Put The Right Foot Forward

The tourism industry’s failure to attract international tourists calls for a shift in the marketing strategy.

- Milind Fadnavis

India as a tourist destination, when compared to the US or European Union has not been mass marketed. The Incredible India campaign and its sequel were not too successful in enticing large number of first-time visitors, leave alone repeat visits or extended stays. Even prime attractions such as the Palace on Wheels are losing lustre, and there are reports of international tourists being harassed or duped. Outbound tourism has increased due to the rise in living standards of middle and higher middle classes and competitive air fares. Domestic tourism has also grown—sectors such as pilgrimage tourism are witnessing phenomenal growth. However, growth in these areas—domestic and outbound—is not helping the economy. The real money spinner is inbound tourism which, despite efforts from various stakeholders is not increasing in tandem with its potential. The need of the hour is to re-examine the present 4Ps framework and arrive at a new marketing mix relevant to the Indian context.

Consider the US. It has two distinct circuits— East and West coast. Similarly, in the case of the European Union, there are the Scandinavian countries, the UK combined with Scotland and Ireland, or Western and Eastern Europe. Down under, Australia and New Zealand are normally clubbed together.

India is a continent-like market, but it is still being marketed as ‘one’ destination. At the same time, states such as Kerala, Rajasthan, and Madhya Pradesh are piggybacking on the Incredible India campaign and trying to attract international tourists. If India as a tourist destination is too large and as many as thirty states are trying to win international tourists with different positioning, cannibalisation is inevitable. Clearly defined marketing strategies are critical for sustainable development of a particular territory, and this in turn depends on tourist inflow.