TOURISM
 LUXURY TRAIN TRAVEL
 YOGA TOURISM
 RURAL TOURISM

27. TO EXTEND VISA ON
ARRIVAL SCHEME
 The “Visa on Arrival” Scheme has been popular among tourists
 In January 2010, the government launched the “Visa on Arrival” Scheme for citizens of five
countries – Finland, Japan, Luxembourg and New Zealand – to attract additional foreign
tourists
 In January 2012, the government further extended this
scheme to the citizens of six countries: Cambodia,
Indonesia, Vietnam, the Philippines, Laos and
Myanmar.
 The scheme registered an average growth of
56.7 per cent over 2010–12.
 Visa on Arrival increased 28.5 per cent to
15,770 tourists during January - October 2013
from the previous year.

28. OTHER FACTORS
PROMOTING POLICIES LIKE:
 Accelerated development of transport infrastructure.
 2 destinations in each state to be developed as a model.
 Reduction of Luxury taxes on Hotels.
 Tourism Police (The Ministry in consultation with state/UT
administrations has proposed to employ tourist police at
prominent tourist spots)
 Promoting North Eastern regions aggressively.
 Develop India as a 365-day tourism destination by
marketing alternative tourism products.
(Jammu & Kashmir snow festival, agriculture tourism,
Uttaranchal ecological tours and school camps, Madhya
Pradesh education tourism are some examples)

29. THANK YOU