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Tourism in Gujarat Thriving on Aggressive Marketing Market Survey BY: PROF. DIVYA SONI TOURISM IN GUJARAT THRIVING ON AGGRESSIVE MARKETING Gujarat—a state that was nowhere on the tourist map of India 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 Gujarat tourism 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- Somnath temple 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 Ahmedabad. 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 Dwarkadhish Temple 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- Ambaji, Pavagadh, Narayansarovar, converted forts and palaces. 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 Vibrant Gujarat 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 Asiatic Lion 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, Nilgai, the paradise 3200 billion in 2012, and on a con- true Gujarati spirit—and the world’s flycatcher, chinkara 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 Champaner, Indus Val- ies, urology, IVF, cosmetic surgery, 7. Chitra Vichitra Fair ley Civilisation sites like Lothal 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.
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