incredible india

Presentation By…

Incredible !ndiaBatch no. 63

Institute for Technology and Management, Sion

Batch No: 63

Arti Gada – 03

Manish Vispute – 07

Rammani Gupta – 10

Valay Chheda – 18

Vishrutha Marar - 20

TOURISM – What is it all about?

Batch no. 63 Incredible !ndia

Tourism is a collection of activities, services and industries

that delivers a travel experience, including transportation,

accommodations, eating and drinking establishments,

retail shops, entertainment businesses, activity facilities

and other hospitality services provided for individuals or

groups traveling away from home.

Types of Tourism


Adventure travel - involve exploration or travel to

remote, exotic and possibly hostile areas, where the

traveler should "expect the unexpected“.

Cultural tourism - is the subset of tourism concerned with

a country or region's culture, especially its arts.

Heritage tourism - is a branch of tourism oriented

towards the cultural heritage of the location where

tourism is occurring.


Wildlife tourism - can be an eco and animal friendly

tourism in both captive and wild environments. In its

simplest sense, is watching wild animals in their natural

habitat.

New Types of Tourism

Heliport Tourism Medical Tourism Wellness Tourism Cruise Tourism Caravan Tourism Rural Tourism

Types of Tourism

Tourism Statistics

The World Tourism Organization (WTO) claims that tourism

is currently the worlds largest industry with annual

revenues of over $3 trillion dollars.

India’s share in the global tourism is expected to reach

1.5% by 2010


Malaysia- Truly Asia

Amazing Thailand

South Africa –Alive with Possibility

Hong Kong-Asia’s World City

Singapore – New Asia

New Era in Indian Tourism


‘ Incredible India’, a multi-pronged promotional campaign

launched by the Department of Tourism

Incredible India was conceptualized in 2002 by V Sunil

(while he was Creative Director, O&M Delhi) and Amitabh

Kant, Joint Secretary, Ministry of Tourism.

Amithabh Kant

V Sunil


The campaign began in the middle of the tourism crisis in

2002 when hotel occupancy rates were down to 20 per

cent.

At that time, all outlays used to be divided into 18

foreign offices. Some offices called it “Spiritual India”,

some called it “Cultural India”, and some, “Unbelievable

India”.



Incredible India campaign was started off on a low note

with an outlay of just Rs 15 crore.

Began with traditional markets such as the UK, Italy,

France and Germany.

The American market had not started moving at all so

they made no spends in the US for two years.



Worked with top-line creative agencies Ogilvy & Mather

and BharatBala Productions.

Worked on a QCB (Quality-cum-Cost Basis) model under

which we evaluated every bid based on quality and costs

— where, say, 80 per cent emphasis was on quality and

20 per cent on costs.

The Asian Development Bank and the World Bank also

follow the QCB model.



It focuses on the diversity of India as a holiday destination

‘with something for everyone’, from beaches to mountains,

world heritage sites to cultural fairs and safaris to holistic

holidays.

”Incredible !ndia” logo - exclamation mark that formed the

“I” of India was used to great effect across all

communications

Generated a 16% increase in tourist traffic in the first year



The ‘Incredible India' campaign was built around the

brand proposition of "India as a path to ananda“

(wellness, bliss and contentment - in Sanskrit).

Tourism in India has grown from $2.8 billion (Rs 13,200

crore) to $11.5 billion (Rs 54,300 crore)

Numbers grew from about 2.3 million to about 5.6

million.



First ever Online campaign for Ministry of tourism during

the period of March 2002 – April 2002.

The campaign resulted in more than 13 million hits to the

website per month.

Page views increased from 1,409 to 2,286,805 in less

than 2 months.

Visits increased from 245 to 10,131

Online Campaign (March 2002 – April 2002)


A Response mechanism was devised to create a dialogue

with the users [email protected] was made

popular through online campaign and website.

With success of first online campaign Subsequently many

more campaigns have been launched and website has

been revamped to www.incredibleindia.org.

Online Campaign (March 2002 – April 2002)

www.incredibleindia.org

Marketing Strategies


DVD ad insert and digital brochure insert in ZDNet India’s

Technology magazine.

Direct marketing:

Incredible India post cards inserts along with tickets to all

those who purchased railways ticket from Indian railways

website.

Campaign 2002/03


The first marketing initiative of its kind, Incredible India

was conceptualized in 2002 by V Sunil (while he was

Creative Director, O&M Delhi), and Amitabh Kant, Joint

Secretary, Ministry of Tourism.

Campaign 2003/04


In the second year, the Incredible India campaign

focused on spiritual tourism, resulting in a 28.8%

increase in tourist traffic and a no.1 ranking in the

Travel+Leisure readers survey.

Campaign 2003/04


In 2003, Condé Nast Traveller selected India as one of the

top ten preferred destinations for the discerning traveller.

In January 2004, Lonely Planet conducted a survey in 134

countries to select the world’s favorite destination for

individual travelers. India was ranked among the top five.

The 2003/04 campaign went on to win many prestigious

awards, including Gold at PATA and the Bombay Ad Club.

Campaign 2006/07


The print and outdoor executions combined spectacular

images with a wry, self-assured tone – a far cry from the

bowing and scraping of past campaigns.

The campaign went on to win the PATA Grand Award

2007 for Marketing, and was one of only four ‘best of

show’ Grand Awards out of a total of 339 entries from

132 organizations.

In 2006-2007, spend Rs 235 crore on publicity and

marketing in domestic and overseas markets

ITB, Berlin 2007


In March 2007, the global brand campaign (an evolution

of the ‘Incredible’ theme, which was unprecedented in

terms of quality and scale) was extended to the

Internationale Tourismus Bourse (ITB) Berlin – the world's

largest travel and tourism show – where India was

participating as the Partner Country.

ITB, Berlin 2007


The campaign used the entire city as a canvas - covering

it with large billboards, branding on taxis and buses,

vibrant graphic art and 3D installations.

Mammoth billboards and banners with tongue-in-cheek

messages and headlines boldly announced the presence

of India at ITB.

Posters inside the Berlin-Schönefeld International Airport’s arrival lounge

Billboard at Zoofenester/Joachimstaler Straße.

Incredible India branded taxis

National Geographic staged a special India-themed exhibition at ITB

An indoor poster announcing the food festival

India Now, London 2007

India Now was a three-month long campaign designed to

showcase India’s accelerating economy and ever-

evolving culture. It was organized from July to September

2007 in London

As part of the campaign, Outdoor panels in 150 bus

shelters featured images of India that corresponded to

the names of famous London Underground stations,

creating a dramatic and amusing contrast.

Cannes 2007

This special campaign was designed to attract a global

film crowd at the International Film Festival at Cannes.

Large outdoor posters showed off India’s diverse and

picturesque locales - from the golden beaches of Kerala

to the Tiger reserves of Madhya Pradesh - with

cinematographic-themed headlines such as ‘Location for

Hire’ in French.

India@60, New York 2007


The Incredible India@60 campaign was launched in New

York from 23rd-26th September 2007 to coincide with the

UN General Assembly session.

Incredible India@60 took India’s extraordinary energy

and cultural diversity to the watching world. Billboards at

Times Square, taxis, buses, bus shelters, TV and radio

announced the arrival of a brand new India.

The sand sculpture of the Taj Mahal by Sudarshan Patnaik at Port

Authority Bus Station.

An Incredible India branded bus.

Campaign 2007/08


The Colours of India campaign emphasized India’s

diverse cultural spectrum. Featuring breathtaking images

and colour-based headlines such as Coffee Brown and

Red Hot, the campaign was launched globally in 71

leading newspapers and magazines.

Campaign 2008/09


The India Tourism 2008 campaign was based on the

experiences of those who came to visit India as tourists

and stayed back to make India their home.

The creative idea employed a simple device that stated

their country of birth, followed by text that said

‘Motherland: India’.

LA Campaign 2009


For Incredible India's campaign in LA, we used the names

of famous Hollywood movies as headlines and set them

against images from India.

A simple tongue-in-cheek approach appropriate for a

town that lives and breathes movies.

Atithi Devo Bhavah


“A nation wide campaign that aims at sensitizing

key stakeholders towards tourists, through a

process of training and orientation.”

It also re-instills a sense of responsibility towards

tourists and re-enforces the confidence of foreign

tourist towards India as a preferred holiday

destination.

7 point Atithi Devo Bhavah Program


Atithi Devo Bhavah is a 7 point program of hospitality

and training

1. Samvedan Sheelta or Sensitisation-

Here we will sensitise the various sections of the tourism

industry about how each of them to contribute for the

growth of the tourism industry and how they will benefit

from it.


2. Prashikshan or Training and Induction -

This involves explaining to them the needs and

expectation of the tourist, how they should respond and

behave in order to satisfy them needs and meet those

expectations.

3. Prerna or Motivation -

This is motivation to participate in this program through

various measures e.g. awards for the best worker in the

segment.



4. Pramani Karan or Certification -

Certification to ensure standards shall be done at an

appropriate stage in the training program.

5. Pratipushti or Feedback -

Feedback shall be obtained from tourists about the

Service they have received and the experience they had,

in order to improve the training program on a continuous

basis



6. Samanya Bodh or General Awareness -

The mass media communication campaign will be

undertaken to create general awareness among the

public about the necessity and the benefits of the Atithi

Devo Bhavah program.

7. Swamitwa or Ownership-

Adopt the Atithi Devo Bhavah movement as your own,

fellow Indians, for many livelihoods are dependent on

tourism.


Components of the Athithi Devo Bhavah Program


1. Training is divided into 2 categories:

Level 1 : Covers taxi drives, tourist guides and baggage

handlers and porters.

Level 2 : The tour operators, shop owners / staff, hotel

staff, immigration and customs officials.


2. PR Road Shows

with the tourism trade in order to get their active

participation and ownership of the Atithi Devo Bhavah

programme.

3. Mass Media Communication

Mass media communication in newspapers, TV, and

outdoors to create general awareness about the Atithi

Devo Bhavah program

Components of the Athithi Devo Bhavah Program

The Atithi Devo Bhavah Charter


1. Hygiene and Cleanliness

shall cover all areas, right from vehicles like taxis, the

personal hygiene and cleanliness of the person providing

the service, to the cleanliness of the monuments/places

of tourist interest.

2. Conduct and Behaviour

The person concerned e.g. the taxi driver/hotel employee

shall behave in a courteous and polite manner towards

tourists.


3. Integrity and Honesty

The person providing service to the foreign tourists should

be honest.

4. Safety and Security

The tourists’ safety and security is top priority.

The Atithi Devo Bhavah Charter

Tourism is the largest service industry in India, with a

contribution of 6.23% to the national GDP and 8.78% of

the total employment in India.

India witnesses more than 5 million annual foreign tourist

arrivals and 562 million domestic tourism visits.

The tourism industry in India is expected to increase to

US$275.5 billion by 2018 at a 9.4% annual growth rate.

Average Length of Stay in India is 31.2 days

Tourism Statistics

International tourist arrival in India is expected to grow

with a CAGR of 7.9% for the period spanning 2010-2015.

Domestic tourist visits is expected to increase with a CAGR

of 12.29% for the period spanning 2008-2015.

Indian tourism Foreign Exchange Earnings is expected to

grow with a CAGR of 7.9% for the period spanning 2010-

2015.

Tourism Statistics

In Indian union budget 2010 Indian government has given

more than INR 1,000 Crore to Ministry of Tourism India

The number of cruise tourist arrivals in India is expected to

jump by 233.33% by 2010 from the number of cruise

tourist arrivals in 2007.

The number of medical tourist arrivals in India is expected

to increase by a CAGR of 24.6% from 2009 to 2013.

Tourism Statistics

During the period of 2002-2009 India witnesssed the

growth in foreign tourist arrivals from 2.38 millions to 5.11

millions respectively

Goa, Kerala, Rajasthan and Maharashtra are the leading

tourism destinations in India in terms of total tourist

arrivals.

It is expected that the total market for medical tourism

will reach US$ 2 Billion by 2012, representing a CAGR of

60.69%.

Tourism Statistics

Tourism, India's third largest foreign-exchange earner,

is also directly and indirectly employs about 42 million

people, which is 8.78% of the total employment in the

country.

Foreign exchange earnings from tourism increased

from Rs 15,064 crs. in 2002 to Rs. 54,960 crs.

Tourism Statistics

After the sever setback in the travel n tourism industry

from last 2 quarters in the year 2008-2009 (terrorist

attack) to 2nd quarter of the year 2009-2010 (h1n1

diseases) fall by 3.3% later on we saw an increase by

4.3%.

The 2010 Commonwealth Games in Delhi are expected

to significantly boost tourism in India.

Tourism Statistics

As per the travel & tourism competitiveness report 2009:

14th –Best tourist destination for its natural resources

24th- Best for its cultural resources with world heritage

sites and both naturals & cultural rich fauna

37th-Best for its air transport network

5th –Best for travel and tourism industry

Tourism Statistics

Acclaims and Awards

Due to the efforts of the Ministry of Tourism, Government of

India have led to India winning the following

international acclaims:

1. Conde Nast Traveller, the worlds’ leading travel and

tourism journal has ranked India amongst the top 4

preferred holiday destinations of the world

2. India amongst the top 5 favorite destinations – Lonely

Planet in a survey of 167 countries


3. ABTA (Association of British Travel Agency) has ranked

India as No. 1 amongst top 50 places for 2006.

4. The Incredible India campaign has been the winner of

PATA Gold Award for best Print Ad Campaign and PATA

Gold Award for Best Destination Marketing Campaign

5. The Incredible India Campaign has been ranked as the

‘Highest Recall Advertisement worldwide by Travel and

Leisure.

Acclaims and Awards


6. World Travel Awards received for

i. Asia’s Leading Destination

ii. World’s leading Travel Destination Television

Commercial

iii. Worlds’ Leading Responsible Tourism Project, for

Endogenous Tourism Project

iv. Asia’s leading tourism and convention bureau

Acclaims and Awards

While others may claim breathtaking locales,

the mysticism of the east, the draw of

civilization, the call of the wild.... India is

that and much more.....

It is a journey of mind and soul.

It is a journey of the five senses

It is a journey of self-discovery

It is a journey of self-fulfillment.

incredible india

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