Gujarat readies for new era

Kingshuk Biswas, Manager Marketing, Tourism Corporation of Gujarat, reveals how the state’s tourism department is trying to identify its lesser-known destinations which can be offered to tourists in a post-COVID-19 landscape that includes tourism packages that follow social distancing norms.

Hazel Jain

1. What is the kind of discussion Gujarat Tourism is having with domestic tour operators regarding opening up of the state for tourism?

We have received their representations and suggestions on reopening tourism in the state. This includes suggestions on bailout packages and other efforts which can be jointly taken up by the travel trade and the tourism department. There have definitely been discussions in that direction, but we are also keenly observing the government directions related to opening up of public places post lockdown. We are formalising our marketing plans and also preparing for travel exhibition participation and conducting roadshows across the country, once the lockdown phase is over. We have already conducted a few webinars with the tour operators in Gujarat.

1. Is the state thinking of announcing support to its tourism industry in terms of financial, policies or tax regimes, separate from the Centre?

Yes, we are. Currently, we are trying to understand and gauge the loss to tourism in the state due to the crisis. Also, a number of draft tourism policies are in the pipeline, subject to approval of the government. We have already received representations from the hospitality sector and the travel trade sector, and are currently reviewing them. The possibilities will be discussed with the government post lockdown.

1. How do you think domestic tourism will change in a post-COVID landscape?

India definitely has two tourism markets – domestic tourism and inbound tourism – unlike a few tourism economies that only depend upon international tourists. In that sense, we are lucky as the industry has a huge domestic market to cater to. International mobility will be severely limited, as national borders are closed and even if they are to open post lockdown, there are bound to be several health-related apprehensions, restrictions and checks. To begin with, in India, domestic markets will prevail in the short-run at least.

1. How is Gujarat planning to rebrand itself in 2020?

Assuming that we have to live with COVID-19 in the short run to middle run, we are currently trying to identify lesser known destinations which can be offered to the tourists. We are trying to evolve tourism packages which follow social distancing norms. We have started a dialogue with the travel trade to create innovative products which are solo by nature, such as yoga, trekking, cuisine, handicrafts, water sports, para-sailing, etc. Niche tourism areas like bird watching, golfing, etc., are also being thought about. So, the emphasis on marketing would be on the lines of ‘public health’ and ‘social distancing’.

1. What are the on-ground activities in terms of training stakeholders?

We have a State Institute of Hotel Management (SIHM) in Sidhpur, near Ahmedabad. Various kinds of online training sessions involving hospitality leaders have been started for the students. Also, we have already done a webinar for motivating our offices outside Gujarat, with the help of IITTM, Gwalior. Further, a series of such webinars are being planned for our travel trade, too. We are very keen to continue this for some time till restrictions are eased. I am confident that adversity will be turned into an opportunity.