STRATEGIC MANAGEMENT

ASSIGNMENT CELEBRATING DELHI

Delhi is believed to be dil of India. It features historic attractions tracing our evolution from the past to the present. The legacy includes architecture of every description, which never ceases to lure the travellers. Here the past coexists with the present. Finally, Delhiites can toss a 'tagline' back at Keralaites' when they go God's Own Country. Delhi Tourism and Transportation Development Corporation (DTTDC) is looking for a tagline to describe a city that has it all History, Culture, Diversity and Modernity that will become inseparable from the identity of Delhi in the coming years. The tagline should capture the essence of Delhi and inspires travellers to visit the city.

Some of the taglines for other states are as under:Indian Tourism Atithi Devo Bhava Andhra Pradesh The Essence of Incredible India Arunachal The Land of Dawnlit Mountains Pradesh Goa A Perfect Holiday Destination Gujarat Vibrant Gujarat Haryana A Pioneer in Highway Tourism Himachal Pradesh Unforgettable Himachal Karnataka One State. Many Worlds Kerala Gods Own Country Lakshadweep 99% fun and 1% land Madhya Pradesh The Heart of Incredible India Maharashtra Unlimited Orissa The Soul of Incredible India Tamil Nadu Enchanting Tamil Nadu

While most Indian states have their own taglines, mainly to promote tourism, Delhi has been lagging behind on this front even though it is the gateway to India for the largest number of foreign tourists every year. The idea is to promote Delhi as a tourist destination in itself as it receives record numbers of foreign tourists but most see it largely as a transit point.

There are so many places to visit in the city but most tourists get down at Delhi and then go to Jaipur and Agra. We want to change that, said Manish Chatrath, chairman of Delhi Tourism and Transportation Development Corporation (DTTDC). A tagline is just the beginning of a more aggressive marketing campaign to change the perception about the capital.
According to the department, the tagline will work wonders for Delhi tourism as it did for Kerala state, which capitalised 'God's Own Country'.

Kerala was the first Indian state to come up with a tagline in 1989. The tagline caught the imagination of many tourists and the state became a tourist hotspot in a few years.