Publicity is key to attract tourists

After signing actor Priyanka Chopra as its brand ambassador, Assam is focusing majorly on publicity and marketing its offerings, reveals Jayanta Malla Baruah, Chairman, Assam Tourism Development Corporation.

NISHA VERMA

Tourism in Assam is moving beyond wildlife and rhinos as the tourism board is exploring more offerings in the state, says Jayanta Malla Baruah. “Earlier, we were only promoting wildlife tourism and rhinos, but now we are promoting river tourism, golf tourism, tea tourism, heritage tourism, tribal tourism and other sectors. To promote that, we have appointed actor Priyanka Chopra as the brand ambassador and we are aggressively starting our campaign in national and international media. We hope that our tourism sector will boom in the near future,” he said.

Baruah reveals that in October last year, Assam Government adopted Assam Tourism Policy 2017. “Under this policy, we have given many incentives to investors who were interested in putting money in the tourism sector in Assam. In film tourism sector too, we are offering incentives and other subsidies as well. Thus, we are expecting many investors to come to Assam and invest in travel sector and film tourism. Thus, I hope this tourism policy would help us in the future.”

Earlier, we were only promoting wildlife tourism and rhinos, but now we are promoting river tourism, golf tourism, tea tourism, heritage tourism, tribal tourism and other sectors

While the current financial year figures were not available for Assam, Baruah says, “In 2016-17 more than six lakh domestic arrivals to the state were recorded, while the foreign tourist arrivals were around 37,000-40,000. We are expecting that it will double or triple this year.”

Their main focus this year would be on marketing and promotion. “After signing Priyanka Chopra, we have shot TV commercials and other radio jingles. The marketing has already started in both national and international TV channels as well as outdoor campaigning. We are targeting some specific cities, states and countries, where we have already started our campaigns, and I am hoping many tourists would visit,” he adds.

Giving a low-down on how the central and state governments are aiding them, Baruah says, “We are getting a lot of support from the Government of India because they have already given us more than `250 crore for the development of infrastructure in the state, through wildlife circuit, heritage circuit, PRASAD scheme, etc. The state government gives a lot of funds in the tourism sector too. We have invested a lot in publicity and tourism would only grow.”