MOT to focus on new markets

Mulling plans to introduce a new promotional campaign for overseas marketing, Ministry of Tourism is looking to focus on new markets such as China and Japan, while strengthening its presence in traditional ones.

Manas Dwivedi

Sharing the ministry’s plans and targets, Rupinder Brar, Additional Director General, Ministry of Tourism (MOT), Government of India, said that MOT is mulling plans to make a global marketing and promotional plan to promote India as a popular and affordable destination for global tourists, especially after the recent steps taken by the government such as reduction in e-Visa fee, corporate tax rate and GST on hotels.

China and Japan, in particular, have remained relatively untapped markets for us; they have got good potential

Sharing details on the plans, Brar, who also looks after the publicity (domestic and international) and overseas marketing of India Tourism, said, “Work is in progress on the new plan, but to brief on some of the key features, we are going to be focusing on new market areas. We think that China and Japan, in particular, have remained relatively untapped markets for us. Both these destinations have got good potential to attract tourists to India. We, of course, would also be working on traditional markets such as continental Europe, UK, Canada and the US.”

Stressing on the need to be more focused in the marketing and promotional approach, Brar said, “We are looking to pitch our promotional campaign in the way those markets are organised and function to suit their understanding. So, we would like to be more specific in our content that goes in the promotional campaigns. We want to keep the focus, depending on the need that the market has, for tourist amenities.”