Indian Tourism Industry Overview
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WAC – ASSIGNMENT ON
KERALA TOURISM INDUSTRY
Presented To: Ms. Nadira Ma‟am Presented By: Atul Jain Roll No. 69 MBA - Finance FOSTIIMA Business School, New Delhi
Page 1
TABLE OF CONTENTS
S.NO.
TOPICS
PAGE NO.
EXECUTIVE SUMMARY
3
CHAPTER. 1.
INTRODUCTION INDIAN TOURISM INDUSTRY OVERVIEW
CHAPTER. 2.
4
SYNOPSIS: KERALA 2.
KERALA TOURISM INDUSTRY OVERVIEW
5
2.1 STRATEGIES TO PROMOTE TOURISM
5
2.2 SCHEMES
7
2.3 GROWTH OF TOURISM INDUSTRY
7
2.4 TRAVELLING TOWARDS THE FUTURE
8
2.5 AWARDS
8
SYNOPSIS: OTHER STATE
CHAPTER. 3. 3
OTHER STATES STRATEGY TO PROMOTE
9
4
TRAVELLING TOWARDS THE FUTURE
10
CONCLUSION RESULT OF STUDY
12
BIBLIOGRAPHY
13
FOSTIIMA Business School, New Delhi
Page 2
EXECUTIVE SUMMARY
The Indian Tourism Industry played an important role in the development of the industry, initiating advertising campaigns such as the “Incredible India” campaign, which promoted India‟s culture and tourist attractions in a fresh and memorable way.
The tourism sector in Kerala, India is quite developed and there is a lot of scope for further development. Come and enjoy the breathtaking and panoramic sights of swaying palms, the land of Ayurveda, sandy beaches and exotic gourmet.
To promote the Kerala Tourism Industry, Kerala has applied certain strategies to promote the Tourism Industry and by the experience of Kerala, other states are also applying certain strategies to promote their Tourism Industry.
Travelling towards the future defines the potential of tourism in India with some facts and figures and future trend.
FOSTIIMA Business School, New Delhi
Page 3
1. INDIAN TOURISM INDUSTRY OVERVIEW
India‟s tourism industry is experiencing a strong period of growth, growth in high spending foreign tourists, and coordinated government campaigns to promote, ‘INCREDIBLE INDIA’
The Tourism Ministry has also played an important role in the development of the industry, initiating advertising campaigns such as the “Incredible India” campaign, which promoted India‟s culture and tourist attractions in a fresh and memorable way. The campaign helped create a colourful image of India in the minds of consumers all over the world, and has directly led to an increase in the interest among tourists. The tourism industry has helped growth in other sectors as diverse as horticulture, handicrafts, agriculture, construction and even poultry.
FOSTIIMA Business School, New Delhi
Page 4
2. KERALA TOURISM INDUSTRY OVERVIEW
The decline in the manufacturing and agricultural industries in the state, the Kerala Government realized the potential of tourism as a major revenue source. There is a lot of scope for the development of the tourism industry in Kerala, India as this is one state that offers you hill stations covered with luxuriant greens, the lovely backwaters that form a perfect backdrop for tall palms that sway in rhythm to the gentle sea breeze and of course the popular resorts that offer traditional ayurvedic therapeutics for serious ailments. The tourism industry in Kerala, India generates a lot of revenue for the state as tourists come from far and wide to be a part of the culture, fairs, festivals and art forms of this culturally rich land. Besides all this there is great scope for tourism in Kerala, India as this south Indian state is a storehouse of ancient temples and other monuments that reflect unique period architectural style and tell you a great deal about the people and their ways of a bygone era.
2.1 STRATEGIES TO PROMOTE TOURISM
Marketing Attractions Traditional Activities Promotional campaign Joined Societies & Participation in Trade fairs Schemes
FOSTIIMA Business School, New Delhi
Page 5
2.1.1
The
MARKETING ATTRACTIONS early and mid 1990s, Kerala‟s Government concentrated on marketing
attractions such as lagoons, lakes, canals, backwaters, waterfalls, hill stations, the western ghats, wild life sanctuaries, boathouses and its 600 km coastline. The State government formed the Bekal Resort Development Corporation (BRDC) in 1995 to take up the task of developing the backwaters, beaches and the scenic landscape at Bekal in an integrated manner.
2.1.2
The
TRADITIONAL ACTIVITIES focus shifted to the state‟s cultural traditions like Kathakali, Koodiyattam
(traditional dance forms), temple festivals, Kalari Payattu (martial arts), boat races and Ayurvedic.
2.1.3
High
PROMOTIONAL CAMPAIGN promotional campaign at International Convention Centre, Kochi. This
campaign made the tagline “God‟s Own Country” popular worldwide.
2.1.4
JOINED SOCIETIES AND PARTICIPATION IN TRADE FAIRS
The state tourism department also entered into a Memorandum of Understanding (MOU) with, Indian Airlines and Indian Railways to attract high spending tourists. In 2000, the Kerala Travel Mart Society (KTMS) organized the Kerala Travel Mart2000 (KTM-2000). Next 2002, KTM organized (KTM - 2002), it also received an overwhelming response. The Kerala state itself actively participated in trade fairs like ITB-Berlin and WTMLondon.
FOSTIIMA Business School, New Delhi
Page 6
2.2 SCHEMES 1. Concessional power tariff for approved star hotels, amusement parks, motels, restaurants, ropeway tourist centers and others. 2. A special arrangement was made to introduce Ayurveda coaches by the railways to give the tourists a rich experience. 3. KTDC even came up with an innovation, comprehensive insurance package for tourists visiting the state. 4. KTDC‟s six premium property, various schemes under this premium property.
2.3 GROWTH OF TOURISM INDUSTRY
The
focused, well planned and well executed marketing strategy, the tourism
industry in Kerala grew by leaps and bounds. Over the years, the number of foreign as well as domestic tourist arrivals to the state increased significantly. Kerala attracted a lot of domestic tourists as the number of domestic tourists had increased four times than compared to the increase in foreign tourists. International Tourist arrivals in the state increased from 69,000 in 1991 to 0.21 million in 2000, while domestic tourists numbered 5 million during the same year. And Foreign Tourist arrivals in the Kerala touched to 0.60 million in 2007, while domestic tourists touched 7.6 million during the same year (2007).
Domestic Tourist
DOMESTIC TOURIST ARRIVAL GROWTH 8000000 7000000 6000000 5000000 4000000 3000000 2000000 1000000 0 1998
2000
2002
2004
2006
2008
2010
Years
Domestic Tourist
FOSTIIMA Business School, New Delhi
Source: Ministry of Tourism Govt. Of India
Page 7
FOREIGN TOURIST ARRIVAL GROWTH 700000
Foreign Tourist
600000 500000 400000 300000 200000 100000 0 1998
2000
2002
2004
2006
2008
2010
Years
Foreign Tourist
Source: Ministry of Tourism Govt. Of India
2.4 TRAVELLING TOWARDS THE FUTURE
In 2002, it entered into a cross-promotional deal with Maharashtra to jointly attract domestic and foreign tourists. In addition both states agreed to jointly participate in International Tourism Fairs. Kerala entered into an agreement with IBP, India‟s largest petroleum marketing company. The company proposed to invest upto Rs 300 million. The Mumbai based, the Leela Group, signed a memorandum of understanding to set up an international airport. The SFC Group, Abu Dhabi, agreed to invest Rs. 1.05 billion to develop an amusement park, resort, etc. The Gulfar Group agreed to invest Rs. 300 million to set up oceanarium and few resorts.
2.5 AWARDS The state won the first Outlook Traveller – TAAI Award for excellence in 2000-01. The financial Times, London, identified the state as the „Smart Traveller‟s Choice‟ in January 2002. Kerala was even chosen as a „Partner State‟ by the World Travel & Tourism Council (WTTC) and etc.
FOSTIIMA Business School, New Delhi
Page 8
3. OTHER STATES STRATIGIES TO PROMOTE
In the late 1990s, inspired by the „Kerala Experience‟ other Indian States such as Goa, Rajasthan, Maharashtra, Andhra Pradesh, Karnataka etc. began taking steps forward for Branding and Marketing themselves as tourist destination. 1. Marketing Attractions 2. Tax Exemption 3. Promotional Activities 4. Building Infrastructure
3.1
MARKETING ATTRACTIONS
Goa, famous for its beaches and Portuguese architecture attracted tourists in large numbers during the winter season (November to March), as this is the best time of the year for enjoying the place. Maharashtra Tourism Development Corporation (MTDC) planned to „Brand‟ the state using the tagline “Maharashtra Unlimited”. The planned campaign was intended to highlight the unique features of the state, such as one of the longest coastline in the world, the largest number of caves and its large variety of architectural styles. The state made plans to organize road shows not only in the country but also western countries.
3.2
TAX EXEMPTION
Goa, from
June to September, tourist arrivals declined significantly, due to the
arrival of monsoon. So, the state government offered tax exemption on sales, expenditure and food tax. Luxury taxes were reduced from 15% to 20% during normal season.
FOSTIIMA Business School, New Delhi
Page 9
3.3
PROMOTIONAL ACTIVITIES
Maharashtra‟s promotional activities focused on the attractions offered by Mumbai, the state capital. Mumbai, one of the most industrialized cities in India, offered tourists many option like shopping, business, heritage and entertainment, art and film Industry. MTDC also decided to promote grape growing regions in the state such as Sangli, Solapur and Nasik as tourist destinations.
3.4
BUILDING INFRASTRUCTURE
The government also spruced up tourist attractions such as the Ajanta and Ellora caves by building good roads, proper signage, proper lighting and shopping centres.
4. TRAVELLING TOWARDS THE FUTURE
Tourism in India has seen exponential growth in the recent years. India is one of the most preferred destinations for both overseas and domestic travelers. Tourism enables the international traveler to understand and experience India's cultural diversity first hand. According to official estimates the Indian tourism industry has outperformed the global tourism industry in terms of growth in the volume of foreign tourists as well as in terms of revenue.
FUTURE TREND
The real GDP growth for travel and tourism economy is expected to be 0.2 per cent in 2009 and is expected to grow at an average of 7.7 per cent per annum in the coming decade.
FOSTIIMA Business School, New Delhi
Page 10
Earning through exports from international visitors and tourism goods are expected to generate 6.0 per cent of total exports (nearly $16.9 billion) in 2009 and expected to increase to US$ 51.4 billion in 2019.
According to the Ministry of Tourism, Foreign Tourist Arrivals (FTAs) for the period from January to March in 2009 was 1.461 million. For the month of March 2009 the FTAs was 472000.The reason for the decline is attributed to the ongoing economic crisis.
In spite of the short term and medium term impediment due to the global meltdown the revenues from tourism is expected to increase by 42 per cent from 2007 to 2017.
NUMBER OF TOURIST VISIT IN INDIA
Tourists (in Millions)
14
2007, 13.17
12 10 8 6 4 2 0 1994
1996
1998
2000
2002
2004
2006
2008
Years
Growth Graph of Tourist in India
FOSTIIMA Business School, New Delhi
Source: Ministry of Tourism Govt. Of India
Page 11
RESULT OF STUDY
"God's earth in all its feelings and beauty is for the people." .................... Thomas Cook.
The opportunities for all in the Indian tourism industry and connected to the industry are huge. Both government and private enterprise can gain some quick wins as well start work on some areas for longer term development. Building on the success to date, there is I believe a powerful case for the Indian government to challenge its approach to tourism, reallocating some of its expenditure and in so doing re-energise the industry. There is a powerful case for the private sector to invest for growth particularly in domestic tourism. If the government, industry, businesses and individuals employ the sort of joined-up thinking that this implies then the opportunities for the country are indeed enormous.
FOSTIIMA Business School, New Delhi
Page 12
BIBLOGRAPHY
1.
Case Study (Kerala Tourism- Branding a Tourist Destination).
2.
Ministry of Tourism Government of India.
3.
State/UT Tourism Departments.
4.
www.google.co.in
5.
www.indiatraveldestinations.com
6.
www.keralatourism.org
7.
www.indiatourism.org
FOSTIIMA Business School, New Delhi
Page 13
KERALA TOURISM INDUSTRY
Presented To: Ms. Nadira Ma‟am Presented By: Atul Jain Roll No. 69 MBA - Finance FOSTIIMA Business School, New Delhi
Page 1
TABLE OF CONTENTS
S.NO.
TOPICS
PAGE NO.
EXECUTIVE SUMMARY
3
CHAPTER. 1.
INTRODUCTION INDIAN TOURISM INDUSTRY OVERVIEW
CHAPTER. 2.
4
SYNOPSIS: KERALA 2.
KERALA TOURISM INDUSTRY OVERVIEW
5
2.1 STRATEGIES TO PROMOTE TOURISM
5
2.2 SCHEMES
7
2.3 GROWTH OF TOURISM INDUSTRY
7
2.4 TRAVELLING TOWARDS THE FUTURE
8
2.5 AWARDS
8
SYNOPSIS: OTHER STATE
CHAPTER. 3. 3
OTHER STATES STRATEGY TO PROMOTE
9
4
TRAVELLING TOWARDS THE FUTURE
10
CONCLUSION RESULT OF STUDY
12
BIBLIOGRAPHY
13
FOSTIIMA Business School, New Delhi
Page 2
EXECUTIVE SUMMARY
The Indian Tourism Industry played an important role in the development of the industry, initiating advertising campaigns such as the “Incredible India” campaign, which promoted India‟s culture and tourist attractions in a fresh and memorable way.
The tourism sector in Kerala, India is quite developed and there is a lot of scope for further development. Come and enjoy the breathtaking and panoramic sights of swaying palms, the land of Ayurveda, sandy beaches and exotic gourmet.
To promote the Kerala Tourism Industry, Kerala has applied certain strategies to promote the Tourism Industry and by the experience of Kerala, other states are also applying certain strategies to promote their Tourism Industry.
Travelling towards the future defines the potential of tourism in India with some facts and figures and future trend.
FOSTIIMA Business School, New Delhi
Page 3
1. INDIAN TOURISM INDUSTRY OVERVIEW
India‟s tourism industry is experiencing a strong period of growth, growth in high spending foreign tourists, and coordinated government campaigns to promote, ‘INCREDIBLE INDIA’
The Tourism Ministry has also played an important role in the development of the industry, initiating advertising campaigns such as the “Incredible India” campaign, which promoted India‟s culture and tourist attractions in a fresh and memorable way. The campaign helped create a colourful image of India in the minds of consumers all over the world, and has directly led to an increase in the interest among tourists. The tourism industry has helped growth in other sectors as diverse as horticulture, handicrafts, agriculture, construction and even poultry.
FOSTIIMA Business School, New Delhi
Page 4
2. KERALA TOURISM INDUSTRY OVERVIEW
The decline in the manufacturing and agricultural industries in the state, the Kerala Government realized the potential of tourism as a major revenue source. There is a lot of scope for the development of the tourism industry in Kerala, India as this is one state that offers you hill stations covered with luxuriant greens, the lovely backwaters that form a perfect backdrop for tall palms that sway in rhythm to the gentle sea breeze and of course the popular resorts that offer traditional ayurvedic therapeutics for serious ailments. The tourism industry in Kerala, India generates a lot of revenue for the state as tourists come from far and wide to be a part of the culture, fairs, festivals and art forms of this culturally rich land. Besides all this there is great scope for tourism in Kerala, India as this south Indian state is a storehouse of ancient temples and other monuments that reflect unique period architectural style and tell you a great deal about the people and their ways of a bygone era.
2.1 STRATEGIES TO PROMOTE TOURISM
Marketing Attractions Traditional Activities Promotional campaign Joined Societies & Participation in Trade fairs Schemes
FOSTIIMA Business School, New Delhi
Page 5
2.1.1
The
MARKETING ATTRACTIONS early and mid 1990s, Kerala‟s Government concentrated on marketing
attractions such as lagoons, lakes, canals, backwaters, waterfalls, hill stations, the western ghats, wild life sanctuaries, boathouses and its 600 km coastline. The State government formed the Bekal Resort Development Corporation (BRDC) in 1995 to take up the task of developing the backwaters, beaches and the scenic landscape at Bekal in an integrated manner.
2.1.2
The
TRADITIONAL ACTIVITIES focus shifted to the state‟s cultural traditions like Kathakali, Koodiyattam
(traditional dance forms), temple festivals, Kalari Payattu (martial arts), boat races and Ayurvedic.
2.1.3
High
PROMOTIONAL CAMPAIGN promotional campaign at International Convention Centre, Kochi. This
campaign made the tagline “God‟s Own Country” popular worldwide.
2.1.4
JOINED SOCIETIES AND PARTICIPATION IN TRADE FAIRS
The state tourism department also entered into a Memorandum of Understanding (MOU) with, Indian Airlines and Indian Railways to attract high spending tourists. In 2000, the Kerala Travel Mart Society (KTMS) organized the Kerala Travel Mart2000 (KTM-2000). Next 2002, KTM organized (KTM - 2002), it also received an overwhelming response. The Kerala state itself actively participated in trade fairs like ITB-Berlin and WTMLondon.
FOSTIIMA Business School, New Delhi
Page 6
2.2 SCHEMES 1. Concessional power tariff for approved star hotels, amusement parks, motels, restaurants, ropeway tourist centers and others. 2. A special arrangement was made to introduce Ayurveda coaches by the railways to give the tourists a rich experience. 3. KTDC even came up with an innovation, comprehensive insurance package for tourists visiting the state. 4. KTDC‟s six premium property, various schemes under this premium property.
2.3 GROWTH OF TOURISM INDUSTRY
The
focused, well planned and well executed marketing strategy, the tourism
industry in Kerala grew by leaps and bounds. Over the years, the number of foreign as well as domestic tourist arrivals to the state increased significantly. Kerala attracted a lot of domestic tourists as the number of domestic tourists had increased four times than compared to the increase in foreign tourists. International Tourist arrivals in the state increased from 69,000 in 1991 to 0.21 million in 2000, while domestic tourists numbered 5 million during the same year. And Foreign Tourist arrivals in the Kerala touched to 0.60 million in 2007, while domestic tourists touched 7.6 million during the same year (2007).
Domestic Tourist
DOMESTIC TOURIST ARRIVAL GROWTH 8000000 7000000 6000000 5000000 4000000 3000000 2000000 1000000 0 1998
2000
2002
2004
2006
2008
2010
Years
Domestic Tourist
FOSTIIMA Business School, New Delhi
Source: Ministry of Tourism Govt. Of India
Page 7
FOREIGN TOURIST ARRIVAL GROWTH 700000
Foreign Tourist
600000 500000 400000 300000 200000 100000 0 1998
2000
2002
2004
2006
2008
2010
Years
Foreign Tourist
Source: Ministry of Tourism Govt. Of India
2.4 TRAVELLING TOWARDS THE FUTURE
In 2002, it entered into a cross-promotional deal with Maharashtra to jointly attract domestic and foreign tourists. In addition both states agreed to jointly participate in International Tourism Fairs. Kerala entered into an agreement with IBP, India‟s largest petroleum marketing company. The company proposed to invest upto Rs 300 million. The Mumbai based, the Leela Group, signed a memorandum of understanding to set up an international airport. The SFC Group, Abu Dhabi, agreed to invest Rs. 1.05 billion to develop an amusement park, resort, etc. The Gulfar Group agreed to invest Rs. 300 million to set up oceanarium and few resorts.
2.5 AWARDS The state won the first Outlook Traveller – TAAI Award for excellence in 2000-01. The financial Times, London, identified the state as the „Smart Traveller‟s Choice‟ in January 2002. Kerala was even chosen as a „Partner State‟ by the World Travel & Tourism Council (WTTC) and etc.
FOSTIIMA Business School, New Delhi
Page 8
3. OTHER STATES STRATIGIES TO PROMOTE
In the late 1990s, inspired by the „Kerala Experience‟ other Indian States such as Goa, Rajasthan, Maharashtra, Andhra Pradesh, Karnataka etc. began taking steps forward for Branding and Marketing themselves as tourist destination. 1. Marketing Attractions 2. Tax Exemption 3. Promotional Activities 4. Building Infrastructure
3.1
MARKETING ATTRACTIONS
Goa, famous for its beaches and Portuguese architecture attracted tourists in large numbers during the winter season (November to March), as this is the best time of the year for enjoying the place. Maharashtra Tourism Development Corporation (MTDC) planned to „Brand‟ the state using the tagline “Maharashtra Unlimited”. The planned campaign was intended to highlight the unique features of the state, such as one of the longest coastline in the world, the largest number of caves and its large variety of architectural styles. The state made plans to organize road shows not only in the country but also western countries.
3.2
TAX EXEMPTION
Goa, from
June to September, tourist arrivals declined significantly, due to the
arrival of monsoon. So, the state government offered tax exemption on sales, expenditure and food tax. Luxury taxes were reduced from 15% to 20% during normal season.
FOSTIIMA Business School, New Delhi
Page 9
3.3
PROMOTIONAL ACTIVITIES
Maharashtra‟s promotional activities focused on the attractions offered by Mumbai, the state capital. Mumbai, one of the most industrialized cities in India, offered tourists many option like shopping, business, heritage and entertainment, art and film Industry. MTDC also decided to promote grape growing regions in the state such as Sangli, Solapur and Nasik as tourist destinations.
3.4
BUILDING INFRASTRUCTURE
The government also spruced up tourist attractions such as the Ajanta and Ellora caves by building good roads, proper signage, proper lighting and shopping centres.
4. TRAVELLING TOWARDS THE FUTURE
Tourism in India has seen exponential growth in the recent years. India is one of the most preferred destinations for both overseas and domestic travelers. Tourism enables the international traveler to understand and experience India's cultural diversity first hand. According to official estimates the Indian tourism industry has outperformed the global tourism industry in terms of growth in the volume of foreign tourists as well as in terms of revenue.
FUTURE TREND
The real GDP growth for travel and tourism economy is expected to be 0.2 per cent in 2009 and is expected to grow at an average of 7.7 per cent per annum in the coming decade.
FOSTIIMA Business School, New Delhi
Page 10
Earning through exports from international visitors and tourism goods are expected to generate 6.0 per cent of total exports (nearly $16.9 billion) in 2009 and expected to increase to US$ 51.4 billion in 2019.
According to the Ministry of Tourism, Foreign Tourist Arrivals (FTAs) for the period from January to March in 2009 was 1.461 million. For the month of March 2009 the FTAs was 472000.The reason for the decline is attributed to the ongoing economic crisis.
In spite of the short term and medium term impediment due to the global meltdown the revenues from tourism is expected to increase by 42 per cent from 2007 to 2017.
NUMBER OF TOURIST VISIT IN INDIA
Tourists (in Millions)
14
2007, 13.17
12 10 8 6 4 2 0 1994
1996
1998
2000
2002
2004
2006
2008
Years
Growth Graph of Tourist in India
FOSTIIMA Business School, New Delhi
Source: Ministry of Tourism Govt. Of India
Page 11
RESULT OF STUDY
"God's earth in all its feelings and beauty is for the people." .................... Thomas Cook.
The opportunities for all in the Indian tourism industry and connected to the industry are huge. Both government and private enterprise can gain some quick wins as well start work on some areas for longer term development. Building on the success to date, there is I believe a powerful case for the Indian government to challenge its approach to tourism, reallocating some of its expenditure and in so doing re-energise the industry. There is a powerful case for the private sector to invest for growth particularly in domestic tourism. If the government, industry, businesses and individuals employ the sort of joined-up thinking that this implies then the opportunities for the country are indeed enormous.
FOSTIIMA Business School, New Delhi
Page 12
BIBLOGRAPHY
1.
Case Study (Kerala Tourism- Branding a Tourist Destination).
2.
Ministry of Tourism Government of India.
3.
State/UT Tourism Departments.
4.
www.google.co.in
5.
www.indiatraveldestinations.com
6.
www.keralatourism.org
7.
www.indiatourism.org
FOSTIIMA Business School, New Delhi
Page 13
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