Market Survey

By: Prof. Divya Soni

Tourism in thriving on aggressive marketing

Gujarat—a state that was nowhere on the tourist map of until a few years ago—is now being seen in a completely new light. The credit, of course, goes to the aggressive marketing campaign by the state government

cowboy look and getting face to face with Asiatic lions at Gir has forced television viewers to see Gujarat in a completely new light. Going ahead, let’s look at the fol- lowing: 1. The position of India and Gu- jarat in the context of world tourism 2. Gujarat’s offering as a tourist destination 3. Initiatives taken up by the state government to develop Gujarat as a tourism destination 4. Marketing campaigns of the ministry

The position of India in the context of world tourism International kite festival, Gujarat India is expected to become a leader in the tourism industry in South Asia by 2020, with about 8.9 ourism is today the backbone for allied sectors like hos- million arrivals (World Tourism world’s largest indus- pitality, civil aviation and transport. Organization). The Indian tourism try. It provides a robust The immense growth opportu- economy is deemed as the second- gross output approach- nities in this sector, the increasing most fast-growing (8.8 per cent) ing $304 trillion, em- consumer expenditure on travelling tourism economy in the world by Tploying more than 200 million peo- and the government’s increasing in- World Travel and Tourism. ple, and is attracting the attention vestments in the tourism industry of academicians worldwide. With make this a topic worth studying. In Gujarat and tourism? 11 per cent of consumer spending, the light of these developments, it is 11 per cent of all capital investment worth looking more closely at the ag- Typically, Gujarat is perceived and 7 per cent of all government gressive marketing campaign taken as the land of the Mahatma, people spending, this industry is considered up by the Gujarat tourism ministry. with extraordinary business acu- to be one of the most crucial sectors The most reliable superstar of the men, rich culture, handicrafts and of the world economy. It is also the Indian film industry donning the so on. Gujarat is well known for its

10 FACTS FOR YOU • March 2013 Market Survey industrial and agricultural growth, and has been making headlines by accounting for 16 per cent of India’s manufacturing output and 12.7 per cent of India’s investments. But Gu- jarat had rarely made a mark as a tourist destination. Gujarat was no- where on the tourist map of India— let alone the world map! Here is a quick look at some facts: 1. Compared to all the states and union territories in India, Gujarat ranks 10th in domestic tourist visits and 15th in foreign tourist arrivals (FTAs). Whereas states like Kerala recorded earnings of Rs 173.4 billion from tourism in 2010. 2. Gujarat could not carve for itself a distinct identity as a tourist getaway, the way its rivals like Ra- jasthan, Kerala or Goa could. 3. In spite of Gujarat being rated and man-made—in the recent past Can it make its mark in the tourism among the ten most unsung places also put tourism on the back foot. industry in spite of so many bottle- of the world (by Lonely Planet), the 7. Language is a major barrier; necks? share of tourism in its GDP is mere- especially when a foreign tourist The answer is ‘yes.’ Gujarat is ly about 3.5 per cent. travels alone or to places away from one of the few places in India with 4. The people of Gujarat are . tremendous potential to become a known for their love of travelling. 8. There is a dearth of strong tourist destination. If estimates of travel agency owners partnerships between tour operators are to be believed, of every 100 In- and travel agents, who can actually Gujarat—A tourist dians travelling abroad, more than influence the tourist inflow to the destination in the making 50 are from Gujarat. However, most state. people of Gujarat preferred travel- 9. The archaeological sites, Gujarat, located on the western- ling to other states or countries for beaches and wild life sanctuaries most part of India, has one-third leisure and entertainment. were neglected to such an extent of India’s coastline (1600 km). The 5. There is a lack of quality ac- that local people had also forgotten state is bestowed with beautiful commodation and transport facili- their grandeur. beaches, mountains, vast sand de- ties across all major tourist destina- So the question that arises is: serts, a thick forest cover and rich tions of Gujarat. Does Gujarat have what it takes to wildlife. Historically, the state of 6. A series of calamities—natural be a popular holiday destination? Gujarat has been one of the main centres of the Indus Valley civilisa- India’s Position in the World in 2010 tion. It has innumerable monuments  Share of India in international tourist arrivals — 0.61 per cent of architectural and archaeological  India’s world rank in tourist arrivals — 40th importance, as well as temples and  Share of India in international tourism receipts — 1.54 per cent shrines of great religious signifi-  India’s world rank in tourism receipts — 17th cance.  Foreign tourist arrivals (FTAs) during Jan-Feb 2012 were close to 1.36 million. Spiritual tourism. Gujarat has  India’s tourism sector contributes about 6.5 per cent to its GDP. important religious spots that at-  Tourism minister Subodh Kant Sahai has said, “Our aim in the Ministry now is to tract both domestic as well as inter- increase India’s share in the international tourist arrivals from the present 0.6 per national travellers. cent to 1 per cent (of 1 billion travellers) by the end of 2016.” Pilgrim spots like the Somnath Temple and

March 2013 • FACTS FOR YOU 11 Market Survey

tourists to the state is the low cost of cardiac surgery, angiography, joint replacements, dentistry and other medical services, which is one-tenth the cost incurred abroad. Business tourism. Gujarat is becoming a major attraction amongst businessmen and investors. The state offers a model for econom- ic progress and development to other developing nations. Here are some interesting facts: 1. The chemical industry in Guja- rat contributes to more than 20 per cent of India’s chemical output. 2. The gems and jewellery indus- try in Gujarat accounts for over 80 per cent of India’s total diamond ex- ports. Navratri festival 3. Gujarat is rich in bio-resources and has a forest cover of 1.88 billion are visited by Hindus from all over while princely states in Gujarat has hectares. the world at least once in their life- resulted in the state having more 4. Gujarat accounts for 40 per time. Other major attractions are than 20 heritage hotels including cent of India’s pharmaceutical pro- , , Narayansarovar, converted forts and . duction. Dakor, etc. It also has Jain temples Medical tourism. According About 7936 MoUs were signed like Sankheshwar, Taranga and Pali- to Jaynarayan Vyas, state minister for Rs 20,830 billion ($ 450 billion) tana. for health and tourism, last year at the Summit Nature tourism. Gujarat has 450,000 tourists visited the state for 2011. This summit witnessed par- four national parks and 21 sanctu- medical care. With the kind of capac- ticipation from 101 countries, with aries. It is home to the ity building lined up for the health over 1400 foreign delegates. (Gir forest), the wild ass (in the care sector in the coming days, it is Event tourism. The Gujarat Rann of Kutchh), whale sharks off expected that Gujarat will soon sur- government is promoting tourism in the coast of Gujarat, and the Great pass Singapore in medical tourism. the state through its many fairs and Indian bustards. It is also home to The total health care market in festivals, such as: the four-horned antelope and black India was estimated to be about Rs 1. Navratri (representing the buck, bears, , the paradise 3200 billion in 2012, and on a con- true Gujarati spirit—and the world’s flycatcher, and dolphins. servative estimate, even if Gujarat longest dance festival) Migratory birds like flamingos, peli- gets 10 per cent share of this boom- 2. International Kite Festival can and storks make Gujarat a bird- ing market, it will throw open huge 3. Rann Utsav—which has been watcher’s ideal travel destination. opportunities. running since 2006. Around 32,000 The Gulf of Kutchh is India’s first Treatments related to advanced visitors attended the last one. Marine National Park. radiology, nuclear medicine applica- 4. Global Bird Watchers’ Confer- Heritage tourism. Gujarat is tions, orthopaedics (especially joint ence rich in archaeological sites (more replacements), cancer care, renal 5. Modhera Dance Festival than 400) including the world herit- transplants, cardiac and GI surger- 6. Tarnetar Fair age sites of , Indus Val- ies, urology, IVF, cosmetic surgery, 7. Chitra Vichitra Fair ley Civilisation sites like and obesity treatment, neurology, and Recreational and leisure Dholavera, ancient Buddhist sites, the advanced diagnostic capabili- tourism. Here are some of the vari- etc. ties of modern labs in Gujarat have ous options that Gujarat offers to 2. Ahmedabad’s Heritage Walk is proved to be a big attraction. tourists: the only daily walking tour in India. Another major reason behind the 1. Beautiful beaches along the 3. The presence of many erst- increase in the number of medical coastline

12 FACTS FOR YOU • March 2013 Market Survey

2. A hill station at Saputara and other hill sites in South, East and 3. One of India’s first multiplexes came up at in Gujarat, which led the way to the opening of hundreds of multiplexes in Gujarat. Ahmedabad also has an IMAX thea- tre. 4. India’s first water park came up at in Gujarat. In- dia’s first drive-in theatre is at Ahmedabad. 5. Shopping malls are mushroom- ing in the affluent cities of Gujarat. 6. Gujarat has some of India’s best museums. Adventure and sports tour- ism. Adventure and sports lovers Adventure tourism have much to enjoy in the state, like: 1. Aero sports at Saputara, Pava- (17) in India. Development Plan’ for 37 destina- gadh and 3. The Rann of Kutch is to be de- tions is in the pipeline and 24 eco- 2. Beach and water sports—at veloped as an active rural tourism tourism projects have been taken Ahmedpur-, Ubhraat, Dwar- destination, by involving the local up at a cost of Rs 210 million. These ka, Nargol, Tithal, Chorwad, Dum- community. In order to develop this projects include eco-trails, jungle mas, etc destination, subsidies and manpow- stays, desert safaris, etc. er training are also being provided. 10. Development of convention Initiatives to boost 4. Gujarat Tourism Corporation centres at and tourism has tied up with IL&FS to set up the Gujarat Tourism Opportunity (GUJ- Intensive marketing 1. A dynamic tourism policy with TOP). Under this JV, GUJTOP will an aim to make Gujarat a prime at- oversee 50 tourism projects. “A successful and popular en- traction for international tourists. 5. The state has developed 41 dorser has the capability to increase The policy promises long-term in- large and small ports. And it has the consumer’s purchase intentions vestment and business opportunities worked to lay out a road network and preference towards brands either for national and international corpo- that exceeds 74,000 km. directly or indirectly”—according to rate bodies and private enterprises. 6. Encouragement for private- Lui et al 2. The state government is also sector participation in building large Since January 2010, TCGL has working on developing 11 new air- tourism-related infrastructure pro- signed on Amitabh Bachchan—an ports in the state. The state already jects. evergreen superstar who is popular has the largest number of airports 7. Formation of a special cell to at- across the globe—to promote the tract and facilitate film produc- state. ers to shoot in Gujarat. Tourism Bachchan’s credibility as a brand Corporation of Gujarat Limited ambassador is very strong because (TCGL) also set up a stall at the people have watched his journey Cannes Film Festival. through life. His start from a mid- 8. The concept of ‘tourism dle-class humble background to the policing’ has been introduced, heights of stardom is only due to with a helpline number to pro- years of hard work. vide security to tourists and to The other reasons for choosing get all the necessary informa- Bachchan were ensured attention, tion. PR coverage and a higher degree of Chitra Vichitra fair 9. An ‘Integrated Tourism recall.

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rashtra, promoting the Saputara Monsoon Festival. In order to take brand Gujarat to international markets, the govern- ment invited proposals from multi- ple ad agencies, which were asked to provide their creative strategies for a period of three years. Metro train branding. In the first such case ever of a State Tour- ism Board taking over an entire Re- liance Metro Airport Express train, Gujarat Tourism ads covered these coaches for a period of three months, spreading the flavours of Gujarat across Delhi.

Achievements of the Gujarat tourism Tarnetar fair department Normally, brand endorsements side a traditional textile block print- The efforts of Gujarat govern- by Bachchan cost between Rs 50 to ing design. ment’s tourism department have re- 120 million; however, he offered to sulted in a considerable growth: shoot the entire campaign without Media—TV, radio, print 1. Data available from April charging his endorsement fees. and outdoor advertising 2011 to January 2012 shows a tour- The chairman of the Tourism ist count of 18,183,801—a growth Corporation of Gujarat, Kamlesh “Whether it is TV, radio, print or of almost 18 per cent. International Patel, shared that since becoming outdoor, one can’t simply miss the tourist arrivals to Gujarat grew at a the brand ambassador of Gujarat, campaign. Internationally, too, we much higher CAGR of over 45 per Amitabh Bachahan promoted places are present in the major in-flight cent. like Kutch, , Somnath and and travel magazines of repute; and 2. TCGL received the annual . All these destina- the campaign has run on channels award from Travel Agents Associa- tions are seeing double-digit growth such as CNN, Sky News, etc,” re- tion of India (TAAI) for being the in tourist arrivals, including a 30 per ports Sanjay Kaul, the Commission- country’s best tourism department cent increase in the number of for- er of Tourism and the MD, TCGL. for 2011. eign tourists. 3. TCGL won the National Tour- In one of his blogs, Bachchan has Other marketing ism Awards for 2005-06 and for said that the growth rate in tourism strategies 2006-07 for the ‘Best Kept Tourism in Gujarat has been higher than the Monument’ (Champaner) and for growth rate in Indian tourism that Joint promotions. Last year, ‘Excellence in Publication Material’ resulted from Government of India’s Gujarat signed an MoU with Goa (collateral). campaign ‘.’ Tourism and is planning to sign 4. The state received the ‘Best The tagline ‘Khushboo Gujarat other such MoUs with fellow state Tourism Film Award’ from the Gov- Ki,’ or the ‘Fragrance of Gujarat,’ tourism boards. The idea is that the ernment of India in 2006. is the creation of a team led by well- states get together and offer better 5. The state also received an known ad guru Piyush Pandey, exec- packages to the tourists and under- award for the ‘Best Ethnic Tour- utive chairman of Ogilvy & Mather, stand needs of tourists in their re- ism Pavilion’ in Satte-2007 in New South Asia. spective states. Gujarat is tying up Delhi. Even TCGL’s logo design was with Karnataka and other states for  changed to feature the Gir (Asiatic) co-branding in tourism. The author is an assistant professor at lion. The logo currently features the Road shows. Road shows were New L.J. Commerce College, Gujarat profile of a saffron-coloured lion, be- organised in neighbouring Maha- University, Ahmedabad

14 FACTS FOR YOU • March 2013