TravTalk India Online Magazine
Now that the travel business has levelled off and reached a plateau, countries are trying to cash in on the momentum for further growth by adding to the infrastructure and offerings. NTOs in India are attempting to push their numbers
Inder Raj Ahluwalia
Christine Mukharji, Country Manager, Austrian National Tourist Office, feels tourism marketing today has to be adaptive. “COVID-19 led to Indians cycling for recreation, which has primed them to experience Austria’s superb cycling infrastructure, including the famous Danube Bike Trail. Those not keen on strenuous exercise can hop on e-bikes and let the wheels work themselves. Also, in collaboration with Indian tour operators, Austria offers several new, specialised tours, laden with appealing aspects for Indians, including Indian food,” Mukharji said. Akmal Aziz, Acting Director, Tourism Malaysia, New Delhi, declared that they are aggressively promoting Malaysia in the Indian market. They are now focusing on ROI-based campaigns with travel agents, online travel agencies, and airlines in order to target the correct audience, and increase arrivals to Malaysia. “Apart from organising roadshows in metro, tier II and tier III cities, we are also focusing on niche segments such as golfing, weddings, wellness and spas,” Aziz said.
Yalçın Lokmanhekim, General Manager, Türkiye Tourism Promotion and Development Agency (TGA), said that Türkiye has seen a complete rebound with the highest ever arrival levels, and has revised its annual tourism targets upward.
“We are focused on marketing and highlighting our strong points, such as convenient direct flights, and an abundance of cultural and natural treasures. Our thrust in the evergrowing Indian market has been to position us as a premier destination for both weddings and holidays,” Lokmanhekim said.
Majda Mohamed Al Balushi, Head-Specialised Tourism Unit, Oman Ministry of Heritage and Tourism, highlighted enhanced promotional activities. “Advertising has increased and there are campaigns galore. New activities such as trekking and hiking have been introduced. The idea is to highlight Oman’s diverse attractions and USPs that comprise everything from beaches, desert, culture and heritage, to crucial aspects like relaxation and safety. A significant thrust has been the focused promotion of wedding tourism from India, which is the number one source market for this segment,” Al Balushi said.
Huzan Fraser, Representative India, Tourism Ireland, declared that Ireland, particularly its M!CE segment, has recovered well post-pandemic, and they are striving to maintain this growth by highlighting their attractions. “A big boost has come in the form of the British Irish Visa Scheme, which is very useful since Indians on a single visa can travel to both the UK and Ireland. Going forward, we intend to further boost Ireland’s appeal,” Fraser said. Nerissa Jean B. Cruz, Market Specialist, Tourism Promotion Board, Philippines Tourism, is upbeat about their new projects.
“We have started new, very attractive nature-based circuits, such as Bicol region circuit and Bohol region circuit. By this yearend e-visas are starting for Indians,” she said.
