gujarat tourism

Marketing Strategy

Presented By :

Pratiksha SinghSubmitted to : Prof. Lokesh Kumar

History of Gujarat Tourism Vision and Mission Goals and Objective Top Management Board of Directors Operation and Branches Marketing Strategies Adopted Suggestions

Ye hai khushboo gujarat ki……

Contents

History of Gujarat Tourism

Located on the western most part of India’s coastline

(1600Km).

Bestowed with beautiful beaches, mountains, vast

sand desserts, thick forest covers & rich wildlife.

Historically, it has been the main centre of Indus

Valley Civilisation.

Has innumerable monuments of architectural and

archaeological importance.

Temples and shrines of great religious significance.

Colorful lifestyle of the people of Gujarat.

Wildlife sanctuaries, fascinating handicrafts.

Mouth watering cuisine.

It is also the birthplace of Mahatma Gandhi

and Sardar Vallabhbhai Patel iconic figures of

India's independence movement.


Amitabh Bachchan is currently

the brand ambassador of Gujarat

Tourism.

The ‘Khushboo Gujarat Ki'

campaign by celebrity Amitabh

Bachchan has increased tourism

in Gujarat by 4 per cent per

annum, twice that of national

growth rate.


Vision and Mission

Vision To position Gujarat as a vibrant tourist destination, with an emphasis on

improving visitor experience, livelihood linkages, environmental concerns

and enhancing investment opportunities, thus catapulting tourism as one of

the most important economic drivers, leading to sustainable development and

inclusive growth in the State.

Mission(a)To unlock the immense untapped / under tapped potential of tourism in the State;

(b)To develop tourism products and strengthen infrastructure;

(c)To undertake tourism specific skill development leading to gainful employment and

self employment especially for the local populace;

(d)To preserve and upgrade environment as also to encourage

responsible tourism in the State;

(e)To create an investment friendly policy framework and suitably ensure

access to requisite tourist infrastructural facilities;

(f)To showcase the infrastructure and institutions, achievements and accomplishments,

entrepreneurship and hospitality of Gujarat in order

to attract investments in the State and, thereby, espouse the cause of

‘Make in India’; and

(g)To focus on promotion and branding of Gujarat as a leading tourist

Destination the world over.

Goals and ObjectiveGoalsGood basic Infrastructure like roads, power, rail, airport, ports etc.

Variety of attractions – heritage sites, beaches, Archaeological sites, leisure

activities, wild life, hills etc.

Very high buying power in the state.

High standard of living.

Very large Non-resident Gujarat’s population visiting Gujarat every year.

Variety of flora and fauna available.

Well-developed port network for cruise’s to dock.

Virgin places for development of eco tourism (Like pirotan islands etc)

Government policies for promotion of private sector finance.

Objectives(a)To make Gujarat one amongst the top five tourist States of India in

terms of local, national and international tourist footfalls by 2025;

(b)To attract the MICE segment, by creating convention/exhibition facility

and support infrastructure;

(c)To leverage innovative forms of tourism such as adventure, cruise, event

based, inland waterways, medical and others;

(d)To provide tourism infrastructure in terms of tourist information, transport services, accommodation

and way side amenities;

(e)To enhance the use of ICT in the sector and further improve the quality

of services;

(f)To upgrade skills, knowledge & professionalism and promote employment opportunities for

additional two million persons by 2025;

(g)To promote responsible tourism in the State and develop tourism products in an environment

friendly manner; and

(i)To create enabling framework for public private partnerships in developing tourism products,

projects and services.

SOME FACTS ABOUT GUJARAT

• Ranks 10th in domestic tourists arrivals and 15th in foreign tourists arrivals. Whereas

other states like Kerala making 173 billion INR from tourism in 2010.

• Could not carve a distinct identity as a tourist gateway like Rajasthan, Kerala or

Goa.

• The share of tourism in its GDP is merely about 3.5 percent

• Most people of Gujarat preferred travelling to other states or countries for leisure

and entertainment

• Lack of quality accommodation and transport facilities across the state.

• Archaeological sites, beaches and wildlife sanctuaries were neglected to such an

extent that local people had also forgotten their grandeur.

• Lack of partnership between tour operators and travel agents.

Top management and Board of Directors

1. Shri. Ganpatsinh Vasava - Minister for Tourism

2. Shri.Kamleshbhai Patel – Chairman

3. Mr. S.J.Haider (IAS) - Principal Secretary

(Tourism)

4. Mr. N. Srivastava (IFS) - Commissioner of Tourism and Managing Director

5. Mr. M.S.Joshi - General Manager, Secretarial, Privatization, Budget, Finance

and Accounts

6. Mr. K. Biswas - Manager (Marketing, IT and Personnel Manager)

7. Mr. Nirav Munshi - Manager (Tours, Travels and Hotels)

8. Mr. Akash Rathod - Manager Event

Operation and BranchesAhmedabad- Tourism Corporation of Gujarat Ltd,H. K. House, Opp: Bata Showroom,Ashram Road, Ahmedabad

Gandhinagar-Tourist Information Bureau,Nigam Bhavan, 1st FloorSector 16,Gandhinagar.

RajkotHyderabadLucknowBangaloreVadodaraSuratMumbaiNew DelhiJaipurKolkattaBhuj-KutchChennai

Marketing Strategies

• Dynamic tourism policy with an aim to make the state a prime attraction for

Indian and foreign travellers.

• Developing airports of the state.

• Developed 41 large & small ports.

• Worked to layout a road network exceeding 74000KM.

• Increased private sector participation in building large tourism related

infrastructure project.

• Attracting film producers to shoot in Gujarat.

• Tourism Corporation of Gujarat Limited also set up a stall at the Cannes Film

Festival.

• An “Integrated Tourism Development Plan” for 37 destinations.

INTENSIVE MARKETING

Since 2010 January they have signed Amitabh Bachchan to promote the state.

His credibility as a brand ambassador is very strong since he is a superstar across

the globe.

Reasons for choosing him was of course PR coverage and higher degree of recall

Since he becoming the brand ambassador destinations like Dwarka, Somnath and

Gir National Park are seeing double digit growth in tourist arrivals including 30%

increase in foreign tourists.

The tagline “Khushbu Gujarat Ki” is created by well known ad guru Piyush Pandey,

Executive chairman of Ogilvy & Mather, South Asia.

INTENSIVE MARKETING

MEDIA – TV, RADIO, PRINT & OUTDOOR ADVERTISING

• Gujarat is present in the major in flight and travel magazines of repute.

• Campaign has run on channels like CNN, Sky News etc.• Campaign has basically run on TV, Radio, Print or Outdoor,

everywhere and it cannot be missed.

OTHER MARKETING STRATEGIES

• Joint Promotions States get together and offer better packages to the tourists

and understand their needs. Gujarat is tying up with Karnataka and other states for co-branding.

• Road Shows Road shows were organised in Maharashtra promoting the

Satpura Monsoon Festival.• Metro Train Branding They took over an entire Reliance Metro Airport Express Train.

Gujarat Tourism ads covered these coaches for a period of three months, spreading flavours of Gujarat across Delhi.

Suggestions

1. Implement the tourism network review in Gujarat.

2. Identification of the themes in Gujarat & build the tourism destination.

3. Build new tourism infrastructure.

4. Develop new market segments and experience.

5. Protect Gujarat precious natural environment and culture.

6. Identification of target visitors.

THANK YOU આભાર

…….kuch din to gujaro gujrat mein !