MARKETING OF TOURISM

AGRAJ BHARTIYA(091104)
ANKIT JAIN (091108)
BHARGAV SHEKHAR(091113)
DHUSHANTH(091118)
TOURISM IN INIDIA
• “India is a one stop shop for unique experience”

• India has variegated nature that extends from the mighty Himalayas at on
end to the stunning beaches that beautify the coastline at the other.

• WEF, placed India at the 11th position in the Asia pacific region and 62nd
globally among 133 countries(2008)

• The contribution of tourism sector to the world’s GDP has been

increasing, making it a sector of focus for economic development in many
countries.
Cont…
• Foreign tourist arrivals in 2001(2.537mn) and is increased to
2009(5.87mn).

• Increased in FX earnings from $3.19bn to $12.247bn over the same

period.

• Acc to world tourism org the tourism industry is fastest growing with an
annual growth rate of 5% world wide and representing 6% of world’s GDP.

• The market for rural tourism in India is around Rs 4,300cr p.a.

CASE (kerala)
• The case provides a detailed description of how Kerala, a small state
situated in south India built a global reputation as a 'brand‘ over the
years, as a tourist destination .

• The different marketing initiatives and media mix used by the state for
tourism promotion have been examined. The case also touches on the
difference between the attempt to brand India as a tourist destination
and Kerala's initiatives to brand itself and attract tourists.
PROBLEM

• To promote it as a successful tourist destination.

• To understand the importance of branding.

• Lack of Infrastructure .
SOLUTION
• By good advertisement

• The advertisers must project Kerala as 'the place to be, 'marketing every
aspect of the state from the towns, cities, beaches, backwaters, cultural
heritage, food, wildlife and even the centuries-old tradition of healthcare
through Ayurveda

• The Kerala government must realize the potential of tourism as a major

revenue source.

• During the early and mid 1990s, Kerala's government concentrated on

marketing attractions such as lagoons, lakes, canals, backwaters,
boathouses and its 600-km coastline.
CONT…
• KTDC can help to improve infrastructure ( like transportation, hospitality,
communication ) to attract more tourist.

• The 'Kerala experience, also inspires other Indian states such as Goa,
Rajasthan, Maharashtra, Andhra Pradesh, Karnataka and Tamil Nadu
began taking steps towards branding and marketing themselves as tourist
destinations. Goa, famous for its beaches and Portuguese architecture
attracted tourists in large numbers during the winter season .

• The Indian tourism ministry has partnered with UNDP (united nations
development program). The ministry has identified 125 rural tourism
sites, of which UNDP is supporting 36.
HANK YOU