Rethink outreach strategies to attract global weddings: DG

It is essential to rethink outreach strategies and create a robust framework to attract international wedding clients, feels Mugdha Sinha, Joint Secretary, Ministry of Tourism (MOT), Government of India.

Lipla Negi

Mugdha Sinha, Joint Secretary, Ministry of Tourism (MOT), Government of India, believes that it is essential to rethink outreach strategies and create a robust framework to attract international wedding clients. Speaking at the 54^th FHRAI Annual Convention in Goa, she said, “Interestingly, the Indian wedding industry ranks second only to food and grocery, with 54 per cent of people spending an average of `10 lakh on a wedding. However, we have not adequately conducted outreach for weddings in India in the international market.”

To attract international couples, she advocated for establishing air service agreements for direct flights, expediting visa processes, and exploring potential incentives or refunds to enhance the overall visitor experience. She praised the ‘Chalo India’ initiative for focusing on the diaspora and proposed expanding the outreach of the ‘Wed in India’ initiative to include honeymoon packages and celebrations of important milestones in India. She urged stakeholders to adopt planet-friendly practices for wedding celebrations. “The big fat Indian wedding often leads to significant environmental challenges, including traffic congestion and waste management issues. By integrating sustainable practices into wedding planning, we can mitigate these impacts,” she emphasised.