TravTalk India Online Magazine
Ministry of Tourism is leaving no stone unturned to make sure that India is in the eyes of potential inbound tourists, while making sure that domestic tourist influx continues via Dekho Apna Desh campaign.
Nisha Verma
G Kamala Vardhana Rao, Director General, Ministry of Tourism (MOT), speaking at the Pata India & BBC News webinar ‘The New Ways of Marketing to Recharge Tourism’, he comments that the geo-political scenario has not been in favour of tourism. “Tourism has taken a beating, during the pandemic, which is a natural calamity and also because of the man-made impact with the war,” he mentions.
Campaigning continues
Rao claims that they have been continuing social media campaigns for a long time. “Apart from that, we have written letters to ambassadors and high commissioners in 20 source markets and have appointed 20 officers in Indian embassies and high commissions to look after tourism related activities, exhibitions and connect with local correspondents and travel agencies,” he shares.
What’s different?
He also shares that they are concentrating on the overseas Indian diaspora, which is the largest in the world. “We’ll be reaching out to Indian diaspora and asking them to interact with the local tour operators and the travel agencies and other local population there. We have significant presence in the USA, Middle East, Europe, Australia, and New Zealand,” he adds.
Focus for Incredible India
India, says Rao, is an all-round destination. “It’s not one particular aspect which India is offering to the world. From wellness tourism, Ayurveda, Himalayas, desert in Rajasthan and Gujarat or the wildlife, backwaters of Kerala and a history of 5,000 years —India has everything. However, looking at the recent trends, it’s wellness, Ayurveda and yoga, which has been popular, particularly post pandemic. Medical tourism is also getting popular,” he adds. Rao claims that the MOT is following an inclusive approach. “We are developing niche tourism, spiritual tourism, rural tourism and creating thematic circuits,” he informs.
He further adds that there are a number of wildlife sanctuaries, where people from Middle East countries are showing interest apart from adventure tourism.
Dekho Apna Desh
Under the Dekho Apna Desh campaign, says Rao, the number of tourists travelling within India has grown three fold in the last two years. “They are exploring places which were hitherto neglected. Especially students, are going to forts and not just going for recreational tourism. Current generation is showing interest in going to historical sites,” he claims.
