GUJARAT TOURISM MARKETING STRATEGY

Presented By : Atreyee GangulySubmitted to : Prof. Vandita Hajra

Amity Insitute of Travel and Tourism, Kolkata

INTRODUCTION Tourism World’s largest Industry Gross output approaching $304 trillion Employing more than 200 million people 11% of all capital investment, 11% of consumer spending &

7% of all Government spending. Backbone of allied sectors like hospitality, civil aviation &

transport

Immense growth opportunities, increasing consumer expenditure & Government’s increasing investments in the tourism industry makes it a topic worth studying.

Therefore, it is worth looking at the Aggressive Marketing Campaign taken up by the Gujarat Tourism Ministry.

POSITION OF INDIA IN CONTEXT OF WORLD TOURISM

With 8.9 million arrivals (World Tourism Organisation), the Indian tourism economy is deemed as the second fastest growing (8.8 percent) tourism economy in the world by World Travel & Tourism.

Expected to become a leader in this Industry in South Asia by 2020

GUJARAT & TOURISM Perceived as the land of Mahatma, people with

extraordinary business acumen, rich culture, handicrafts and so on

Well known for Industrial & agricultural growth Has accounted for 16% OF India’s manufacturing

output & 12.7% of India’s investments

BUT

Has rarely made a mark as tourism destination Was nowhere on the tourist map of India, let

alone the world map!

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

GUJARAT – A TOURIST DESTINATION 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

SPIRITUAL TOURISM Has important religious spots that attract both

domestic and international travellers Somnath and Dwarkadish Temple are visited by

hindus from all over the world Other attractions are Ambaji, Pavagadh,

Narayarsarovar, Dakor Jain temples like Shankheshwar, Taranga & Palitana

NATURE TOURISM

Has 4 national parks & 21 sanctuaries Gir Forest – Asiatic Lions Rann of Kutchh – Wild Ass Whale sharks off the coast and also home to Great

Indian Bustards. Home to four horned antelope, Black Buck, Bears,

Nilgai, the Paradise Flycatchers, Chinkora & Dolphin Migratory birds like Flamingos, Pelicans and storks

make it a birdwatcher’s ideal destination Gulf of Kutchh – India’s First Marine National Park

NATURE TOURISM

HERITAGE TOURISM More than 400 archaeological sites World heritage sites of Champaner, Indus Valley

Civilization sites like Lothal and Dholavera, ancient Buddhist sites

Ahmedabad’s heritage walk – the only daily walk tour in India

Has more than 20 heritage hotels including converted forts & palaces

MEDICAL TOURISM

Last year 450000 tourists visited the state for health care.

Gujarat to soon surpass Singapore in Medical Tourism Treatments related to radiology, nuclear medicine,

orthopaedics, cancer cure, renal transplants, cardiac and GI surgeries, IVF, cosmetic surgeries etc proved to be a big attraction

Low cost cardiac surgery, angiography, joint replacements, dentistry and other medical services

Cost is almost 1/10th the cost incurred abroad

BUSINESS TOURISM

State offers a model for economic progress and development to other developing nations

Contributes more than 20% to India’s chemical output

Accounts for more than 80% of India’s total diamond exports

With a forest cover of 1.88 billion hectares it is rich in bio resources

Accounts for 40% of nation’s pharmaceutical production

MEDICAL & BUSINESS TOURISM

EVENT TOURISM

The state government promoting tourism through fairs & festivals

Navaratri International Kite Festival Rann Utsav Global Birdwatcher’s Conference Modhora Dance Festival Chitra Vichitra Fair

EVENT TOURISM

RECREATIONAL FAIR Gujarat offers to tourists : Beautiful Beaches Hill station at Satpura and also in South, East & North

Gujarat Hundreds of multiplexes First water park at Mehsana Some of India’s best museums

INITIATIVE TO BOOST TOURISM 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

METRO TRAIN BRANDING

ACHIEVEMENTS

Data from April 2011 to 2012 show that there is a growth of almost 18% International Tourist arrivals in Gujarat

In 2011, TGCL received the annual award from Travel Agents Association of India (TAAI) for being country’s best tourism department.

State received the “Best Tourism Award” from the Government of India in 2006

Also received an award for “Best Ethnic Tourism Pavilion” in Satte-2007 in New Delhi

THANK YOU