The document discusses strategies for developing tourism in the coastal region of Malvan, located in Maharashtra, India. It notes that while Malvan has natural beauty and a unique culture, it is not well known as a tourist destination due to a lack of promotion and word-of-mouth recommendations. It suggests focusing promotional efforts on adventurous younger travelers who can spread the word, highlighting existing attractions through online content and signage, and developing new attractions like an aquatic theme park to draw more visitors to the region.

2. Malvan is
located in one
of the most
beautiful
sections of the
Konkan Coast,
and still is not a
well known
destination for
tourists in India.
For decades,
there has been
the potential
and vision for
developing
tourism here,
but this has not
yet translated into
reality.
Conventional
thinking
suggests that
this is because
of a lack of
infrastructure –
which requires
high amounts of
funding.

3. Developing a
popular destination
for tourism does not
always link with
infrastructure, and
most of the popular
destinations have
grown organically
Think of Ooty, Simla,
Nainital, Goa, Agra
and other famous
destinations that
attract Indian and
international tourists.
They didn’t have large
infrastructure either
(at the beginning)
But,
in this case
conventional
thinking is
misleading

4. Most of them became favourites
because of two key factors
1) They had a distinct characteristic that was desirable –
weather, natural beauty, environment etc.
2) Their popularity was driven by word of mouth (from
people that had been there)
And this principle still applies…
In recent years Kerala, Rajasthan and Goa have become
premiere tourist destinations of India by emphasising their
unique advantages.
Kerala – the natural beauty of the backwaters
Rajasthan – the culture and its palace hotels
Goa – its sunny beaches and relaxed atmosphere

5. In the 21st century there are 3
primary factors driving growth of
new tourism destinations…
3) The accessibility of information about the destination
and of people’s perceptions of the destination
1) The creation of a
unique identity for the destination
2) The improvement of
connectivity especially via new road networks (national highways)

6. Creating a unique identity for Malvan?
Actually this identity already exists – Malvan already has a unique
But while this is
famous across
Maharashtra, this
is not known well
to the majority of
middle-class
tourists from other
parts of India and
abroad.
Art Cuisine
Culture Natural beauty

7. India
And a similar challenge exists with the Indian tourists too.
Nobody recommends Malvan to them
BUT Malvan’s current identity is lost to
the international tourist…
MalvanSindhudurgMaharashtra

8. And therefore it is a huge

9. So FIRST this identity needs to be
“re-versioned” and adapted to
interest the tourist – or certain kinds of
tourists. And SECOND it needs to be
spread using word-of-mouth, for
which the internet and the roads
provide a great platform.

10. “Malvan Paryatan” Logo unit
as well as supportive unit to communicate other information
Houseboats | Malvani Cuisine | Trekking- Mountaining | Snorkeling- Scuba Diving | Sea-Cruz | White Beach

12. Why not promote through
advertising and travel magazines?
1. It’s VERY expensive (with limited results)
2. There is too much clutter (competition with other states)
3. Media is re mostly interested in high end destinations with free luxury stay for
them

13. How would SHIVAJI do it?
Applying guerilla tactics to
developing tourism in Malvan?

14. Where do tourists go for
recommendations today??

15. MALVAN Paryatan Portal
MalvanParyatan.com
TAG line: Yeva Malvan Aaploch Asaa!
Mmarvelous malvan
Yeva Malvan aaploch Aasa:TV commercial
Development of Sindudurga:
Sea base turisum: boat Cruz & back watercruz other water sports shipping related activities &
safty for the same
Malvan Museum on the Fort & cultural activities from locals ( Choki Dhani style)
Malvan magazine: quarterly magazine talking about Malvan & other activities
Top 10 farmers get notice & how they change their life
Top 10 people from the state
Brands like: Meva Malvancha: Kokam, Mango, Spices Malvani MASALE, Fish exports house
Platform or Community centers for Writers, artist , actors to display their art.
State hospitals,
International schools & national level collages
Fivestar hotels
Malvan fishermens club , Malvan farmers club ,

16. MALVAN Paryatan Homepage design

17. How can we capture tourists from other
destinations?
ROAD SIGNAGE that entices
Shivaji’s unconquered
fort 20 mins
Malvani Mutton
Curry just 5 kms
Exquisite handicraft gifts
Just round the corner

18. How can we spread our
message inexpensively
T-shirts
Invite offbeat events
Postcards
Car stickers

19. How can we promote our cause
by enabling compelling stories?
Everybody loves and talks
about food they loved
Adventurers love talking about
their exploits
Natural beauty is a great
talking point

20. Shreyas Talpade & Sonali Kulkarni for
being one of the well-known faces in
industry, Who has the good
command on the language plus
YOUNG to target the today's youth.
Appeal to local Pride
As well as Hindi Speaking
Our key Brand Ambassador for MALVAN Paryatan Communication

21. How can we dominate the roadways?
Information signage design styles

24. But every good plan needs focus, so who should we
be concentrating on?
Who is our ideal tourist? Which destinations do we want
to highlight? How do we spread the story?
http://www.youtube.com/watch?v=xM-o1eesn4M&feature=related

25. INSIGHT
Indian tourists are followers –
and generally risk averse.
They usually prefer places which are
already well spoken of.

26. WHAT THIS MEANS FOR US?
Initially we need to concentrate on more
adventurous tourists who are open to new
experiences.
• Adventurers and backpackers
They aren’t really looking for perfect infrastructure and luxury
• Independent younger travelers
Who are talkative and net savvy and spread the word fast
• Road Travelers
Who are more flexible in changing their plans on the move

27. WHAT THIS MEANS FOR US?
We need to concentrate on highlighting remarkable
things that ALREADY EXIST.
• Beaches at Tarkarli?
• Hills of the Western Ghats?
• Sindhudurg Fort?
• Dashavataar festival?
• Malvan (marine) Wildlife Sanctuary ?
• Famous Hapus mango orchards?
• Rock Garden near Arase Mahal ?
• Vengurla (as temple town)?

28. SHOWCASE THESE
DESTINATIONS IN STYLE

29. Example #1, GOKARNA
Has developed substantially despite little promotion,
and attracts many international travellers

30. Example #2, MURUDESHWAR
Is a privately developed/manufactured tourist
destination that attracts thousands of travellers

31. Example #3, PALOLEM
Which has gone from an unknown discovery to cult
status in Goa, just based on word of mouth

32. Example #4, NETRANI ISLAND
A popular diving destination despite being very difficult to reach
compared to other places. Also Andamans.

33. Also we need to create some
new attractions and facilities

34. COMING SOON?
State approves Tondawali village in Malvan, Sindhudurg, just 450
km off Mumbai, for a Rs 509-crore aquatic theme park

35. REST STOPS
Comfortable and hygienic rest stops for travellers on the highway to
make them pause, discover, remember our region. Also discover our
cuisine.

36. VIEW POINT STOPS
So travellers can take in the spectacular beauty of our region and
have a good reason to come back and stay. Free WiFi so that they
can share it with others immediately.

37. CAMPING SITES & TREKKING TRAILS
Encouraging the adventurers to stay longer and discover more
of Malvan – for them to talk and write about

38. HERITAGE VILLAGE
Showcase and promote the unique culture by creating a specially protected zone that
preserves the authentic local flavour and practices

39. PHOTO COMPETITION
Which will attract photographers to create images which we can use and also lead to
more online content that shows Malvan. BIG CASH PRIZE TO CREATE EXCITEMENT

40. ICONIC BOOKS ABOUT MALVAN
Commission popular travel and food writers to create a book
on the different interesting aspects of Malvan culture

41. POTENTIAL FOR ADVENTURE TOURISM

42. ScubadivingcoastLine
Attractthetrekkers Snorkeling atthereefs
MountingSports

43. Otherwatersports
Kayakingontherivers Boat/DolphinCruz
MountingSports

44. POTENTIAL
FOR NATURE
TOURISM

45. CREATE A STOPOVER DESTINATION

46. Restore a Heritage villages & Villas & Culture