Tourism Marketing

S. Manikandan
 Tourism
• Meaning

“the commercial organization and operation of holidays

and visits to places of interest”

Tourism is recognized as a powerful engine for

economic growth and employment generation. The
tourism sector is the largest service industry in the
country, its importance lies in being an instrument for
economic development and employment generation,
particularly in the remote parts of the country.
Tourism in India
Ministry of Tourism (Govt. of
India)
Dr. Mahesh Sharma
Minister of State
(Independent Charge)
Email Address   :
tourismminister@nic.in;
dr.mahesh@sansad.nic.in
Mobile
+91-9873444255 
Telephone
0120- 244 44 44, 246 66 66 
Tourism
• Tourism is the temporary, short-term movement of
people to destination outside the places where they
normally live and work and their activities during the
stay at each destination. It includes movements for all
purposes.
• India is poised to emerge as the 2nd fastest growing
(8.8%) tourism economy in the world over 2005-14
according to the World Travel &Tourism
• India is now recognized as a year round destination
• According to World Tourism Organization estimates,
India will lead in South Asia with 8.9 million arrivals
by 2020
 Government Policies, Goals and Objectives
• To increase the share in international tourist arrivals, which is
estimated at around 0.5 %.
• To have active participation and investment from private sector in
tourism industry.
• Special attention for infrastructure development in North East India
and Jammu & Kashmir
• To have improvement and environmental up-gradation of the protected
monuments
• To give greater focus to rural tourism with the objective of eliminating
poverty and creating employment, with specific emphasis on the status
of the women and to encourage tribal and local crafts
• To impart a special thrust to eco tourism in all developmental
activities
• To give due importance to domestic tourism, particularly
tourism connected with pilgrimages.
• To encourage Adventure Tourism for the new class of young
tourists, having marked preference for adventure sports and
distant destinations.
• To effectively encourage special products that can attract
tourists i.e. Yoga, Siddha , Ayurveda, Indian cuisine etc.
• To conduct effective training programmes for capacity
building of tourism service providers and to increase
employability of existing tourism service providers.
• Training of State Police to act as „Tourist Police.‟
• To actively participate in activities of international
organizations related to tourism such as UN World Tourism
Organization and World Tourism and Travel Council
 Various Targets for Tourism Sector
As Tourism Sector is one of the major component of the service
sector in India, its  growth targets have to be linked with the
targeted growth of service sector during the 12th  Five Year
Plan.  For the projected growth of 9 to 9.5% of Indian economy
during 12th Plan Period, tourism sector may have to match the
projected growth of 12% Plan Period, tourism sector may have
to match the projected  growth of 12% for the services sector as
against the current growth of 9%. 
To realize this growth target, tourism sector may have to achieve
the following:-
Increase India’s share of International Tourist arrivals to at least
1% by end of XII Plan- requiring annual growth of 12.38%
during 2011 and 2016.
Provide adequate facilities for domestic tourism to sustain the
growth of 12.16% (witnessed in recent years) during 12th Plan
(2011-16)
Implications of the targets:
Foreign Tourist Arrivals (FTAs):
Number of FTAs and Foreign Tourist Visits (FTVs) in
2016 is estimated to be 11.24 million and 35.95 million
respectively.
Domestic Tourism:
Number of Domestic Tourist Visits (DTVs) in 2016 is
projected to be 1451.46 million.
Additional Foreign Exchange Earnings (FEE) from
tourism is likely to increase from Rs. 64889 crore (US$
14.19 Billion) in 2010 to Rs. 134383 crore (US $ 30.3
Billion) in 2016. 
Additional FEE from Tourism during 2010-16 is estimated
to be Rs. 69494 crore (US $ 15.7 Billion).
 Employment Generation
Using the data on share of tourism in the total jobs in the country
available from Tourism Satellite Accounts (TSA) for 2002-03 and
estimated for years till 2007-08, the total number of jobs (direct and
indirect) in the tourism sector in 2016 is likely to be 77.5 million as
compared to 53 million in 2010.  Therefore, an additional employment
of 24.5 million (direct and indirect) may be created during 2010 to
2016.
 Initiatives to achieve the target
To achieve various targets and address the challenges involved in the
tourism sector during 12th Five Year Plan, following initiatives are
proposed to be undertaken:
 Skill Development
Enhancing the institutional infrastructure of Hospitality Education by
Opening new Institutes of Hotel Management (IHM) and Food Crafts
Institutes (FCI)
 Augmenting the capacity of existing IHM/FCI
 Facilitating private sector investment
Hospitality Education to be broad based to cover
Universities/Colleges
Polytechnics
Industrial Training Institutes
Vocational Education at  +2 level through CBSE and other State
Level Boards
Skill development through
Educational/training institutions mentioned above
Classified Star category hotels
Skills of existing  Service Providers to be certified through a
stringent process to enhance their employability new sectors to be
identified.
E.g. Restoration workers of heritage bulking Convergence with
Planning Commission, Ministries of HRD, Labour & Rural
Development.
Infrastructure Development

Identify major Circuits/Destinations having potential to

attract large number of visitors for development in
Mission Mode

Develop Tourism Parks to be located in

developed/underdeveloped/unexplored area of tourist
interest

Identify clusters of villages having unique craft, ethnic art

form for development as Tourism Products

Development of existing circuits/destinations to be

continued under MoTs current scheme.
 Hygiene and Sanitation

Sanitation, solid waste management and clean water major concerns for
tourists
Sensitizing and awareness generation of  all stakeholders required
Ministry to undertake major social awareness campaign under initiative

 Marketing, Branding & Promotion

Developing new markets CIS (Commonwealth Independent States), ASEAN,

Middle East and African countries
Opening new representative offices overseas for wider reach
Developing and promoting new tourism products
Golf Polo, Wellness & Medical, MICE (Meeting, Incentives, Conferencing
and Exhibition) Caravan, Cruise, Adventure and Wildlife tourism.

Taxation

Currently the taxes levied on tourism sector are very high.  To get the
maximum dividends from tourism taxes levied on tourism industry should be
unified, rationalized and made globally competitive.
 Convergence
As tourism is a multi-sectoral activity, active convergence in the
resources of various  sectors involved in promotion of tourism at
Central and State level is necessary for achieving the optimum results. 

For achieving the best results in Convergence, following measures will

be required:-
A Committee may be constituted under the Chairmanship of Prime
Minister with members from concerned Ministries such as Culture,
Civil Aviation, Road Transport & Highways, Urban Development  etc.

A Committee may be constituted in each State/UTs  under the

Chairmanship of  Chief Ministers/Administrator with members from
concerned Ministries of the State Government/UT Administrations.
 Involvement  of States/UTs in Tourism Development

Active involvement of States pre-requisite for integrated tourism

development  through  convergence
MoT in association with ASSOCHAM, (CII, FICCI, PHDCCI, ICC) to
undertake efforts to increase State’s awareness of potential of tourism in
economic development and employment generation.
States to identify infrastructure gaps for tourist destination and ensure
intervention at CM level making it a political  agenda
States should promote sustainable, safe and honorarium tourism.

 Land for Tourism Sector

Land required for
o   Hotels
o   Convention/Exhibition Centres
o   Theme parks
o   Composite Heats

On the pattern of land allotted to industry

Land be given on Revenue Sharing basis
Higher FAR (Floor Area Ratio) for hotels
 Tamil Nadu Tourism

Mr. Vallamandi Nadarajan

Tourism, Tourism Development Corporation
Phone : 25671021(O) Extn-5421
 Tourism in Tamil Nadu
 Tamil Nadu Tourism - An Overview

Tourist expenditure generates multiple effects with extensive

outreach along its value chain. Adding to the demand for a variety
of goods and services, tourism offers potential to exploit synergies
across a large number of sectors such as agriculture, horticulture,
poultry, handicrafts, transport, construction ? the sectors, where
growth of income has favourable impact on poverty alleviation.

Tourism enhances the performance of the tourism sector in an

environmentally and culturally sustainable and socially inclusive
manner. This would be reflected in:
 Increase in the duration of stay,
 Distribution of income and benefits from tourism and
 Enhancement of management of natural and cultural heritage sites.
 It results in: integrated development of high-priority tourism
infrastructure in high potential tourism circuits,
 enhanced connectivity and improved environment, utilities,
and tourist services,
 improvement of institutional and regulatory frameworks that
will ensure coordinated efforts of multiple agencies,
 promotion of environmentally and culturally sustainable and
socially inclusive tourism development,
 encouragement of private sector and community participation
in tourism, and
 capacity building and human resources development for
sustainable tourism and destination management through
employment generation, poverty alleviation, environmental
regeneration, advancement of women and disadvantaged
groups.
 Scenario in Tamil Nadu
 Tamil Nadu: distinguished tourism genre
 Mountains, verdant vegetations, sandy beaches, mammoth monuments, timeless
temples, fabulous wildlife, scintillating sculptures and reverberating rural life. It
has picturesque spots, continuing heritage, cultural confluence and aesthetic
magnificence.
Hill stations like Ooty, Kodaikanal, Yercaud, Elagiri, Javvadhu Hills, Kolli
Hills, Sirumalai Hills, Valparai, Topslip, Parvathamalai Hills and Pachamalai
Hills. It has silvery cascades in Courtallam, Hogenakkal, Thiruparappu, Monkey
falls, Thirumurthi Malai, Akasa Gangai and Papanasam. It has excellent
National Parks like Guindy National Park and Anamalai National Park. It has
wildlife sanctuaries in Mudumalai, Kodiakarai, Kalakkad, Mundanthurai and
Berijam. It has Botanic Gardens in Ooty, Kodaikanal and Coimbatore. It has
UNESCO declared monuments like living Chola temples at Thanjavur,
Darasuram and Gangaikondacholapuram, monuments at Mamallapuram and
Nilgiris Heritage Train. The vast coastline of Tamil Nadu has many silvery
beaches like the Marina, Elliots, Thiruvanmiyur, Tiruchendur, Rameswaram and
Kanniyakumari. The temples of Tamil Nadu reverberate with spirituality and
music. Madurai, Rameswaram, Kumbakonam, Chidambaram, Thanjavur and
Tiruchirappalli have innumerable temples with different deities. The finely hewn
grandeur sculptures reflect artistic excellence and cultural splendour.
Its unique culture and abundant tourism
potential, tourists from upcountry and abroad
flock the tourist spots throughout the year.
The spots get over-crowded during the seasons.
To facilitate the tourists, Tamil Nadu Tourism
has been taking enduring efforts to promote
tourist places by providing basic infrastructure
like public convenience, rest shed, drinking
water, road improvement, car parking, etc.
 Tamil Nadu Tourism comprises Tourism Department in the
Secretariat, and a Commissionerate of Tourism functioning to
formulate policies and implement programmes for the
development of tourism sector in the State.
 Tamil Nadu Tourism Development Corporation is a state
owned public sector undertaking to initiate novel ventures and
innovate new schemes for providing demonstration effect to
the private sector.
 In performing this role, Tamil Nadu Tourism coordinates the
activities of various other Government Departments / agencies
and the private sector.
 Tamil Nadu Tourism Development Corporation (TTDC) has
been operating Hotels, Youth Hostels, Restaurants, Tours, Boat
houses, Telescope houses as a forerunner for the private sector
to follow as new area of business proposition.
 Customers

• In tourism, customers are TOURISTS, the

purview of tourists does not only include
‘foreign’ tourists but also tourists from within
India.

• It has become a challenge to please customers.

With extreme availability of information and
variety of options, it has become even more
difficult to please customers in tourism industry.
The customer satisfaction can be gauged on these
parameters:
1. Infrastructural factors:
• Accommodation• Transport• Accessibility• Shopping
facilities• Informative
2. Services and Safety factors:
• Catering• Entertainment• Local people• Safety
3. Necessities:
• Food• Water • Amenities
4. Cost related factors:
• Prices• Value for money
5. Natural or unique factors:
• Scenery• Climate• Overall satisfaction
 Marketing

Meaning

“the action or business of promoting and

selling products or services, including
market research and advertising”
 What is marketing?
  Marketing is the management process through which
goods and services move from concept to customer. It
includes the coordination of four elements called the
4 P’s of marketing:
Product
Price
Place
Promotional strategy

 Marketing is based on thinking about the business in

terms of customer needs and their satisfaction
•  Marketing view the entire business process as an
integrated effort to discover, create and satisfy
customer needs
•  Marketing really is the total planning of how to
run a business- where are the customers, what
do they want, how do we provide it for them,
how do we get them to buy?
•  In the modern world, a well thought out marketing
plan is essential for success in any business.
•  Marketing is simply customer orientation –
looking at your business from the customer point
of view.
 Tourism Marketing
Definition:

Tourism marketing can be defined as the

“systematic and coordinated efforts
undertaken by tourist organization at
international, national and local levels to
optimize the satisfaction of tourist in view of
the sustained growth”.
 According to krippendort …
“Tourism marketing is to be understood as the systematic
and coordinated execution of business policy by tourist
undertakings whether private or state owned at local,
regional , national or international level to achieve the
optimal satisfaction of the needs of identifiable consumer
groups, and in doing so to achieve an appropriate return.”

Marketing is an essential part of running a business. In

case of tourism marketing, it involves all managerial
activities of services firm or organizations are perform
with the customer in mind and treating him as the hub of
the firm.
 Cont…
The customer’s needs, wants and desires are
analyzed and categorized, the service marketer
then goes back to his service design centre to
develop service offer especially for the customer.
The service firm with entire energy then is
channeled to appropriately use its marketing
mines to produce and delivered. The offer to the
customer much better than the compaction. The
offers may be in the form of packages.
 Features

• Publicity and Marketing

All matters pertaining to printing of posters,
brochures, banners etc. and release of
advertisement (print as well as electronic).

All matters pertaining to organizing events.

All matters pertaining to information technology

up gradation thereof.
 Publicity Information Material
• As part of its marketing / publicity activities, the Ministry
of Tourism brings out brochures, leaflets, maps, films,
CDs, etc. on various topics.
• Each heading given below details the theme on an all India
basis, based on availability of the respective products. In
case of the destination folders, the leaflet / folder /
brochure gives the information about the place or the
destination with various facets of the facilities available,
sight seeing around the place, important telephone
numbers and the contact points of India tourism officers.
• Similarly, the films deal with the subject in its entirety
covering all destinations of the country.
Cont…
• Incredible India Theme Brochures
• Destination Leaflets
• Heritage Destination Leaflets
• Posters on Different Subjects & Themes
• Maps
• Films
Incredible India Theme Brochures

Museums & Art Galleries

Dance & Music
Nature & Wildlife
Golf Adventure Sports
Body Mind & Soul
Arts & Crafts
Shopping
 Destination Leaflets

Ladakh- Lahaul-Spiti
Tirumala- Tirupati
Belur- Halebid
Madurai-Tirucharapalli- Rameswaram
Thiruvananthapuram-Kollam-Alappuzha
Aurangabad-Ajanta-Ellora
 Heritage Destination Leaflets
• The Ministry has brought a number of Heritage
Destination Leaflets for distribution amongst the
tourists through its network of India tourism offices
in India and abroad.
• These leaflets contain details of the States where
these are situated, history & culture of the
destinations, connectivity of the destinations
through various means of transport, general
information about temperature, rainfall, languages
spoken there, clothing requirements, STD code,
accommodations, map of the area, etc, and places to
see with photographs.
 Cont…
The leaflets brought are:
• Aurangabad, Ajanta, Ellora
• Ladakh, Lahaul Spiti
• Shimla, Dhramshala, Kullu, Manali
• Orchha, Khajuraho
• Amritsar, Anandpur Sahib
• Palitana Temples, Gujarat
• Madurai, Tiruchirapalli, Rameshwaram
• Belur, Halebid
• Puri, Bhubneswar, Konark
• Bhimbetka, Madhya Pradesh
• Chardham
Posters on different subjects and themes
• DVDs consisting of following films and TVCs
• Timeless India
• The Great Indian Camel Band
• Raghurajpur Village- A rural tourism project in Orissa
• The Himalayan orchids of Sikkim
• The mask dance, Hemis Monastry, Ladakh
• The floating vegetables market at Dal lake, Kashmir
• The Toy train of Ooty
• The Mahabodhi Tree at Bothgaya
• Hola Mohalla celebration at Anandpursahib, Punjab
• Festivals & celebration
• Tea tourism with famous personalities
Cont…
• Gourmet tourism with Mr. Mati Small
• Wildlife with Mr. Romulus Whitaker
• Festival with Mr. Steve Mccurry
• Backwater with Mr. Ayesha Dharkar
• Yoga and wellness with Mr. Shiva Rea
• International TVC-2007-08
• Sare Jehan Se Achcha commercial
• Atithi Devo Bhavah
• Adventure tourism TVC
• Wildlife TVC
• Northeast TVC
• Jammu & Kashmir TVC
• Rural Tourism TVC
 Map Guides
• New Delhi
• Mumbai
• Kolkata
• Chennai
• Hyderabad
• Bangalore
• Agra
• Jaipur
• Thiruvananthapuram

Regional Maps
• North
• South
• East
• West
• North East
 Film Titles

• Timeless India
• Jewel in The Ages Of Time
• Jewel in the Lotus
• Eastern Himalayas
• India’s Northeast
• India Destination Films
• North East TVC
• Incredible India TVC I
• Incredible India TVC II
 Marketing Needed in Tourism
Industry

Tourism industry is having greater

potentiality for marketing & marketing related
activities. This industry involves various
services which necessitated a well planned
design, strategies and coordination.
 Tourism Product
Charecteristics of Tourism Product
Tourism Products are Intangible, Perishable
and Heterogeneous in nature.
So selling once offerings becomes more
challenging and trickier as the proposition is
mostly feeling and Touch based.
India being such a diverse country posses big
challenge to the destination Marketers as How
to Brand and Market India as a unique
destination.
 Cont…
Can it be sold as a single unit or different states
branded themselves in their own ways like Kerala
branding itself as Gods own Country and
Rajasthan as Padharo Mharo Desh.
That is why Amitabh Kant put his efforts to
Brand India as an Incredible destination.
Should it be Credible? That is the question, like
this every state district posses similar questions in
terms of Policy, Planning and Execution.
Tourism Marketing and its
Importance
All these figures give you an idea of the growing market
as well as the role being played by tourism in the
economies of the nations.
India has still more potential to attract foreign tourists as
well as encourage domestic tourism.
But this potential can be converted into a reality through
vigorous marketing of the tourism products and services.
Gradually the tourism market is maturing and competition
is already increasing.
Marketing provides smart tour packages to attract the
tourists.
 Tour Package
General Package Tour

Rail Tour

LTC Tours

Special Tours

Cancellation

Prepone/Postpone
 GENERAL PACKAGE TOURS
 ONE DAY TIRUPATHI TOUR
 ONE DAY THIRUVANNAMALAI GIRIVALAM TOUR ONE DAY SWATHI PERUMAL
TOUR
 ONE DAY SRIPURAM GOLDEN TEMPLE TOUR
 ONE DAY SAKTHI TOUR
 ONE DAY PONDICHERRY TOUR
 ONE DAY KANCHIPURAM MAMALLAPURAM
 ONE DAY CHENNAI MAMALLAPURAM TOUR KIRITHIGAI TOUR
 HALF DAY CHENNAI CITY SIGHT SEEING TOUR
 8 DAYS TAMILNADU TOUR
 8 DAYS EAST WEST TOUR
 6 DAYS SOUTH INDIA TOUR
 5 DAYS 108 AMMAN TEMPLE TOUR
 4 DAY ARUPADAI VEEDU TOUR
 3 DAYS NAVAGRAGHA TOUR
 3 DAYS AMMAVASAI RAMESWARAM TOUR
 14 DAYS SUNNY SOUTH TOUR
 ONE DAY TIRUPATHI TOUR
 No.Of Tour Days One Day  
 Description Leaves at 5.00 A.M and returns on the same day
after darshan by 09.00 pm  
 Places Covered Thirumala, Thiruchanur. [Tourists who book
Tirupathi Tour are requested to produce any original photo
Identity Card at the Vaikuntam Q Complex during Darshan.]
[Dress Code : Men should wear only Dhoti with formal shirt.
Ladies should wear only saree or chudhidar with Dupatta.]  
 Start Time 5.00 A.M  
 Remarks The fare is inclusive of breakfast, veg lunch and
Rs.300/- Seegra Darshan ticket.  
3 DAYS NAVAGRAGHA TOUR
No. of Tour Days 3  
Description Tours leaves on every Friday at 10.30
P.M and will return on Monday by 05:00 am  
Places Covered Vaitheeswararan Koil(Angaraha-
Mars), Thiruvengadu(budha-Mercuury),
Keezhperumpallam(Kethu), Thirunallur(Sani-Saturn),
alangudi(Guru-Jupiter), Thingalur(chandran-moon),
thirunagesswaram(raghu), Surianarkoil(Surya-Sun)
and Kanchanur(Sukra-Venus)  
Start Time 05:00 AM 
14 DAYS SUNNY SOUTH TOUR
 No.Of Tour Days 14  
 Description Leaves Chennai at 7.00 a.m every Wednesday
and returns on the 14th day eveing.  
 Places Covered Thiruthani, Thirupathi*, Thiruchanur,
Bengaluru, Hosur*, Mysore*, Ooty*, marudhamalai,
Coimbatore*, Guruvayur, Cohin*, Kovalam,
Tiruvanthapuram*, Suchindram, Kanniyakumari*,
Tiruchedur, Rameswaram*, thiruparamkundrum, Madurai*,
Palani, Tiruchi*, Thanjavur, Swamimalai, Poompuhar,
Chidambaram*, Vaitheeswarankoil, Pondicherry,
Mamallapuram*, Kancheepuram  
 Start Time 7.00 A.M  
 Remarks *-Night Halt-